Senior Director, Digital Marketing

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Job description

Sr Director, Digital Marketing

This role was created to help NVISION become the internal leader of a successful direct to consumer (DTC) program that has built one of the largest and fastest growing and successful ophthalmology DTC web presences

Role and Responsibilities:

· Ability to manage and collaborate with outside contractors in the areas of SEO campaigns, link building, paid advertising, content development, web development, local marketing, display and email campaigns.

· Develop strategy to create and optimize sales funnels to better qualify, nurture and convert web traffic into leads. Improve customer journeys for different types of user intent to help maximize value of existing website traffic.

· Collaborate with vendors to manage both on-page SEO and off-page SEO for the company and stay up to date with the latest trends and changes with major search engines. Manage content creation and back-linking efforts and improve organic search engine performance and goal setting based on clickthrough rates, traffic, and conversions.[AO1] [AO2]

· Proactively scope and present new ideas to improve our website experience and usability for prospects, leads, and customers.

· Develop effective, multi-channel inbound and outbound campaigns to attract, nurture and qualify potential customers. With our outside contractors, use rapid iteration and A/B testing to continuously optimize conversion rates, SEO performance, landing pages, PPC, social media, display advertising and email campaigns.

· Own the PPC marketing budget and drive outside partners to continuously improve customer acquisition costs and optimize our paid marketing using Power BI dashboards, Google Analytics, and other marketing analytics reports

· Research and test partnerships with new vendors to expand our reach and/or lower our cost-per-acquisition.

· Create and optimize our web development initiatives and overall project management, hitting all deadlines and improving efficiency while maintaining the highest standards of quality web development.

Qualifications:

• Demonstrable experience devising and executing digital DTC campaigns, significantly increasing leads, conversions and ROI.[AO3]
• 5+ years of experience in a digital marketing position at a high-growth, small-mid size company or at a digital agency managing key accounts
• 3+ years of experience managing a multi-channel digital ad budget
• 5+ years of experience in SEO/PPC managing either internally or externally with agencies
• Hands on experience with SEO/SEM tools, Google Analytics, Google Ads, Google My Business, Yelp, Salesforce CRM
• Strong knowledge of digital marketing best practices (Organic Search/SEO, website UX/UI, link-building, content development, etc.) and across all marketing disciplines; especially in the areas of lead generation, reputation management, and web development.