Digital Marketing Manager
Azenta Life Sciences•Burlington, MA
•$108,000 - $135,000•Onsite
About The Position
Azenta is seeking a highly motivated, analytically driven Digital Marketing Manager to help drive digital marketing strategy and execution. The role focuses on increasing visibility, engagement, and lead generation through search optimization, AI-driven discovery strategies, digital advertising, and marketing automation. The manager will help ensure Azenta's products, services, and thought leadership are discoverable across traditional search engines, AI-powered answer engines, and emerging digital channels. The position is based onsite in Burlington, Massachusetts, at least four days per week. Azenta is a global life sciences company and a market leader in automated biosample management solutions and genomic services, serving pharmaceutical, biotech, academic, and healthcare institutions worldwide.
Requirements
- Bachelor's degree in Marketing, Communications, Business, Digital Marketing, or a related field.
- 5–7 years of progressive experience in digital marketing, demand generation, search marketing, or marketing operations.
- Proven experience managing SEO programs, including technical, content, and analytics-driven optimization.
- Strong understanding of AEO, GEO, AI search behavior, and emerging digital discovery trends.
- Hands-on experience managing paid search, LinkedIn advertising, display media, and digital lead-generation campaigns.
- Experience with marketing automation platforms, preferably HubSpot.
- Experience working with Salesforce CRM or similar customer relationship management platforms.
- Proficiency with Google Analytics 4, Google Search Console, SEMrush, Ahrefs, or equivalent tools.
- Strong analytical, problem-solving, and project management skills.
- Excellent communication and stakeholder management capabilities.
Nice To Haves
- Experience in life sciences, biotech, laboratory services, healthcare, or scientific technology sectors.
- Experience supporting global marketing programs and cross-functional commercial teams.
- Familiarity with account-based marketing (ABM) strategies and platforms.
- Experience leveraging AI technologies to improve marketing effectiveness.
- Knowledge of website platforms, content management systems, and structured data implementation.
- Certifications in Google Ads, HubSpot, or AI Marketing.
Responsibilities
- Evolve the global SEO strategy, including technical SEO, on-page optimization, content architecture, internal linking, and website performance.
- Implement Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) initiatives to increase visibility in AI-powered search and conversational platforms.
- Develop and implement structured data, schema markup, semantic content frameworks, and intent-based optimization strategies.
- Partner with content, product marketing, and web teams to optimize content for discoverability, authority, and user engagement.
- Conduct keyword research, search-intent analysis, and competitive benchmarking to identify growth opportunities.
- Monitor and report on organic search performance, rankings, traffic trends, AI search visibility, and share of voice.
- Test and refine strategies to improve visibility across Google, Bing, ChatGPT, Copilot, Claude, Perplexity, and emerging search experiences.
- Develop and execute global paid media strategies across search, display, LinkedIn, retargeting, programmatic, and emerging AI-enabled channels.
- Manage digital advertising budgets and agency relationships to maximize campaign performance and return on investment.
- Support audience targeting, segmentation, account-based marketing, and demand-generation initiatives.
- Evaluate digital media opportunities, platforms, and technologies to improve lead generation and brand awareness.
- Optimize campaigns through A/B testing, audience analysis, conversion tracking, and performance reporting.
- Collaborate with regional and business-line stakeholders to align media investments with commercial priorities.
- Support and optimize the marketing automation ecosystem, especially HubSpot.
- Help improve lead management processes, including nurturing, scoring, routing, segmentation, and lifecycle reporting.
- Partner with Sales Enablement to ensure alignment between HubSpot and Salesforce.
- Develop automated programs to enhance customer engagement and improve pipeline conversion rates.
- Contribute to dashboards and reporting frameworks that show marketing performance and pipeline contribution.
- Identify AI-driven marketing capabilities, including personalization, predictive targeting, content optimization, and workflow automation.
- Evaluate and recommend emerging technologies to improve marketing performance and customer experience.
- Serve as a subject matter expert on AI-enabled search, digital discovery, and marketing innovation trends.
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What This Job Offers
Job Type
Full-time
Career Level
Manager
