What are the responsibilities and job description for the Digital Marketing Analyst position at Ohio Farmers Insurance Company?
Under the direction of digital marketing leadership, the Digital Marketing Analyst is responsible for the day-to-day maintenance, administration, and key improvements of our corporate website WestfieldInsurance.com. In this role you will effectively manage backlog and roadmap advancements, content updates, SEO and tracking activities to drive revenue growth, deliver customer centric experiences, and evolve web property capabilities that deliver business value.
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- Collaborates with marketing and business stakeholders to ensure all website-related content is accurate, consistent, and aligned with business objectives.
- Creates new pages, edits, and audits existing content assuring content is visually appealing, engaging, meets brand standards, leverages user experience best practices and addresses the needs of users.
- Manages the website media library including images, audio, videos, and documents.
- Coordinates the efforts of various teams or individuals involved in web-related tasks, such as content creation, design, and technical maintenance.
- Effectively monitors backlog items, prioritizing the user stories that achieve business goals, align with roadmap priorities, and optimize the value of the work by the team.
- Create user stories that align with the product vision, roadmap and acceptance criteria for technical teams to effectively develop new features and design that meet user needs.
- Troubleshoots and resolves technical issues in collaboration with IT and external vendors.
- Manages all aspects of performance on the website, leveraging analytics including Google Analytics and Google Tag Manager implementation for event-based tracking, data layer execution, and ensure website analytics are working correctly.
- Implements and refines SEO strategies to enhance the website's visibility, driving increased traffic and improving search engine rankings through targeted keyword research and content optimization.
- Develops, manages, and reports on A/B and multivariant tests, relevant site and campaign KPIs to evaluate performance and identify opportunities for improvement.
- Develops and maintains analytics dashboards using Looker Studio to visualize website performance metrics. Uses these insights to identify areas for improvement, optimize user experience, and drive strategic decision-making based on data analysis of user behavior and traffic patterns.
- Assure that experiences adhere to organizational privacy, regulatory and industry policies. Manage experiences to meet accessibility guidelines and WCAG compliancy.
- Minimum of 3 years of work experience managing company website, SEO/SEM (Search Engine Optimization/Search Engine Marketing), and website analytics.
- Experience developing content for websites and utilizing CMS (content management system) tools. (Sitecore experience is a plus).
- Experience working in agile projects, including the ability to write/edit user stories and work with UX teams on user interface design.
- Background in marketing analytics, analytical methods, and/or digital marketing analytics systems. (Google analytics and SEM Rush are plus). Including experience utilizing data and scorecards to measure progress against KPIs.
- Proficient in using Looker Studio to create and manage analytics dashboards, demonstrating a strong capability in interpreting web data to inform business strategies and decisions.
- Experience in designing and executing A/B testing methodologies to optimize website performance and user experience, with a proven track record of leveraging test results to make data-driven improvements.
- Exceptional communication skills with the ability to tell the digital story and gain stakeholder alignment.
- Exceptional project management skills and communication skills.
- Understanding of JavaScript and HTML preferred.
- Bachelor's degree or commensurate work experience required.
Location
Hybrid defined as three or more days per week in the office
Behavioral Competencies
- Collaborates
- Communicates effectively
- Customer focus
- Decision quality
- Nimble learning
Founded in 1848, Westfield is a global leader in property and casualty insurance, delivering superior risk insights and innovative solutions to customers through a diverse portfolio of insurance products. Westfield underwrites commercial, personal, surety, and specialty lines of coverage through a network of leading independent agents and brokers in the United States and specialty products through Lloyd's of London Syndicate 1200. As a mutual insurance company with more than 3,000 employees, Westfield has revenues in excess of $4 billion and more than $10 billion in assets.
Westfield celebrates diversity and is committed to inclusion. All qualified applicants receive consideration for employment without regard to race, color, sex, religion, national origin, age, sexual orientation, gender identity, disability, or status as a protected veteran.
