Digital Marketing Manager

Position Summary

The Digital Marketing Manager is responsible for executing lead generation campaigns and implementing marketing automation best practices to support the company’s sales goals. Reporting to the Director of Marketing, this position is responsible for both national campaign management working with marketing agencies and territory campaign management working with the sales team. We are seeking a candidate with a blend of marketing automation, copy writing, analytical, and campaign coordination skills. The selected candidate will have the option of working fully remote or based in our Longmont, CO location.

Duties

• Plan, design, manage, and execute marketing automation campaigns (emails, list management, web forms, landing pages, etc.) using MailChimp or a similar marketing automation platform.
• Write and edit copy for lead generation emails and landing pages.
• Manage the email calendar and balance the frequency of national email campaigns and sales territory email campaigns to mitigate list fatigue while maximizing lead generation.
• Work with the Marketing Director and marketing agencies to plan marketing automation activities to support top-of-funnel marketing initiatives.
• Work with the VP of Sales and sales team to plan and execute territory marketing email campaigns.
• Work with the Manager of Salesforce Administration and the VP of Sales to implement marketing automation programs to prevent lead and opportunity leakage from the pipeline.
• Conduct A/B tests and track the performance of marketing automation activities and calls to action to optimize lead generation and lead nurturing efforts.
• Manage list importation and marketing database APIs within Salesforce.com or the marketing automation system.
• Build out lead scoring, nurturing campaigns, and analytics to help recognize prospect behavior trends to maximize lead conversion rates.
• Maintain fields and data in the marketing automation platform to support segmentation requirements.
• Apply knowledge of email best practices and CAN-SPAM compliance requirements.
• Monitor marketing KPIs and provide digital marketing performance reports to senior leadership to guide the sales and marketing strategy.
• Monitor the conversion rate of MQLs and SQLs to optimize top-of-funnel marketing activities.
• Monitor marketing metrics including click-through-rates, email open rates, and landing page web form completion to help forecast and optimize lead generation initiatives.
• Monitor the company website’s lead generation performance and make recommendations to our marketing agency to optimize the website to maximize lead generation.

Qualifications

Required

• 3+ years of email marketing experience
• 3+ years writing digital marketing copy for email campaigns and landing pages
• 3+ years of experience planning and executing marketing campaigns
• Strong attention to detail
• Proficiency using Microsoft Excel to prepare data for importation
• Working knowledge of HTML basics
• 1+ year using a marketing automation platform integrated with Salesforce.com (e.g., managing field mappings)

Preferred

• 1+ year using Google Analytics and marketing automation reporting tools
• 1+ year using WordPress or a similar CMS to build landing pages and make minor content changes
• 1+ year working with a marketing agency and external vendors
• 1+ year supporting sales territory marketing
• Marketo, Hubspot, Pardot, or Salesforce Marketing Cloud certifications
• MailChimp experience
• Working knowledge of how SEO, SEM, social media, and digital advertising generates and nurtures leads throughout the sales process
• Marketing experience supporting K–12 solution providers
• Experience using Facebook, Twitter, LinkedIn, and digital ads for lead generation
• Experience migrating from MailChimp to another platform (e.g., Marketo, Hubspot)
• Experience working in the EdTech space

https://www.smartlablearning.com/