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Online Marketing Manager

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Our client in Dedham, MA is anticipating a need for an Online Marketing Manager with experience in online shopping.

The Online Marketing Manager will provide analysis, insight, and recommendations on online shopping experience improvements to increase the visit-to-conversion rate for specific business lines and conversion-point pages, assigned on a monthly basis. This candidate will be proficient in behavioral tracking tools, tactics, and analysis to inform optimization recommendations and will also substantiate those recommendations with web site usability expertise, competitive analysis and third party web design research. This candidate will collaborate with web project managers, web operations teams, web copywriters, and our interactive agency to execute the optimization recommendations and/or A/B tests to measure the impact of these optimizations. This candidate will then compile testing and optimization results into a monthly results analysis report.

Ideal candidate will be a self-starter as this job requires pioneering a regular reporting and optimization practice and developing a sustainable web experience reporting framework. Likewise, while this candidate will not manage the front end production of new site content, they should be closely integrated with that process to ensure the experiences developed will drive results and are leveraging past learnings, and/or are considering any advisable A/B testing i.e. to ensure that we have a closed loop test measure learn approach: understand content performance & learning; ensure learnings are used to inform future content design.

This candidate will be responsible for project managing optimization tactics such as:
" Performing and analyzing content tests to increase conversion rates
" Testing page copy, layout, functionality
" Testing intelligently placed direct contacts to capture conversions from incomplete actions, forms, etc.
" Ensuring tests are valid and measurable

In order to build the practice, this position will also own development of the infrastructure that will enable success:
" Developing processes with our web operations departments, online agencies, and tracking tool vendors to build more efficient tracking capabilities and practices
" Collaborating with the web project team, online advertising team, direct marketing team, and larger business intelligence and customer experience teams to inform and develop onsite and cross-channel conversion optimization
" Building out the capabilities and usage of our analytics tool
" Building reporting that socializes the impact of the web marketing channel on the bank s bottom line results

The ideal candidate for this position will have strong analytical, optimization and web site usability skills as the focus of this job is the ROI optimization of web site content, not front end web project management.

This position will be responsible for the quality and accuracy of results. This position will also serve as a resident expert in online web behavior data sources and reporting management.

Additional Job Details: Percent of Time Description of Function 25% Web site shopper behavioral analysis 35% Online optimization recommendation substantiation, execution, testing and reporting 20% Monthly report creation and socialization 5% Web site experience development guardianship 10% Infrastructure development to enable reporting, optimization, organizational education 5% Ad hoc online channel project management and strategy execution 100% Percent Total

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