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6 May 2022

Full-Time Digital Marketing Director (Req#478)

Eastern Bank – Posted by Easternbk Boston, Massachusetts, United States

Job Description

Eastern is looking for a strong digital marketer who will lead the development and execution of our digital marketing strategy across both paid and organic channels to drive increased brand/product awareness, customer acquisition (demand/lead generation and conversions) and deepening/retaining existing relationships. This is a highly visible role that is central to our growth strategy and will report directly to the Chief Marketing Officer.

This leader will manage a team responsible for creating and implementing our marketing strategy across digital channels including but not limited to our website, organic and paid social, display, programmatic, search, email, and other paid content.  As a subject matter expert with deep knowledge of the evolving landscape, this individual will help the marketing team stay current with industry trends, customer usage & behavior patterns to enable an insights and innovation driven lens to our digital marketing efforts. The ideal candidate will lead ongoing / post campaign analysis to drive continuous performance optimization to successfully meet desired objectives and improve ROI.

The role requires exemplary leadership skills to be able to collaborate with and influence a range of partners including vendors, media agencies and other cross functional teams such as business units, product owners, technology, and customer experience to plan and execute initiatives across different audiences and business objectives.

Major responsibilities include but are not limited to:

  • Translate overall Brand and Product strategy into a comprehensive digital marketing strategy across both owned (web, organic social, email) and paid digital (social, display, programmatic, search) channels which includes responsibility for planning, execution, performance monitoring, and optimization in support of Eastern’s overall growth objectives. Lead the digital marketing team that is responsible for supporting and executing the strategy
  • Work with stakeholders (product & business owners) to ensure that paid media campaigns, organic and website content or enhancements successfully meet their specific goals (Brand objectives of increasing awareness, engagement and favorability / perception and Product goals of demand/lead generation, new customer acquisition and deepening /retaining existing relationships) within targeted budget
  • Paid Media (Social, Search, Display, Programmatic, Email other): Collaborate with Strategy, Media, and Research Director and leverage performance analytics to develop an insights and data-driven digital media plan. Execute paid media programs and testing across these channels
  • Organic Media:
  • Social:  Develop and execute organic strategy to amplify brand, improve awareness and increase engagement and followers. Collaborate with PR Director on shared assets such as blogs, partnerships, and original content and develop digital content calendar.
  • Web / Organic Search:  Implement SEO best practices for web content to improve rankings, drive traffic and conversions. Responsible for design and working with technology on website development to deliver best in class customer experience
  • Keep abreast of new digital trends, best practices and conduct competitive landscape scans to recommend strategies that will help us adapt to changing environment in an agile and effective manner
  • Work with Analytics team to establish framework for measurement of digital channels performance, including KPIs and acceptable ROI and leverage the analytics to continually optimize spend. Track and report performance to executive leadership and cross-functional stakeholders
  • Track pace of overall digital marketing budget and manage applicable vendor / agency relationships
  • Work with the Creative team to develop digital creative assets and ensure messaging is consistent and on-brand at every digital touchpoint
  • Perform other duties as assigned.

Education and Experience

  • Bachelor’s degree or equivalent training and experience needed
  • 10+ years’ experience across multiple digital marketing channels including Social, Display, Search, Web, Email with hands-on expertise and track record of success in paid digital media (Facebook Ads, Google Ads, LinkedIn, Instagram etc)
  • Proficient in SEO/SEM best practices
  • Familiarity with or experience in B2B and ABM digital marketing strategies, platforms and tech stacks is highly preferred (e.g. LinkedIn Ads, SalesForce, HubSpot, Marketo, etc.)
  • Experience in social media monitoring tools (e.g. Sprinklr, HootSuite, Sprout or similar platforms)
  • Understanding of digital KPIs, performance measurement and optimization across paid and organic (Familiarity with Google Analytics, SA360, or other analytics software)
  • Prior experience in B2B marketing and Financial services industry or FinTech highly preferred
  • Demonstrated ability to think innovatively with a passion for learning to keep abreast of latest digital marketing trends
  • Deep attention to detail, strong technical skills, well-developed organizational skills, and ability to adapt quickly to change with a high degree of independent decision making with minimal supervision
  • Candidate should possess the quantitative acumen to formulate and execute multi-variate test plans and make real time adjustments once the campaign(s) are implemented. Experience utilizing data to infer trends and insights to drive decision making.
  • Ability to work in a fast paced, dynamic environment while carrying multiple projects at any given time. Strong problem-solving skills with an exceptional ability to prioritize and willingness to roll up one’s sleeves to get the job done
  • Excellent written and oral communication skills with experience presenting to C-suite executives
  • Successful track record in leading and collaborating with internal and external teams.  Familiar with Agile working methodologies. Ability to “sell” or gain buy-in across function or organization.

How to Apply

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Job Categories: Equal Opportunities. Job Types: Full-Time. Job Tags: #DigitalMarketing, Banking, and Marketing. Salaries: Not Disclosed.

Job expires in 31 days.

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