Manager, Web Optimization

JOB OBJECTIVE: The Manager, Web Optimization is responsible for developing and optimizing the performance of the Promega website in support of business goals. The focus of this role is to lead and develop resources that provide strategic consultation on content development, Search Engine Optimization (SEO), personalization, and web marketing. Apply subject matter expertise, a strategic mindset, deep technical knowledge in and collaboration with in-house and contracted teams to build capabilities and maximize performance of the website.

Areas of focus are 1) Increasing web traffic from relevant audiences 2) Aligning the web experience with customer expectations to improve engagement 3) Developing and implementing processes for maximizing conversion performance of the website as a sales and marketing tool. 4) Data-based decision making in collaboration with business analysts 5) Ensuring efficiency in web content creation and maintenance.

CORE DUTIES:

1. Serves as a member of the department management team, consistently demonstrating servant leadership, sound judgement, critical thinking, business acumen and a solution-orientated approach. Encourages open and honest feedback, proactively manages change, and collaborates on departmental objectives and action plans.

2. Defines, implements, and optimizes the website design and content strategies to achieve business objectives, drive up conversions, and improve search rankings.

3. Hires, trains, manages, empowers, and develops team members (including emerging people leaders) to achieve high levels of performance.

4. Manage & grow the resources responsible for web content development, functionality, maintenance, and optimization. Ensure efficiency in development of assets, maintenance of existing content and regular evaluation of content effectiveness and user experience (UX).

5. Develops and optimizes marketing capabilities and customer experiences on Promega.com. Develop processes for creation, testing and deployment of web-based marketing strategies. Collaborate with Customer Relationship Management, Marketing Automation, Analytics, and Creative resources to create and test marketing strategies (including personalization).

6. Develops approach for sitewide management of web-based promotional activities, working closely with Branches, Marketing Services and Business Units to define, refine and optimize. Train users, experiment with "what's next" and report out to the business on effectiveness of web-based marketing strategies.

7. Collaborates with data analyst to provide content performance reports, interpretation, and recommendations to business stakeholders.

8. Recommends actions to maximize clicks, conversions, and lead generation efforts from paid and earned media channels.

9. Develops and executes an (industry leading) SEO strategy for all web content assets based on cornerstone content assets for primary keyword phrases and including strong link support.

10. Works with backend developers and analytics teams to set up Sitecore marketing module.

11. Leads consultations on evolving Promega.com through keyword strategies, SEO, and emerging technologies.

12. Sets up personalization experiments targeting market segments/personas. Develops supporting profile cards and keys in Sitecore as capabilities evolve. Later (depending on experimentation), work on operationalizing persona-based marketing. Develop staged rollout-out plan-learning from experiments and evolving capabilities based on learnings.

13. Maintains strong ties with internal data teams to evaluate site performance, to uncover insights and use metrics to measure site opportunities.

14. Assists with the implementation of personalization strategies, seeks answers to key business questions and helps define needs for personalization projects.

15. Develops methods for receiving ongoing feedback on website performance (from analytics dashboards, Sitecore analytics, HotJar, Direct customer feedback and UX activities).

16. Collaborates with web teams to develop performant, continually curated content across the website. Includes setting up content lifecycle management and archiving procedures.

17. Helps propose, define, and implement test ideas. Assists with post-test analysis and provides business recommendations based on test data. Shares learnings and submits test iterations.

18. Maintains current knowledge of digital marketing; researches and seeks out industry news to broaden our internal knowledgebase. Shares this knowledge and brings others along.

19. Ensures the website URL and hreflang structure is properly implemented to support global visibility, seo, and effective tracking.

20. Trains colleagues on techniques and procedures to maximize SEO impact. This includes giving presentations, running meetings, and creating documents to educate our internal teams on the impact of SEO.

21. Works with management and HR (Human Resources) on development planning, hiring, performance reviews, recruiting and individual and team growth.

22. Demonstrates inclusion through their own words and actions and is accountable for a safe workspace. Acts with kindness, curiosity, and respect for others.

23. Embracing and being open to incorporating Promega's 6 Emotional & Social Intelligence (ESI) core principles in daily work.

24. Understands and complies with ethical, legal and regulatory requirements applicable to our business.

KEY QUALIFICATIONS:

1. 5 years of experience and proven track record in developing successful SEO and marketing/digital media plans.

2. 5 years of experience optimizing web and digital marketing environments for awareness, engagement, and conversion.

3. 7 years of experience leading teams, managing, mentoring, and supervising employees.

4. Experience working in a strong metrics driven culture to measure the performance of web initiatives, including SEO, digital campaigns, and personalization.

5. Expertise in search engine algorithms and working with a large volume of content.

6. Strategic thinker and self-starter keen on taking ownership.

7. Requires analytical skills, knowledge of site merchandising, Internet browsers, mobile devices, and word processing software. Previous experience with personalization preferred.

8. Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, or governmental regulations.

9. Ability to calculate figures and amounts such as discounts, interest, commissions, proportions, percentages, area, circumference, and volume. Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists.

PREFERRED QUALIFICATIONS:

1. Experience in the life science industry.MS or BS degree in Molecular Biology or a related field. 10 years of experience in scientific writing, marketing or equivalent combination of education and experience in science and marketing abilities.

2. Strong understanding of the scientific basis of Promega products and services. Ability to gain in-depth understanding of the needs of specific customer segments to better shape our content strategy and curation.

3. Experience with Sitecore Content Management System.

PHYSICAL DEMANDS:

1. Ability to use a computer/Microsoft Office applications.

Diversity is important at Promega. We are proud to be an Equal Opportunity Employer, and make employment decisions without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran status, disability, or any other protected class.