The Senior Digital Marketing Manager will partner with the marketing team to implement and maintain an optimized lead flow and enhanced digital experience for our key buyer personas. The person in this role needs to have the ability to connect the dots between all digital platforms (website, marketing automation and CRM, SEO, Advertising, Social etc.) along with the knowledge to shepherd the specialists working on these digital experiences to deliver a streamlined buyer experience that results in a higher lead to opportunity conversion rate. As a result, buyers and clients should have a seamless digital experience from receiving the right content at the right time and in the right place.
This position will work with key partners and stakeholders to understand and build digital touchpoints within a prospect and customer journey, build and optimize web content and bring to life other campaign lead initiatives. This role requires an individual with marketing tech skills to execute the work and work cross-functionally to connect to business goals, proactively improve upon existing web content, and drive conversion through testing and data/analytics. The ideal candidate is proactive in all aspects of the role and possesses an excellent ability to communicate clearly and concisely, both verbally and in writing.
Responsibilities
Lead Flow Optimization
- Lead flow optimization and enhancement of the buyers' digital experience. Ensuring that leads are followed up on effectively and how we can use automation to drive behavior.
- Must understand Opportunity stages, how leads are managed in Salesforce and HubSpot and how to make improvements that ensure the expected outcomes.
- Understand the marketing channels driving site traffic and work with the marketing team to develop the shortest paths to conversion.
Digital Buyer Experience
- Oversight of buyer journey on all digital platforms including but not limited to the website, hubspot, salesforce, SEO, Google Ads, LinkedIn ads
- Provide guidance to email, SEO, social, web and advertising specialist on best practices, testing new ideas and leaning into what is working best.
- Ensure that buyers and clients have the best digital experience and receive the right content at the right time to enhance each stage in their decision journey to improve conversion rates.
- Co-lead on new website development and oversee the overall website management and development post launch including hands on work updating website pages, a/b testing landing pages, continuously monitoring and optimizing the website working with SEO specialists while adhering to branding standards & guidelines.
- Work closely with digital counterparts across Marketing to keep content accurate and engaging. Strive for continuous improvement.
- Led the migration of Pardot to Hubspot and formulate buyer role based email nurture campaigns and other campaigns to improve lead conversion rates.
Analyze and Report
- Set Digital Marketing KPIs and analytics standards and reporting for all digital initiatives and define a strategy to meet these goals to improve engagement and lead generation in alignment with business goals and the overall customer journey map
- Analyze data and identify opportunities to optimize performance and report insights
- A/B test campaigns to optimize content and provide insights around analysis.
- Analyze data and identify opportunities to optimize performance and report insights.
- Develop and implement digital indicatives plans based on data, business priorities, industry trends, and customer insights.
Qualifications
- A bachelors degree is preferred along with 5 years' work experience
- Technical know-how is a must. Experience in hubspot, salesforce and wordpress is required.
- Experience with Google Analytics is preferred.
- Understanding of digital/website production best practices, information architecture, user experience, interaction design, visual design initiatives, analytics, A/B testing, development, QA, and how those pieces come together.
- Hands-on experience delivering web product, SEO, and customer story content
- Understanding of key web metrics and levers to pull to optimize experiences
- Ability to adopt a user's frame of mind and make recommendations that balance user experience and business needs
- Ability to thrive in a fast-paced, evolving environment
- Ability to understand and drive creative and technical conversations to action-oriented solutions
- Experience working with internal and external creative and digital delivery teams
- Must be a self-starter, highly motivated, able to "turn on a dime", think through problems to come up with innovative solutions and deliver against very tight deadlines while keeping a keen eye on detail and accuracy.
Certara bases all employment-related decision on merit, taking into consideration qualifications, skills, achievement, and performance. We treat all applicants and employees without regard to personal characteristics such as race, color, ethnicity, religion, sex, sexual orientation, age, nationality, marital status, pregnancy, physical or mental condition, genetic information, military service, or other characteristic protected by law.
