JOB TITLE: Digital Marketing Manager
REPORTS TO: Fractional CMO
Under the direction of the Fractional CMO, this individual will be responsible for executing the Academy’s marketing strategy for a defined portfolio of scientific events and programs. We are looking for a dynamic individual with experience in digital marketing who can help expand our brand’s reach globally while also increasing we meet our program goals, including event registration, award nominations, mentor sign-ups, challenge participation, and new membership acquisition). The core goals for this role are maximizing event and program revenue and customer acquisition, increasing reach and audience for NYAS’s programs, optimizing cost to acquire customers, and driving customer lifetime value.
- Design and execute marketing campaigns, using a mix of marketing channels and digital marketing techniques.
- Successfully contribute to event and program revenue and customer acquisition goals.
- Utilize Google Analytics and other tracking tools to measure, monitor, and improve the effectiveness of the NYAS’s marketing efforts.
- Partner effectively with event programming and other members of the marketing/communications team.
- Oversee the creation of marketing plans and manage the successful execution of campaigns for NYAS’s programs, including but not limited to scientific events (paid and free), awards, and challenges.
- Create the campaign goals, promotional timeline, channel mix, and KPIs.
- Work with Scientific Programming on audience identification, messaging, and event USPs (unique selling propositions) for key audience segments.
- Develop within budget tactical approaches for each event.
- Oversee the strategy and implementation of the event, including content marketing strategy, email outreach, website conversion strategy (event landing page), speaker/committee engagement, partnerships, and paid media.
- Partner with others in the Marketing & Communications team to ensure events are promoted in NYAS channels including social media, newsletters, blog, and website.
- Work with design to create graphics and images as needed.
- Develop effective and efficient ways to market events around key topical clusters or other themes.
- For key annual events, develop a “365 event-strategy” that builds promotional momentum all year long.
- Measure and report on the campaign, channel, and medium effectiveness across all key marketing metrics (open / impressions, click-thru, and conversion).
- Create post-mortem reports for all key events and programs.
- Calculate and report on the cost of customer acquisition.
- Ensure a robust testing agenda and iterate approaches based on data.
- Analyze performance to continuously optimize targeting, creativity, channels, and cadence to drive growth.
- Partner with marketing leadership and membership to design membership and newsletter acquisition strategies and campaigns.
- Grow NYAS membership and newsletter subscribers.
- Successfully leverage newsletters and membership vehicles to advance program goals.
- Contribute to the broader event/academy strategy:
- Suggest improvements to event experience to drive revenue and conversion.
- Contribute to pricing and discounting strategy.
- Contribute to the web landing page and registration user experience.
- Review post-event surveys.
- Begin to develop an understanding of the competitive environment and suggest strategies to optimize NYAS’s competitive position.
- Contribute to broader NYAS marketing strategy:
- Assist with other Academy marketing initiatives, launches, and projects as needed, including promotion of important publications.
- Suggest and develop processes to improve marketing impact and efficiency.
- Act as a member of the broader marketing/communications team contributing to our quest to innovate and continually improve.
- Keep apace of event marketing and digital marketing trends.
No direct supervision. However, this role will manage paid media freelancers and needs to provide instruction to other members of the marketing/comms team to help successfully implement campaigns.
- Undergraduate degree required. Minimum of 4 years experience in digital marketing.
- Experience with the majority of the below:
- Paid social and digital advertising platforms, including Facebook, Linkedin, Twitter, and Google Adwords.
- Email/newsletter marketing.
- Google analytics/campaign tracking.
- Web/landing page conversion optimization.
- Segmentation and customer messaging
- Partnership marketing / leveraging event organizers, authors, members, and other marketing partners.
- Experience working in a matrixed organization that requires other teams to contribute to a campaign plan.
- Strong copywriting and art direction skills.
- Proven track record to learn new things quickly / curious mindset.
- Excellent communication, writing, and project management skills
- Ability to work independently, as well as part of a team.
- Ability to multi-task and coordinate simultaneous projects and move quickly from idea to implementation.
- Prior experience in a science-based organization and or an event organization is a plus.
The Academy operates during standard business hours Monday through Friday from 9am-5pm. Standard 35 hour workweek.
* Academy staff are scheduled to return to work at our offices in Downtown Manhattan in September 2021.
WORK ENVIRONMENT/PHYSICAL DEMANDS:
This job operates in a professional office environment. This role routinely uses standard office equipment such as computers, phones, etc. This is largely a sedentary role; however, some movement is required.
The New York Academy of Sciences is an Equal Opportunity Employer, adhering to the laws which prohibit discrimination in the terms, conditions, and privileges of employment. Academy policy expressly prohibits discrimination in employment because of any legally impermissible classification, including but not limited to an actual or perceived race, creed, color, national origin, sex, age, religion, and any other characteristic protected by federal, state, or local law.
Equal Opportunity and equal consideration will be afforded to all personnel actions involving applicants and employees, including (but not limited to) recruiting and hiring, selection for training, promotion, job assignments, working conditions, rates of pay or other compensation, discipline, transfer, and layoff, or termination.
HOW TO APPLY:
Applications must include a cover letter, resume and desired salary.