Global Digital Marketing Managers are the owners of digital strategy and execution for each of Beckman Coulter Life Sciences product lines. Our digital channels include website, SEO, PPC, email, social, video, and content marketing. Each Global Digital Marketing Manager has KPI targets for lead generation and revenue they are accountable for delivering. In some markets such as North America and Western Europe, they are directly responsible for executing the work necessary to hit these targets. In other markets, particularly non-English speaking countries, they must partner with regional counterparts to drive digital excellence abroad.
Roles & Responsibilities
o Collaborate with peers to develop new website, PPC, and email content & messaging to generate demand and e-commerce revenue.
o Be accountable for lead and revenue generation targets for digital channels.
o Collaborate with regional partners to expand digital capabilities and optimize channels internationally and across languages.
o Mentor junior and non-digital marketing team members on best practices and strategy.
o Manage digital campaign assets, landing page development and content, and tracking.
o Optimize and expand paid search strategy across product lines through Google Ads and more.
o Utilize BrightEdge to implement SEO suggestions to improve website performance in organic search.
o Leverage Google Analytics & heatmapping tools to monitor channel performance and drive continuous improvement.
o Champion digital best practices and KPIs across the organization.
o Build and optimize webpages using Sitecore CMS.
o Manage effective keyword strategy across organic and paid channels
o Re-purpose and distribute marketing content through digital channels.
o Continuously run A/B and multivariate tests of digital materials.
o Leverage buying segments and customer personas in campaign strategy.
o Manage the localization and application of digital content for use in international markets.
o Utilize CMS and Marketing Automation Platforms to create landing pages, emails and related assets.
o Manage auto-responders and follow-up communication for digital touchpoints.
o Write ad copy, landing pages, value propositions, subject lines.
o Re-purpose and develop content when needed to fill campaign gaps and testing.
o Oversee lead management and review for digital campaigns in salesforce.com.
o Build business cases and produce documentation for new features and tools.
o 7+ years of digital marketing experience in multiple channels including search, email, social, and content marketing.
o 3+ years of recent pay per click management and search optimization experience.
o Deep understanding of digital marketing strategy for B2B lead generation
o Experience optimizing PPC campaign performance in a B2B environment
o ROI-driven and dissatisfied with maintaining the status quo.
o Strong desire to innovate and test new opportunities and strategies
o Proficiency in Microsoft Office, Google Analytics, Tag Manager and Search Console and HTML.
o Experience with WordPress or similar CMS with WYSIWYG functionality.
o Google Adwords and Bing Ads professional certifications strongly preferred.
o Strong business acumen and excellent writing/verbal communication skills.
o Effective in crafting and optimizing marketing messages.
o Highly motivated with the ability to work under ambiguity and operate with minimal oversight.
o Comfort with managing large-scale PPC campaigns with aggressive performance targets.
o Demonstrated knowledge and experience with personas and buyers journeys.
o Preferred working knowledge of Salesforce.com, Pardot, Conductor/BrightEdge, DOMO, Sitecore.
o Preferred experience in biotechnology, pharma/biopharma, life sciences research, or related industry.
March 26, 2019