Role Purpose:
The Digital Marketing Systems Specialist is an experienced individual who will be responsible for:
- Helping to develop, implement and manage digital marketing technology and marketing automation strategies that align with business objectives and help increase demand generation and drive sales growth
- Collaborating with marketing and sales, information technology and data teams to carry out marketing technology impacted projects, select tech vendors and implement solutions
- Providing recommendations, assisting with creating reports and presenting to the wider digital marketing team to inform technology decision making
- Delivering hands-on, tangible improvements to digital marketing systems, manging technology platforms, workflows and user support
Key Responsibilities
- Support the Marketing Technology Manager in aligning IT and marketing by facilitating collaboration between global digital marketing and tech teams, ensuring business goals are understood, and assisting with system upgrades, maintenance, and issue resolution - especially related to marketing automation and CRM integration.
- Serve as a subject matter expert in Dynamics - Customer Insights Journeys, Google Tag Manager, and Google Analytics, supporting the implementation of training and best practices to enable improved campaign execution and digital marketing performance across global teams.
- Support the implementation and optimisation of ‘best-in-class’ AI-powered marketing automation workflows, customer journeys, autoresponders, and overall campaign management, in collaboration with wider digital, content and regional marketing teams. Lead on setting up AB testing frameworks, and assist in ensuring that functionality such as webinars/events, personalisation, forms, self-assessment tools and other initiatives impacting lead management all contribute to enhancing user experience, personalisation at scale, conversion rate optimisation, and overall lead generation and sales growth
- Responsible for documenting processes and trouble-shooting issues impacting marketing automation, overall lead management workflow and UX across key marketing technology platforms, seeking support from management and IT colleagues when needed
- Support the maintenance and continuous improvement of global LRQA websites as needed, and develop microsite landing pages for campaigns, ensuring functionality delivers an exceptional user experience that drives lead generation and sales growth
- Support the monitoring of data quality and compliance within the Dynamics CRM to ensure owned marketing technologies are providing current, accurate and complete data in accordance with Marketing Technology best practices, and against data protection regulations such as GDPR
- Support the Marketing Technology Manager on the implementation, integration and optimisation of marketing technology platforms that drive efficiency, personalisation and performance across the marketing function.
- Help improve the ROI of marketing budgets through improvements to our websites, CRM, digital content tools, and other marketing automation channels, supporting on establishing a consistent set of frameworks and guidance for use globally and across regional marketing teams
- Support digital marketing transformation outcomes by working effectively with other marketing, sales and IT team members, bought in services/agencies and other internal and external interfaces to ensure timely and financially effective digital marketing channel delivery
- Review technology solutions, research industry benchmarks and explore developments in the digital landscape to find ways to be more effective and ahead of trends by providing information, recommendations and innovative ideas for new digital marketing channels, tactics, and tech, ensuring they are relevant, complete, efficient and workable
- Facilitate digital marketing and regional marketing team training, using external agencies and support when needed
- Budget management, scope of work and contract negotiations with digital marketing support agencies when needed
Technical / Professional Qualifications / Requirements
- Degree level education in a marketing discipline with at least 4-5 years of hands-on B2B digital marketing, website and marketing automation technology coordination and execution experience or equivalent years’ experience in a similar B2B digital marketing role.
- Strong working knowledge and hands-on experience of applicable IT and digital technologies, including Dynamics 365 - Customer Insights Journeys, Optimizely Web CMS, AI, Google Analytics, ZoomInfo, SEMRush, Google Analytics, Google Tag Manager and SEO and/or similar marketing and sales systems required.
- Proficiency in setting up personalisation and AB testing campaigns through Dynamics Customer Insights Journeys or similar email marketing automation platform
- Strong communication skills, with an ability to present material in a way which is appropriate to the level of knowledge of the audience. Ability to read, write, speak and communicate in English.
- Experience in developing and delivering digital marketing strategy and channel execution to increase lead generation and support sales growth.
- Strong experience with digital marketing budget management, contract negotiations and scope of work/requirements gathering required.
- Experience with Demandbase, Microsoft Dynamics, Drift or similar platforms preferred.
- Adaptable and well organised with a practical minded approach and the ability to work on multiple tasks and to tight deadlines.
- A proactive approach to problem solving, seeking management input, advice and direction when needed, with good communication skills.
- Ability to plan and prioritise workload to deliver results effectively and efficiently, independently and as part of a global team.
- Practical knowledge of applying HTML, Javascript and CSS through email marketing, marketing automation and Google Tag Manager preferred
- Experience analysing digital marketing results, data, preparing reports and making recommendations for digital marketing improvements.
- Passion for marketing innovation and emerging tech (AI, personalisation etc)
- Result oriented, proactive, flexible and enthusiastic team player with a “can do” attitude.
- Strong documentation and training skills to support internal technology adoption and best practices
- Understanding of GDPR and managing marketing consent to meet legal requirements