Online Marketing Manager

Description

OVERVIEW
The Online Marketing Manager is responsible for the development and execution of the online marketing strategy to increase customer acquisition and retention utilizing web analytics to drive marketing optimization. He/She will lead a team of online marketing practitioners to develop and maintain online marketing programs that include affiliate programs, paid, natural and onsite search, web analytics, email marketing, customer retention programs, online evangelism and behavioral testing. Increasing conversions and ROI are a top priority.

PRIMARY RESPONSIBILITIES
Customer Acquisition
• Develop an online conversion optimization plan for the lynda.com website that, through ongoing A/B and multi-variant testing, will improve conversion rates and drive revenue.
• Develop and execute an online customer acquisition plan to maximize site traffic with a focus on quality of traffic for increased conversion rates at sustainable CPAs.
• Lead all online marketing initiatives for the company in order to drive sales. Initiatives to include but not be limited to: Paid search, SEO, email marketing, A/B web testing, remarketing and online analytics.
• Develop, execute and run a successful affiliate program.
• Track, measure and analyze performance of all online advertising and marketing programs; design test strategies and refine creative assets to optimize results.
• Develop, drive and execute online co-marketing programs with strategic partners.

Customer Retention
• Define, create and execute targeted online and offline loyalty marketing campaigns to existing customers in order to improve retention and LTV.
• Create retention strategic marketing plans for lynda.com’s B to C and B to B customers.
• Collaborate with sales, customer service and product teams to establish a process of customer communication that increases overall customer satisfaction and brand loyalty.
• Develop specific retention programs by channel segmentation and customer segmentation, and track/modify programs based on results.

Market Research
• Conduct a quarterly competitive analysis and present findings and recommendations to the executive team.
• Responsible for all consumer and corporate market research for the company including both qualitative and quantitative research (online and offline).
• Lead a segmentation study to determine key consumer targets, insights, needs, wants and behaviors
• Conduct customer satisfaction surveys with current and past customers, benchmark results and make recommendations based on findings. Utilize insights to drive acquisitions, increase retention rates and measure results/progress on an ongoing basis.

Web Analytics
• Be intimately familiar with a variety of online web analytic tools and utilize those tools to gain insight, determine key opportunities, articulate the rationale for the project, execute to drive growth and report back on results vs. expectations.
• Create and distribute dashboard reporting tools for senior management, and create ad-hoc reporting and analysis as needed and as determined by the business.
• Prepare and present a quarterly online marketing results presentation to senior management that outlines all marketing activities and the results of each (clicks, sales, conversion, retention, LTV, CPC, CPC).
• Evangelize the power of the web analytics data internally to increase adoption and utilization.