Dir, Digital Marketing Infrastructure
Company: Disability Solutions
Location: Boston
Posted on: May 4, 2024
Job Description:
About the Job
The Director, Digital Marketing Infrastructure is responsible for
the design, implementation, execution, and analysis of the
Commercial organization's digital marketing efforts, the individual
will collaborate with Upstream marketing, Content Strategists and
downstream marketing teams to develop our electronic footprint.
This includes all of FMI's web properties, electronic
communications, digital advertising and database marketing. The
role oversees the alignment of our digital marketing efforts to
best execute our brand story. This position maintains ownership and
day-to-day management of all digital marketing platforms, including
WordPress, Marketing Cloud, Google Analytics, Google AdWords,
Mobile Cause, and other CRM/Content management platforms. The
Director of Digital Marketing Infrastructure analyzes and delivers
metrics on content performance for all platforms and campaigns and
research and implement data-driven improvements, based upon these
analyses.--
--
Key Responsibilities
- Partner with the VP of Marketing and Commercial Operations to
develop, refine and implement a comprehensive digital marketing
ecosystem to drive metrics-driven business development and brand
development programs.
- Build, test and manage journeys in Marketing Cloud and FMI's
CRM system.
- Set up templates, data extensions, automation, company profiles
in Marketing Cloud.
- Manage web properties including creating and updating landing
pages and forms, setting site goals, creating, or updating widgets
and other plugins and setting up portals.
- Recommend and implement ways to increase referral traffic, open
rates, engagement, newsletter signups, and new leads.
- Support other team members as needed, troubleshooting issues,
advising on digital capabilities, researching new
technologies.
- Plan, track and execute digital marketing strategies to achieve
annual goals.
- Collaborate with core Marketing teams to integrate with
marketing agencies to optimize the marketing budget to achieve
enrollment objectives.
- Develop and implement marketing analytics to measure
effectiveness and efficiency and ROI on marketing tactics.
- Oversee and direct the implementation of outreach programs with
specific focus on leveraging marketing automation.
- Oversee and direct the implementation of SEM and SEO strategies
for the FMI's website.
- Ideate and execute creative new strategies for customer
acquisition.
- Measure and report on impact of marketing activities, work with
core Marketing teams to take a data-driven approach to adjust
strategies and tactics.
- Refine attribution model with core Marketing teams to assign
value across multiple channels and continually update paid
marketing strategies to increase traffic, leads and registrations;
communicate strategies to digital marketing agency and track
execution.
- Collaborate with core Marketing teams to asses opportunities
related to LinkedIn, industry portals and other channels to drive
success metrics of integrated campaigns.
- Continue to develop marketing infrastructure and analytics to
finalize end-to-end understanding of sources of traffic, lead flow,
account creations and registrations for paid and non-paid
sources.
- Extensive management experience in the digital space, with a
focus on consumer and performance marketing strategies including
SEM, Paid Social, Email, other outreach mechanisms.
- Close collaboration with the Technology and Customer
Relationship Management (CRM) Team, effectively leveraging customer
data and insights to drive demand generation and build customer
affinity.
- Work closely with the Marketing Director on website re-design,
and integration workstreams, liaising with relevant stakeholders to
ensure optimal user experience.
- Partner with the VP of Marketing and cross-functional partners
to develop and implement a strategic plan to strengthen the global
reputation of Foundation Medicine.
- Coordinate with other marketing team members to ensure active
promotions and campaigns are represented on all platforms.
- Partner cross-functionally to support the execution of digital
communication plans with colleagues from Commercial, Marketing,
BioPharma, Data Analytics and Medical Affairs teams in support of
overall FMI goals.
- Other duties as assigned.
--
Qualifications:
Basic Qualifications:
- 10+ years of experience in Advertising, Marketing, Public
Relations or Communications or equivalent professional
experience
- 7+ years of experience executing marketing strategies and
tactics
- 5+ years of experience using marketing automation and social
media in a professional setting
- Experience working in a regulated setting and handling data in
accordance with HIPAA
Preferred Qualifications:
- Bachelor's degree
- Extensive knowledge of Facebook, Twitter, Instagram, TikTok,
Pinterest, YouTube as well as a familiarity with all other current
and emerging digital platforms
- Ability to oversee complex projects and manage the details for
flawless execution
- Extensive experience managing communications in sensitive and
urgent situations
- Experience managing third-party vendors and agency
partners
- Track record of leadership in driving a patient-centered
mission
- Mastery of skills in public and media relations, including
personal familiarity with key healthcare media outlets and
reporters
- Skilled expertise with various digital mediums, applications
and technology platforms including social media, SharePoint, Adobe,
PowerPoint, iMovie
- Ability to succeed in a fast-paced environment with multiple,
competing priorities
- Strong leadership and interpersonal skills with proven ability
to be a collaborative partner
- Excellent organizational skills with a detail-oriented
approach
- Understanding of HIPAA and importance of privacy of patient
data
- Commitment to reflect FMI's values: Patients, Passion,
Innovation, and Collaboration
#LI-Remote
Keywords: Disability Solutions, Revere , Dir, Digital Marketing Infrastructure, Advertising , Boston, Massachusetts
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