Role Overview
We’re looking for a creative, strategic, and hands-on B2B Marketing Creative Manager to help drive marketing and business development efforts across Albany and the Capital Region. This role will develop compelling marketing content and campaigns that support sales growth, strengthen client relationships, and showcase the value of our products and services.
As an integrated member of the Albany business team, you will work closely with sales leadership, business stakeholders, and cross-functional teams to turn business objectives into effective marketing programs, combining strategic marketing with hands-on execution.
Hybrid: Onsite four days a week at the Albany location.
What You’ll Do
Local Demand Generation and Marketing Automation
- Develop and execute an ongoing local marketing plan that generates awareness, engagement, and qualified opportunities among businesses across the Capital Region.
- Own market-level email marketing and automation, including platform administration (such as HubSpot), audience segmentation, database quality, campaign calendars, nurture workflows, landing pages, forms, lead capture, and lead routing.
- Plan and manage paid social and other digital campaigns, including targeting, creative coordination, testing, optimization, retargeting, and performance reporting.
- Set and deliver against Marketing Qualified Lead (MQL) and Sales Qualified Lead (SQL) goals; track lead progression, pipeline contribution, and revenue influenced.
Sales Enablement and Market-Facing Content
- Partner with Sales leadership and account executives to identify priority opportunities and develop campaign themes, prospecting content, messaging, and materials that support seller outreach.
- Create and maintain professional, effective sales materials, including product sheets, brochures, one-pagers, presentations, audience and market stories, value propositions, campaign materials, and case studies.
- Work with clients and sales teams to gather testimonials, results, and proof points, and turn them into useful marketing and sales assets.
- Maintain a reliable, organized SharePoint marketing resource with current materials; establish a process to update or retire outdated content.
Owned Media, Products, and Go-to-Market Execution
- Develop promotional campaigns using Times Union Media Group channels, including TimesUnion.com, daily and weekly print products, email, and other owned platforms.
- Build coordinated go-to-market plans for new products, seasonal opportunities, events, newsletters, product relaunches, and priority revenue initiatives, aligning audiences, messaging, collateral, digital and print promotion, and seller follow-up.
- Help modernize and reposition Albany products such as Local First weeklies, Savings Source, newsletters, and other established offerings by improving their audience proposition, packaging, promotion, and sales story.
- Help turn owned-and-operated assets - including Top Workplaces, specialty newsletters, Capital Region Gives, Best Of, Local First, Savings Source, events, and other local programs - into sustainable revenue platforms. Develop audience, advertiser value proposition, packaging, promotional calendar, lead-generation plan, and go-to-market approach for priority initiatives.
- Own the business-side content strategy for the Times Union Media Group website, keeping product information current and improving positioning, calls to action, landing pages, conversion opportunities, and integration with marketing campaigns.
Market Presence and Event Leadership
- Build firsthand knowledge of Albany and the broader Capital Region by spending time in local communities and engaging with business owners, prospects, clients, former clients, and community leaders.
- Develop and lead a local event and networking strategy, including Times Union Media Group events and relevant third-party business events. Coordinate planning, promotion, lead capture, sales participation, and post-event follow-up.
- Represent Times Union Media Group at events and in the business community; build relationships with chambers of commerce and other regional organizations, and present the organization’s capabilities when appropriate.
- Work closely with strategic clients and the sales team to understand larger advertiser needs and identify opportunities to grow those relationships.
Collaboration and Measurement
- Coordinate messaging and execution across email, web, paid social, TimesUnion.com, print, collateral, events, and seller outreach so campaigns present a consistent strategy.
- Partner closely with Albany Sales leadership and the future sales trainer. Marketing develops positioning, campaigns, messaging, and tools; the trainer helps sellers use them effectively.
- Participate in the local operating cadence, including management, sales, CSS, and training meetings, and maintain regular contact with account executives and customer success specialists.
- Measure and report performance using MQLs, SQLs, lead conversion, email engagement, website conversions, paid campaign results, event leads, product performance, pipeline, and revenue influenced.
What You’ll Bring
Required Qualifications
Experience
- Minimum of two (2) years of professional experience in marketing, demand generation, marketing communications, or a related marketing generalist role; experience supporting sales or business-to-business (B2B) marketing is valuable.
- Broad understanding of marketing principles, with experience planning and executing marketing initiatives across multiple channels, including email, paid social, website, content, or event marketing.
- Experience working collaboratively with sales teams, business stakeholders, or cross-functional teams to support business growth.
Skills
- Strong writing, editing, verbal communication, and presentation skills, with the ability to develop clear, compelling marketing messages and materials tailored to different audiences and industries.
- Excellent organizational and project management skills, with the ability to manage multiple priorities, coordinate across teams and channels, and meet deadlines.
- Ability to use marketing automation, CRM, analytics, and content-management tools, and enthusiasm for quickly learning new marketing platforms and applications.
- Analytical and results-oriented, with an interest in measuring marketing effectiveness and using performance data to improve results.
- Sound judgment in translating products, audiences, customer results, and market insights into clear advertiser value propositions.
Mindset and Collaboration
- Creative, proactive, resourceful, and self-motivated, with a willingness to take initiative and personally execute projects from concept through completion, balancing strategic thinking with hands-on execution in a fast-paced, collaborative business environment.
- Strong interpersonal and relationship-building skills, with comfort meeting with business owners and clients, representing the organization publicly, and building relationships with sales teams, community organizations, and throughout the community.
- Ability to work independently, exercise sound judgment, and collaborate effectively with sales leadership and other business stakeholders.
- Adaptable, intellectually curious, and eager to learn, with a willingness to take on new responsibilities and grow professionally.
Local Presence and Logistics
- Knowledge of the Albany and Capital Region business community, or the ability and willingness to develop that knowledge through regular local engagement.
- Reliable transportation and willingness to travel locally throughout Albany and the Capital Region to attend meetings, client visits, business events, and community activities.
- Flexibility to occasionally attend early-morning or evening business and networking events.
Preferred Qualifications
- Bachelor’s degree in Marketing, Business, Communications, Advertising, Public Relations, or a related field, or an equivalent combination of education and relevant professional experience.
- Experience with demand generation, lead generation, or marketing campaigns designed to support sales growth.
- Hands-on experience with email marketing, marketing automation, audience segmentation, or lead nurturing platforms such as HubSpot, Brevo, or similar platforms.
- Familiarity with CRM systems, website content management, landing pages, digital analytics, or paid social media advertising.
- Experience developing sales collateral, presentations, case studies, promotional materials, or other marketing content.
- Experience planning or supporting business events, networking initiatives, or community engagement programs.
- Experience in media, advertising, publishing, digital marketing, or related industries.
Performance Measures
Performance will be evaluated through agreed MQL and SQL targets; qualified leads and conversion into sales opportunities; pipeline and revenue influenced; email, website, paid campaign, and event performance; and the quality, adoption, and business impact of sales tools and product go-to-market programs.
Additional Information
- Sponsorship: This position does not provide immigration sponsorship. Applicants must have the right to work in the U.S. without immigration sponsorship.
- Accommodations: We are committed to an accessible application process. If you need an accommodation to apply, please contact hnpemployment@hearst.com. This email address is for accommodation requests only.
Benefits
We support our employees through personal and professional development and promote physical, financial and emotional wellbeing for employees and their families. Our benefits include:
- Physical Wellbeing: Medical, dental and vision coverage to help keep you and your family healthy.
- Invest for the Future: Competitive retirement plan with a matching program in most markets.
- Generous Paid Time Off: Ample time off, including holidays and vacation.
- Paid Parental Leave: Paid leave to support growing families and new parents.
- Monthly Child & Dependent Care Reimbursement: Financial support for the care of your loved ones.
- Emotional Wellbeing: Mental wellness benefits to support your emotional wellbeing.
- LGBTQ+ & Inclusive Health Services: Inclusive healthcare designed for individual needs.
- Fertility Coverage & Menopause Support: Support throughout different stages of your health and family journey.
- Pet Wellness Reimbursement & Rover Credits: Support to help keep your pets happy and healthy.
- And more: Learn more about additional benefits and details here.
Compensation
The base salary range below is the Company's good-faith estimate for this position in the posted work location at the time of posting. Final starting salary will be based on permissible, non-discriminatory factors, including but not limited to skills, experience, training, certifications, education, location and market considerations.
Base Salary Range:
$60,000 - $100,000 USD
