About the Job

The Director, Digital Marketing Infrastructure is responsible for the design, implementation, execution, and analysis of the Commercial organization’s digital marketing efforts, the individual will collaborate with Upstream marketing, Content Strategists and downstream marketing teams to develop our electronic footprint. This includes all of FMI’s web properties, electronic communications, digital advertising and database marketing. The role oversees the alignment of our digital marketing efforts to best execute our brand story. This position maintains ownership and day-to-day management of all digital marketing platforms, including WordPress, Marketing Cloud, Google Analytics, Google AdWords, Mobile Cause, and other CRM/Content management platforms. The Director of Digital Marketing Infrastructure analyzes and delivers metrics on content performance for all platforms and campaigns and research and implement data-driven improvements, based upon these analyses. 

Key Responsibilities

• Partner with the VP of Marketing and Commercial Operations to develop, refine and implement a comprehensive digital marketing ecosystem to drive metrics-driven business development and brand development programs.
• Build, test and manage journeys in Marketing Cloud and FMI’s CRM system.
• Set up templates, data extensions, automation, company profiles in Marketing Cloud.
• Manage web properties including creating and updating landing pages and forms, setting site goals, creating, or updating widgets and other plugins and setting up portals.
• Recommend and implement ways to increase referral traffic, open rates, engagement, newsletter signups, and new leads.
• Support other team members as needed, troubleshooting issues, advising on digital capabilities, researching new technologies.
• Plan, track and execute digital marketing strategies to achieve annual goals.
• Collaborate with core Marketing teams to integrate with marketing agencies to optimize the marketing budget to achieve enrollment objectives.
• Develop and implement marketing analytics to measure effectiveness and efficiency and ROI on marketing tactics.
• Oversee and direct the implementation of outreach programs with specific focus on leveraging marketing automation.
• Oversee and direct the implementation of SEM and SEO strategies for the FMI’s website.
• Ideate and execute creative new strategies for customer acquisition.
• Measure and report on impact of marketing activities, work with core Marketing teams to take a data-driven approach to adjust strategies and tactics.
• Refine attribution model with core Marketing teams to assign value across multiple channels and continually update paid marketing strategies to increase traffic, leads and registrations; communicate strategies to digital marketing agency and track execution.
• Collaborate with core Marketing teams to asses opportunities related to LinkedIn, industry portals and other channels to drive success metrics of integrated campaigns.
• Continue to develop marketing infrastructure and analytics to finalize end-to-end understanding of sources of traffic, lead flow, account creations and registrations for paid and non-paid sources.
• Extensive management experience in the digital space, with a focus on consumer and performance marketing strategies including SEM, Paid Social, Email, other outreach mechanisms.
• Close collaboration with the Technology and Customer Relationship Management (CRM) Team, effectively leveraging customer data and insights to drive demand generation and build customer affinity.
• Work closely with the Marketing Director on website re-design, and integration workstreams, liaising with relevant stakeholders to ensure optimal user experience.
• Partner with the VP of Marketing and cross-functional partners to develop and implement a strategic plan to strengthen the global reputation of Foundation Medicine.
• Coordinate with other marketing team members to ensure active promotions and campaigns are represented on all platforms.
• Partner cross-functionally to support the execution of digital communication plans with colleagues from Commercial, Marketing, BioPharma, Data Analytics and Medical Affairs teams in support of overall FMI goals.
• Other duties as assigned.

Qualifications:

Basic Qualifications:

• 10+ years of experience in Advertising, Marketing, Public Relations or Communications or equivalent professional experience
• 7+ years of experience executing marketing strategies and tactics
• 5+ years of experience using marketing automation and social media in a professional setting
• Experience working in a regulated setting and handling data in accordance with HIPAA

Preferred Qualifications:

• Bachelor’s degree
• Extensive knowledge of Facebook, Twitter, Instagram, TikTok, Pinterest, YouTube as well as a familiarity with all other current and emerging digital platforms
• Ability to oversee complex projects and manage the details for flawless execution
• Extensive experience managing communications in sensitive and urgent situations
• Experience managing third-party vendors and agency partners
• Track record of leadership in driving a patient-centered mission
• Mastery of skills in public and media relations, including personal familiarity with key healthcare media outlets and reporters
• Skilled expertise with various digital mediums, applications and technology platforms including social media, SharePoint, Adobe, PowerPoint, iMovie
• Ability to succeed in a fast-paced environment with multiple, competing priorities
• Strong leadership and interpersonal skills with proven ability to be a collaborative partner
• Excellent organizational skills with a detail-oriented approach
• Understanding of HIPAA and importance of privacy of patient data
• Commitment to reflect FMI's values: Patients, Passion, Innovation, and Collaboration

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