EDINA, MN or REMOTE

Working with the marketing team to promote a positive public image for Vertin, the Digital Engagement Manager owns the company’s digital marketing strategy and execution in support of business objectives and location marketing efforts. In this highly dynamic role, you will oversee our digital marketing outreach, engaging with audiences through email campaigns, social media, websites and online advertising and collaborating with 3rd party agency partners.

ESSENTIAL DUTIES AND RESPONSIBILITIES:   

Digital Marketing Strategy (20%)

  • Define the overall digital strategy roadmap for Vertin working in concert with the VP, Marketing and our outside partners
  • Manage our relationship with 3rd party agencies assisting with our digital marketing strategy
  • Identify areas of opportunity and technology tools to help us better reach consumers (e.g., call tracking, live chat, review services, etc.)
  • Maintain working knowledge of industry-specific technologies and outside-industry tools and best practices in the digital marketing space
  • Develop metrics package to help us better understand our digital impact and evaluate our performance against digital objectives

Digital Engagement with Consumers (30%)

  • Analyze our digital properties to identify key consumer touchpoints and new channels to reach consumers more effectively
  • Develop and launch a CRM / marketing automation platform to manage interactions and nurture relationships with our key audiences
  • Develop the strategy and content for email and retargeting nurture campaigns for consumers
  • Create engaging digital content to engage consumers and build our brand awareness for use across our digital platforms
  • Identify and track effective metrics to help us better understand our consumers and their engagement with our brand

Company Websites Strategy and Execution (30%)

  • Oversee the design and content of our Vertin corporate website
  • Oversee the design and content of our funeral home websites
  • Own the relationship with any 3rd party partners for our websites
  • Update content for websites when required
  • Monitor and report on relevant website analytics
  • Create and update online directory listings (Google My Business, Bing, Yelp, etc.)
  • Ensure effective SEO to achieve high organic ranking for our websites
  • Create and monitor PPC advertising including Google Adwords and other ad platforms
  • Develop and implement a strategy for online reviews solicitation and response
  • Implement a process and tools for call tracking and live chat on our funeral home websites

Social Media Strategy and Execution (20%)

  • Continually research best practices for funeral home social media
  • Strategize with funeral homes to best promote their brands within their communities
  • Develop and execute Social Advertising strategy where appropriate, both for general promotion of the brand, but also for special events as needed
  • Ensure local staff are leveraging obituaries to engage families and friends through social media
  • Schedule and post global content (blogs, videos, ads, etc.) to social media platforms
  • Post to funeral home YouTube pages as required
  • Monitor social media analytics and identify areas for improvement
  • Develop and send a social media suggestions memo to encourage content creation by local funeral homes staffs

EDUCATION, EXPERIENCE, CERTIFICATIONS 

Bachelor’s degree (B.S./B.A.) or equivalent from a college or university, plus extensive experience with a proven track record of managing successful digital marketing strategy, campaigns and content management platforms. The ideal candidate will have worked within a digital agency environment or a larger corporate digital marketing department.

SKILLS, QUALIFICATIONS, ABILITIES 
The individual must possess these skills and abilities or explain and demonstrate that they can perform the essential functions, with or without reasonable accommodation, using some combination of skills and abilities.

  • Strong technical skills and direct experience with digital marketing tools such as Google Analytics, Google Adwords, FB Advertising, CRM/marketing automation platforms (such as Hubspot), Call tracking tools, and Live Chat is required
  • Extensive experience creating digital content to drive engagement
  • An excellent understanding of how all current digital marketing channels function
  • Creative, adaptable, and analytical
  • Sound working knowledge and skill in marketing content creation, including blogs, social, video, ads, etc.
  • Excellent verbal and written communication, interpersonal and presentation skills
  • Outstanding organizational and time-management skills

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