Overall job responsibility: oversees the planning, development and execution of inbound digital marketing efforts.

Overview

The Digital Marketing Director will play a key role in driving inbound demand generation across the core digital channels including web sites, mobile, and online media in support of the company’s demand generation and branding goals. This team member will be responsible for the digital strategy and work closely with internal stakeholders, external agencies and partners to achieve the company’s goals.

The ideal candidate will use data driven decision making to plan, execute, analyze, and optimize programs that drive traffic to the multiple digital properties and increase engagement and conversion amongst website visitors. Leveraging a good working knowledge of Google Analytics, Adwords and SEO/SEM best practices, the Digital Marketing Director will collaborate with agency partners and internal stakeholders to ensure the website is optimizes. The ideal candidate will also have experience applying insights from buyer journey and buyer persona research studies, and user experience design best practices to the development of websites.

Roles/Responsibilities

• Responsible for creating a buyer-centric website strategy and managing the design process (content strategy, information architecture, navigation, user interface design, testing)
• Develop and manage the inbound demand generation strategy
• Manage both on-site and off-site SEO performance and goal-setting based on site impressions, click through rates, traffic and conversions
  • Manage the strategy and set up of all paid search, paid social media and affiliate campaigns for optimal results
  • Create landing page sand lead generation forms for our content to distribute through relevant paid programs.
• Manage corporate Web properties to support the company's business objectives (revenue, qualified leads, brand presence, awareness) including day-to-day operations
• Collaborating with field marketing teams to ensure online media aligns with lead generation goals.
• Work collaboratively with digital agencies to deliver the best online experience while holding agencies accountable for delivering on time, on budget and to specifications of the projects.
• Establish program measurement methodology and conduct regular analysis to identify opportunities, and develop strategies to improve performance on key KPI’s.
• Responsible for budget allocations and monthly reconciliation of digital marketing spend.

Experience and knowledge of technologies supporting the role include:

Web content management, web analytics tools, web optimization tools (reverse IP, real-time data appending), marketing automation platform, sales force automation, social media platforms, monitoring tools, search engine marketing tools, business intelligence tools, e-commerce platform

Education

Bachelor's degree required/ Master's degree preferred

Background/Experience

• 12-15 years of online marketing experience with a strong focus on analytics
• Five to seven years of SEO/SEM experience
• Three or more years of b-to-b social media experience
• Five or more years in B2B industry
• Experience optimizing and managing multiple web sites for branding and demand creation objectives
• Experience managing agency relationships
• Development of integrated marketing programs that combine inbound and outbound tactics
• Previous experience with A/B and multivariate testing
• Familiarity and experience with reporting tools and methodologies