DescriptionThe Senior Digital Marketing Specialist II is responsible for the planning, design, optimization maintenance, measurement and reporting of websites, social media, and demand generation programs to increase brand awareness, generate qualified leads, improve customer service, drive leads to conversions, increase sales, and deepen customer engagement. This role is expected to initiate effective marketing campaigns online, and to translate business goals into successful digital marketing campaigns. Provide influential leadership to Marketing, IT, Sales and Management team members, as well as outside agencies and vendors, in order to achieve this objective. This position does not have direct reports. In addition, the Senior Digital Marketing Specialist II is responsible for developing, managing, implementing, measuring and reporting on other marketing communications projects, as assigned by the Director of Marketing, to support SME and Business Unit strategic plan objectives.
MAJOR FUNCTIONS:- Development of digital brand standards, manage and create content, optimize for SEO/SEM and manage analytics for all digital-marketing related activities including event and/or product website, , social media sites, microsites and digital marketing campaigns
- Lead the strategy, development, execution and optimization of paid digital efforts, including display advertising, mobile, SEM and SEO
- Ensure digital design is optimized for branding, impact, SEO, web development, etc.
- Develop and write digital content and maintain content calendar
- Manage agency and vendor relationships to ensure any outsourced work is consistent, high quality, cost-effective, and reflects branding specifications
- Partner with Sales, Business Development and Marketing in the development and implementation of lead generation and lead nurturing campaigns throughout the sales cycle
- Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs)
- Analyze and report on customer behavior insights to improve user experience and customer journey on SME websites Identify trends and insights, and optimize spend and performance based on data insights
- Brainstorm new and creative growth strategies
- Identify opportunities for applying new technologies, digital products and services to online campaigns
- Integrate online activities with off-line marketing communications plans to ensure plans provide optimal business support
- Effectively management multiple projects/campaigns at once
- Develops and manages annual marketing budget in $700,000 range.
- Other duties as assigned.
RequirementsMINIMUM EDUCATION, SKILL, AND EXPERIENCE REQUIREMENTS:- Bachelor's degree in Business, Marketing or related field.
- Seven (7) or more years of digital marketing experience, B2B preferred
- Proven track record of delivering multifaceted, digitally driven campaigns from strategy through execution and leveraging data to drive strategic direction and optimize marketing programs
- Demonstrable experience leading and managing SEO/SEM, marketing database, email, social media and display advertising campaigns
- Strong digital copywriting, design, content marketing, and verbal communication skills
- Exceptional project management skills. Ability to prioritize, multitask, focus, lead, influence and delegate
- Must have proven ability to translate customer insights into successful digital marketing programs and a high degree of creativity to find new, compelling ways to reach and communicate to customers
- Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate
- Experience with Marketing Automation (Marketo, Pardot, etc.), Customer Relationship Management Systems, email management systems/platforms, SEM Rush, Falcon, SlickText, Feathr, SmartSheets
- Solid knowledge of website analytics tools ? Experience in website management/basic HTML/content management systems
- Understanding of user-design, graphic design and interface principles and responsive and mobile design
- Strong analytical skills and data-driven thinking
KEY COMPETENCIES:Core Competencies: - Communication and Collaboration
- Relationship Management
- Professionalism and Integrity
- Critical Thinking and Decision-Making
- Execution
- Initiative, Leadership, and Development
Job Specific Competencies:- Digital and social media marketing knowledge
- Data analytics and tracking
- Project leadership
- Client relationship development and management
- Planning and executing initiatives
- Software applications proficiency
WORKING CONDITIONS:- Normal office environment
- Regular, in-person attendance required
- Primary office location: Southfield, MI or Cleveland, OH
- Some travel required
