E-commerce – Drive e-commerce platform developing strategy and tactics to drive revenue through the Twist Bioscience e-commerce channel. Support our multiple channel mix ensuring e-commerce support for a broad range of lower volume customers whilst supporting larger volume sales driven by our worldwide sales team
Market Development – Manage and align the marketing team to identify market segment trends and opportunities, develop and disseminate actionable information on target growth opportunities.
Strategic Planning – Contribute to the strategic planning process with focus on improving market and competitive data. Understand key market dynamics, customer needs, and competitive activities. Assess internal capabilities, and identify product and application marketing opportunities.
New Product Introductions – Coordinate closely with product management to define and develop high-impact new product introductions roadmap with high return on investment that achieves revenue targets.
Marketing Programs – Systematically design, evaluate and execute marketing programs that will drive revenue. Programs to include competitive assessments, application marketing tools, selling techniques, promotions, and strength/weakness/opportunity/threat analysis. Support the sales organization in developing campaigns to increase awareness and generate leads.
Marketing Communications – Key responsibilities include customer presentations, trade show/seminar participation, web site programs, brochures, advertising, media, press releases, and direct mail campaigns.
Growth – Plan and execute all web, SEO/SEM, marketing, email social and display advertising campaigns measuring ROI and KPI’s. Drive growth experiments and conversion tests, and collaborate with internal teams to optimize user experience. Evaluate end to end customer experience across multiple channels and customer touch points. Collaborate with agencies and other key vendors.
Product & Applications Training and Support – Collaborate with product management to support delivery of sales training programs for all current and new products emphasizing product competitive advantages, “sell against” strategies and tactics and provide on-going sales support to move customers toward offerings. Work with product management, application team, training, sales management and other resources to provide product line training and support.