Director, Marketing - Digital Experience

LOCATION:  Hybrid – 8 days per month in the office

OVERVIEW

You will lead digital marketing efforts across the Enterprise customer segments, with focus on creation of pipeline, revenue retention, and growth in brand and reputation.  You will directly manage digital campaign activations, search engine marketing, paid social programs, web marketing, SEO, database marketing, and the marketing technology program supporting Clinical Effectiveness.  You will manage a team of professionals, offshore resources and vendors, you will provide the leadership and vision to grow CE’s digital experience, bringing touchpoints to life in a measurable way across the buyer’s journey.

You will be a member of the Marketing Leadership team and report to the VP, Clinical Effectiveness Marketing and Communications.

Important responsibilities

• Digital Strategy Development: Develop and implement strategies to identify solution buyers, improve brand reputation, produce leads, and support customer retention.
• Campaign Activation: Lead and manage digital campaign activation, ensuring campaigns meet in market commitments and are optimized for peak performance.
• Web Program Management:  Manage CE’s website program, optimizing for inbound lead generation, best in class user experience, and continuously improving SEO rankings.
• Paid Media: Manage SEM and paid social media strategies to achieve efficient market coverage and lead volume targets.
• Digital Lead Flow:  Oversee and increase the lead flow process from inbound / upload to nurture, ensuring all digital leads have a nurture path to conversion.
• Database Marketing: Manage database marketing program, including accuracy and maintenance of customer and prospect data, with a focus on completeness and compliance with data protection regulations (i.e. GDPR).  Build segmentation and targeting strategies to improve campaign response.
• Lifecycle Marketing: Implement lifecycle marketing program to nurture buyers and users.
• Marketing Technology program: Oversee the marketing technology program including developing and implementing a comprehensive technology strategy.  Ensure efficient system integrations.  Monitor investments for adoption, usage, and ROI.  Important technologies include Marketo, Sitecore, Demandbase, Vidyard, On24 and others.
• Vendor Management: Manage relationships with technology vendors, service providers and offshore resources. Negotiate contracts, oversee implementation, and ensure that vendors meet their commitments.
• Budget Management: Manage the budget for marketing technology investments. Ensure that spending is aligned with our priorities and delivers a return on investment.
• Team Management: Manage a team of digital marketing professionals, providing guidance, mentorship, and performance management.
• Collaboration: Collaborate with cross-functional teams, provide visibility against goals, and align digital marketing strategies with overall business goals.
• Industry Trends: Stay current with the latest digital marketing trends, technologies, and best practices including Marketing AI.

Important Measures

• Campaign Performance: Grow qualified leads generated through digital campaigns.  Improve conversion rates and campaign engagement metrics.
• Technology Utilization: Effective tool adoption and usage, supported by system integrations for efficiency and data accuracy.
• Compliance and Data Management: Strict adherence to GDPR and other data protection regulations.  Improved quality and accuracy of customer and prospect data.
• ROI and Budget Management: Develop positive ROI for digital marketing initiatives and technology investments.  Achieve quarterly budget forecasts.

QUALIFICATIONS

Education: Bachelor’s degree or equivalent required

Experience:

• 10+ years of experience in digital marketing with a background in managing digital campaigns, marketing technology, and database marketing.
• 5+ years of experience in a leadership or management role overseeing a team of digital marketing professionals.
• Experience managing and delivering on digital marketing campaigns including search engine marketing (SEM), web marketing, SEO, and database marketing.
• Experience with digital marketing technologies, including Marketo.
• Analytical skills with the ability to interpret data, suggest insights, and make data-driven decisions.

• Ability to work collaboratively and communicate with cross-functional teams and employees at all levels including senior level individuals and external partners.
• Ability to identify issues, de