Growth Lead, SMB

Growth Lead, SMBDescription -ABOUT THIS ROLEGrowth is the lifeblood of any organization. The Growth Marketing team at HP Inc is responsible for driving growth across HP Inc’s portfolio of Growth businesses. These businesses spanning both Consumer and Commercial segments are expected to deliver $10+ Billion in revenues in the current fiscal while growing double digits. As Growth Marketing Lead, Commercial SMB (B2B) you will help drive acquisition, experimentation, retention + engagement, and monetization for HP’s portfolio of commercial line of products. You will partner with Global Business Units, Market Marketing Leads, and several Centers of Excellence (Media, Content, MarTech, etc.), to develop and execute growth strategies and tactics across organic and paid channels that accelerate the adoption of HP's commercial SMB products globally.WHAT YOU’LL DOWork closely and cross-functionally with Marketing, Product, Insights, Go-to-Market, Media, Content, and Data Science to define the strategy, build scalable growth models, and deliver data-driven solutions that delight users and drive business outcomes.Build and maintain core Acquisition models – qualitative and quantitative – for commercial products and services. Models could be demand creation, demand capture, ABM, or hybrid.Collaborate with product marketing to create or adapt content/assets for use in scaled and/or 1 to few account-based programs that map to the stage of journey and account status.Collaborate with Market and Country Marketing teams to manage implementation / execution of acquisition models across relevant channels, both paid and organic.Continuously improve the acquisition models via rapid experimentation.Forecast, measure, monitor, and report on the performance of growth models and campaigns against critical metrics such as qualified pipeline and revenue.Collaborate with and influence Product, Design, and Engineering teams to continuously optimize our acquisition, activation, and retention funnel and product onboarding experience.Eventually, stand up the Retention + Engagement models. WHAT WE’RE LOOKING FORGrowth skills Data driven/Analytical skills – focus on business outcomes and impact. They don’t need to be an analyst doing regression models. Understands how to glean insights from data and drive strategic recommendations. Negotiation and Influence skills – can convince other teams do things differently and have a willingness to do the work needed.  Experimentation – ability to create a customer focused hypothesis that informs testing versus tactical optimization tests like copy tweaks, design tweaks, offer tweaks. Full stack growth – experience with acquisition, monetization, retention. Acquisition is our priority right now at HP.  B2B Marketing skills Account Based Marketing (ABM) – both for net new logos and for upsell, cross sell, retention. Lead generation – this term has moved around a lot in B2B now it is more contact acquisition and unqualified leads. If a candidate is only focused on leads and not the business outcomes (revenue, unit, market share), then they are not a fit. Demand generation - (lots of buzz words here) really this is the combination of demand creation and demand capture. Full lifecycle.  Demand creation – building awareness and interest for a product or service.   Demand capture – engaging prospective buyers who are showing buying signals. Go to Market (good to know, caution if they are passionate about their process as it may conflict with our WW team. They own GTM at HP). Many product markers will have GTM experience but lack the other B2B experience needed.   Team skills Critical thinker – can map out the step by step 1, 2, 3, A, B C to solve problems (creativity needed to explore solutions) Self-awareness – know what I know, know what I don’t I know and can recognize when I don’t know what I don’t know.  Ability to work in isolation & with a team #LI-POSTJob -MarketingSchedule -Full timeShift -No shift premium (India)Travel -Not SpecifiedRelocation -Equal Opportunity Employer (EEO) - HP, Inc. provides equal employment opportunity to all employees and prospective employees, without regard to race, color, religion, sex, national origin, ancestry, citizenship, sexual orientation, age, disability, or status as a protected veteran, marital status, familial status, physical or mental disability, medical condition, pregnancy, genetic predisposition or carrier status, uniformed service status, political affiliation or any other characteristic protected by applicable national, federal, state, and local law(s).Please be assured that you will not be subject to any adverse treatment if you choose to disclose the information requested. This information is provided voluntarily. The information obtained will be kept in strict confidence.If you’d like more information about HP’s EEO Policy or your EEO rights as an applicant under the law, please click here: Equal Employment Opportunity is the Law Equal Employment Opportunity is the Law – Supplement