What are the responsibilities and job description for the Marketing Manager, Digital & Growth position at IMA | Institute of Management Accountants?
Position Summary
The Marketing Manager, Digital & Growth, is responsible for producing high-quality content that is optimized for search engine optimization (SEO) and creating effective strategies for driving organic website traffic. This role requires a combination of creativity, technical skills, and knowledge of SEO best practices. The successful candidate must have a passion for writing and an understanding of how to create content that resonates with target audiences. The successful candidate must also have excellent analytical skills to understand and optimize content for maximum visibility and engagement.
The manager will also own the content inventory and mapping, on-page SEO, landing page copy, and all launch communications and post-launch growth campaigns across email, SMS/text, social, and webinars/podcasts.
Key Responsibilities
Channel Management:
The Marketing Manager, Digital & Growth, is responsible for producing high-quality content that is optimized for search engine optimization (SEO) and creating effective strategies for driving organic website traffic. This role requires a combination of creativity, technical skills, and knowledge of SEO best practices. The successful candidate must have a passion for writing and an understanding of how to create content that resonates with target audiences. The successful candidate must also have excellent analytical skills to understand and optimize content for maximum visibility and engagement.
The manager will also own the content inventory and mapping, on-page SEO, landing page copy, and all launch communications and post-launch growth campaigns across email, SMS/text, social, and webinars/podcasts.
Key Responsibilities
Channel Management:
- Email/SMS/Text/Social/Webinars/Podcasts execution in HubSpot—cadence, audience segmentation, templating, preference center, compliance (CAN-SPAM, TCPA, GDPR/consent), and sender reputation.
- Launch & growth: Build and run the launch comms plan in HubSpot; coordinate Salesforce campaigns; drive post-launch nurture to exceed pre-migration baselines. Work with development team on any content management system or customer relationship system migrations.
- Measurement: Narrative reporting on rankings, CTR, engagement, and conversions; propose experiments to beat pre-migration benchmarks. ensure reporting ties back to initiatives.
- Develop content strategies and plans for website optimization, including keyword research and analysis.
- Monitor and analyze website traffic and performance metrics to identify opportunities for improvement.
- Monitor web trends and develop new content ideas to increase website traffic and engagement.
- Create and manage SEO campaigns for clients, including link building and content optimization.
- Develop and implement SEO best practices for content creation and optimization.
- Work with developers to ensure SEO best practices are implemented on websites
- Monitor SEO trends and competitor activities to stay ahead in the SEO game.
- Research and analyze competitor websites and content strategies to identify areas of improvement.
- Write SEO-friendly content that is optimized for search engine visibility.
- Track, report, and analyze website analytics and PPC initiatives and campaigns.
- Manage and mentor a small team, while overseeing agency relationships and external contributors.
- HubSpot (day-to-day): Campaigns, emails, SMS/text, social publishing, forms, lists/segmentation, nurtures, A/B tests, reporting; collaborate on lifecycle/scoring.
- Salesforce: Read/align campaign dashboards; enforce UTM & campaign hierarchy parity with HubSpot.
- Sitecore (editorial): Page editing/workflows/metadata to prep for migration.
- Coveo: Use analytics and content recs to inform IA/internal linking; submit tuning requests to MarTech.
- Data Analysis and Reporting: Ability to analyze website data, track performance, and generate reports.
- Management: 2 years of people management experience with demonstrated success in leading and developing teams.
- Communication and Collaboration: Strong communication and interpersonal skills to work effectively with other teams.
- Strategic Thinking and Problem-Solving: Ability to develop and implement SEO strategies and solve problems effectively.
- Global and/or non-profit experience a plus.
Salary : $110,000 - $130,000