GENERAL SUMMARY

The Digital Marketing Analyst, Pathways.org will support the organization’s digital initiatives and overall strategy to maximize brand awareness, consumer experience and support the integrated marketing strategy.

The Digital Marketing Analyst, Pathways.org will consistently demonstrate support of the SRAlab statement of Vision, Mission, and Core Values by striving for excellence, contributing to the team efforts and showing respect and compassion for patients and their families, fellow employees, and all others with whom there is contact at or in the interest of the institute.

PRINCIPAL RESPONSIBILITIES

THE DIGITAL MARKETING ANALYST, PATHWAYS.ORG WILL:

1. Have working knowledge of online marketing metrics and reporting tied to SEO, advertising, social media, user journeys, segmentation and personas, user experience, survey and feedback tools, website reporting tools, and customer experience/web analytics
2. Co-manage $40K Google AdWords budget, regularly evaluate strategy to improve performance
3. Have moderate knowledge of the various marketing and business intelligence technologies, e.g. Google AdWords, Google Search Console, Social Media Ad Platforms, YouTube Analytics, SEMRush, Google Tag Manager, etc., with expertise in Google Analytics
4. Perform all other duties that may be assigned in the best interest of Pathways.org.
5. Work to keep our properties technically optimized for users and performance. Including information architecture, schema management, page speed, and other elements of crawling and indexing performance.
6. Own daily, weekly and monthly monitoring of Social media performance dashboards.
7. Perform keyword research and work with editorial teams to strategically improve and grow our library of content.
8. Generate, analyze, and report on performance while providing actionable insights and recommendations.
9. Plan, build, and implement pay per click strategies for our paid search across platforms
10. Scale new and existing paid media channels to improve various KPIs
11. Consistently test new hypotheses and iterate to grow traffic and build our internal knowledge base.
12. Work with cross disciplinary teams to help grow traffic through various SEO initiatives.
13. Manage campaigns with data driven approach to maximize ROI on variety of search engines and achieve business KPI goals.
14. Monitor daily, weekly, and monthly trends and KPIs across all channels.
15. Test and analyze keywords, bids, ad copy, landing pages, and ad types.
16. Be in the know on the latest trends and news in paid search and digital advertising to improve performance of our campaigns.

REPORTING RELATIONSHIPS

1. Reports directly to Director Marketing Manager at Pathways.org

KNOWLEDGE, SKILLS & ABILITIES REQUIRED

1. A professional level of knowledge in digital marketing technology generally acquired through the completion of a Bachelor’s Degree in Marketing, Communications, or a related field.
2. Minimum of 3 years of experience in content strategy, communications, or digital marketing
3. Deep understanding of digital marketing channels, metrics and best practices
4. A natural people connector, who can build relationships with key stake holders
5. Excellent written and verbal communication
6. Willingness to test, fail quickly and re-design as needed
7. Advanced understanding of web analytics (i.e. Google Analytics, Omniture, WebTrends), pay-per-click advertising , and SEO best practices
8. Advanced knowledge of desktop and mobile web content management, usability, photo/image editing, measurement tools and technology associated with digital media required
9. Able to present concepts clearly and accurately and to keep others informed
10. Self-starting, capable of working independently while also functioning and contributing as part of a fast-paced team
11. Organized and able to prioritize projects and meet multiple deadlines

WORKING CONDITIONS

1. Normal office environment with little or no exposure to dust or extreme temperature.
2. Able to lift and move up to 40 lbs.

The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification.  They are not intended to be construed as an exhaustive list of all responsibilities, duties and skills required of personnel so classified.

Required Skills Required Experience