This position is responsible creating, maintaining and optimizing the digital marketing and lead nurturing efforts throughout McLanahan’s digital platforms.
As part of the corporate marketing team, this person will be responsible for helping to identify opportunities to move customers through the buyer’s journey by providing content and marketing touch points through digital advertising, social media, landing pages, email drip campaigns and more.
They will work closely with team members both in and out of the marketing department to provide the best possible customer experience.
A strong interest in analytics and data will allow them to provide insights and recommendations to drive more leads and enhance the overall marketing strategy for McLanahan and its brands.
Essential Functions/Key Accountabilities:
Follow direction provided by team leadership and work with all members of the marketing team around the world to create and manage email campaigns; landing pages; website and digital content; paid search; and display, video and social media advertising, while leveraging the appropriate technical tools and optimizing user experience.
Build and implement a comprehensive marketing automation strategy that covers all areas of McLanahan business operations, creating effective automated campaigns by managing campaign content and creating engaging emails, content, social media advertising, and more that result in acquisition, retention and reactivation.
Manage all technical aspects and implementation/enhancement of the marketing automation platform and act as the primary owner of the nurturing campaigns and the lead management process, including the segmentation, growth and cleanliness of the contact database.
This includes capturing, qualifying and passing leads to sales and service teams for action, as well as curating and optimizing customer contact lists and workflows to improve personalization and customization opportunities.
Build corporate digital marketing programs that promote the brand and products through Google, Facebook, YouTube, LinkedIn and other digital platforms, managing all aspects of PPC, display, remarketing, video, and other online advertising to ensure best results for budget.
Analyze and evaluate the performance of online marketing programs by leveraging analytics to understand customer audiences and campaign effectiveness, then make recommendations for improvements and take action to optimize results.
Report web traffic and create reports through Google and online marketing automation tools.
Education/Qualifications/Experience
Bachelor’s degree in marketing, communications, or related field.
Experience working with digital marketing campaigns and tools, such as Google AdWords, Google Tag Manager, Facebook, LinkedIn, YouTube, or others; Google Ad Certifications a plus.
One to two (1-2) years of experience working with digital marketing and marketing automation campaigns in systems such as HubSpot, Marketo, Eloqua, Salesforce Marketing Cloud, or other similar platforms required preferred.
Experience developing and executing B2B funnel acceleration and lead nurture campaigns, managed in accordance with industry best practices.
Competencies/ Knowledge/Attributes:
Highly organized with the ability to multitask and handle multiple projects at one time.
Independent worker, who also thrives in a team setting and enjoys collaboration.
Excellent verbal and written communication skills.
Ability to rely on experience and judgment to plan and accomplish goals.
Familiarity with a wide array of marketing and automation tools, as well as Adobe Creative Suite and a working knowledge of HTML, CSS, and basic web scripting.
Knowledgeable in global compliance programs, such as CAN-SPAM, GDPR and others.
This position description outlines the major duties performed but is not intended to be all-inclusive.
Additional duties may be assigned/performed as needed and determined by management.
This position description is subject to change at any time.
Physical Requirements:
This position is typically located in an office setting and requires sitting and standing for long periods of time.
The position requires ambulatory skills sufficient to travel domestically.
Requires good hand-eye coordination, arm, hand, and finger dexterity, including ability to grasp, visual acuity to use a keyboard, and operate standard office equipment.
Requires the ability to express or exchange ideas by means of both oral and written communication.
The physical demands described are representative of those that must be met by an employee to successfully perform the essential functions of this job.
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
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