In support of Association and PRI goals, the Senior Digital Marketing Manager will be responsible for leading the development and execution of effective online customer acquisition, conversion, and retention strategies and campaigns. This includes Search Engine Marketing (SEO/Paid Search), paid social media marketing, mobile marketing, video marketing and analytics/reporting.
RESPONSIBILITY AND AUTHORITY
Lead strategy and development of annual digital marketing plans that support association goals and strategic initiatives.
Lead and develop consumer online acquisition, registration, ticketing and check-in programs targeting core segments online, identifying channels and sources that help the brand cost-effectively reach and acquire new registrations.
Partner with PRI and agencies as necessary to lead and develop digital strategies that are driven by insights.
Manage digital marketing processes, campaigns, plans and spend across digital assets including Search Engine Marketing (SEO/Paid Search), paid social media, video and mobile initiatives and agency partners in alignment with offline marketing efforts
Lead development of digital creative through both internal designers and external digital agencies to ensure that advertising guidelines and best practices are met
Lead Implementation of Google Tag Manager for web properties and UTM codes for digital marketing campaigns. Measure and report performance of all web sites and marketing campaigns including email, direct, social, SEO, video and mobile and assess against goals (ROI and KPIs). Provide actionable next steps/recommendations and implement changes to continuously improve performance based on key learnings.
Report on website analytics for SEMAshow.com, SEMA.org and other SEMA event related web properties in Google Analytics.
Define and establish conversion goals, funnels and attribution.
Monitor campaign source traffic.
Optimize landing page performance to meet campaign goals.
Assist in monitoring social communities, both internal and external, to identify and create opportunities.
Lead efforts to understand and stay abreast of emerging digital trends/challenges. Address competitive digital developments from within the specialty equipment market industry and outside and ensure that the web ecosystem remains relevant and engaging.
Lead cross-functional implementation of digital strategies, with ongoing partnership with stakeholders, internal integrated teams and agencies.
Creates and executes digital project plans, revising when appropriate to meet changing needs and requirements.
Manages budget and other resources related to each project.
Analyzes and reports on program effectiveness and makes recommendations for future projects.
When requested by management, perform other duties and assignments as required.
RELATIONSHIPS
Reports to Director level management.
Coordinates information flow between various departments.
Interfaces with outside vendors and/or agencies relevant to digital marketing, advertising and communications projects.
Interacts with Marketing, Communications, Show, PR, SDC, PAPI, Govt Affairs, International, Membership and other department staff.
SKILLS AND KNOWLEDGE REQUIRED
Minimum 5-7 years’ experience in digital marketing, preferably with a background in direct response.
Expert knowledge of the social media space and best practices of B2B marketing to leverage social platforms and tools.
Capable of creating an effective social media monitoring plan to meet organizational goals, understanding of available tools to measure success.
Working knowledge of graphic and video design/editing tools.
Experience or knowledge of the use of digital media to support PR, marketing, event management and customer support teams.
Experience with managing marketing programs, conducting market research and managing a budget/P&L.
Knowledge of business metrics and an understanding of the difference between, and significance of, financial impact (ROI) and non-financial impact.
Familiarity with the automotive Specialty Equipment Industry.
Expertise with project management tools and methods (project plans, budget control).
Strong organizational and prioritization skills, with a proven ability to work cross-functionally to accomplish goals.
Solid written and verbal communication skills.
Willingness to travel occasionally.
Familiarity with fundamental marketing and advertising processes and standards.
Demonstrates strong interpersonal, analytical, and problem-solving skills to work with people at all levels.
A Bachelor’s degree in a business, economics, statistics or marketing-related field.
A love for cars, trucks and SUVs is the motivating force behind the Specialty Equipment Market Association (SEMA). This trade association consists of a diverse group of manufacturers, distributors, retailers, publishing companies, auto restorers, street-rod builders, restylers, car clubs, race teams and more. Our organization performs many services for its members and for the hobby as a whole. Perhaps most importantly, SEMA works hard to protect consumers’ rights to drive accessorized, customized and vintage vehicles. Every year, SEMA also presents an enormous trade show in Las Vegas. This is where manufacturers unveil their latest offerings, while buyers, distributors and members of the press walk their feet off to see it all. Visit SEMAShow.com for more information.
