The manager, digital marketing is a creative, data-driven team player responsible for creating content and implementing strategies that proactively promote U.S. Travel across U.S. Travel web properties and email marketing channels. Reporting to the senior director, event marketing, this individual ensures organization-wide priorities and programs are thoughtfully positioned to members, the industry at large and key stakeholders through a holistic digital marketing strategy. This position is responsible for advancing strategic goals, digitally engaging and growing key audiences and helping drive conversions of various initiatives and events.
Responsibilities:
- Oversee the content and front-end user experience of U.S. Travel websites and manage the blog editorial strategy in partnership with internal subject matter experts to ensure the latest priorities, goals and issues are effectively promoted
- Proactively analyze and manage website KPIs to maintain consistent reporting to help inform digital engagement and growth strategies
- Partner with marketing, events and web operations departments to launch and maintain event websites and corresponding apps, leveraging the latest digital marketing best practices
- Align with internal subject matter experts to conceptualize, craft and publish relevant content for U.S. Travel digital communication vehicles including websites, blog, SmartBrief newsletter and marketing emails
- Manage U.S. Travel email marketing calendar overseeing timelines, audiences and best practices, acting as liaison to internal teams including Public Affairs, Membership, Executive Communications, Research and Web Operations
- Execute and manage email marketing campaigns supporting specific event revenue/registration, call-to-action goals or member and advocacy touchpoints
- Craft targeted email audience segments and lists based on past behavior, engagement and demographics that align with campaign goals in partnership with Membership and Web Operations teams
- Develop and execute web and email A/B testing plans to maximize growth and inform future marketing plans
- Collaborate with communications, membership and web operations departments on processes, roadmaps, database and tech integrations and more
Key Attributes:
- Highly organized, meticulously attending to details and adhering to deadlines while managing multiple projects
- Strong writer with a keen eye for detail and ability to craft compelling content that engages and informs diverse audiences
- Experienced in collaborating with multiple teams and balancing competing timelines and priorities
- Proactive self-starter able to anticipate needs and identify potential challenges and solutions
- Proactive disposition towards using data and analysis in decision making
- Strong interpersonal communications skills and natural collaborator, able to work seamlessly with colleagues to achieve shared objectives
- Seeks feedback and direction, in search of constant self-improvement.
Education and Skills:
- Bachelor’s degree required and/or 4-5 years of relevant work experience, preferably in a trade association or business environment
- Solid experience in marketing automation platforms and/or email marketing platforms
- Experience with website content management systems; Drupal and WordPress experience a plus
- Strong working knowledge with Google Analytics/GA4
- Ability to review and edit basic HTML code
- Ability to recommend digital marketing strategies and optimizations based on data-driven insights
- Familiarity with AMS/CMS systems; Salesforce or Nimble experience a plus
- Proficient in Microsoft Office Suite with an emphasis on Excel (from basic functions to advanced formulas)
