B2C Marketing Manager - Customer Experience

About the role

We are seeking an experienced and motivated individual to join Virbac as a B2C Marketing Manager within our Customer Experience team. In this role, you will shape the evolution of Virbac's omnichannel experience for pet owners and orchestrate unified campaigns across multiple pet care and prescription (Rx) brands to drive consumer demand and sales.

Responsibilities

• Pet Owner Journey Orchestration: Design, map, and implement digital experiences and email marketing journeys to nurture and convert pet owners.
• Manage Digital Properties: Manage the upgrade and relaunch of Virbac's US B2C website in partnership with global digital team, brand managers, and IT. Develop and oversee a digital content creation roadmap in partnership with Brand Managers. Utilize webmaster and analytical tools (such as GA4 and Looker Studio) to monitor consumer site engagement.
• 1P Data Activation: Drive the activation of first-party (1P) and third-party (3P) data and behavioral insights across CRM, owned digital channels, and media to personalize the pet owner experience and optimize performance.
• CRM Execution: Partner with internal teams to optimize our use of Snowflake CDP and Salesforce Marketing Cloud (SFMC) platform capabilities to deliver a modern CRM experience, and remain up-to-date on evolving best practices.
• Social Media Activation: Own the implementation of B2C social media strategy in partnership with agency, Brand Managers, and internal design team. Partner with agency and brand teams to activate insights and optimize.
• Measurement & Optimization: Employ A/B testing methodologies to maximize campaign performance and ensure that measurement/learning plans are in place for B2C initiatives.

Requirements

• Bachelor's Degree from an accredited College or University in Marketing, Digital Media, Business Administration, or a related field.
• 6+ years of Marketing experience, with a heavy emphasis on CRM, first-party data activation, and digital customer journeys.
• Platform Experience:
  • Required: CRM and project management software (Asana, etc.), SFMC or similar marketing automation platform, functional understanding of data transformation process and capabilities within Snowflake or similar CDP, strong working knowledge of digital/social media landscape and third-party data providers
  • Highly Desired: Experience using GA4 or Adobe Analytics to monitor website performance

Qualifications

• Significant, demonstrated experience in capturing, structuring, and activating first-party data within CRM ecosystems.
• Developed content and CRM strategies for CPG and/or pet health/pharma brands, and overseen the creation of B2C content in a regulated environment.
• Strong working knowledge of marketing analytics, and a track record of in-market optimization that drove results.
• Experience in building and launching websites, and understanding of how consumers find and consume information in today's media/AI landscape.
• Ideally, experience working with brands who employ a combination of B2B, B2C, and B2B2C tactics to drive sales.
• Experience working with animal health or human pharma brands is strongly preferred. If you don't bring this to the team, you're committed to learning.
• Proven ability to work inside a matrixed global environment, with the ability to engage and partner with team members across departments and from multiple countries.
• Ability to implement processes and navigate ambiguity.

Skills

• Marketing analytics
• CRM and first-party data activation
• Digital customer journey design
• Website development and management
• Social media strategy and execution
• A/B testing and performance optimization
• Cross-functional collaboration in a global matrixed environment