Digital Marketing Specialist (B2B)
- Mar 06, 2017 Post Date
- 10719 Requisition #
The Digital Marketing Analyst will function as a support resource to enable and implement digital marketing campaigns developed by the B2B marketing team, will advise about best practices. This resource will also manage Customer Partner Pages to ensure they are optimized to drive prospect conversion. The Analyst will ensure all digital marketing tools and campaigns support the development of a robust customer database and digital marketing best practices to better enable the digital marketing capabilities of the team.
The Digital Marketing Analyst will require strong knowledge and experience using marketing automation and web development platforms and will understand our business/systems/data analysis needs to ensure all campaign data can support our lead management and nurturing processes and future ambitions.
Partner Web Page Support
•Develops Web pages by planning and executing design; maintaining and upgrading content.
•Plans site design by clarifying goals; designing functionality.
•Develops web partner page navigation by categorizing content; funneling traffic through content.
•Develops web partner page content and graphics by coordinating with copywriters and graphic artists; designing images, icons, banners, audio enhancements, etc.
•Upgrades web partner pages by updating content and graphics; monitoring performance and results; identifying and evaluating improvement options; introducing new technology; maintaining links.
•Maintains site appearance by developing and enforcing content and display standards; editing submissions.
•Suggests and implements continuous improvements by collecting, analyzing, and summarizing data and trends.
•Keeps partner web pages operating by following operating instructions; troubleshooting breakdowns; maintaining supplies; performing preventive maintenance; calling for repairs.
Marketing Automation, Digital Campaign Support
•Manage all aspects of the Pardot marketing automation platform and its integration with Salesforce including lead scoring, email and landing page development, programming, testing, database management, reporting/analytics and optimization.
•Develop a variety of global campaigns: welcome, lead generation, nurturing, client communications, events, etc.
•Ability to conduct data analysis and segmentation to identify campaign opportunities.
•Partner with Sales Operations and Marketing Operations specialists to develop and improve work flows.
•Working closely with the B2B Marketing team, program the Pardot marketing automation tool to support digital marketing campaigns that support key promotional activities planned to drive growth for Capella Schools and key products.
•Aids in the design of web pages and/or email programs by analyzing business requirements; constructing workflow charts and diagrams; studying system capabilities
•Contributes to team effort by serving as a subject matter expert/training lead on technical aspects of marketing automation and web page systems & processes.
•Analyzing marketing metrics to ensure digital properties are implemented to collect critical data that allow analysts to identify cause-effect relationships between marketing actions and financial outcomes to increase profitability.
•Troubleshooting, triaging, and investigating business/system issues and reporting anomalies identified by leadership and the various functions within Marketing and IT.
•Acting as b2b marketing liaison between sales operations, b2b marketing professionals, marketing technologies, creative, and analytics teams while solving key operational and business problems
•Working with Database Marketing to build and maintain a contact database
•The ideal candidate has 3+ years programming campaigns using marketing automation software or has certified expertise in a leading marketing automation software platform and has a passion for marketing and demand generation, a data driven mindset, an orientation toward process, and strong execution skills.
•Previous email marketing experience and in executing marketing campaigns in Pardot and supporting list uploads
•Certification in a marketing automation platform preferred
•Experience with web content management systems as well as HTML skills
•Managing data fields for hygiene and segmentation
•Setting up invites and registration pages for marketing programs
•Providing reporting on programs and campaigns
•Demonstrates a strong understanding of marketing automation best practices, understands how to interface with extended teams, and shares information and best practices with counterparts
•Experience working with systems that integrate with Salesforce preferred
•Experience with Database Augmentation/Hygiene, Lead Scoring initiatives
•Must have exceptional problem-solving skills, able to work independently, demonstrating a high level of initiative.
•Must have ability to translate business requirements into process and visual designs.
•Must have strong communication skills (written/verbal), preferably with experience using online meeting tools.
•Must have ability to facilitate communications between stakeholders from all levels of the organization and to objectively identify and resolve conflicts.
•Must be capable and comfortable multi-tasking between concurrent projects and tasks.
•Must be able to adjust easily to changing priorities.
•Experience working with Pardot, Adobe Content Management System or other leading marketing automation system.
•Experience working in a highly-integrated systems' environment.
•Experience supporting sales and marketing teams.
•Experience with agile methodologies desired.
225 S. 6th St., 9th Floor
Minneapolis, MN 55402
This is an on-site position located at Capella’s downtown Minneapolis headquarters. It requires the ability to work in downtown Minneapolis and in a high-rise corporate office setting. Typical of a corporate office setting, Capella’s office space:
- is designed with an open work space setting and common fluorescent lighting
- includes frequent co-worker interaction and corresponding noise levels
- is subject to inside environmental conditions
- this role is mainly a sedentary role with frequent sitting and occasional walking and/or standing.
- this role involves frequent usage of a telephone, PC and standard monitors.
- this role has minimal lifting requirements, may require exerting up to 10 pounds of force occasionally and/or a negligible amount of force to lift, carry, push, pull or otherwise move objects
- may occasionally require travel to on-site Capella events such as Commencement or off-site Capella University leadership meetings as requested and based on business needs. All travel must be pre-approved and arrangements made according to Capella’s policies/procedures.
- the University’s general office hours are Monday through Friday from 8 a.m. to 5 p.m. CST. Work hours and starting times may vary depending on the job and the business needs. Some positions will have a specified starting time, and may be earlier or later, depending upon business requirements.
- the normally scheduled workweek for all full-time employees consists of 40-45 hours.
Capella University is an online university built on graduate degrees, with more than 35,000 students throughout the U.S. and in other countries. Founded in 1993 to provide advanced educational opportunities for working professionals, Capella has become a national leader in online education, offering bachelor's, master's, and doctoral programs. The university's success is built upon a culture that promotes human potential, achievement, innovation, integrity, collaboration, and teamwork. Capella Education Company (CPLA), parent company of Capella University, is publicly traded on the NASDAQ. Capella Education Company was named to the Inc. 500 Hall of Fame for being listed as one of the nation's fastest-growing companies for 7 consecutive years. Capella University is accredited by The Higher Learning Commission. The Higher Learning Commission is among the 6 regional accrediting bodies recognized by the U.S. Department of Education. Regional bodies accredit colleges and universities; national bodies accredit trade and vocational schools.
Higher Learning Commission contact information: https://www.hlcommission.org, 800.621.7440
Equal Employment Opportunity
Capella is committed to the development of a multicultural environment. We seek greater diversity in our faculty and staff to broaden our academic experience and to reflect the diversity within our learner community. We value the input of multiple viewpoints and perspectives across the university and our corporate offices. Our goal is to create academic and business communities that are rich with cultural, social and intellectual diversity. Capella is an Equal Opportunity/Affirmative Action/Disabled and Protected Veteran employer. Visit the link below to access the EEO is the Law poster. http://www1.eeoc.gov/employers/upload/eeoc_self_print_poster.pdf
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