Marketing Analytics & Sem Engagement Manager

The Marketing Analytics & SEM Engagement Manager will be a data-driven inbound marketing subject matter expert and will be responsible for attracting site traffic, converting that traffic into new leads, and nurturing those leads to grow membership and loan volumes. You will specialize in the various elements of SEM, including SEO, PPC and website behavior & personalization, to drive new revenues and reach credit union marketing objectives and growth goals. Continually test to improve targeted campaign results and drive ROI. Generate and manage leads with strict attention to the security and safeguarding of member data. Report on results, mine data, analyze data, provide insights, and implement strategies designed to improve processes and achieve or exceed KPIs. Assist and collaborate with team members, both internal and external, in all marketing programs, campaigns, and activities with professionalism, positivity, creativity, and a disciplined work ethic.
ESSENTIAL FUNCTIONS AND BASIC DUTIES
1. Manage SEM campaigns and initiatives with goal of increasing performance based on click through rates, traffic, and conversions
a. Take the lead on calls with 3rd party SEM vendors to facilitate effective communication end execution of deliverables.
b. Coordinate with 3rd party vendors regarding expectations, processes, outcomes, and expenses.
c. Guide strategic direction of SEM efforts and campaigns based on data and analytics.
d. Establish and monitor assigned budget and expenditures to ensure that ROI objectives are achieved.
e. Ensure proper end-to-end testing of programs and campaigns prior to launch.
f. Oversee SEM deliverables and collaborate with stake holders to ensure timely and accurate delivery.
g. Collaborate with other marketing colleagues to ensure SEM objectives align with overall marketing objectives and strategies.
h. Identify areas of inefficiency and develop methods for improvement.
i. Focus on SEM efforts that are timely, targeted, personalized, and relevant.
j. Manage projects and communicate progress via project management platform (ASANA).
2. Manage the identification and targeting of key demographics and audiences for pay-per-click (PPC) marketing efforts.
a. Take the lead on calls with 3rd party vendors (e.g., Deseret Digital Media) to facilitate communication and execution on deliverables.
b. Coordinate with 3rd party vendors regarding expectations, processes, outcomes, and expenses.
c. Guide strategic direction of PPC marketing efforts and campaigns based on data and analytics.
d. Utilize and analyze data to create and guide marketing and advertising efforts and campaigns.
e. Deliver PPC campaigns to the most relevant and effect networks based on analysis.
f. Establish and monitor assigned budget. Ensure ROI objectives are achieved.
g. Monitor and report on key performance indicators and present and report on progress to ensure that goals are achieved.
3. Lead efforts to grow inbound demand and generate increased traffic and conversions through continuous SEO improvement.
a. Guide efforts to improve lead generation by converting website traffic through calls-to-action, landing pages, and lead generation content (including offers).
b. Provide regular reports to marketing and other teams. Create customized reports as needed.
c. Oversee the collection and analysis of data, identify trends, and provide insights to achieve maximum ROI in paid search campaigns.
d. Manage ongoing paid keyword discovery, expansion, and optimization.
e. Lead efforts to analyze and improve audience reach, engagement, and behavior metrics.
f. Establish, track, and report on goals designed to improve reach and growth.
g. Lead efforts to improve website experience using Google Analytics insights.
h. Lead promotion of the credit union products and services through AdWords and display advertising.
i. Maintain current and relevant knowledge of search ranking and optimization factors.
j. Create/share vision with 3rd party vendors with the objective to improve results and increase ROI.
k. Coordinate with content specialists to create and optimize copy, landing pages and web content for paid search engine marketing campaigns.
4. Provide strategic marketing data analytics leadership by providing valuable and strategic insights by synthesizing data from multiple platforms, departments, and channels.
a. Oversee Google Analytics and Google Tag Manager.
b. Mine and analyze data to provide marketing improvements and marketing insights.
c. Coordinate with internal and external stake holders to drive strategic marketing campaigns based on data insights.
d. Translate data points into actionable suggestions and recommendations.
e. Lead efforts to analyze data to provide guidance for other marketing & social media campaigns.
f. Interface with the Business Intelligence department to analyze and create automated & targeted criteria & database segmentation for campaign activity.
5. Lead efforts to create an engaging and interactive website by making personalized connections with site visitors and building a loyal audience.
a. Lead efforts to personalize website contents based on a visitor's browsing habits, demographics, browsing history, or other personal information.
b. Point of contact and coordination with 3rd party partners (e.g., Finalytics). Schedule, lead and manage regular coordination meetings. Optimize and manage spend to maximize lift.
c. Create/share vision with 3rd parties and work to improve results and increase ROI.
d. Guide efforts to provide relevant and similar content across multiple platforms across multiple visits.
e. Collaborate with marketing department and 3rd party vendors to adjust website messaging, calls to action and headers to provide visitors with targeted, engaging, and relevant content.
f. Lead efforts to provide personalized and relevant recommendations and content.
6. Oversee lead generation and leverage marketing automation and CRM platforms to achieve KPIs.
a. Lead efforts to build, maintain and expand a robust system for acquisition of quality leads.
b. Oversee distribution, follow through and reporting on leads in a timely manner.
c. Oversee effective lead management and fulfillment via CRM and other platforms.
d. Vigilantly safeguard sensitive data by following credit union policy and industry best practices.
7. Coordinate with team members to execute marketing automation campaigns and strategies to improve member experience and response rates
a. Work well as a team to manage marketing needs and meet deadlines as assigned.
b. Coordinate with content creation and design resources to ensure assets are being deployed on time and effectively.
c. Oversee projects and communicate progress via project management platform (Asana).
8. Support email automation, digital banking engagement, and associated marketing functions.
a. Maintain functional knowledge of email automation and digital banking platforms.
b. Maintain login access and pursue periodic training and certification to remain knowledgeable about platform upgrades and changes.
c. Stay abreast of relevant laws, policies, practices, and guidelines for all associated platforms and processes.
d. Maintain ability to provide operational hands-on support and project fulfillment when fellow team members are out of the office.
e. Regularly audit emails and other marketing communications prior to delivery to ensure accuracy of content, proper audience identification, correct automation triggers, appropriate timing etc.
9. Responsible for related duties as required or assigned.
a. Assist team members, both internal and external, in all marketing programs, campaigns, and activities with positivity, creativity, and a disciplined work ethic in a fast-paced environment.
b. Build trust, communicate effectively, drive execution, foster innovation, focus on the member experience, collaborate with others, solve problems creatively and demonstrate high integrity.
c. Assists in proofing marketing material to be published with an acute attention to detail.
d. Ensure that work area is clean, secure, and well maintained.
e. Manage special projects and other duties as assigned.
PERFORMANCE MEASUREMENTS
1. SEM contributes to credit union goals and objectives.
2. SEM expertise continually improves.
3. Results, insights, and project updates are provided regularly.
4. All SEM programs, campaigns and activities are completed on-time and with accuracy.
5. All marketing staff positions are supported.
6. Positive attitude and department "Marketing Team Standards" are maintained.
7. Physical work area and computer files are well organized.
8. Works a regular and predictable schedule.
QUALIFICATIONS
EDUCATION / CERTIFICATIONS: BS / BA degree or equivalent work experience required.
Google Digital Marketing & E-commerce, Google Analytics or equivalent Certification required
Salesforce Marketing Cloud Email Specialist certification or equivalent highly beneficial.
REQUIRED EXPERIENCE: Three to five years of email marketing automation, business to consumer (B2C) marketing, digital marketing, online marketplace, UX, Marketing Analytics or retail marketing experience required.
Experience with Salesforce CRM strongly preferred
REQUIRED SKILLS: Proficiency in commonly used computer applications including work processing, spreadsheets, and presentations.
Excellent interpersonal skills, both written and verbal.
Positive attitude with strong organization skills, attention to detail, and ability to work well independently.
Excellent multitasking skills with a very strong work ethic and initiative.
Ability to thrive in a fast paced, deadline focused environments and manage multiple assignments across more than one client and/or group
REQUIRED KNOWLEDGE: Basic knowledge of credit union, banking, or financial services operations.
Understanding of document formats, spreadsheets, and business communications.
Proficient writing and proofing skills with attention to details.
Working knowledge of multiple aspects of search engine marketing including general industry trends and metrics, Marketing Analytics, data mining, and demand generation principles and strategies.
Functional knowledge of digital marketing ecosystem, content marketing, paid and owned media as it relates to search engine marketing.
Working knowledge of HTML, CSS, or JavaScript - especially as it relates to building landing pages that responsive and ensure proper rendering in all major browsers and on all device types a plus.
Strong knowledge of customer journey, segmented marketing, and communication strategies.
PHYSICAL ACTIVITIES AND REQUIREMENTS OF THIS POSITION
FINGER DEXTERITY: Using primarily just the fingers to make small movements such as typing, picking up
small objects, or pinching fingers together.
TALKING: Especially where one must frequently convey detailed or important instructions or ideas accurately, loudly, or quickly.
AVERAGE HEARING: Able to hear average or normal conversations and receive ordinary information.
REPETITIVE MOTIONS: Movements frequently and regularly required using the wrists, hands, and fingers.
AVERAGE VISUAL ABILITIES: Average, ordinary, visual acuity necessary to prepare or inspect documents or products,
or operate machinery.
PHYSICAL STRENGTH: Sedentary work; sitting most of the time. Exerts up to 10 lbs. of force occasionally.
WORKING CONDITIONS
NONE: No hazardous or significantly unpleasant conditions. (Such as in a typical office.)
MENTAL ACTIVITIES AND REQUIREMENTS OF THIS POSITION
REASONING ABILITY: Ability to deal with a variety of variables under only limited standardization.
Ability to interpret data.
MATHEMATICS ABILITY: Ability to compute ratios, percentages, rates of change and proportions.
Ability to perform simple algebra.
LANGUAGE ABILITY: Ability to read a variety of books, magazines, instruction manuals, atlases, and
encyclopedias.
Ability to prepare memos, reports, and essays using proper punctuation, spelling, and grammar.
Ability to communicate distinctly with appropriate pauses and emphasis; correct punctuation (or sign equivalent) and variation in word order; using present, perfect, and future tenses.
INTENT AND FUNCTION OF JOB DESCRIPTIONS
Job descriptions assist organizations in ensuring that the hiring process is fairly administered and that qualified employees are selected. They are also essential to an effective appraisal system and related promotion, transfer, layoff, and termination decisions. Well-constructed job descriptions are an integral part of any effective compensation system.
All descriptions have been reviewed to ensure that only essential functions and basic duties have been included. Peripheral tasks, only incidentally related to each position, have been excluded. Requirements, skills, and abilities included have been determined to be the minimal standards required to successfully perform the positions. In no instance, however, should the duties, responsibilities, and requirements delineated be interpreted as all-inclusive. Additional functions and requirements may be assigned by supervisors as deemed appropriate.
In accordance with the Americans with Disabilities Act, it is possible that requirements may be modified to reasonably accommodate disabled individuals. However, no accommodations will be made which may pose serious health or safety risks to the employee or others or which impose undue hardships on the organization.
Job descriptions are not intended as and do not create employment contracts. The organization maintains its status as an at-will employer. Employees can be terminated for any reason not prohibited by law.