Digital Marketing Strategist

The Digital Marketing Strategist is responsible for helping the company achieve its growth goals through cost-effective digital marketing programs that generate high quality sales leads.

Essential Duties and Responsibilities:

  • Develop and implement comprehensive digital marketing plans across all of our paid, earned and owned channels that achieve overall business objectives.
  • Collaborate with Creative Strategy Manager to conduct ongoing campaign optimization and testing based on analytics and insights.
  • Take responsibility for the performance and cost-effectiveness of each of our digital channels; specifically:
    • Pay-per-click campaigns (adwords, retargeting, pre-roll ads): Ongoing keyword, ad, and bid optimization; identify opportunities for program expansion and enhancements
    • Website: optimize our web properties (website, blog, landing pages) for both search engines and lead conversion
    • Marketing automation: Using Pardot, develop, execute, monitor and optimize lead and customer nurturing campaigns
    • Data and analytics: Provide insights on marketing and sales performance and resulting opportunities using our various analytical tools; set and track measurable objectives and KPIs
  • Work across all departments, including marketing, sales, project management, product development and leadership teams to prioritize strategies, ensure consistency and uncover new opportunities.
  • Keep a finger on the pulse of our customers and their online behaviors, as well as our competitive marketplace.
  • Stay ahead of current and emerging digital marketing trends. 

Qualifications: 

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required, but is not meant to be all-inclusive. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education and/or Experience:

  • Bachelor’s Degree in Marketing, Advertising, or related field
  • 3-5 years of experience leading and implementing digital lead generation programs

Desired Skills:

  • Proven experience delivering measurable results with Google and Bing adwords campaigns, including CPC adjustments, ad improvement, short and long-tail keyword research, using negative keywords, A/B testing and competitive research
  • Proven experience delivering measurable results with lead nurturing campaigns and email list management
  • Hands-on experience with marketing automation platforms; previous experience with Pardot is a plus
  • Experience tracking and interpreting data from Google Analytics and other data sources into meaningful insights
  • Demonstrated experience optimizing websites for both search engines and lead conversion
  • Familiarity with web design best practices and HTML
  • Strong analytical skills
  • Strong relationship management, organizational, and project management skills
  • Ability to work effectively with a variety of internal teams and business groups
  • Has a passion for digital communication, marketing, and trends
  • A strong communicator with an ability to articulate complex topics simply and succinctly
  • Working familiarity with HTML, CSS, JavaScript, Adobe Creative Suite (Photoshop, Illustrator); Professional or hobbyist programming experience preferred but not required

Mental Requirements:

  • Reading, writing, and calculating
  • Interpersonal skills
  • Reasoning/analysis
  • Work with minimal supervision

Equipment/Tools Used:

  • Personal computer, phone, calculator, Microsoft Office suite, Salesforce.com, Pardot

Physical Requirements:
Light work (lift 10 lbs):  Occasional – Office equipment and supplies

Travel Frequency:
Minimal; training and education sessions when necessary