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Sr. Digital Marketing Manager

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The Senior Manager of Brand Marketing will lead the company in developing category awareness, enhancing brand recognition, managing customer engagement, and growing revenue and profit through digital and traditional channels. In this role, the candidate should understand customer needs and uncover customer insights in order to create a differentiated, unique brand. In partnership with the Director of Brand Marketing, the candidate will focus on the positioning of products (positioning, differentiation, integrated messaging) across consumer and healthcare professionals (HCP) and utilize his/her expertise in classic marketing, digital technologies (web, mobile, email, social media, e-commerce, etc.), optimizing investments across digital channels (PPC, email, data-feeds, e-promotions, SEO/SEM, social, etc.) to drive best-in-class execution.

RESPONSIBILITIES:
• Help build the brand with focus on brand definition architecture
• Assist with creation of messaging strategy and programming/integrated communications
• Support the launch of New Product(s) with aligned positioning and integrated communications strategy for HCP and Consumer
• Provide input to Director in developing communications objectives/framework for the brand, adhering to overall Masterbrand approach to ensure creative and messaging is delivered for Consumers and Professionals
• Support the delivery of claims and evidence-based messaging through strong collaboration with key stakeholders (Clinical Affairs, Regulatory, Biostatistics, International etc.) for consumer-facing and HCP-facing audiences
• Optimize company website for search engines to improve paid and organic search rankings for relevant search terms. Activities include creation of fresh content, keyword enhancements, inbound link campaigns, and other Search Engine Optimization (SEO) best practices. Manage localization of all online marketing content to ensure relevancy of brands message to the target audience, and geographic page rankings.
• Collaborate with product areas, marketing staff, management, and outside agencies to strategize and implement online campaigns in support of the business plan and stated goals in a cost-effective manner. Ensure all web activities support broader marketing initiatives, and uses digital channels to reinforce “offline" marketing campaigns.
• Oversee the development of online ad creative in support of planned marketing initiatives. Ensure compliant and effective messaging and placement maximizing budgeted spend.
• Leverage analytics to develop greater understanding of segment-specific customer behaviors and leverage insights into increasingly impactful campaigns
• Lead website design including integration of social media, search engine optimization and analytics
• Launch and oversee advertising and media planning

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