Digital Marketing Manager, Consumer Direct Sales - Marketing

POSITION TITLE: Originations Marketing, Manager Digital Marketing

Position Summary:

The Manager of Digital Marketing will develop and execute digital marketing strategies across various online channels for forward and reverse lending products. Reporting to the VP of Marketing Originations and Customer Strategy, this role is responsible for managing digital programs and initiatives across multiple online platforms to increase brand awareness, generate lead demand, optimize lead funnel conversion and drive revenue. This person will perform market research to identify opportunities for differentiation with a strong focus on creating customers for life. The Digital Marketing Manager will collaborate with the marketing originations and sales groups to drive customer recapture and new customer acquisition. 

Key Job Responsibilities:

• Website & Digital Strategy: Perform ongoing analysis of traffic to websites, preparing read-outs of any changes and opportunities. Create and implement comprehensive landing page and lead funnel optimization strategies aligned with overall marketing objectives. Conduct market research to identify target audiences and their digital behaviors. Oversee digital tools such as chat, calculators and digital applications.  Create new content, including blog articles.
• Performance Marketing:  Manage paid advertising campaigns across platforms like Google/Bing Ads, social media, and display networks. Evaluate keyword strategies to determine effectiveness in driving high quality, high conversion opportunities to the sales groups. Oversee performance of any third-party lead generators to supplement and diversify lead volume as needed. Develop and execute SEO strategies to improve organic search rankings. Oversee any content marketing initiatives including blog posts, articles, and social media content creation.  Develop retargeting strategies from failed Lead Form on Tool dropoff.
• Analysis & Reporting: Prepare daily/weekly/monthly analyses and reporting dashboards providing summaries of traffic, keywords, spend, campaign performance and make recommendations on areas of improvement. Monitor campaign performance using web analytics tools to measure key metrics such as website traffic, lead generation, conversion rates, and ROI. Analyze data to identify trends and make data-driven adjustments to marketing strategies. Measuring and reporting on the performance of digital marketing campaigns. 
• Conversion Rate Optimization: Evaluate marketing campaign performance by analyzing lead conversions and provide recommendations to improve campaign ROI. Identify opportunities to optimize lead funnels through A/B testing of different lead capture experiences.
  • Strong analytical and strategic thinking abilities.
  • Excellent communication and interpersonal skills to develop and communicate plans.
  • Ability to work independently to establish and maintain high converting lead routing strategies.
  • Experience with marketing automation tools and CRM systems such as Velocify & Salesforce
  • Must have prior experience updating content in CMS platforms (like Kentico or WordPress). 
  • Ability to write website content, including blogs, is highly recommended. 
  • Ability to develop a robust A/B testing plan using tools such as Optimizely
  • Ability to manage multiple projects and meet deadlines in a fast-paced environment
  • Strong understanding of digital marketing principles and best practices
  • Expertise in Google Analytics/GA4, Adwords, Google Console (preferred), Adwords, SEO, Google Tag Manager (preferred), Microsoft/Other PPC, social media advertising is required. Must have direct experience placing media in native platforms.  Must be able to set up events and custom reporting in GA4.
  • Excellent analytical skills to interpret data and measure campaign performance 
  • Understanding of regulatory compliance requirements within the financial industry 
  • Project management skills to manage multiple campaigns simultaneously 

Qualifications:

• Bachelor’s degree in Marketing, Business Administration, Finance or a related field.
• Minimum of 7 years of Marketing Experience, preferably within mortgage or financial services

• Skills:
• Strong analytical and strategic thinking abilities.
• Excellent communication and interpersonal skills to develop and communicate plans.
• Ability to work independently to establish and maintain high converting lead routing strategies.
• Experience with marketing automation tools and CRM systems such as Velocify & Salesforce
• Must