What are the responsibilities and job description for the SR. MANAGER, MARKETING INSIGHTS & OPTIMIZATION | ATLANTA, GA position at Arthritis Foundation, Inc.?
Job Title
Sr. Manager, Marketing Insights & Optimization
Classification
Grade 8 SSA | Salary from 84,000.00 / yr
Department
Home Office | Marketing and Communications
FLSA Status
Full Time | Exempt
Supervisor (title)
Sr. Director, Strategic Operations & Communications
Location
Remote working from Atlanta, GA
POSITION SUMMARY (Basic purpose or primary function of job)
The Sr. Manager, Marketing Insights & Optimization will lead the development of data-driven insights to inform strategies and plans across the Marketing & Communications department as well as partner teams. S / He will lead the implementation of analytics integrations across multiple platforms, identifying technical solutions and driving the execution and ongoing management of those tools. S / He will manage and oversee marketing analytics and data analysis across all marketing and communications channels, developing reports and distilling data into actionable insights around the performance of content, marketing channels, campaigns, and tactics. S / He will also identify opportunities for optimizations, recommend specific optimization activities, and manage and measure the implementation of those activities. In partnership with the Marketing Channels Operations Manager and Constituent Strategy colleagues, s / he will uncover insights to inform the development of marketing, communications, and engagement strategies and plans.
The Sr. Manager, Marketing Insights & Optimization will develop and lead all testing, research, and survey efforts for the department, working in partnership with other internal resources and outside vendors as needed. S / He will utilize their technical expertise in tag management to ensure accurate and consistent capture of performance data for analysis. S / He will also mine various data sources for consumer insights as well as own search engine optimization (SEO), leading a program of work to increase the Foundation's visibility through search and partnering with the Content, Creative & Brand lead, content writers, IT colleagues, and others to implement improvements. S / He is the key decision maker on what business intelligence and analytics tools best meet the needs of the Marketing & Communications department.
JOB RESPONSIBILITIES (Principal responsibilities or job duties)
- Collect, analyze, visualize, and present large sets of data across all marketing and communications channels, including web, email, social, and paid media. Consume analytics and data to provide holistic views of performance across all channels including direct marketing, digital revenue, and PR.
- Build and manage the department's metrics scorecard / dashboard and share insights with department leadership on a regular basis.
- Establish a tag implementation strategy and ensure appropriate tagging is in place for tracking in partnership with Marketing & Communications colleagues, IT, and vendors / agencies. Lead troubleshooting of issues with appropriate teams and resources.
- Work with the Strategy & Planning team, channel managers, and stakeholders to establish campaign KPIs for a wide variety of initiatives.
- For those campaigns, develop results reports that distill data into actionable insights.
- Identify opportunities for optimizations, recommend specific optimization activities, and manage and measure the implementation of those activities.
- Mine various sources of data to develop user and consumer insights to inform the work of a variety of internal stakeholders.
- Derive actionable insights from constituent data in the CRM.
- Develop and lead all testing and optimization strategies, such as A / B testing.
- Lead all research and survey efforts for the department, working with internal and external partners as needed.
- Own search engine optimization (SEO) for the Foundation, actively monitoring, managing, and reporting on performance with the goal of positioning the organization to capture traffic from search behaviors.
- Manage a complement of vendors, including platform providers and agencies such as the SEO agency. Lead contract negotiations and actively manage and monitor associated budgets.
REQUIRED EXPERIENCE & EDUCATION
ESSENTIAL JOB FUNCTIONS AND TIME ALLOCATIONS
Manage tagging, technical platforms and analytics across content, marketing channels, campaigns and tactics
Analyze data, develop insights, and lead optimization efforts
Lead SEO for the Foundation's digital properties
Lead testing, research and survey efforts
Total
100%
