Online Marketing Manager
- Mentor, OH
- $90,738-117,425 per year
- Permanent
- Full-time
- Owns the development of the annual online marketing plan for multiple Healthcare businesses, and the planning and execution of business objectives in support of the overall global Healthcare business strategy
- Develops online marketing strategies and creates campaigns for downstream marketing initiatives as a result of 1) a strong and timely understanding of the business unit's business goals and strategies and 2) proactively surfacing opportunities online to improve KPIs
- Manages the development and execution of website content for multiple country sites (
10), including category pages, product detail pages, marketing spots, and long-form articles.
- Manages the digital functions specific to social and email content to build followership and drive educational awareness to influence B2B operations.
- Owns the strategy, execution, vendor relationships, and budget for business unit search engine marketing programs, including both Organic Search and Paid Search acquisition channels
- Develops and implement SEM strategies to support marketing plans and campaigns
- Owns the process to benchmark metrics and set performance targets for organic search and paid search and routinely documents best practices to educate and influence the Healthcare organization
- Tracks return on investment from marketing initiatives through the organic search and paid search acquisition channels and makes recommendations for future improvement
- Regularly reports performance metrics to business unit stakeholders, providing insights and recommendations on how to effectively use the online channels for business growth
- Responsible for the online Customer experience - responsible for data collection and analysis from quantitative and qualitative inputs, using data inputs to prioritize optimization recommendations to influence user experience and conversion metrics
- Owns the strategy and execution of all conversion optimization projects utilizing voice of Customer feedback, behavioral data, and best practices to scope elements of optimization tests, determine appropriate testing methodology, manages the design and development of variable creatives, obtain stakeholder signoff and reporting on testing outcomes
- Owns the process to benchmark performance metrics and manages dashboards using multiple analytics platforms and inputs to monitor and report on User Behavior, Customer Experience, and related key performance indicators such as goal conversions
- Supports the Healthcare organization on best practices for email and social marketing
- Leads an end-to-end email campaign and social campaign program management (including strategy, creative, deployment, and tracking)
- Utilizes segmentation and list management to ensure email messaging is delivered to the appropriate audience, maximizing relevancy and value
- Establishes organization best practices for email marketing and social marketing through effective A/B testing, metrics analysis, design, content testing, etc.
- Benchmarks metrics and goals for each channel
- Consults, tracks and provides performance reports to stakeholders of their email and social programs and makes recommendations for future improvements
- Supports the continuous improvement initiatives within the function, including standard work and the root-cause-countermeasure process in support of key performance indicators (KPIs)
- Works within the department's Lean tracking tools and provides data as needed for monthly documentation of performance against agreed-upon KPIs
- Participates in Kaizen events when appropriate and supports the action plans that result from those events
- Bachelor's Degree in Marketing, Advertising, Communications or related field
- 5-7+ years of experience in a similar role
- 5+ years of experience in marketing campaign strategy development, measurement, and execution
- 3-5 years of SEO/SEM experience
- Experience in various email marketing systems
- Experience in analytics, SEO/SEM, and website reporting tools, Google Analytics, Google Search Console, Google AdWords
- Experience in triggered lead nurturing, educational and event-based email campaigns
- Experience in managing vendor relationships
- Familiar with roles, responsibilities and call points within the hospital setting a plus
- Advanced computer skills, including proficiency in Microsoft Office (Word, Excel, PowerPoint, Outlook) and Internet savvy
- Excellent verbal and written communication skills and the ability to collaborate with and lead digital marketing strategy for various groups, including internal clients, Customers, and external vendors
- Highly organized and detail-oriented, and can manage multiple projects effectively across the organization to drive measurable results
- This is an individual contributor role with no direct reports
- Traditional marketing experience beneficial
- Experience with Sitecore CMS a plus
- Market Competitive Pay
- Extensive Paid Time Off and (9) added Holidays
- Excellent Healthcare, Dental and Vision Benefits
- Long/Short Term Disability Coverage
- 401(k) with a company match
- Maternity and Paternity Leave
- Additional add-on benefits/discounts for programs such as Pet Insurance
- Tuition Reimbursement and continued education programs
- Excellent opportunities for advancement in a stable long-term career