ACOG National Office

Digital Marketing Manager

US-DC
Job ID
2017-1189
Category
Marketing
Type
Regular Full-Time
Grant Funded
No

Overview

American College of Obstetricians and Gynecologists (ACOG) is the premier not-for-profit organization for women’s health care.  Comprised of over 58,000 physician-members who are experts in women’s health care, ACOG provides to its members the highest quality education opportunities, practice-oriented resources, research, advocacy, and organizational support.  With headquarters located in S.W. Washington, DC, we provide a positive, supportive work environment, excellent benefits and so much more! To learn more about our organization, please visit us at www.acog.org.

 

ACOG is implementing a 3-year, $20 million strategic plan to transform ACOG’s products and services, with the goal of increasing value to our members and customers. A key focus area is redefining and expanding our marketing and communications activities, such as digital marketing (email, social media, paid social media). As a result, ACOG is currently seeking a Digital Marketing Manager to drive an integrated customer-centric audience strategy and messaging across digital channels, with focus on email, social media, and paid media (including web ads, retargeting ads, and search engine marketing). This Manager also creates and supports cohesive marketing campaigns that increase awareness, traffic, engagement and interaction rates of ACOG members and other key audiences. As an integral part of the recently established Digital Marketing and Audience Engagement team, this new role will work closely with MarComm colleagues (member communications, product marketing) and other ACOG department staff.

Responsibilities

  • Oversee email strategy, governance and best practices to ensure high-quality digital marketing activities across the organization, focusing on email, social media and paid media .
  • Manage digital marketing staff, including an email marketing specialist, and work very collaboratively with design, product marketing and website teams.
  • Manage email and social media calendars, which will be part of an overall communications calendar, ensuring all communications are integrated into a larger content strategy
  • Collaborate with internal teams across the organization to implement new and ongoing campaigns, identifying new digital channels to utilize to best reach campaign goals
  • Direct email strategy and operations, including email production to maximize conversions
  • Act as the final approver for e-mail campaigns and e-newsletters—ensuring content is written and designed effectively and links are coded with Google Campaign Tagging
  • Manage ACOG’s Search Engine Marketing (SEM) strategy, using ACOG’s SEO research to formulate and post Google AdWords ads; establish, monitor, and update bids per keyword.
  • Initiate retargeting ads: Manage web page tagging, web banner creative and placement of ads for targeted campaigns, providing tracking and analysis post-campaign.
  • Oversee social media strategy, governance and best practices across current and future social channels, such as Facebook, Twitter and LinkedIn. Directly post and/or provide governance and guidance for posting by other ACOG team members.
  • Manage Paid Social Media Efforts: Collaborate with internal stakeholders to re-purpose marketing content for use in paid social media campaigns and build audiences based on analytics, pinpointing opportunities for optimization.
  • Monitor and analyze key engagement metrics across digital channels (open rates/click-through/deliverability/ conversions/etc.) to identify and recommend modifications as needed
  • Work with designers to update ACOG digital marketing design templates (for email, web ads, etc) in accordance with our brand guidelines, new business needs, and best practices.
  • Collaborate with digital agencies to create compelling, innovative digital campaigns across social, search engine, and web ads.

Qualifications

  • Bachelor’s degree in marketing, communications or similar discipline required.
  • Minimum of five years of digital marketing experience
  • Must have proven, hands-on experience with email platforms and marketing automation (such as Real Magnet, Marketo, Informz, Hubspot). Knowledge of and experience with email marketing best practices—such as deployment, testing, deliverability, design, segmentation, and analytics/performance management.
  • Must have professional social media strategy/posting experience (Facebook, Twitter and LinkedIn experience preferred, with experience using Reddit, Instagram and other platforms a plus.)
  • Proven knowledge of the intersection of online marketing channels—including affiliate, organic, paid, social, lead gen, landing pages-- and how they fit together and can be leveraged for marketing campaigns
  • Must have data-driven mindset with demonstrated interest and ability to work with data to inform daily and strategic decisions. Experience desired with standard email engagement, metrics and web analytics tools (Google Analytics).
  • Excellent project management, time management and organizational skills with the ability to prioritize and manage multiple concurrent projects with moving targets.
  • Experience and/or ability to use systems and tools such as the website CMS for content entry (Sitecore) and basics of Adobe Suite (such as basics of photoshop). Proficiency with Microsoft Office suite tools (Word, Excel, PowerPoint) required.
  • Experience in health care and physician audiences preferred.
  • Experience with directly managing staff members preferred.

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