Director, Digital Marketing and eCommerce – Entrust Datacard (Minneapolis)

Director, Digital Marketing and eCommerce REQ# 5447

https://www.linkedin.com/jobs/view/252998078

Position Overview:
The Director, Digital Marketing and eCommerce, overseas the planning, development and execution of inbound and outbound digital marketing efforts via web properties (.com, partner portals and eCommerce), search engine optimization (SEO), search engine marketing (SEM), online affiliates, mobile and emerging online channels.

Responsibilities:
Manage corporate web properties to support the company‰Ûªs business objectives and strategy to day-to-day operations including first site experience to post-purchase while building our brand
Gain a deep understanding of the competitive landscape, consumer purchase habits and behaviors that will help drive the business at the top of the funnel (brand presence, awareness) to closed revenue (qualified leads, pipeline and revenue)
Manage collaboration between IT Resources, sales, and marketing to identify and execute the strategic vision
Work to analyze and improve the purchase journey, customer retention and acquisition
Manage SEO/SEM efforts using digital metrics (e.g. site traffic, visitor paths, conversion rates) to optimize online marketing spend
Test the performance of landing pages, special promotions, content and product placement
Coordinate with corporate marketing, field marketing and product marketing to align online activity with broader campaign initiatives
Establish program measurement methodology and analyze results in terms of ROI and success criteria (attraction, engagement, qualification, acceleration)
Set inbound lead goals and measure results
Oversee media spend and search against performance metrics to optimize results
Develop buyer-centric web site navigation

Basic Qualifications:
Bachelor‰Ûªs degree required
Seven to ten years of digital/online marketing experience in a leadership role with a strong focus on analytics
Five years of experience in ecommerce business operations
Experience optimizing web sites for branding and demand creation objectives
Development of integrated marketing programs that combined inbound and outbound tactics
Previous experience with A/B and multivariate testing
Familiarity and experience with reporting tools and methodologies
Ability to manage multiple projects in a fast-paced, deadline-driven environment
Ability to communicate vision and influence within the organization
Marketing automation experience

Preferred Qualifications:
Support demand waterfall conversion metrics (inquiry to marketing qualified lead [MQL], MQL to sales accepted lead [SAL], SAL to sales qualified lead [SQL], SQL to close)
Understanding demand type as it relates to an online experience
Previous experience in marketing operations or marketing automation
Technical skills (programming, user interface, systems integration, Web development) is a plus

Travel Requirements: Up to 15% – Some International travel is expected