SUMMARY OF KEY JOB DUTIES & RESPONSIBILITIES:
The Senior Marketing Specialist leads marketing and communication plans in support of SME business units. Develop strategies, create and manage budgets, establish production schedules/timelines and implement campaigns across multi-channels including direct mail, digital media, website, advertising, mobile and social media. Manage large complex projects and budgets.
MAJOR FUNCTIONS:
- Profile audience/buyers for marketing intelligence and to drive strategies and tactics.
- Formulate goals with Event/Product Managers.
- Develop and manage annual marketing budgets in $250,000 to $400,000 range. Tracking project costs to control expenses.
- Allocate financial resources across multi-channel marketing campaigns.
- Develop and execute marketing plans, set project objectives to meet established goals.
- Collaborate with Digital Marketing Team to develop paid and organic strategies, campaigns, schedules and budget.
- Work with internal creative department and/or external designer to lead the development of the creative strategy for assigned products/events.
- Lead the development of copy platforms and key messaging for target audiences.
- Lead the execution of marketing campaigns (copywriting, art direction, list development and production) for website, electronic, print, and online advertising, direct mail, sales/partner presentations, and collateral materials.
- Collaborate with Communications, Membership, Digital Marketing, Events and Creative to lead an integrated marketing strategy. Coordinate communications across event/product teams to ensure consistent and appropriate image and messaging across all channels.
- Create content, optimize for SEO/SEM and utilize analytics to monitor performance for all digital-marketing related activities including event websites, social media channels, and campaign landing pages.
- Assist in the development, execution and optimization of paid digital efforts, including display advertising, mobile, and SEM.
- Ensure digital design is optimized for branding, impact, SEO, and web development.
- Create/prepare production schedules and project status reports, monitor results and modify schedules/plans and budgets as required.
- Monitor and measure evaluation of campaign results to improve overall effectiveness and ROI.
- Other duties as assigned.
Requirements
MINIMUM EDUCATION, SKILLS, AND EXPERIENCE REQUIREMENTS:
- Five or more years related experience including strong budget and project management skills.
- Bachelor’s degree in Business, Marketing or Advertising, or related field.
- Excellent written and verbal communication skills.
- Experience with paid search marketing including keyword research, campaign building, testing and optimization, data analytics.
- Google AdWords, Google Analytics, retargeting; Facebook, Twitter; LinkedIn advertising
WORKING CONDITIONS:
- Normal office environment
- Regular, in-person attendance required
- Primary office location: Southfield, MI
- Some travel required
