The AVP-Digital Marketing is responsible for devising an effective digital strategy and planning, executing, and evaluating the impact of digital efforts. This role is expected to use a coordinated, multi-channel approach to maximize the impact of digital initiatives on customer behaviors and make well-informed decisions with data-driven benchmarks. The AVP-Digital Marketing will focus on building a digital platform for revenue growth that includes analyzing customer and prospect needs, developing compelling digital campaigns, improving the capabilities of the Martech stack, and bringing new tools and processes to the table. Understanding optimization for searches, email marketing, landing page conversion rates, PPC is also important to the success of this role.
Strategic Marketing - 70%
• Create and manage comprehensive digital programs that help transform the digital customer experience and align digital marketing efforts with brand, engagement, and demand generation objectives
• Develop and implements a cohesive marketing strategy for internet platforms and SEO plan or strategy across all web properties
• Develop both the short-and long-term digital strategy and roadmap for the company, highlighting how we can transform both our digital marketing and conversion capabilities from the top to the bottom of the funnel
• Lead the strategy and performance of all organic and paid demand gen activities across all digital platforms
• Lead the development of the digital strategy within the digital marketing and web development teams in accordance with corporate goals
• Lead and scale multi-channel digital campaigns
• Define and manage the marketing infrastructure and customization of the marketing automation platform, including business rules, scoring, multi-touch nurture, profiling, segmentation, workflows, and reporting
• Stay abreast of industry news and events, industry analyst reports, and social activity to deliver proactive solution marketing campaigns
• Define and measure Digital Marketing KPIs to measure performance across digital channels relative to our competitors
• Own and manage digital marketing strategy, including goals, campaigns, and budgets
• Responsible for media integration, SEO, and other monitoring software and analytics
• Demonstrate understanding of the sales funnel and customer journeys
• Listen, prioritize, and translate internal or external customer needs, marketing goals, and information into strategic marketing plans
• Work closely with Marketing Technology, product owners, and business units to integrate digital marketing initiatives into day-to-day business
• Identify, outline, plan and promote opportunities for site improvements through technology and new features
Team Management - 30%
• Define and manage performance while ensuring accountability within the Digital Marketing Team; Build, lead, mentor, and motivate the team
• Provide strategic oversight and direction to marketing for campaign approach and development to ensure each campaign is being developed and executed to its maximum potential to improve sales and lead generation
• Provide thought leadership and best practices in the area of digital marketing
• Leads, attends, and participates in meetings as required
• Ensure positive business relations exist with management and internal staff
SECONDARY FUNCTIONS (IF APPLICABLE)
• May work on special projects or other duties as assigned
SUPERVISORY/BUDGETARY/EXTERNAL COMMUNICATION RESPONSIBILITY
• Creates and manages budgets and expenses
• Partners with Marketing Technology vendors and manages relationships
QUALIFICATIONS – EDUCATION, WORK EXPERIENCE, CERTIFICATIONS
• Bachelor’s degree in Marketing or a related field
• 10+ years in a Senior Marketing role or related field including experience in a management/supervisory capacity
• Previous experience with marketing automation, search engine optimization, paid search, paid social, and multichannel campaigns
• Field certifications are a plus
KNOWLEDGE, SKILLS, AND ABILITIES
• Ability to adhere to and exhibit the Company Values at all times
• Working knowledge of Microsoft Word, Excel, PowerPoint, Outlook, and Teams
• Working knowledge of Salesforce or relative CRM systems
• Working knowledge of Marketing automation and email service providers
• Ability to effectively manage multiple competing priorities in a fast-paced environment
• Superior communication skills - both oral and written
• Proven ability to effectively communicate and collaborate with cross-functional teams, exhibiting strong leadership presence and the ability to influence senior management
• Strong interpersonal skills
• Strong attention to detail
• Strong organizational and time management skills
• Advanced project management skills
• Ability to work independently and collaboratively
• Solid critical thinking and creative problem-solving skills
• Ability to consistently meet goals, commitments, and deadlines
• Ability to work with sensitive information and maintain confidentiality
• Proven and creative leader with the ability to inspire others