POSITION DESCRIPTION

Title: Marketing Operations Specialist- Website and Digital

Revised: 7/13/2023

Salary Grade: Exempt
Department: Marketing Mobile Device Eligible: Yes

Reports To: Vice President of Marketing

# Supervised Staff: 0

Laptop: Yes Cell Phone: Yes

Responsible for managing and supporting digital marketing efforts by managing backend marketing platforms and performing marketing communication initiatives with the overall goals of improving brand awareness. Works to identify, quantify & prioritize opportunities to improve digital (online, mobile, conversational) experience, building out consistent business cases and quantitative/qualitative measurement systems to align stakeholders and deliver measurable results. Defines, seeks the executive management's buy-in and executes the digital analytics roadmap for both digital operations and strategic initiatives.

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  Responsible for ensuring website content is constantly performing well to SEO standards. Codes website using coding languages such as HTML and CSS. Responsible for website content management, monitoring, and ensuring content is current for WEOKIE's website and is maximizing analytics.

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  Ensures SEO tracking quality such as Meta tagging and AdWords, engaging and fluid website content, and content accuracy for WEOKIE’s website on an ongoing basis and makes changes and updates as needed.

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  Key participation in special projects to include: evaluation, planning, task completion, testing and post-implementation support of backend marketing platforms.

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  Strategizes and executes company’s overarching advertising and marketing plans and activities, as well as other departmental projects as assigned; ensures product messaging and disclosures flawlessly aligns with promotions, campaigns, or other content objectives.

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  Helps develop and implement digital marketing strategic plan designed to drive brand awareness, member engagement and acquisition, retention and cross sell.

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  Provides analytics for marketing efforts and uses it as a core driver for decision-making, investment prioritization, and improving the member experience; shares trends and best practices with the Marketing team and others; understand consumer behavior, sources, funnels and conversion rates.

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  Conduct market research, both primary and secondary, ensuring that the voice of the member, competitor offerings, industry trends and overall marketability are leveraged to identify and exploit opportunities in a timely manner; Research audience demographics, preferences, and consumer profiles to conceive campaigns with compelling call to actions using the most effective media method.

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  Identify trends of member product and behavioral information that impact penetration and campaign success. Create customer profiles by demographic and behavioral characteristics.

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  Source data and conduct in-depth data analyses using quantitative and qualitative research tool.

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  Create post-campaign tracking and Return on Investments (ROI).

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  Run targets and exploratory database queries to obtain information needed to make recommendation to improving campaign response rates and revenue.

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  Comprehensive database management and migration to Analytic Platforms.

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  Brand development, web site traffic growth, web site UI and advertising revenue. Developed brand strategy and statistics systems.

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  Assist the Marketing team with the implementation of the overall marketing plan

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  Responsible for managing multiple analytic platforms to determine, analyze, and report on effectiveness of various marketing programs and promotions within the company.

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  Utilizes Web and Social Analytic Tools, such as Google Analytics, to improve metrics such as bounce rate, click-through rate, engagement, etc. Owning and managing multiple analytic platforms to determine, analyze, and report on effectiveness of various marketing programs and promotions within the company.

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  Analyzes member insights backgrounds to understand member needs and support the organization’s growth through opportunity ideation via report generation.

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  Manages our existing agencies/partner relationships with marketing programs.
  
• Leads ongoing management of digital touch points, including but not limited to website, social networking, online and mobile applications.
  
• Works in collaboration with the marketing team - Presenting recommendations to VP of Marketing.
  
• Has superior organization skills and the ability to work both independently and within a team environment as a proven team contributor with minimal supervision.
  

• Excellent organizational skills and the ability to work independently and multi-task with minimal supervision, while effectively identifying, organizing and prioritizing multiple projects.
  
• Behavioral competencies are the skills and personal characteristics that an individual should possess in order to be successful in this position.
  
• Meets commitments, works independently, accepts accountability, handles change, sets personal standards, stays focused under pressure, and meets attendance/punctuality requirements.
  
• The position requires a well-rounded and level-headed individual who is able to maintain composure in a variety of situations.
  
• Understands duties and responsibilities, has necessary job knowledge, has necessary technical skills, understands company mission/values, keeps job knowledge current, is in command of critical issues.
  
• Recognized problems and responds, systematically gathers information, sorts through complex issues, seeks input from others, addresses root causes of issues, makes timely decisions, can make difficult decisions, uses consensus when possible, and communicates decisions to others.
  
• Is attentive to detail and accuracy, is committed to excellence, looks for improvements continuously, monitors quality levels, finds root cause of quality problems, owns/acts on quality problems.
  
• Has good listening skills, builds strong relationships, is flexible/open- minded, negotiates effectively, solicits performance feedback and handles constructive criticism.

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  Specialized or Technical Knowledge and Skills:

At least a Bachelor's (BA/BS) Degree in Marketing or Advertising and three years of on-the-job experience; or, 8 years of equivalent experience with technical expertise in the following:

• Highly skilled in campaign reporting, metrics, and site analysis.
• Experienced in the planning, development and execution of digital programs and campaigns, including online advertising, web site strategy, mobile, and deliverables.
• Experienced in the use of Content Management Systems (CMS) and search engine marketing and/or search engine optimization.
• Graphic/Web design experience.
• Working knowledge and understanding of website coding languages such as HTML and CSS.
• HubSpot experience.
• Experience working with email automation software.
• Banking/financial background.
• ADA compliance knowledge.
• Knowledge of Google Ads, Google Tag Manager, Google Analytics, and enterprise search platforms, etc.

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  Behavioral Competencies: Behavioral competencies are the skills and personal characteristics that an individual should possess in order to be successful in this position.

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  Core Competencies: Core competencies are consistent for all positions across the organization and are aligned with WPCU's core values.

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  Member Focus (internal and external): Builds member confidence, is committed to increasing member satisfaction, sets achievable member expectations, assumes responsibility for solving member problems, ensures commitments to members are met, solicits opinions and ideas from members, responds to internal members.

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  Dependability: Meets commitments, works independently, accepts accountability, handles change, sets personal standards, stays focused under pressure, and meets attendance/punctuality requirements.

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  Integrity/Ethics: Deals with others in a straightforward and honest manner, is accountable for actions, maintains confidentiality, supports company values, conveys good news and bad.
  
• Job Specific Competencies: The position requires a well‐rounded and level‐headed individual who is able to maintain composure in a variety of situations. The following stand out among a long list of behavioral competencies for this position:

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  Job Knowledge: Understands duties and responsibilities, has necessary job knowledge, has necessary technical skills, understands company mission/values, keeps job knowledge current, is in command of critical issues.

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  Decision Making/Judgment: Recognized problems and responds, systematically gathers information, sorts through complex issues, seeks input from others, addresses root causes of issues, makes timely decisions, can make difficult decisions, uses consensus when possible, and communicates decisions to others.

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  Productivity: Manages a fair workload, volunteers for additional work, prioritizes tasks, develops good work procedures, manages time well, and handles information flow.

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  Quality: Is attentive to detail and accuracy, is committed to excellence, looks for improvements continuously, monitors quality levels, finds root cause of quality problems, owns/acts on quality problems.

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  Interpersonal Skills: Has good listening skills, builds strong relationships, is flexible/open‐ minded, negotiates effectively, solicits performance feedback and handles constructive criticism.

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  Physical Demands: The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions. While performing the duties of this job, the employee is frequently required to stand; walk; sit and talk or hear. The employee must occasionally lift and/or move up to 10 pounds.

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  Work Environment: This position requires an in-office work setting. A hybrid or remote work arrangement is not available for this position. The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions. The worker is not substantially exposed to adverse environmental conditions. The noise level in the work environment is usually moderate.