The Digital Marketing manager will develop, implement, track, and optimize Gulf Winds digital marketing strategy to grow brand awareness, engage and retain members, and acquire new members. This is a hands-on leadership role and will require a deep understanding of email campaign strategy & development, lead generation, media buying (search, social, display, programmatic), SEO, social engagement and digital marketing best practices. A working knowledge of Google Platforms is required. Other essential duties include UX/UI, as well as ongoing review and improvement of Gulf Winds tech stack and marketing automation processes.
Essential Functions & Responsibilities:
Digital Campaign Planning and Management-
In partnership with our digital marketing vendor, develop a comprehensive digital marketing strategy to grow brand awareness and boost product/service adoption.
Plan, execute and measure digital campaign tests and optimize spend, performance and conversions based on insights.
Develop and evaluate audience targeting (based on both existing and prospective member insights) to drive qualified funnel conversions.
Brainstorm and identify new and creative growth strategies through digital marketing tactics and platforms.
Ensure excellence in vendor relationship by continually measuring and iteratively improving campaign performance
Manage and implement email campaigns, including development, testing and optimization.
Work with the Marketing team to ensure efficient workflow and create high-quality content that is original and relevant.
Enhance and maximize strategy, providing insights to help optimize email campaigns with a focus on growth.
Develop automated nurture campaigns to grow product portfolios and maintain member relationships.
Assist in ensuring all emails and procedures comply with CAN-SPAM laws and opt-out requirements.
Website Maintenance and Optimization-
Improve the usability, design and content of our website.
Provide insight and direction for landing page development to maximize campaign performance.
Provide insight and direction for product and service pages development to maximize user experience.
In partnership with vendor ensure all events and conversions are tracking properly.
Utilize and report on website analytics in order to develop insights and user experience optimization recommendations.
Assist with content maintenance via the website content management system.
Help troubleshoot website issues from user experience to functionality problems.
Reporting and Insights-
Monitor growth, engagement, conversions, impressions, reach, etc. on all digital efforts using reports generated from our digital marketing partner as well as reports generated in-house.
Continually assess all channels and campaigns for actionable improvements for enhanced customer experiences.
Utilize and report on digital analytics to evaluate the member experience across multiple channels and touch points.
Develop and maintain monthly digital performance reports to provide a full picture of digital member journey from first touch through to production goals.
Evaluate and provide insights for digital marketing performance based on campaigns, platforms, audiences, product and geographies.
Identify critical conversion points and drop-off points to optimize goal funnels.
Identify new technologies, trends and insights, and optimize spend and performance based on findings. Implement marketing automation processes to align with growth strategies of the Credit Union.
Assist in reputation management through building, maintaining and promoting our online presence. Work with the PR Specialist to promptly respond to member issues that come through online channels. Manage online business listings to ensure verified answers in a timely manner.
Performs other job-related duties as assigned.
Help achieve the Credit Union's strategic marketing goals by meeting or exceeding market share, growth objectives and ROI on digital marketing campaigns. Successfully develop the appropriate multi-channel paid media strategies and tactics to drive revenue and member growth via actionable customer insights.
In unison with the AVP of Marketing and vendors, successfully redesign, revamp and improve the Gulf Winds Website.
Enhance, implement and maximize email campaign strategy. Focus on customer on-boarding, life-cycle management and overall growth strategy.
Ensure all forms of communications are accurate, timely, and within budget guidelines. Ensure excellent spelling, grammar, and written communication skills, with a high level of attention to detail in composing, editing, and proofreading materials.
Provide informed, prompt, collaborative, professional, accurate service and support to all members and associates. Maintain a high level of interpersonal skills and the ability to handle sensitive information with confidentiality.
Assist AVP of Marketing in reporting and providing recommendations to management regarding digital marketing strategies. Succinctly and clearly summarize and communicate results to optimize future campaigns.
Maintain and increase current digital marketing knowledge through professional literature and educational programs that support the Credit Union's vision and mission. Improve Gulf Winds tech stack and enhance Gulf Winds marketing automation as it relates.
Complies with all applicable rules, regulations, and policies, included but not limited to BSA, OFAC and Physical Security.
Knowledge and Skills:
Experience: Three to five years of similar or related experience.
Education: (1) A bachelor's degree, or (2) achievement of formal certifications recognized in the industry as equivalent to a bachelor's degree (e.g. information technology certifications in lieu of a degree).
Interpersonal Skills: A significant level of trust and diplomacy is required, in addition to normal courtesy and tact. Work may involve motivating, influencing or training others. Outside contacts are important and fostering sound relationships with others is necessary.
Other Skills: Proven experience in strategically planning and executing SEO/SEM, PPC, email, and display advertising campaigns. Proven ability to analyze metrics and use data. Experience in optimizing landing pages and user flow. Working knowledge of website analytics tools. Attention to detail, strategic thinking and creativity. Organized with excellent communication and problem-solving skills. Ability to prioritize projects and tasks, meet multiple deadlines, and monitor projects simultaneously.
Physical Requirements: This requires sitting at a computer for most of the day. This would also require the ability to file files, opening filing cabinets and bend or stand as necessary. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential function.
Work Environment: This job operates in a clerical office setting and routinely uses standard office equipment such as computers, phones, photocopiers, and filing cabinets.
This Job Description is not a complete statement of all duties and responsibilities comprising the position.
Gulf Winds is an Equal Opportunity Employer. Drug Free Workplace.