Engagement Marketing Manager
5 - 7 years experience •
•Provide engagement model best practices, strategy and recommendations to ensure optimal outcomes for each program. Create and monitor lead nurturing throughout the workflow. Create strategies for integrated marketing campaigns, to include social media, SEM, advertising and new ideas for content marketing that will drive leads for pipeline.
•Manage programs from beginning to end, providing recommendations for the engagement model, including the workflow to align content strategy, offers and sales enablement to achieve KPIs.
•Coordinate with teams responsible for success, including key stakeholders in budgeting, Creative Services, Program Management, Marketing Engagement, Product Marketing, Industry Marketing, Data Analysts and Sales.
•Continually refine the engagement model to reflect best practices and recommendations for constant improvement. Conduct A/B testing to continually improve results and refine the engagement model. If you are a person who enjoys analyzing data and creating programs based on analytics, this is the role for you.
•Provide analytics on program performance and refine digital marketing strategies as needed, including copywriting, landing page, offers and ad strategies to drive traffic and conversion
•Provide input on search engine strategies and campaigns, including SEM, SEO and digital marketing campaigns to achieve best results
•Maintain and analyze the campaign dashboard to ensure accurate results are being shared for both Marketing and Sales teams, including detailed analytics and reports on the effectiveness of marketing mix elements and achievement of sales pipeline and revenue metrics.
•Using this performance data, the EMM partners with Industry Marketing Directors, Product Marketing
Managers and Program Managers to optimize the campaign marketing mix to increase the ROI on marketing spend by identifying what works, and what does not.
•As a member of the Engagement Marketing Team, ensure that all campaigns have met all “best practices” criteria before going live necessary to achieve the target business outcomes. These include, but are not limited to, buyer persona, offer type, email template, web page, conversion form, confirmed routing logic upon completion of form, associated advertising, social media, SEM, sales follow through, URL tracking and entire journey mapping with predicted outcomes
•Ensure all digital tracking tasks are completed for the efficient operation of the marketing closed loop process and related reporting.
•Project manage the workflow queues to ensure priorities are clear and transparent across service teams and Regional Marketing
•Coordinate the publication of event and campaign calendars with Program and Regional Marketing Managers to ensure all sales & marketing stakeholders have visibility on campaigns tactics and offers by sales vertical, territory and marketing region.
•Execute and manage the program schedule and conduct regular status meetings with stakeholders
•Provide program reporting and analytics on how well the program is performing including; response and conversion rates for individual campaigns and offers, tracking results against sales pipeline or attendee targets.
•Improve program ROI performance by managing an integrated marketing mix and providing fact based expert advice to teams on the most effective mix of campaigns/offers.
•Work in conjunction with the Marketing Program Managers to specify all attributes of the primary target audience and buyer personas to determine refined target lists.
•Balance frequency of all communications (over and under) for all target audiences by working closely with the marketing operations team.
•This role requires experience with marketing automation, nurturing programs/engagement marketing and 5-7 years of experience.
•SEM (LinkedIn, Facebook, GoogleAdWords)
Job ID: 19701