Digital Marketing Strategy Program Manager

Job Summary:

Messer is creating a new, dedicated Digital Marketing Strategist role within Corporate Communications to bring strategic rigor, accountability, and commercial impact to our digital marketing investments. This is not a role for someone who simply runs ads. It is a role for a strategist who understands the data behind the spend, knows which levers to pull to drive results across the full B2B buyer journey, and has the conviction to pause, adjust, and redirect when campaigns are not performing.

This person will transform how Messer builds awareness, captures demand, nurtures engagement, and converts commercial prospects in the digital space—ensuring digital investment translates into measurable pipeline contribution and long‑term growth.

Reporting to the Sr. Manager, External Communications, the Digital Marketing Strategist is Messer’s central owner of commercial digital marketing strategy and performance. Messer currently invests in paid digital advertising, including intent‑based platforms such as ZoomInfo, but recognizes that running ads alone is not enough. This role exists to bring analytical discipline, strategic thinking, and market expertise to ensure digital spend drives real business outcomes.

The Digital Marketing Strategist owns digital strategy across the full B2B funnel—from early‑stage audience development and brand awareness through mid‑funnel engagement and sales activation. They establish clear performance expectations before campaigns launch, actively monitor results, and are empowered to make evidence‑based decisions about optimization, budget reallocation, and program discontinuation.

This role acts as Messer’s internal point of view on digital commercial investment and serves as a strategic thought partner to communications, commercial marketing, and sales leadership.

 

Why Messer?

Messer is the world’s largest privately held industrial gases company and what we do matters because it is woven into every part of life, from the medical gases that patients rely on to the essential elements needed to safely and sustainably produce the goods our communities depend on.

The true strength of Messer is our people—at every level and in every role.

Join us and take pride in the impact you will make by providing solutions essential to our world and lives. Reach your highest potential at our stable, inclusive company with diverse opportunities in a growing industry, supported by people who care.

Messer stands apart because we put what matters first, and you matter.

Principal Responsibilities:

Data-Driven Campaign Strategy & Performance Management

This is the foundation of the role. Before any campaign launches, this person defines what success looks like and ensures performance is measured against commercial impact—target CPL, conversion rates, pipeline contribution, and engagement benchmarks. They monitor performance actively, not passively, and make real-time decisions about when to optimize, when to pause, and when to reallocate budget.

• Establish KPI baselines and success criteria before every campaign launches (e.g., CPL, conversion rates, pipeline influence, engagement thresholds)
• Monitor performance continuously across all active digital channels; flag underperformance early and act decisively
• Build and own Messer’s digital marketing dashboard, providing leadership with clear visibility into spend, performance, and ROI
• Develop and maintain a regular reporting cadence (weekly, monthly, quarterly) for marketing and commercial leadership
• Conduct structured post‑campaign analysis and apply learnings to future initiatives
• Evaluate existing digital investments—including ZoomInfo and other intent‑based platforms—and make evidence‑based recommendations to scale, optimize, or sunset programs

 

Paid Digital Advertising & Channel Optimization

Messer expects every digital dollar to work toward a defined outcome. This role brings discipline, targeting precision, and optimization rigor to paid investment.

• Audit current paid media programs and develop a structured optimization roadmap
• Define targeting strategies by audience segment, industry vertical, and buyer role
• Manage and optimize campaigns across relevant B2B channels, including intent‑data platforms, LinkedIn, paid search, programmatic display, and retargeting
• Implement structured A/B testing across creative, messaging, audiences, and landing pages
• Set clear performance thresholds and decision triggers that define when campaigns are optimized, paused, or redirected
• Partner with agencies and platform representatives while maintaining internal strategic ownership and accountability

 

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