Digital Marketing Specialist, IS-1001-11

Smithsonian Institution•Washington, DC

3d•$85,447 - $93,994•Onsite

About The Position

This position is located in the Smithsonian Associates, Under Secretary for Education, Smithsonian Institution (SI). Associates leverage the vast resources of the Smithsonian Institution to create pan-institutional public programs for Associates members and the general public. Associates’ programs are created for in-person Washington DC area audiences and virtual audiences across the country with content delivered via Zoom. Associates curates and produces informative, enlightening, entertaining, and insightful programs, including lectures, seminars, courses, study tours, studio arts, performances, films, children’s theater, and summer camp inspired by and amplifying the full character of the Smithsonian’s collections, exhibitions, and research. Audiences of all ages explore topics in scientific, historic, artistic, and cultural expression. Through their participation, members and the public become involved in the Institution’s work, creating broad interest and support for the Smithsonian. The Smithsonian Associates is a financially independent educational non-profit business activity within the Smithsonian: funding derived from ticket sales, tuition, membership fees and fundraising. Working under the supervision of the Assistant Director of Advancement, the incumbent is an integral participant of the Communications strategy team. The incumbent carries out activities related to performance marketing campaign creation & management for digital advertising and direct mail campaigns, data collection & analysis, expense budgeting & revenue forecasting, coordination of work conducted by vendors, and advising leadership.

Requirements

Knowledge of current direct marketing techniques and understanding of current marketing trends and capabilities, particularly in a museum, cultural, and educational environment.
Mastery knowledge of current performance marketing techniques and understanding of current marketing trends and capabilities.
Ability to develop campaign strategies for direct marketing of educational programs to a diverse array of audiences.
Five to seven years of demonstrated experience in successfully coordinating outside marketing and data modeling consultants, contractors, and digital service providers (DSPs), and marketing cooperative vendors (Co-ops) for both direct mail and digital advertising prospecting.
Extensive work experience using quantitative methods for the assessment and improvement of sales and lead generation strategies with demonstrated experience using Excel and business analytics software tools.
Ability to construct marketing ad campaigns, proposals and budgets in light of performance marketing priorities and available resources.
Demonstrated ability to use Facebook Ads Manager, Google Ads Manager, and DSP ad campaign configuration and reporting tools, as well as tools to build, onboard, and manage custom audiences by profile and interest segmentation.
Deep knowledge of digital ad production techniques, ad placement options on various media and digital devices, as well as media design and copyright issues.
Ability to identify and analyze the key metrics required to measure success in both sales and lead generation, as well as synthesize actionable next steps to maximize results.
Mastery of search engine marketing and optimization techniques.
Knowledge of audience segmentation techniques, prospect modeling, and the use of personas or audience clusters.
Ability to handle concurrent activities simultaneously to meet deadlines; ability to reorder priorities as required by each day’s contact with staff, members and the public.
Demonstrated ability to use customer relationship management (CRM) systems, building data sets, and exporting customer data.
Ability to communicate orally to interact professionally and graciously with members, the general public, SI staff, Associates’ colleagues, and vendor sales representatives and technical service staff.
Ability to manage budgeted expenditures, allocate expenses to specific projects, and manage a Smithsonian purchase card.

Responsibilities

Manage digital display and SEM advertising planning, budgeting, and campaign execution on a variety of digital platforms, e.g. Viant DSP, Facebook, the Amazon.com ad network, and Google Ads, to include selection and management of the appropriate platforms and data-modeling vendors, direct allocation of quarterly ad spend budgets, and recommend digital insertion orders to SA Contracting Officer for approval, in accordance with organizational goals and objectives.
Manage the creation and assignment of all digital ad creative, in coordination with the Marketing Strategy Group and creative team. Build and manage specific campaigns targeting the appropriate customer profiles to promote program inventory available for sale. Select House prospects for digital onboarding and work with marketing Co-ops and other vendors to target direct mail audiences, as well as to license outside custom digital audiences for prospecting and increasing SA brand awareness.
Using performance marketing platform tools, assign ad campaign strategies and goals to specific custom audiences, monitor and analyze ad platform metrics, as well as coordinate configuration of Associate website and shopping cart tags for platform integration, for monitoring Web traffic data and for capturing sales and tracking values in Google Analytics and in the SA CRM.
Manage various lead generation tools, e.g. the third-party SAAS apps like OptinMonster, coordinate with IT staff for app integration to Tessitura, configure lead capture tools to work with ad campaigns, email promotions, and source tracking.
Assesses Associates current marketing capabilities and develops a proposal for a brand marketing infrastructure including required capabilities, preferred tactics, and budget and funding scenarios. Assesses and analyzes best practices of other similarly situated non-profit organizations to benchmark the Associates marketing plans and approaches.
Assists the Associate Director of Advancement in the development of written recommendations, plans, proposals and supporting materials that describe and advocate for the preferred approach in light of the brand strategy objectives and the needs of internal and external stakeholders. Assists with the effort to secure funding and identify external sponsors to support brand marketing activities. Keeps current with latest trends in brand marketing across media platforms.
Identify House Prospect names for use in direct mail campaigns and work with marketing Co-op vendors to select model-driven acquisition prospects. Utilize a list broker/data processing vendor to select additional outside list rental prospects, to run merge-purge processing, and to host a chronic nonresponses database of outside prospect names mailed. Develop suppression segment strategies, identify House chronic non-responders, and use marketing Co-op optimization scoring model values to select appropriate prospects to meet specific campaign objectives.
Coordinate marketing data collection in Associates CRM and work with IT staff to create derivative customer profile flags and scores. Conduct various match back processes for order attribution, create and share various marketing analytics dashboards for both sales and lead generation analysis.