Digital Marketing Manager and Growth Expert

About Us: Our company is an impact research firm which delivers reports, presentations, and consulting services. We specialize in cross-industry research into the responsible and effective use of AI technologies. ?We have a particular interest in innovation in the domains we believe will make the most important contributions to sustainable development.

The Product: There is a rapidly growing awareness that the coming ‘AI Revolution’ will fundamentally transform the workplace. We have developed an engaging, entirely-online, self-paced course which aims to help anyone - particularly those without a background in programming or statistics - develop the skills they need to become ‘AI literate’.

It makes heavy use of analogies and practical examples, with a particular focus on empowering line-of-business managers, analysts, marketers, executives, and other working professionals who will work with - and help design and implement - AI solutions. The authors have a track record of producing highly engaging and accessible introductions to complex subjects.

This course is a guide to what you need to know about AI to partner with data scientists, work with AI applications, evaluate their efficacy, and help shape your organization’s AI strategy.


Job Overview

The Digital Marketing Manager and Growth Expert will have the opportunity to help build out our digital marketing efforts from the ground up. They will partner with the Chief Data Scientist to define the company’s initial approach to multi-channel, data-driven digital marketing. They will then build, maintain, and optimize these campaigns - and add new campaigns and channels to the mix, over time.


Job Details:

The Digital Marketing Manager who fills this position will be responsible for designing, running, and optimizing multi-channel digital marketing efforts (GDN, Facebook Custom Audiences, YouTube, LinkedIn).

We will hire an experienced professional with proven results. This individual will play an active role in shaping the strategy for digital marketing, including the choice of marketing channels we use, the audiences we will build and maintain, and our allocation of resources between them. Should be able to point to prior work and discuss related objectives, strategy, campaigns, platforms, and results - including an analysis of Return on Ad Spend (ROAS) and discussion of total ad spend they managed.

This individual should be a self-starter, comfortable taking the initiative and leading projects on their own. They should know how to execute, and get the job done. The candidate should have a deep understanding of the costs and benefits of different approaches to marketing - including CPC, CPM, & retargeting efforts - and the ability to make informed decisions around when to use each kind of approach. They should be able to provide well-thought-out rationale behind their decisions.

The successful candidate will be strongly oriented toward a data-driven approach to all decision making. They should be able to speak to prior experience using data to conduct A/B testing between campaigns, audiences, and marketing platforms. They need to have a strong understanding of how to define and measure attribution metrics, how to collect and manage the necessary data, and how to interpret - then act on - the results.

The Digital Marketing Manager should have a deep understanding of modern retargeting practices, including the ability to use cookies to target individual users and provide a personalized re-marketing experience across one or multiple retargeting channels (GDN, Facebook, YouTube, LinkedIn).

They must know how to maximize ROAS through aggressive, iterative A/B testing and optimization, and great attention to detail with a mastery of relevant marketing platforms.

This person will also help us build and maintain a list of websites and influencers for potential sponsorships, promoted content, and other kinds of partnerships


Responsibilities

The Digital Marketing Manager and Growth Expert will drive rapid expansion in direct-to-consumer sales of the FluentinAI course. They will effectively manage a growing monthly budget for digital ad spend, and optimize allocation of resources across and between multiple channels - including GDN, YouTube, Facebook, and ---------- n display campaigns on GDN and YouTube through Google Adwords

Build and maintain audiences is Google Adwords (in-market; demographics)
Build and maintain lists of websites for GDN managed placements
Build and maintain lists of YouTube channels for YouTube managed placements
Build and manage campaigns and optimize ad spend within and across audiences
Rigorous and relentless A/B testing of campaigns, audiences, and platforms

Run Video Ads on YouTube

Build and maintain lists of YouTube channels for YouTube managed placements
Build and manage campaigns and optimize ad spend within and across audiences
Rigorous and relentless A/B testing of campaigns, audiences, and platforms

Run Facebook campaigns

Build and maintain audiences in Facebook Custom Audiences
Build and manage campaigns and optimize ad spend within and across audiences
Rigorous and relentless A/B testing of campaigns, audiences, and platforms

Run Multi-Channel retargeting campaigns (GDN, YouTube, Facebook, LinkedIn)

Maintain a centralized list of customers, leads, and cookied visitors
Pursue aggressive, multi-channel retargeting efforts to convert cookie visitors and leads into paying customers
Determine optimal approach to re-targeting (which channels to retarget across, what portion of total marketing budget to allocate to re-targeting)

Optimize Ad Spend by Channel, Campaign, and Audience

Track and analyze ad spend and key metrics by campaign, channel, and audience
Metrics include: Ad Spend, CPC, CPM, CPL, CAC, Sales Volume ROAS
Conduct A/B tests and other experiments to optimize ROAS & Sales Volume
Make informed decisions around which channels to advertise on and which to cut

Build and maintain lists of websites and influencers for partnerships and sponsorships

Find and onboard influencers
Design and manage campaigns
Sponsored posts (writing content is not required)
Giveaways and other promotions
Onboard influencers into our affiliate program
Optimize ROAS through influencers through careful attention to analytics


Qualifications - Required

5+ years experience in digital marketing
2+ years experience directly managing ad spend
Deep experience and mastery of Google Adwords for display marketing (GDN)
Deep experience and mastery of Facebook Custom Audiences for display marketing (PPC & CPM)
Deep experience and mastery in YouTube marketing (video and banner ads)
A solid grasp of retargeting tools, techniques, and methodologies
A strong understanding of SaaS marketing metrics (CPC, CPL, CAC, ROAS, Velocity)
A/B testing and a proven ability to optimize Return on Ad Spend (ROAS)
Excellent spoken English


Qualifications - Preferred

Experience working with influencers and managing affiliate programs
A solid understanding of LinkedIn marketing (display ads & retargeting)
Experience doing Reddit marketing
Experience doing Quora marketing