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Digital Strategist

Job Description and Requirements

Job Description 
This role specifically requires an experienced digital professional, with very good organizational awareness, who would be able to coordinate multiple projects across several markets, proactively course-correct, optimize and find solutions to improve performance and drive efficiency. 
Key responsibilities

  • Putting together a digital strategy for their squad, which is inclusive of organic, paid and earned projects (end to end, always on, organic foundation); ensuring optimal client journey both on and off IBM domain.
  • Lead the management of the organic foundation web footprint for the DT in the geo/market; ensuring adequate focus on both the generation of new pages as well as the integration and maintenance of existing.
  • Collaborate with WW and local peers to optimize content and navigation on web presence for maximum visibility and ranking in all search engines. Ensure optimal user experience and journey at all times (including connections to marketplace, brand pages, etc. as appropriate).
  • Understand digital revenue targets and required digital marketing contribution for DT; managing media budget and performance against plan; manage response and lead management process with campaign manager, fixing any issues with DT colleagues as needed.
  • Measure and report performance of all digital marketing projects, and assess against goals (ROI and KPIs).
  • Build and execute paid media projects with approved agencies; ensuring the right balance between paid search, programmatic, paid social, content syndication to achieve targets. Drive always on initiatives to improve effectiveness of investments and allow for testing and learning.
  • Works with campaign manager and marketing automation to ensure all projects have effective journeys that drive engagement and conversion actions, i.e. no dead ends in the customer journey, think how we can encourage advocacy and repeat business through effective nurture and customer focused communications.
  • Design, build and maintain social media presence (unless there is a Social Media Specialist in the squad to do this).
  • Identify trends and insights from data using analytic tools, to optimize spend and performance based on them.
  • Stay up to date with market and competitive trends as well as emerging digital marketing developments; apply, test and share learnings with peers. Provide thought leadership and enablement for adoption where appropriate.
  • Collaborate with agencies and other external vendor partners; along with Digital Services Group and Digital Optimization.
  • Collaborate effectively with WW digital strategists, Geo and Market counterparts, along with colleagues aligned to connected Market, Profession and BU DTs
  • Align strategies and tactics to enterprise (IBM wide) guidance (e.g. Social Brand Guidelines)
  • Shares best practice within the MSC and is involved in their peers education and in the development of the practice

Requirements

  • Minimum 5 years in digital strategy and execution
  • The digital strategist is experienced in building digital demand generation and engagement strategies and is proficient in paid media strategy (paid search, paid social, content syndication, programmatic media), SEO and SEM and is able to develop strategy for social media engagement.
  • The digital strategists leads the squad in digital strategy and execution and works closely with the other squad members
  • Demonstrable experience social media and/or display advertising campaigns.
  • Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate.
  • Experience with A/B and multivariate experiments.
  • Strong analytical skills and data-driven thinking: digital strategists will be expert in the use of key analytic tools such as CPD (Beckon), Sunrise, Optimizly, Hotjar, Convertro, Sprinklr and others.
  • Up-to-date with the latest trends and best practices in online marketing and measurement.
  • Strong interpersonal, communication, project and time management skills.
  • Executive influencing skills

the ability to sell the strategy, ideas and recommendations to stakeholders. 

Required Technical and Professional Expertise

  • Required Professional and Technical Expertise • Strong attention to detail, creative, analytical and takes initiative to improve performance.
  • Knowledge of digital marketing tools, processes and reporting practices
  • Proficiency with spreadsheets & presentation software (Excel & PowerPoint a must)
  • Fluent English

Preferred Tech and Prof Experience 

N/A