Specialist - Paid Media and Performance

Position Description:

• Leverage data and analytics to measure campaign results, assess against goals/KPIs, identify trends and insights, and optimize spend and performance to improve performance and key learnings.

• Partner closely with the marketing and sales teams to establish and maintain scalable processes to ensure best practices in campaign and lead management while strengthening and accelerating pipelines for new customer acquisition.

• Monitor and refine lead scoring, and maintain and optimize lead enrichment, normalization and segmentation.

• Collect and analyze data for all campaigns, identify trends and insights to assist in achieving digital marketing goals for Reach, Engagement, and Conversion.

• Develop, deploy, manage, track and report on automated trigger and nurture campaigns

• Leverage marketing automation to nurture existing clients as well as create lead generation for new opportunities

• Generate reporting and leverage data to draw insights and optimization of campaigns

• Work with management to define KPIs, create reporting, analyze campaign performance. Create recommendations to improve campaigns continuously

• Plan and perform A/B testing to define and execute enhancements to productivity, conversion rates, programs/campaign ROI, and sales growth

• Responsible for the integrity and segmentation of databases

• Analyze campaign performance and suggest improvements

• Report on prospect nurturing results, Open Rates and CTR generated from email marketing efforts

• Craft landing pages and lead generation forms for email campaigns to increase conversion rates

• Manage development of all materials and training to ensure success of program for members

• Responsible for growth and member utilization of the program

• Ensure emails follow industry policies, best practices and email compliance

• Monitor and engage in relevant social discussions about our company, and/or industry, both from existing leads and customers as well as from brand new audiences

• Monitor user engagement and provide suggestions for content optimization to Content Marketers

• Run PPC advertising campaigns via Social channels and track their success

• Create shareable forms of original content appropriate for specific networks to spread both our brand and our content

• Curate shareable content appropriate for specific networks to keep our audiences engaged during gaps in original content coverage

• Drive consistent, relevant traffic and leads from our social network presence to our website assets

• Track, measure, and analyze all initiatives to report on social media progress towards goals

• Respond to comments and queries in a timely manner and perform crisis aversion on commentary or posts on social networks that may have a negative impact on our brand

• Stay up to date with digital technology trends

• Perform all other duties and special projects as assigned

Education and/or Training:

• BS in Marketing, Communications or a related field

Relevant Work Experience:

• Proven track record of collecting and interpreting data to develop actionable insights

• Background in B2B marketing: online, digital, demand generation, or inbound a plus

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