Digital Marketing Specialist (Marketing)

Job Summary
The overall purpose of this position is to help promote IEEE Educational Activities (EA) products and programs to a wide variety of audiences. The incumbent in this position is primarily responsible for content and campaigns that generate revenue and leads, and maximize impact, while communicating information through a wide variety of mediums about Educational Activities programs and products. As our lead generation specialist, the digital marketing specialist is primarily responsible for managing and refining programs that ultimately result in leads (primarily B2B) that convert. He/she will engage and build our community online, analyze and report on data, assist with revenue generation, and stay on top of the latest technologies that will help our organization grow and compete. As a team player, the Digital Marketing and Communications Specialist will also provide marketing guidance to program managers, and collaborate with other marketers to develop campaigns, create content, and focus on continuous, measurable improvement.

The role reports to the Senior Manager of Education Marketing, and functions as an individual contributor.


Key Responsibilities

50% Digital Marketing

• Develops and executes strategic, measurable product and program marketing and communication plans in coordination with marketing team
• Builds and manages a rich content strategy and editorial calendar with sharable content appropriate for specific platforms and networks that attracts a qualified audience to our owned properties (including social media posts, blog/microsite posts, promotional webinars, podcasts, images, infographics, etc.) and leads to increased revenue
• Serves as EA's online community manager on social platforms such as Facebook, Twitter, LinkedIn, and others as needed, monitoring and engaging in relevant social discussions about our organization, relevant topics, and/or industry, both with existing audiences as well as with brand new audiences that you identify and reach out to
• Writes and proofreads marketing collateral and content for a variety of audiences and mediums to support and increase product sales and program adoption
• Works with product management team to keep product information current and ensure messaging is on target for all markets as products evolve
• Measures and optimizes lead nurturing processes through chatbots, content, and social channels.
• Explores and identifies new ways to engage our target buyers and generate revenue.
• Discovers and evaluates new technologies and add-on applications to improve and optimize marketing team efforts.
• Scopes and creates templates and user guides for our marketing team and project leads to be more efficient in their posting on social media, blogs/microsites, and other channels.
• Performs additional tasks as required to achieve the marketing and communications objectives of the organization and increase revenue.
• Manages virtual events platform, serving as event producer and assisting program owners and subject matter experts with events

40% Lead Generation

• Develops and manages Google Adwords campaigns that lead to B2B and B2C leads and conversions for a variety of programs.
• Optimizes content for search engines (SEO/SEM) and lead generation, and measure results.
• Generates new qualified leads and increase revenue by converting site traffic through calls-to-action, landing pages, tracking links, and lead generation content.
• Grows our email list organically.
• Develops and deploys content marketing strategies to generate leads and increase revenue.
• Uses data and analytics to continually refine lead generation campaigns to improve the quality of leads generated.

10% Analysis, Analytics and Reporting

• Tracks, measures, and analyzes all initiatives and report to management regularly to show ROI.
• Measures results and optimize lead nurturing workflows to convert leads into customers.
• Segments lists based on behaviors like past email engagement and purchases.
• Develops documentation and road maps for processes, A/B tests, and promotions that succeed through digital channels.
• Assists in market analysis process to determine market viability of products and programs

Education

• Bachelor's degree or equivalent experience in Marketing, Communications, English, or equivalent experience Req

Work Experience

• 2-4 years Related work experience in digital marketing and/or communications, with proven experience in lead generation, digital communications, and analytics reporting Req
• Google Adwords experience Req
• Social media marketing experience Req
• SEO/SEM experience Pref

Skills and Requirements

• Strong writing, editing and proofreading skills a must (Writing samples will be required)
• Strong social media and online community management skills
• Strong communication skills
• Strong interpersonal skills
• Strong organizational skills
• Proficiency in Microsoft Office and Google Docs
• Knowledge of Canva, Adobe Creative Suite a plus
• Some travel may be required, about 5%
• Graphic design skills a plus