Description
Working collaboratively within marketing team and marketing management, this position will assist in executing E-commerce strategy for all business division products, customer segments and websites. The Interactive Marketing Specialist will collaborate with the Interactive Marketing Manager and the business divisions to support and execute interactive creative strategies to further overall marketing communications initiatives in the interactive space - including promotions, social media, online advertising, e-mail marketing campaigns and more.Essential duties and responsibilities include the following:
Website Delivery
Participate in the development of website positioning strategy to attract and retain customers. The purpose of the sites is to build brand, introduce product, generate leads, produce sales/revenue, disseminate information, provide services, and capture user data.
Assist in the creation of targeted, interactive content to generate leads, extend the amount of time visitors spend on websites, foster desired actions or responses, encourage viral pass-along, and capture valuable marketing data.
Collaborating with the marketing analytics team, use web analytics to fine-tune and improve the performance of websites. Utilizing usability guidelines, perform usability testing to identify problem areas on the websites and offer solutions to resolve them.
Develop user-centric design to assure the site is clear, logical, concise, and produces acceptable ROI.
Participate in the planning, implementation and testing of web/IT projects as it relates to the online interface with customers.
Using third-party tools and software, perform A/B and multi-variate tests on websites to improve usability and increase lead generation and conversions.
Website design, development and maintenance
Research and recommend new website templates appropriate for various business segments as new site launches or relaunches are required.
Acting as project manager, work collaboratively with IT to manage the creation of new website templates, launches and relaunches, including business requirements, site mapping, navigation structure, imagery, copy direction, testing and tracking.
Manage regular website content updates through a self-publishing content management system (SharePoint).
On an ongoing basis, evaluate and recommend navigation, design, and usability best practices for requested web content changes by referencing the website and usability guidelines.
Ensure that all content is grammatically correct, customer-oriented, compliant with appropriate laws and insurance regulations, consistent with any certifications, and consistent with branding initiatives for the programs or clients.
Participate in SEO and SEM strategies and tactics for both organic and paid search programs. Manage external agencies responsible for SEO, PPC, online banner ads, and affiliate/partner programs.
E-mail Marketing
Working with the business divisions, develop and implement e-mail marketing campaigns to support program objectives and enhance customer segment relationships. Report and analyze results on a campaign level and make recommendations to business divisions based on this analysis.
Social Media
Participate in research, support and maintenance of effective online social media campaigns. Stay current with social media trends, and recommend and incorporate into campaign strategy as appropriate to improve customer experience, as well as marketing efficiency.
Results Interpretation and Utilization
Utilizing results and reports developed by the analytics team, review and interpret site traffic, e-mail campaigns, activities, results and usability to improve visitor experience, convert visitors into customers, and maximize ROI of offline and online marketing program.
SKILLS:
SPECIAL SKILLS REQUIRED:
Strong knowledge of Internet usability standards
Experience with standard Internet and email technologies and protocols
Experience with creating and editing CSS and HTML, for website and email template design
Experience with responsive design website and email layouts, for optimal mobile experiences
Experience in SharePoint content management system preferred
Strong ability to conceptualize, analyze and evaluate web-based initiatives
Demonstrated and proven success in Internet marketing strategies
Exceptional passion for Internet commerce
Experience with user testing a plus
Strong project management skills
Knowledge of Microsoft Suite of tools
Strong ability to efficiently and effectively manage time
Excellent oral and written communication skills
Professional Liability and Life & Health insurance experience a plus
MINIMUM WORK EXPERIENCE REQUIRED:
3-5 years in web marketing arena
MINIMUM EDUCATION REQUIRED:
Four year Bachelor's degree in relevant field or equivalent work experience