Marketing Manager (Digital Strategy)

POSITION SUMMARY

The Marketing Manager (Digital Strategy) plays a key role in directly driving b-to-b and b-to-c business for the Search Inside Yourself Leadership Institute (SIYLI). This position will help develop marketing strategy and will implement and track marketing initiatives, independently and in collaboration with the Marketing Manager (Communications & Media Relations). Key areas of focus will include overseeing and executing on campaigns in a variety of channels: social media (organic and paid), paid search, display ads and website SEO/SEM.


RESPONSIBILITIES

Marketing & Business Planning

  • Working with Chief Business Officer (CBO) to develop annual marketing plans, then maintaining and executing annual marketing plans with quarterly updates to deliver on business goals, while collaborating closely with key business stakeholders;

  • Contributing to marketing strategies, based on a deep understanding of target audience needs, barriers and levers;

  • Participating in business planning, including forecasting results based on marketing plans and reporting on tactic and overall marketing ROI; and

  • In collaboration with Marketing Manager (Communications & Media Relations), driving marketing calendar and analyzes campaign effectiveness including ROI analysis.

Performance Marketing

  • Informing organic social media strategy based on performance analysis;

  • Management and tracking of analytics across SIYLI properties including the website, Adwords account, and social media;

  • Active daily management of paid campaigns across channels, including targeting, technical and content optimization;

  • Managing and hiring necessary marketing vendors;

  • In collaboration with Marketing Manager (Communications & Media Relations), driving marketing calendar and analyzes campaign effectiveness including ROI analysis;

  • Own ads spend budgets for individual campaigns and across the organization’s product lines;

  • Drive sales enablement for the existing SIYLI community, articulating and measuring the success of testing plans across channels—including email, web, social media, in-app and paid digital media; and

  • Manage remarketing campaigns across channels, including email and social.

Website Performance & Optimization

  • Monitoring and optimizing website conversion funnels to maximize business and interest conversions by minimizing friction and identifying new opportunities for acquisition;

  • Identifying opportunities for excellent content to drive engagement post-acquisition (such as triggered email drips and in-app notifications);

  • Optimizing individual page performance through technical SEO and content;

  • Monitoring and optimizing overall website SEO and SEM, including necessary  management of development hours;

  • Monitoring and optimizing overall website performance related to infrastructure, including web hosting, hosting of other assets, page load time and cybersecurity;

  • Own and project manage new website feature builds and integration with any secondary or third-party platforms, including e-commerce and e-learning platforms;

  • Overseeing technical aspects of site localization and internationalization; and

  • Own website development budget.

Marketing & Sales Tech Stack

  • Maintain and optimize the Marketings & Sales Tech Stack to support a distributed network of individuals and organizations selling the SIY Program globally;

  • Grow the stack as needed;

  • Manage the training of SIYLI staff and stakeholders on how to use the stack;

  • First point of contact for troubleshooting and managing systemic problems in the stack; and

  • Own the Marketing & Sales Tech Stack budget.

Miscellaneous

  • Additional Program Support (no more than 10% time); and

  • Manage and hire necessary vendors.


QUALIFICATIONS

  • 6 years+ of experience in marketing;

  • 1.5 years+ of experience in successfully managing Facebook Ads and Google Adwords campaigns;

  • Experience in SEO, social media, Google Webmaster Tools, Google Analytics and Google Adwords;

  • Proven track record in developing integrated marketing plans in a competitive market space;

  • Strong ability to analyze results of programs or research and derive actionable insights;

  • Ability to identify new marketing opportunities and work independently to implement them;

  • Highly organized, detail-oriented, and able to prioritize multiple projects in a fast-paced environment;

  • Experience with mindfulness and a deep interest in and commitment to SIYLI’s products and mission;

  • Experience with the Craft or Wordpress Content Management Systems;

  • Prior experience managing front- and backend web developers; and

  • Working knowledge of web hosting, domain registration and cybersecurity.