Head of Digital Marketing
Position Summary
This position has overall responsibility for the organization's digital marketing activities and overall eBusiness strategy to include website-based communication, service, and sales, on-line and e-mail advertising, web conferences, web tools, social media and search engine marketing. Will provide strategic leadership, champion digital innovation and oversee execution of the company's overall online road-map to create a world class online brand and digital framework.
Primary Responsibilities
- Responsible for developing and implementing the organization's digital marketing strategy and for managing staff dedicated to the digital marketing effort.
- Lead a web strategy & development team.
- Create strategies that use all digital marketing levers (OLA, site, search, social, promotions, mobile, content) to grow the brand.
- Drive the building and implementation of web based education and product implementation tools.
- Provide analysis and recommendations based on campaign performance, across digital media (SEM, banners, paid campaigns), Social media sites, blogs and other digital content.
- Develop and implement a forward-thinking analytics process to ensure all digital initiatives are set against measurable objectives.
- Develop and partner external agency relationships to execute against objectives and manage projects to grow the business.
- Responsible for helping maintain consistency of message and corporate brand across channels and products.
- Conduct research activities including: stakeholder interviews, review of research, identification of value drivers along with the review of marketing practices and servicing capabilities.
- Assist in bridging comments and ideas from marketing, strategy, sales, portfolio, management and compliance into the digital marketing arena. Will articulate digital concept and solutions in a clear and compelling manner to internal clients and drive stakeholder buy-in.
- Ensure the continued growth and monetization of online assets.
- Direct the day to day management of web activities and communications.
- Assess the competitive landscape and make recommendations on changes, additions, and or repositioning of digital marketing strategy.
- Continuous self and organizational education of innovative trends in the online space.
Education and Experience
- BA/BS degree in marketing or equivalent experience, Master's strongly preferred.
- 10 or more years experience in digital marketing with an emphasis on strategic planning.
- 7 plus years of digital marketing within financial services or the securities industry.
- Strong understanding of user research, user-centered design principles and online consumer behavior.
- Familiarity with FINRA advertising regulations preferred.
- Experience in transforming complex financial concepts into clear, concise digital communications without losing key messages.
- Proven experience in leading overall digital roadmap for a complex organization.
Knowledge, Skills and Abilities
- Comprehensive understanding of e-commerce, the organizationals products, and the investment management industry.
- Experience managing a team and budget.
- Demonstrated expertise across traditional and digital media; maintain a high level of expertise within the online & emerging media space.
- Extensive experience making impactful executive presentations.
- Possess strong strategic and critical thinking skills.
- Display strong drive and initiative to uncover opportunities to achieve business goals.
- Able to build strong relationships with internal and external partners.
- Exercise sound judgment, especially in vendor selection, and negotiate effectively in pursuit of objectives and goals.
- Ability to build and articulate cost/benefit proposals as it relates to expanding digital marketing initiatives.
- Identify and implement appropriate work structures and processes.
- Focus on performance and execution. Carry out initiatives flawlessly through exceptional project management abilities and high quality standards.