The Director, Digital Marketing and Web leads our North America web initiative and guides digital marketing initiatives including user experience planning, paid search, remarketing, display advertising, e-mail marketing, e-commerce and user-generated content for the North American Market. The North American Market is the largest market within Schneider Electric with more than $6 billion in sales. The Director works closely with business unit marketers, the Vice President of digital customer experience, and the Vice President of Marketing Communications to map out the online brand experience, customer acquisition and customer self-help efforts to create and effective and powerful integrated brand presentation. This position will supervise approximately 10 staff members across three countries and three languages.
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· Manage all technical and marketing aspects of Web projects and drive improvements in e-commerce functionality of the site.
· Analyze Web traffic trends and paths; plan and conduct formal and informal usability testing such as focus groups and surveys; develop dashboards for BUs to allow tracking of digital performance
· Analyze site traffic and order patterns to monitor and maximize order conversion and e-commerce revenue.
· Develop and execute an online customer acquisition plan to maximize Web site traffic and e-commerce sales demand.
· Collaborate with various partners and clients to communicate Web plans, status, and results.
· Conduct pre -launch testing of new web sites, applications and development.
· Create reports for senior management; assist with monthly reports such as flash screen views, Web site visits, and usage.
· Ensure maximum use and optimization of our online product catalog for customers searching on digital platforms.
· Coordinate with other entities in the maintenance of North America site and content
· Oversee e-mail and Web site messaging to best enhance the overall marketing department calendar, including the use of Marketo to drive customer registrations and engagement
· Plug in to BU activities to ensure all Marketo activity is implemented, tracked and analyzed for success
· Develop online media and budget allocation strategies across multiple channels including paid search, display, e-mail marketing and lead generation.
· Facilitate personalized messages for different audiences across all communication vehicles including home page, promotional space, video, user content areas, and news for all three countries.
· Develop customer segmentation and keyword strategies for all paid search programs, and supervise the search for third-party vendors for partnerships and affiliates.
· Coordinate with Partners who play in our digital ecosystem including major distributors and retailers like Amazon, Home Depot and Lowe’s for items like paid search, merchandising and remarketing.
· Influence effective creative development to support digital efforts by using insights and directly third party agency resources.
· Develop, maintain, and manage a solid working relationship with product teams, creative teams, and vendors.
· Ensure effective e-mail marketing strategies and their successful execution through the design, creation, and implementation of broadcast e-mails that correlate to existing marketing promotions.
Qualifications
Do you have these key experiences and qualifications?
· Bachelor’s degree is required
· Demonstrated excellence in online marketing and/or e-commerce with a major B2B brand
· Experience leading and managing online marketing campaigns, and proficiency in measuring online media
· Strong quantitative skills and full understanding of ROI analysis
· Proficient with latest Web trends, paid search, Microsoft Excel, and Microsoft PowerPoint
· Bachelor's degree in Marketing, Business, or Information Technology; MBA preferred
· Five to eight years of digital marketing experience
· Excellent written and oral communication skills
· Ability to implement initiatives, provide direction to cross functional teams, and work with individuals at all levels of the organization
· Expertise in user site navigation strategies and outbound Web marketing programs
· Understanding of marketing strategies and the ability to apply that knowledge to client business objectives
· Fluent with Internet-based development tools and modern software engineering concepts and technologies
· Experience working with standard Web design, CMS and e-marketing tools, such as SDL
· French or Spanish language skills a benefit
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