Digital Marketing and Operations Manager
Company: Workers'? Compensation Insurance Rating Bureau (WC
Location: Oakland
Posted on: February 20, 2021
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Job Description:
About UsThe WCIRB is California's trusted partner in Workers'
Compensation Insurance, leading the way in objective research, data
science and education. The WCIRB is a California unincorporated,
private, nonprofit association comprised of all companies licensed
to transact workers' compensation insurance in California and has
over 400 member companies. No state money is used to fund its
operations. The operations of the WCIRB are funded primarily by
membership fees and assessments. Through our products and services,
we are shaping the future of the Workers' Compensation industry.
Our core values of collaboration, innovation and integrity guide us
in setting industry standards by developing cutting-edge technology
and services for our valued customers.About youYou have a strong
work ethic and enjoy learning, solving problems and being hands-on.
You have solid project management skills as well as technical
skills and view them as equally important. You have a creative
mindset, are high-energy and enjoy working on and with teams in a
fast-paced environment. You use data to drive decisions, are
meticulous in the quality of your work and are skilled in time
management. You have worked in property and casualty insurance and
seek a workplace where you can use your experience to make a
significant impact in a $21 billion industry.SummaryThe Digital
Marketing and Operations Manager (DMOM) is responsible for
partnering with internal teams and WCIRB outreach and educational
leaders on planning, implementing, and optimizing WCIRB marketing
and promotional campaigns through highly effective use of our
primary digital marketing channels (i.e., website, email, social
media, webinars, search). The DMOM provides research, strategy,
design and tactics execution in the overall marketing mix, based on
a customer's journey, to increase engagement, response rates and
conversions. The Digital Marketing and Operations Manager utilizes
digital channel analytics and defined KPIs to define plans that
improve our customer's user experience and effective execution of
marketing campaigns. The DMOM provides marketing operations,
technology stack and marketing planning capabilities on a team
devoted to implementing all facets of the WCIRB product, brand and
services marketing, lead generation, informational, educational and
promotional campaigns.Essential Duties and Responsibilities*
Utilize digital platform and customer data analytics to define
marketing operations and digital channel strategy and create plans
to improve the WCIRB customer's online user experience through the
effective execution of marketing, promotional and educational
campaigns.* Create, develop and execute email marketing initiatives
especially automation and re-engagement.* Support WCIRB's strategic
goals.* Understand popular search engines search algorithms in
support of optimized SEO and collaborate and/or lead the changes
necessary to adjust our SEO tactics.* Manage key conversion points
in the marketing funnel, including landing pages, website
calls-to-action (CTAs), and lead-generating forms.* Manage the CRM
respective email lists and email campaigns including content
development, list management, templates, campaign calendars, and
reporting.* Establish website, email marketing, search, webinar and
social media key performance indicators (KPIs), monitor
product/channel performance using Google Analytics and other
analytical tools and make recommendations to optimize low
performing channels, information architecture, content placement
based on metrics and user feedback.* Review and edit digital
content to ensure compliance with WCIRB style and brand guidelines.
Assist with remediation of content.* Establish and maintain metrics
and provide ongoing tracking and reporting on marketing and
conversion activities.* Develop and maintain our Microsoft Dynamics
CRM customer contact segmentation strategy and execution.*
Collaborate directly with key stakeholders and lead in the design
of comprehensive marketing and promotional plans for informational,
educational, product, and brand campaigns.* Define objectives,
relevant strategies, and tactics, and drive the execution and
marketing operations for each marketing and promotional plan.* Lead
in maintaining daily updates and define and execute strategic
improvements to WCIRB website and other digital marketing
channels.* Collaborate and/or lead the content development through
internal collaboration, external vendor partners and other
stakeholders to develop compelling content (e.g., webpages, blogs,
white papers, case studies, videos, webinars, infographics,
memes,--etc.) to optimize digital communication channels and
campaign effectiveness.* Support WCIRB outreach and educational
efforts by leveraging marketing methodology and techniques to build
informational and educational content strategies, collaborate
and/or lead the content development, and utilize marketing
operational tools to increase the appropriate reach and frequency
of communications to inform and influence a targeted customer
segment to purchase, activate or adopt our products and services.*
Evaluate the end-to-end digital and direct engagement customer
experience across multiple channels and customer touchpoints and
collaborate and/or lead the changes necessary to improve the key
performance indicators associated with customer's experience.*
Ensure the WCIRB meets all regulatory and statutory commitments for
notification and communication distribution.* Working with
stakeholders, brainstorm new and innovative growth strategies to
enhance customer experience.* Manage the planning and budgetary
control of all marketing, product and brand campaigns, CRM
marketing customer contact database, email, and promotional
campaigns.* Be an internal strong brand influencer, and business
growth leader.* Remain knowledgeable of the latest in digital
marketing, marketing operations, analytics tools,
marketing/promotional/communication project management, message and
content development strategies, branding, Microsoft Dynamics CRM,
customer listening, customer research and customer experience best
practices.Review, edit and publish content to external websites and
lead continued redesign of the company website properties or
sections of the website properties and social media
assets.Education and Experience* Bachelor's degree in marketing or
related field. A master's degree in marketing or related field
desired.* A minimum of 3 years' experience in a B2B product or
brand marketing position.* Fluency in ClickDimensions, HubSpot,
Marketo, ActOn or other similar marketing automation solutions.*
Hands-on experience with Microsoft Dynamics, Salesforce, Adobe, SAP
or other similar CRM solutions.* In-depth knowledge of marketing,
marketing data, promotional best practices, digital marketing,
promotional/campaign planning, marketing operations execution, and
digital channel optimization.* Outstanding analytical and
organizational capabilities* Exceptional communication and
interpersonal skills.* Up to date on the latest trends in digital
marketing and marketing technology stack.People Skills* Proven
success in formulating and communicating compelling marketing
strategies to department staff and senior management, that advanced
company success and achieved increasing levels of customer product
and service adoption or conversion.* A track record of building
collaborative business relationships using strong verbal, written
and interpersonal communications that engaged all levels of
management and stakeholder constituents including senior level
industry partners.* Demonstrated ability to develop a deep
understanding of customers' strategic business needs and critical
success factors.* Excellent project management and planning
skills.* Proven ability to successfully contribute and influence on
creative teams.* Ability to adapt communications style to
appropriate situation.* Ability to project positive self-image and
credibility.Physical DemandsThe physical demands described in this
section are to be representative of those that must be met by an
employee to perform successfully the essential functions of this
job.--Reasonable accommodations, as required by ADA, may be made to
enable individuals with disabilities to perform the essential
functions.-- Job requires both sitting at a workstation (70%) and
moving about the office (30%).-- Significant amount of time spent
at a PC using keyboard and/or mouse.-- Occasional travel to
participate in meetings or give presentations required.Work
EnvironmentThe work environment characteristics described in this
section are to be representative of those an employee encounters
while performing the essential functions of this job.--Reasonable
accommodations, as required by ADA, may be made to enable
individuals with disabilities to perform the essential functions.--
Frequent situations encountered which require patience, courtesy
and decision-making on a constant and consistent basis.-- Frequent
interaction with internal and external
customers.Disclaimer?Management may assign or reassign duties and
responsibilities to this position at any time.--As such, the job
description may be revised depending on WCIRB's needs.--Further,
this job description is a general summary of responsibilities and
requirements and is not intended to be all-inclusive of the
responsibilities and requirements of this position.
Keywords: Workers'? Compensation Insurance Rating Bureau (WC, Oakland , Digital Marketing and Operations Manager, Executive , Oakland, California
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