ESSENTIAL JOB FUNCTIONS:
Lead the design and development of the company’s digital marketing strategy and web-based platforms including both public website and private client portals
Devise digital strategies to increase client acquisition efforts by driving online traffic:
- inbound - SEM, SEO, paid search, and social media strategies
- outbound - automated email campaign and landing page optimizations
Ensure websites provide a seamless user experience, while improving design, usability, and content
Influence the client experience, especially how it translates digitally
Lead and manage client acquisition journeys and recommend and drive digital marketing strategies based on reaching target markets
Manage online brand and product campaigns to raise brand awareness, while utilizing marketing automation, CMS, CRM and other digital tools
Utilize suite of digital tools to implement and manage new and ongoing digital marketing campaigns
Lead (and collaborate to build), manage, maintain, and optimize digital marketing and paid media strategies vs. cost of acquisition vs lifetime value models
Work closely with Sales and Client Service teams to understand client journeys and to make recommendations for increasing lead generation, conversion rates and improving efficiency
Prepare performance summaries for all digital channels and integrated marketing campaigns, including variance analysis to key benchmarks.
Capture KPIs, highlighting business trends and informing management opportunities for the company
Utilize strong analytical skills and data driven research to evaluate end-to-end client experience across multiple channels and client touch points including digital marketing campaigns, and social media programs to inform future initiatives.
Manage digital marketing team to create digital marketing items such as videos, demos, emails and landing pages with strict adherence to our brand standards
Collaborate with the Marketing, Product and Communications teams to maximize marketing efforts across digital channels.
Collaborate with Technology and other departments across the organization, as well as with agencies and other external vendors.
Research competitors, industry, and other web sites and recommend updates/changes to remain competitive
Evaluate emerging technologies and provide thought leadership and perspective for adoption where appropriate
Provide regularly reporting to Marketing and business teams to continually test and refine results
Keep up-to-date knowledge of current web and social media trends, as well as business-to-business and business-to-consumer marketing trends
Drive and manage the internal approval process, including cross-functional approvals, such as Sales, Client Service and Legal when required
Other duties as assigned