The Digital Marketing Manager is primarily responsible for the development and execution of digital marketing strategies to drive awareness, traffic and engagement of ASGE key audiences; promoting product sales, promoting non-dues revenue driving products and services, as well as membership, in support of ASGE’s strategic growth objectives.
The individual will handle implementing and optimizing digital marketing campaigns across various digital channels to include copywriting, editing, web content and marketing campaign management. Utilize skills and resources from data analytics to determine audiences, messaging and digital channels.
The Individual will be part of a cross-functional communications team and will be required to closely collaborate with other communications team members and other department stakeholders, including product managers, IT, web and customer engagement teams, and external designers.
Aside from digital marketing, some project management of traditional, all-encompassing marketing campaigns from concept to inception will be required.
Essential Job Functions
The essential job functions listed below represent primary duties and responsibilities of this position. Other duties and responsibilities within scope may also be assigned. Essential functions may change from time to time based on the strategic and operational needs of the organization.
Web Marketing: create and edit content in web pages, using content from multiple sources, track campaigns with source codes, and cross-promote other relevant resources within the ASGE website infrastructure. Implement SEO and SEM best practices, and manage opt-in leads from web pages.
Email Marketing: formulate, launch, A/B test, and report on society email campaigns, striving for continuous improvement of channel performance.
Marketing Automation: develop and deploy campaigns, build and maintain customer personas, and employ web personalization and tracking.
PR & Link Building: post to and track online industry publications and directories; develop and launch SEO link building campaigns.
Search Engine Marketing (SEM): conduct keyword research; formulate and post Google AdWords ads; establish, monitor, and update bids per keyword.
Google Remarketing: Manage web page tagging, web banner creative and placement of ads for targeted campaigns, providing tracking and analysis post-campaign.
Social Media: re-purpose content for marketing use in social media campaigns; collaborate with internal social media team to identify campaign elements essential for success; build new campaigns based on historical analytics, and pinpoint opportunities for growth across social channels.
Monthly Reporting: compile reports covering key performance indicators from sources including Google Analytics, Google Search Console, Informz email management, social media, and other sources of activity.
Other Responsibilities: update and document processes related to digital marketing activities; collaborate with designers to ensure creative assets are optimized for digital performance; assist with project management system for trafficking department projects. Evolve strategies, tactics, and processes as platforms change over time.
Bachelor’s Degree required in Marketing, Communications or related field
Minimum of 3 – 5 years of digital and traditional marketing experience
Advanced proficiency in Microsoft Excel, Word, PowerPoint and Outlook required
Thorough understanding of web technologies and concepts; search engines, landing page design and optimization, tools and trends
In-depth knowledge of SEO/SEM, pay-per-click (PPC) and direct response campaigns
Working knowledge of, and experience using marketing automation systems
Strong skills in digital systems, including Google Analytics and AdWords, social media management and email marketing systems
Working knowledge of web technologies (HTML/CSS coding), protocols and standards, Adobe Photoshop, WordPress, and blogging
Familiarity with Customer Relationship Management (CRM) and Content Management System (CMS) systems
Strong analytical skills to analyze data and interpret quickly to inform decisions
Understanding and working knowledge of marketing, writing and editing principles
Strong interpersonal skills with an enthusiastic, high energy personality
Excellent project management skills to coordinate both internal and external resource in a cross-functional organization.
Skills: Self-starter and critical thinker with strong analytical and problem-solving skills. Excellent written and verbal communication skills with attention to detail. Strong organizational and long-range planning skills. Entrepreneurial spirit, willing to advance change and take risks as needed. Ability to monitor and grasp future trends in digital technologies.
Abilities: Relate to and communicate with people at all levels of the organization, facilitate discussions, and build and maintain effective working relationships. Operate as a self-directed individual within a team-oriented environment. Able to adapt to shifting priorities and responsibilities, and strong organizational skills with a focus on attaining success and driving projects from concept to conclusion is required.
Working Conditions and Other Requirements
In general, work is performed in an office environment. Because of the nature of our business, ASGE employees may be required to perform work off-site (i.e., hotels, conference centers, etc). The incumbent may be required to travel locally, within and outside of the continental United States.
About American Society for Gastrointestinal Endoscopy
The American Society for Gastrointestinal Endoscopy (ASGE)
Since its founding in 1941, the American Society for Gastrointestinal Endoscopy (ASGE) has been dedicated to advancing patient care and digestive health by promoting excellence and innovation in gastrointestinal endoscopy. ASGE, with more than 15,000 members worldwide, promotes the highest standards for endoscopic training and practice..., fosters endoscopic research, recognizes distinguished contributions to endoscopy, and is the foremost resource for endoscopic education.
ASGE's Mission Statement is:
"To be the leader in advancing patient care and digestive health by promoting excellence and innovation in endoscopy"