Description
Aid in the development, management and implementation of inbound and outbound marketing campaigns and programs within Exact Target and HubSpot as well as aiding in blog and website maintenance, content development, marketing administrative tasks and other miscellaneous duties. This position will collaborate with a variety of multi-disciplined cross functional teams/organizations within the company to manage and execute marketing programs focused on increasing online engagement, enrollments and lead generation.Primary responsibilities include:
- Meet goals for strategic initiatives including revenue, margin, and acquisition by helping to implement specific online marketing programs across the Constellation operating areas.
- Manage web marketing programs so that programs and communications are aligned with business and sales objectives, are measurable, optimized and driving results.
- Develop/create and manage the paid search activities to improve keyword buys and conversion
- Keyword and competitor research
- Development and testing of ad copy
- Management and oversight of post-click experience, including landing page optimization and content oversight
- Develop email marketing content strategy and aid in overseeing and executing within email marketing platforms
- Act as key resource for HubSpot and become a point of contact for questions and execution
- Collaborate with larger Marketing team in email brainstorming/planning sessions
- Management and oversight of post-click and form-fill experience, including landing page optimization and content oversight
- Set up, test, and deploy email marketing campaigns (including campaigns with dynamic content) using Exact Target and HubSpot
- Aid in the large-scale transition of all digital assets from Exact Target to HubSpot
- Take ownership of the email deployment calendar, make updates as needed, and communicate changes to the larger Marketing team and to Customer Care as necessary.
- Set up and monitor recurring email campaigns and make changes (creative refreshes, segmentation updates, etc.) as needed
- Thoroughly understand Constellation's email database and segmentation strategy, and implement segmentation logic for email campaigns (specific to lead nurturing & renewal campaigns)
- Execute test plans for variables such as subject line, time and day of week, segmentation, etc., and come up with actionable insights based on test results.
- Prepare weekly, monthly, and ad-hoc email reports to measure key performance metrics across customer segments using available email and web analytics reporting tools. Identify opportunities to improve email performance and make recommendations for change based on analyses.
- Monitor and manage email deliverability.
- Research and maintain information on competitor emails and industry trends, developments, and best practices.
- Keep management team up-to-date on current issues and status against priorities
- Stay current on online/interactive marketing trends and make recommendations on future strategies and tactics.
Requirements:
- BA/BS in Marketing, Communications, E-business, or related discipline. MBA/MA in Marketing, Communications, Software Systems a plus.
- 5 to 8 years of experience in online marketing
- Excellent project management skills.
- Strong understanding of email marketing platforms, specifically Exact Target and HubSpot (or ability to learn HubSpot quickly and efficiently)
- Experience with HTML/JavaScript/CSS, enterprise Content Management Systems (CMS), Adobe CS3 suite of products.
- Knowledge of web/online/interactive usability and information architecture best practices.
- Experience in results-oriented and results-driven environments.
- Ability to manage multiple tasks in a dynamic, fast-paced environment.
- Excellent organizational and communication skills.
- Superior attention to detail.