Digital Marketing Specialist (Marketing)

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 one of our lead generation specialists, the Digital Marketing Specialist specialist is primarily responsible for managing and refining programs that ultimately result in B2B and B2C leads 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 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 the 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 websites, social media, blog/microsite posts, promotional webinars, videos, images, infographics, etc.) and leads to increased revenue.
• Serves as EA's email marketing specialist  that develops and executes email campaigns, builds email lists, writes engaging content, analyzes campaign performance, and optimizes strategies to drive conversions and engagement.
• Serves as the subject matter expert for EA websites, specifically IEEE Innovation at Work, ensuring content accuracy, optimization, and alignment with digital marketing strategies. Manages and update website content to enhance user experience and drive engagement.
• 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 the 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.
• 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 email distribution, blogs/microsites, and other channels.
• Performs additional tasks as required to achieve the marketing and communications objectives of the organization and increase revenue.

40% Lead Generation

• Assists in the and management of 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 measures results.
• Generates new qualified leads and increases 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 reports 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 the 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

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

Skills and Requirements

• Strong writing, editing and proofreading skills a must (Writing samples will be required)
• Strong communication skills
• Strong interpersonal skills
• Strong organizational skills
• Proficiency in Microsoft Office and Google Docs
• Google Adwords experience a plus
• SEO/SEM experience a plus
• Knowledge of Marketo, Knak or email platforms a plus
• Knowledge of video creation a plus 
• Knowledge of Canva, Adobe Creative Suite a plus
• Graphic design skills a plus
• Some travel may be required, about 5%