Program Manager, Performance and Digital Marketing

• Job Title: Program Manager, Performance and Digital Marketing
• Department: Marketing and Communications
• Reports to: Vice President, Marketing & Communications
• Location: Alexandria, VA
• Grade: 19
• FLSA Status: Exempt

Statement of Purpose

The Performance and Digital Marketing Manager executes growth marketing and digital strategies to ensure full alignment with the departmental goals. He/She manages the organization's overall digital media strategy, including but not limited to marketing, advertising, videos, corporate websites and landing pages, social and paid media, search engine optimization (SEO), and other digital campaigns and assets. Performance and Digital Marketing Manager supports and directs development and implementation of product and services marketing initiatives that support business growth. He/She is actively engaged in overseeing product data and digital analytics.

Business Communication

• Employees in Other Divisions Regularly
• Supervisory Personnel Regularly
• Associated Agency Personnel Regularly
• Federal and/or State Government Agencies Occasionally
• Third Party Vendors and Contractors Regularly

Education

Bachelor's degree from a regionally accredited university or college, preferably in Marketing or Interactive Communications or the equivalent experience in a related field. An equivalent combination of education and experience may also be acceptable.

Responsibility for the Work of Others

The position will play a significant role in the oversight of outside digital advertising firms, video production companies, social media agencies, and other marketing and communications consultants. It will also contribute significantly to the onboarding and management of marketing and advertising agencies as needed.

Training and Specialized Knowledge

• Candidate must be able to produce accurate and compelling marketing collateral under deadline with attention to detail.
• Good understanding of marketing and web platforms and technologies (e.g., Constant Contact, WordPress), as well as experience with Google Analytics, Google Ads, SEO best practices and SEO software (Google Search Console, Raven Tools) enterprise content management systems, digital marketing and social advertising, online social networking and website tools, and video editing and production.
• Must be proficient in Microsoft Office Suite including Word, PowerPoint, Outlook, and Excel. Familiarity with HubSpot or other CRMs a plus.
• Strong organizational and research skills are required.
• Ability to analyze metrics to implement performance improvement is necessary.
• Strong ability to work under pressure and manage multiple projects simultaneously.
• Ability to work collaboratively and to help mentor team members.

Core Competencies

• Accountability
• Communication Skills
• Ethics/Integrity
• Customer Care
• Job Knowledge/Technical Skills
• Process Improvement

Experience

8+ years of related communications and marketing experience; and a demonstrated ability to manage web-based projects and digital media.

Travel

Approximately 30%, as required for conferences and video shoots.

Specific Duties and Responsibilities

Responsible for marketing initiatives, including:

• Crafting, guiding, and implementing NIB's overall digital marketing strategy, including:
  
  
  
  • Managing NIB's corporate identity across digital platforms.
  • Providing strategic direction on and day-to-day oversight of NIB's social media strategy, including organic and paid content.
  • Establishing an overall digital content strategy that integrates web, social media, ad words and paid media campaigns.
  • Maintaining a consistent tone and message across all digital platforms.
  • Developing regular reports to track key metrics across digital platforms.
  • Assisting in strategy, development, implementation, tracking, and reporting of paid media campaigns.
  • Executing email marketing campaigns
  
  
  
  
• Managing and optimizing NIB's Google Ads strategy including:
  
  
  
  • Creating, updating, and monitoring ad copy.
  • Analyzing performance data to identify trends and patterns to improve campaign effectiveness.
  • Partnering with other departments to ensure that all advertising campaigns meet objectives that are set such as leads generation.
  • Creating and managing landing pages and conversion tracking tools such as Google Analytics/HubSpot Dashboards to measure campaign effectiveness.
  • Creating reports detailing campaign results and making recommendations for future campaigns.
  
  
  
  
• Developing and guiding NIB's search engine optimization (SEO) strategy including:
  
  
  
  • Maintaining meta descriptions and meta titles on NIB.org webpages.
  • Optimizing existing on-page content in support of SEO goals.
  • Exploring tactics to promote content to drive link-clicks and organic traffic to NIB.org.
  • Setting up on-site conversions to capture leads on NIB.org.
  • Assisting with NIB's blog strategy to include optimizing content for SEO purposes.
  
  
  
  
• Managing NIB's presence on social media while effectively tracking and gathering metrics and measurements including:
  
  
  
  • Executing social media strategy, including measurable goals, and supporting tactics.
  • Leading NIB's social media marketing campaigns based on business priorities; developing campaigns, executing tactics, and reporting results.
  • Managing paid social media advertising efforts.
  • Serving as NIB's subject matter expert and advisor for social media for NIB associated agencies.
  
  
  
  
• Executing NIB's video strategy to include:
  
  
  
  • Maximizing usage on social media, paid campaigns, and others.
  • Managing relationships with external video production companies, including developing and accessibility features.
  • Maintaining NIB's video library, including NIB's presence on YouTube.
  
  
  
  
• Product and Services Marketing and Data Management:
  
  
  
  • Influential in developing product and services marketing strategy executed across traditional and digital ecosystems.
  • Developing and analyzing KPIs, metrics, and methodologies pertaining to campaigns that measure the health of the business.
  • Staying up to date on buying trends and criteria; adjusting strategies to meet current industry standards.
  • Collaborating with product, business development and operations teams to
  
  
  
  

This job description does not imply that these are the only duties to be performed. The incumbent in this position will perform such other tasks as may be required for the effective operation of the Division/Department upon receipt from his/her supervisor.

NIB IS AN EQUAL OPPORTUNITY/AFFIRMATIVE ACTION EMPLOYER

NIB is an Equal Opportunity/Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, age, sexual orientation, gender identity, national origin, disability, or protected Veteran status.