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SUMMARY

The Digital Marketing Manager will be responsible for creating and growing engagement with clients, agents, and prospects. The position includes leadership and management in the following areas: Salesforce and Pardot marketing automation systems, website design & maintenance, digital marketing (paid and earned), Social media marketing with an emphasis on LinkedIn This individual will be responsible for recommending, creating, monitoring, reporting, and improving effectiveness in these areas. The position will also support corporate marketing programs, campaigns and online/in-person events in a highly collaborative business environment. The position will work on multiple projects with varied stakeholders and develop deep internal relationships across the organization.

ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned.

Email Contacts Database:

Salesforce and Pardot marketing automation systems, skills and responsibilities include:

• Campaign Development: Deep understanding of creating and executing marketing campaigns using Salesforce and Pardot. This includes designing email templates, landing pages, and forms, as well as setting up automated workflows and drip campaigns.
• Lead Management: Proficient in managing leads within Salesforce and Pardot. This involves lead scoring, lead nurturing, and implementing lead qualification processes. Segment leads based on various criteria to ensure targeted and personalized communication.
• Reporting and Analytics: Extensive experience in generating reports and analyzing data within Salesforce and Pardot. This includes tracking campaign performance, lead conversion rates, email engagement metrics, and overall marketing ROI. Skilled in creating custom reports and dashboards to provide actionable insights to stakeholders.
• Integration and Customization: Experience in integrating Salesforce and Pardot with other systems, such as CRM platforms, to streamline data flow and ensure a seamless user experience. Customize the platforms to meet specific business needs, including creating custom fields, workflows, and automation rules.

Marketing Automation/Email Campaigns:

• Email Campaign Creation and Deployment: Creates, tests and sends email marketing campaigns using Pardot and sync data with Salesforce CRM.
• Develops marketing campaigns focused on lead generation; develop KPIs to evaluate effectiveness of generated Marketing Qualified Leads (MQLs); monitor and adjust to improve as needed.
• Works in close collaboration with marketing and sales leadership to establish clear expectations for campaigns.
• Utilizes Pardot email builder and HTML to create email templates.
• Builds Pardot landing pages, forms, and automated workflows for routing.
• Builds rules-based dynamic lists in Pardot for automated segmentation.
• Develops and automates regular, strategic outbound emails to qualified, intended audiences as determined by specific campaigns.
• Generates awareness and increases participation for Lingo events including webinars, training programs, special events and trade show participation.
• Tracks results for lead generation campaigns/programs, provide weekly reports, and recommend opportunities for improvement.
• Manages campaign calendar; ensure key stakeholders are informed of all campaigns.
• Provides recommendations for process improvement and campaign management.

Lingo Website:

• Manages, maintains, and enhances company website www.lingo.com using WordPress; works with agency/external vendors and internal stakeholders to continuously improve user experience.
• Manages all website content, including branding/messaging/design and positioning.
• Manages plugins and integrations.
• Manages receipt of inbound leads and routing to appropriate parties.
• Use Google Analytics and other tools as needed to track website traffic.
• Use tools like SpyFu for keyword research in content development efforts.

Digital Marketing:

• Broad knowledge of digital marketing tactics, including search engine marketing (SEM), pay-per-click marketing (PPC), display and retargeting and demand generation.
• Manages SEO and PPC programs to optimize landing pages to improve conversion rates and increase inbound lead traffic and maximize search engine rankings.
• Works with cross-functional marketing team to develop quarterly integrated advertising plans that grow demand gen programs.
• Identifies and drives action plans to improve conversion rates and inbound lead development.
• Plans and executes all digital marketing campaigns, including vendor management, campaign data analysis and executive reporting to increase traffic and improve customer conversions.

QUALIFICATIONS

To perform this job successfully, an individual must be able to perform each duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. The ability to willingly accept new assignments, manage those assignments appropriately, and provide feedback on assignment completion is required. Ability to work successfully and simultaneously on more than one project is required. Ownership of work product, initiative, drive, and a high energy level are strongly preferred.

EDUCATION and/or EXPERIENCE

Four-year college or university degree in digital marketing, digital media, communications, journalism, computer science/management, Information Technology, or other marketing, business or a related field; 5 – 10 years of professional experience. Strong project management skills, creativity, and attention to detail are required. Detailed knowledge of and experience with Salesforce, Pardot and WordPress required. Ability to multitask, stay flexible, and prioritize accordingly in a fast-paced environment. Strong data profiler; ability to interpret data and provide recommendations to the business.

Lingo is proud to be an EQUAL EMPLOYMENT OPPORTUNITY EMPLOYER. It is our policy to recruit, hire and promote in all positions without regard to race, color, religion, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, marital status, height, weight, status as a protected veteran, status as an individual with a disability or other applicable legally protected characteristics.
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