The Digital Optimization Manager has a keen interest in understanding what variables inspire customers and prospects to interact with and concert on our digital channels. S/he is a right and left-brain thinker and data mixologist who knows how to combine and/or isolate the right qualitative and quantitative factors in the digital experience to drive positive results. Success in this role will be measured by improved engagement and conversion rates and increased ROI from our digital channels. By using data and testing hypotheses to continually learn from different channel experiments, the Digital Optimization Manager will enable Solutions Marketing to have a deeper understanding about the relative strengths of the different marketing variables that accelerate value and reduce friction across our digital B2B experience.
This person will work with a variety of groups to achieve his/her goals, including Portfolio Marketers, Website Management and UX, Demand Generation, Digital Strategists, Social Media personnel and external agencies. This is a very interactive role, requiring daily partnering with each of these groups to fully understand, properly audit, gain buy-in, build and monitor success. The right candidate will proactively identify new opportunities, deliver insights confidently and lead initiatives comfortably.
•Develop and monitor critical benchmarks for marketing performance in our digital channels, including unique versus returning traffic, traffic and lead sources, page conversion and engagement rates, page speed, cross-device compatibility, dwell time, 404 errors, etc.
•Work with various Solutions Marketing stakeholders to identify new variables to test against those critical benchmarks
•Design and activate split tests for multiple web and mobile channels including website, social, email, search and display. This includes testing, monitoring and reporting on these split tests, as well as keeping a log of completed split tests.
•Manage a list of upcoming split tests and priorities so there are rarely, if ever, gaps in testing and we are always setting up and running the highest-leverage tests possible
•Keep up with industry trends, technology, techniques and experts for the purpose of future-proofing our digital channels and their performance
Competencies/Skills Required for Job
•Strong understanding of direct marketing principles and best practices, usability and conversion factors, key metrics and variable for improving conversions
•Strong philosophy on split testing and marketing analytics
•Confident working with a developer and project manager to get tests and funnel tracking set up and to troubleshoot issues and suggest fixes
•Extremely detail oriented, able to organize and review marketing data for analysis
•Able to quickly detect problems in split tests
•Strong Adobe or Google Analytics skills, with the ability to use these tools to track performance and detect weak points and broken elements
•Strong communication skills. Able to write comprehensive briefs and communicate well with other people in management
•Confident systematizing tasks, creating checklists and improving processes
•Minimum 5 years related experience
•Proven, hands-on experience optimizing digital channel performance with split testing
•Experience with basics of statistical relevancy and knowing when a test is truly conclusive
•Experience systemizing and automating highly repetitive tasks
•Thorough experience setting up, monitoring and analyzing split tests
•Experience using Google Analytics or similar tag manager
•Bachelor's degree or equivalent work experience in computer science, data analysis, business analytics