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JOB CENTER

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Senior Digital Marketing Manager
Location : District of Columbia, Washington
Refer job # VGMS337535

Job Responsibilities and Requirements: Principle Duties: eCommerce/ Websites Lead and Own Google Analytics and Google Tag Manager to measure the effectiveness of our websites KPI s and make recommendation for improvement. Be a champion for marketing/e-commerce projects and advocate for best practices in e-commerce and digital marketing. Maintain, revise and enhance websites functionality to increase conversions and improve the customer experience. Establish a rigorous, data-driven roadmap to ensure continuous improvement across all sites. Manage and regularly update content on the company websites. Maintain consistent corporate message and voice throughout all initiatives. And work closely with internal SME to establish key benefits. Generate monthly reports on digital marketing campaign s performance. Monitor competitor s e-commerce activities and maintain knowledge of e-commerce trends and opportunities. Seek proactive input from sales, product management and other departments to enhance the e-commerce strategy and realize the desired customer experience across all touch points. Social Media Create and maintain social media and blogs editorial calendar across all brands. Create and publish social media, landing pages and blog posts. Report on results of social media and digital marketing efforts, including go forward recommendations based on analysis. Track and measure KPI including traffic to website, lead generation and revenue generated from social media campaigns. PPC/SEO Lead T&C s SEO initiatives, including regular reporting and recommendations. Manage PPC implementation and measurement utilizing third-party vendors. Align Google AdWords and Google Analytics and report on KPI. Oversee SEM, mobile strategies, display ads and other web based marketing programs. Partner with internal marketing managers to ensure integrated messaging across all brands and digital channels, drive demand and reduce the cost of lead acquisition. Develop, evaluate and oversee the implementation of A/B testing protocols and procedures. Set the strategy for online marketing and manage landing page conversion optimization. Conduct keyword research and create lists of targeted search terms Secondary Duties: Demand Generation Build and/or support email campaigns to drive qualified leads, customer education and product adoption. Build and/or support testing frameworks (split testing, deliverability and tracking) for continuous optimization of click-through and conversion rates. Ensure adaptive learning from past campaigns to guide future marketing campaigns. Manage or support email campaigns end-to-end, including planning, targeting, set-up, testing, execution, reporting and optimization. Oversee implementation of digital footprint across all websites including progressive profiling, landing pages and post back pages. Position Specifications: 1. Essential Use of Following Tools: Proficient in Microsoft Office products - Word, PowerPoint, Outlook, Excel. Experience in using the following: o HTML, PHP, CMS, CSS implementation and improvement o SEO/ SEM, Google Analytics, Google AdWords and Google Tag Manager o All Social Media platforms (Facebook, Twitter, LinkedIn etc) o Testing platforms such as Optimizely or Litmus experience are a plus o Photoshop, Kentico, Diners, Salesforce.com or IMIS experience are a plus 2. Essential Training/Certifications: Bachelor s degree in Business or Marketing required, MBA preferred Minimum 10 years of experience in direct management of corporate websites, including ecommerce, using KPIs and sales data. 6- 8 years experience with B2B/B2C digital marketing and lead generation Familiarity with Education/Training/Certification Industry preferred Familiarity with Hospitality/Restaurant Industry preferred but not required 3. Essential Skills/Knowledge: Ecommerce specific skills including knowledge of web analytics, web communities, web syndication/web feeds and Web 2.0. Experience using email marketing and transaction messaging tools and / or services. Must be able to demonstrate strong project management and organizational skills. Strong quantitative, analytical, and problem solving skills required. Must have strong interpersonal skills and the ability to think strategically and act tactically. Ability to use strategic thinking and problem-solving skills to create new strategies, build business cases, and win stakeholder buy-in. Must be analytical, strategic and willing to embrace the challenge of significantly increasing e-commerce revenue. Has experience with consumer shopping engines (CSE). Strong writing, reading, math and communications skills. Strong communication skills and proven track record of managing teams and agencies Significant communication skills in written and verbal formats; showcases clear and concise manner. Complex problem-solving (create options, then converge). Flexible and resilient. Demonstrative abilities in collaborative team building and consensus. Ability to work as part of a team and to work independently; a self initiator, versatile and assumes risk with responsibility.



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