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D-Specialist Product Marketing
Pearson
Barcelona, , Spain
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Description
The Digital Marketing Manager is responsible for developing and successfully executing inbound marketing strategies across online platforms managed directly by WSE International and also managed by our Network partners.
The role is very broad covering SEO, SEM and email marketing best practice, web site development and optimization. The Digital marketing Manager is responsible for planning and supporting the Network’s online advertising initiatives analyzing paid and organic search engine marketing activities and providing performance tools to increase Sales within our network via qualified lead generation and website conversion.
This role requires the ability to lead our global digital projects and give advice and operate on both a strategic and tactical level, touching all aspects of the inbound marketing customer journey including campaign execution (SEM, email marketing), landing page optimization and analytics.
The Digital Marketing Manager will also contribute to and support new initiatives to develop mobile as a global channel providing support on App Store optimization and app install campaigns.
Essential duties and responsibilitiesinclude the following:
• Develop and drive adoption of inbound marketing best practice across our Global Network. Evangelize the application of digital marketing strategies and tactics that will result in improved marketing efficiency (lower CPA, improved conversion rates, increased organic lead generation).
• Craft digital media recommendations supported by rigorous research and data and work with digital marketing managers in the Network to have these adopted. Report and analyze on results sharing best practice.
• Nurture a test and learn culture in digital marketing through A/B testing and data-led decision making.
• Partner with digital marketing and web development agencies to ensure that projects are delivered on time, to the brief and with measurable results that prove return on investment.
• Directly interact with franchisees on an on-going basis and advise them so they can optimize their use of Website, Tools, SEO, SEM, Mobile Strategies, online content and digital strategy. This could include support with e-mail newsletters, SEO strategies, SEM strategies, content marketing and site analytics review.
• Be a thought leader on digital marketing, championing the adoption of new tools, and techniques to improve digital marketing performance.
• Lead the design of insight driven digital strategies from opportunity identification through to experience definition. Structure and present recommendations to senior WSE leadership for approval
• Work in tandem with other departments across WSE in providing SEO, content and analytics support as part of larger Web redesign or development projects.
• Manage performance marketing campaigns (PPC) for directly managed web sites and mobile apps.
• Stay current with new advances in search engine marketing, competitive landscape, and keyword research.
Qualifications
Minimum requirements:
• Minimum 3 year’s professional experience in digital/online marketing roles either agency or client side
• Demonstrable experience of managing online marketing campaigns from inception to successful execution in international markets
• Experience running online marketing tests (A/B)
• Expertise in web analytics tools (Google Analytics)
• Experience of Marketing Automation tools (e.g. Hubspot)
• Broad knowledge of SEM, SEO, Display, remarketing and email marketing best practices
• Native or bilingual speaker of English
• Demonstrated experience managing a marketing budget
• Strong presentation skills
Nice to have:
• Experience of App Store optimization (ASO) and mobile marketing
• Experience of Video Search optimization
• Second (or more) languages
• Former experience working with language learners an advantage