Digital Marketing Manager

United Service Organizations, Inc   •  

Arlington, VA

Industry: Education, Government & Non-Profit


5 - 7 years

Posted 43 days ago

The Digital Marketing Manager is responsible managing and executing all assigned areas of the USO paid digital advertising efforts, providing regular reporting and analysis on revenue and channel portfolios and supporting overall Direct Response goals as a member of the DR fundraising team.

Principal Duties and Responsibilities (*Essential Duties):

  • Oversees USO paid advertising program with responsibility for implementing strategy, ensuring operational excellence and achieving agreed upon revenue and growth goals.
  • Manages the development and execution of all search engine marketing including organic search engine optimization and pay per click campaigns in house as well as through external partners. Including keywords, copy and meta descriptions, website content, analytics, etc.
  • Recommend, implement and optimize campaigns, tactics and practices to meet/exceed strategic revenue objectives.
  • Coordinate annual budget process for paid advertising program ensuring all key cost and revenue drivers are considered. Support supervisor in annual submission process and provide input as needed/requested. Exercise daily cost controls and expense analysis to ensure budget compliance.
  • Manage all eCommerce related platforms and investments including donation landing pages and ecommerce solutions, Wishbook (or other alternative giving sites) and 3rd party sites (Amazon Smile, Network for Good, etc.), Peer-to-Peer Giving Tools.
  • Develop compelling copy and creative that will be used in Direct Response fundraising campaigns.
  • Sets objectives and goals for web and paid media vendors and all key support and production partners.
  • Acts as key daily POC, manages USO paid advertising and web strategy and production vendors and ensures vendor-recommended strategies serve departmental and organizational goals.
  • Monitors paid media and web vendor performance for compliance with contracts and ensures renewal process executes successfully for each contract cycle.
  • Executes RFX processes for services related to the paid media program and web support services and participates in RFX processes adjacent to email marketing program.
  • Develop insights from marketing research, data analytics and marketing analytics, and incorporate into marketing strategy and tactics.
  • Provides budget to actual reports on web, SEM and paid media portfolio.
  • Authors and designs new reports that increase reporting capabilities, drive strategy and improve program performance.
  • Other duties as assigned

Job Specifications:

  • Bachelors degree required, preferably in Marketing.
  • 5+ years work experience in a digital marketing, online fundraising or web administration role. Relevant experience in a not-for-profit, military, multicultural and/or global organization preferred.
  • In-depth knowledge of web publishing technologies, digital marketing tools, website analytics platforms and social media channels. Solid understanding of best practices in web design, front-end development and user experience assessments.
  • Experience developing Google Analytics reports, dashboards and performing in-depth analyses.
  • Experience building and optimizing ads on tools like Google Search Ads, LinkedIn Ads, Facebook Business Manager/Ads Manager, and Google Doubleclick Bid
  • Ability to effectively communicate complex analytical findings.
  • Ability to keep pace with SEO, search engine, social media and internet marketing industry trends and developments.
  • Knowledge of ranking factors and search engine algorithms.
  • Experience building inbound organic search traffic and improving search engine results pages.
  • Strong interpersonal, customer service and problem-solving skills. Ability to manage and influence external vendor relationships.
  • Possess the ability to effectively manage multiple projects, pay close attention to detail, thrive in a rapidly changing environment and meet short turnarounds and deadlines.
  • General knowledge of various software, applications, and programs including but not limited to Microsoft Office Suite, content management systems, e-commerce, HTML scripting and other programming platforms. Experience with Bootstrap 3 and Drupal.
  • Ability to perform basic business/accounting functions including project management and budget reconciliation.
  • Ability to obtain and maintain proper credentials necessary to access USO center locations and facilities including but not limited to security, credit and/or background screening, SOFA status, valid driver's license.
  • Must be a strong advocate of the USO's mission.