Online Marketing Manager

Position Summary:

Manage the Arboretum’s website and digital platforms to enhance brand awareness, reputation, and participation. Oversee the design, development, maintenance, and measurement for all online platforms. Responsible for developing digital content aligned with the Arboretum’s overall marketing and communications strategy and brand.

Essential Functions:

• Lead large-scale website and digital projects in partnership with the Director of Marketing. Build effective relationships with external consultants and cross-functional internal teams. Collaborate with key partners in Information Technology, Knowledge Management, and other Arboretum departments.
• Continuously optimize the Arboretum’s website, microsites, mobile app, and other digital platforms for usability, performance, and functionality.
• Work with staff across departments on digital communications projects. Oversee content and creative development for digital projects from initiation through implementation. Provide broad marketing support for Arboretum events, programs, and exhibitions through the website as a primary marketing channel. Balance the marketing needs of various programs.
• Integrate online efforts with other marketing and communications channels. Collaborate with Marketing and Communications department team members, including the Design team, to ensure continuity between online and offline content. Outline web asset requests and related specifications.
• Write, edit, and proofread website content. Ensure that the website adheres to the Arboretum’s brand and style guide.
• Develop and implement an approach to ongoing digital reporting and analytics including benchmarks and key performance indicators. Identify usage trends and highlight/implement needed improvements. Initiate tests and oversee ongoing reporting, working with the Website Administrator.
• Create and implement plans to maximize search engine optimization.
• Expand Arboretum mission-based storytelling and content marketing via the website and other digital channels. Collaborate with colleagues in Marketing and Communications to advise on content strategies for branded email communications (including HTML5), automation, paid and organic social media. Ensure webpages are developed and optimized to support digital advertising campaigns and social media efforts.
• Manage web-related project budgets and ensure timely, effective completion of projects. Ensure proactive and clear communication throughout projects.
• Supervise Web Administrator. Duties include recruitment and selection, scheduling and job assignments, performance feedback, recognition and staff development and training in keeping with the Arboretum’s policies and procedures.
• Other duties as assigned.

Qualifications:

• Bachelor’s degree required. 
• 5-7 years of related digital project experience required. The ideal candidate will have prior experience leading a redesign of a customer-facing website and implementing a cross-functional CMS. 
• Excellent oral and written communications skills, superb editorial and proofreading skills, and meticulous attention to detail required. 
• Ability to apply professional-quality writing and organizational skills to the production of a high-quality website required. 
• Working knowledge of programming including HTML, HTML5, PHP, CCS, Flash, and other related programs (for collaboration with staff and external web developers). 
• Strong knowledge of Google Analytics required. 
• Knowledge and ability to use CMS (Drupal strongly preferred), email automation, and CRM experience required. 
• Experience working with Agile development processes required. 
• Cross-functional team management experience required. 
• Supervisory experience preferred.

Success Factors:

• Earnest appreciation for the mission and work of an arboretum. 
• Positive, proactive, hands-on professional with a strong work ethic, collaborative style, and a strong service mentality. 
• Ability to motivate a cross-functional team while managing multiple priorities to deadline, often under pressure. 
• Ability to continuously demonstrate outstanding interpersonal skills with internal and external colleagues. 
• Innovative approach with knowledge of online best practices. 
• Highly organized in planning, budgeting, and execution. 
• Open to input and a lifelong learner in both technology and marketing communications. 
• Able and eager to lead (and train others) on all aspects of digital marketing. 
• The right person for this role will ensure their team’s work is top-quality and on brand while maintaining a positive, collaborative attitude with both team members and partners.