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Digital Marketing Manager - Analytics
RSM
Los Angeles, CA, United States
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*This position can sit in any RSM US office*
The primary responsibilities for the Digital Marketing Manager are to provide leadership for the vision, strategy, advancement, and execution of the analytics function for RSM Digital Marketing and the broader marketing department. The individual in this role will work collaboratively to create reporting solutions for the marketing organization to achieve stated objectives through the use of data and user behavior analysis. This role is also responsible for providing guidance on digital marketing analytics to various stakeholders throughout the organization, assuring leading edge skills and technologies are maintained within the Digital Marketing team to report on user behavior across all digital channels, and to enable sound marketing decision making by the various stakeholder groups through the use of web analytics. Responsible for maintaining a critical level of analytical competence, consultative advice, and collaborative relationships within RSM’s Marketing department to ensure alignment with our firm strategies.
As a leader of the digital analytics team, this person will be accountable for the work product of the team, provide consultative advice and recommendations to marketers and other functional teams within the Integrated Marketing and Communications (IMC) organization based on analysis of user behaviors, and the fidelity of the various data sources needed to measure the user experience online.
Responsibilities:
• Works with national and local markets and Communications team members as part of the Digital Marketing Team to consult on online campaign planning, execution, and best practices for measurement using Adobe Analytics. This includes but is not limited to developing strategy, selecting and recommending tactics, and reporting on the effectiveness of marketing campaigns.
• Responsible for leading multiple stakeholders through complex, data oriented, strategic changes.
• Responsible to understand the business, the brand, and marketing objectives to assure measurement alignment; is an advocate for the use of data driven insights assuring that plans are integrated with marketing and collaborates with marketing plan owners, and acts as a liaison between content owners and user experience analysis.
• This role will team with other data groups (non-web data) to more broadly measure, report on, and influence the effectiveness of our client/prospect experiences when interacting with our firm.
• Develop, plan, and execute on the growth plans for the function of digital analytics within RSM Digital Marketing and Integrated Marketing and Communications (IMC) team using Adobe Analytics.
• Establish a multi-year roadmap to guide the growth of the role of analytics. Working collaboratively to ensure future growth plans align with the needs of the firm, its marketing leaders, and Digital Marketing to provide data driven insights that enable more effective marketing tactics and strong and effective user experiences across all of RSM.
• Manage, and as necessary, advocate for the advancement of the technical capabilities of the analytics tool set (Adobe Analytics) to ensure optimal capture, measurement, and reporting of all possible user behaviors across all possible digital channels. Champion the use of technologies to further the connectivity of data across platforms and data sets.
• Provides effective leadership to members of the Analytics team through effective planning and coaching to ensure the work product of the team is meeting the needs of the marketing department and the firm. Aligned with other strategy work, this role will plan for and execute the growth of the analytics team over time.
• Works with advertising agencies, media buyers, search engine optimization vendors and other specialty vendors on planning, execution and measurement of national advertising campaigns.
• Other duties as assigned
Qualifications:
• Undergraduate degree in marketing, accounting, finance, business, or economics
• Minimum of 5 years’ experience in digital marketing, web analytics, or marketing management required
• Experience in web analytics, digital marketing, and a deep understanding of digital metrics
• Strong analytical skills
• Strong track record of stakeholder/client service
• Ability to work in a highly collaborative environment
• Experience in Adobe Analytics (Site Catalyst)
• Adobe Analytics certified
• Google Analytics certified
• Experience in Adobe Experience Manager (CMS)
• Leadership skills:
◦ Proven leader of web analytics, digital marketing, and web based lead generation required
◦ Track record of successfully leading cross functional teams
◦ Organized and efficient manager of people who is able to define priorities and added-value activities preferred
◦ Mature decision maker comfortable with making difficult decisions and developing plans to follow through on those decisions preferred
• Ability to travel as needed (10%)
You want your next step to be the right one. You've worked hard to get where you are today. And now you're ready to use your unique skills, talents and personality to achieve great things. RSM is a place where you are valued as an individual, mentored as a future leader, and recognized for your accomplishments and potential. Working directly with clients, key decision makers and business owners across various industries and geographies, you'll move quickly along the learning curve and our clients will benefit from your fresh perspective.
Experience RSM US. Experience the power of being understood.
RSM is an equal opportunity/affirmative action employer. Minorities/Females/Disabled/Veterans.