Digital Acquisition Manager
If you have experience working on digital customer acquisition strategy and optimising performance along the sales funnel then this could be a great opportunity for you. The role is working for Australia’s leading clinical research organisation for the conduct of Early Phase Clinical Trials. Its people, facilities, consistent quality and problem-solving culture provide excellent service to global pharmaceutical and biotechnology companies. This is a great opportunity to join a company that is already leading the space they operate in but hasn't had a strong focus on digital previously in the past. They are now looking to utilise your skills to grow the business further across Australia and into new markets.
As part of the Business Development & Project Management Team, you will drive and implement an always on marketing strategy to maximise the recruitment of participants for clinical studies. You will targeted to deliver significant growth in enquiries of studies for group participants, through effective marketing including, CRM/email, digital advertising, website/SEO and SEM, social media campaigns and call centre sign ups. You will be expected to build and run a cutting edge operation, using customer database segmentation principles, marketing automation (once implemented) and cross-channel initiatives to drive both quality and cost efficiencies in the identification, conversion and nurturing of quality prospects and participants.
Some key areas of your responsibilities are...
Strategy & Reporting
You will develop the participant acquisition plan for the organisation (including KPIs and budget management)
You will establish performance dashboard and report on key metrics
Implement Call centre team KPIs, ensuring they align to the participant acquisition objectives
You will be responsible for developing appropriate attribution model for new participant acquisition, providing visibility and developing understanding within Nucleus Group of how each touchpoint contributes to new participant
You will develop appropriate lead and lag indicators that can be used for forecasting participation figures month to month, based on segmentation of existing customer base, planned acquisition and nurturing initiatives
Using Analytics tools you will report on, and provide insights on CRM activities and any optimisation opportunities, including marketing automation (future)
Call Centre Performance
You will develop and implement contact centre strategy with the call centre team, based on audience insights, decision triggers and new insights and opportunities
Look to establish and implement call centre training initiatives to improve call quality and effectiveness when necessary
Marketing Communication and Content
To establish and implement end to end marketing and communications strategy, including always on comms plan and marketing automation (once implemented) to build and nurture database from lead through to post-trial, with a view to maximise existing participant value and reduce new participant acquisition costs.
To be responsible for developing content strategy as well as overseeing production and evaluation of effectiveness to be leveraged across all touchpoints, including website, paid advertising, social media, and EDM/CRM marketing
To lead optimisation initiatives based on insights derived from past performance, including split testing, creative and messaging optimisation
To lead the execution of online campaigns, ensuring the comms journey from EDM/Paid media to the specific landing page is consistent
You will develop, own and drive best practice execution of CRM strategy to maximise participant segment volume, including cross-test participation for existing patients, and encouraging referrals of new prospects across both ‘healthy’ and ‘patient’ studies.
To run A/B split testing across lead generation EDM campaign creative and communications
To develop and implement participant nurture and retention campaigns, including campaign evaluation and effectiveness
You will develop a roadmap of website performance optimisation tests and initiatives
Manage resources and/or plan and execute initiatives to maximise SEO and related metrics; research and optimisation of keywords through SEO and other tools across relevant customer segments
You will oversee (internal/agency) UX/UI and development resources for the execution of split tests as required
You will oversee (internal and/or agency) the creation and execution of paid digital marketing strategy and marketing content
You will plan, direct, monitor and optimise paid media investment (SEO/SEM, retargeting, social, display etc.), to achieve business objectives and specific clinical trial participant targets
Be responsible for developing media and website tracking reporting templates (Paid & Owned), to manage and communicate marketing effectiveness to internal stakeholders, with ability to link media investment, channel selection and effectiveness to business objectives.
External Agency management in line with budget approvals (spend/ROI) – daily/weekly/monthly performance and campaign reporting, including the development and implementation of key insights
To ensure that the appropriate structures, systems and people are in place in order to meet and exceed the goals of the digital media plans, including regular audit of media and creative effectiveness, to maximise optimisation opportunities and avoid creative wear out.
To be successful in the role you will...
You will be commercially focused, forward thinking digital marketing executive with strong commercial acumen.
You are able to develop marketing strategies to aid the delivery of ambitious sales objectives, retention of existing business.
You are an innovative problem solver with an entrepreneurial nature.
You have experience leading through major change and comfortable with ambiguity.
You have strong knowledge of website platforms & technologies to optimise marketing activities
You have a proven acquisition marketing experience especially across digital performance channels.
You are comfortable with people leadership and have past experience.
You have experience in leading complex, simultaneous projects.
You are comfortable with agency selection and management experience
You are capable with CRM and content management systems
You have experience using marketing automation platforms
You are proficient in UX and optimizing web pages
You are experienced with Google Analytics and Google Tag Manager
You have a strong understanding and experience in PPC and SEO planning and execution
This is a great opportunity to join a company that is part of a larger group of businesses with lots of areas to grow. If you are looking for a role that is able to give you a large scale project to work on that you can really put your own stamp on and take ownership of then this could be a great fit.