Digital Marketing Strategist

AAA • Costa Mesa, CA

4d

About The Position

Digital Marketing Strategist The Digital Marketing Strategist has responsibility for the execution of the enterprise digital strategy, ensuring alignment with individual business line strategies and other enterprise level solutions, while moving toward efficient online transactional capabilities, digital marketing opportunities, and delivery channel integration. Accountable for business metrics associated with the Internet channel and digital marketing including household penetration, lead generation, online sales, revenue and member satisfaction. Working with the Digital Marketing Manager and staff, Product Managers, internal departments, outside ad agencies and vendors, the Digital Marketing Strategist will strategize, develop and implement marketing plans that drive usage of consumer web sites, overseeing day-to-day aspects of online marketing campaigns. Recommends marketing programs and provides creative direction to agencies. Participates in cross-functional project teams to drive projects. Act as a business liaison to the Internet Services Group for content and design, as well as support in developing business rules and requirements related to global Internet projects. Leads management of content updates to the web site. Interfaces with senior management and other key managers as needed to champion new ideas and report on program progress and results. Supports and contributes to the Internet Marketing Manager's planning, strategies and concepts. Job Duties Develop strategy and implement online and digital marketing programs, continually optimizing programs for cost-efficiency. Evaluate and recommend programs to increase the profitability of the online channel. Establish department policy and procedures intended to facilitate role in achieving established short and long-term corporate goals. Establish department role in achieving and managing member relations’ standards. Oversee budget development and monitoring. Responsible for meeting or exceeding the business goals for digital marketing programs and for meeting or exceeding goals for household penetration of the web site by reaching new member segments through digital marketing strategies and programs and the marketing of new products and improvements to online content and functionality. Leverage web statistics implementation to optimize web site content and functionality. Research, implement and manage effective email marketing campaigns. Responsible for meeting the needs of members whose preferred communication channel is email. Responsible for optimizing the value to members of the online distribution channel. Responsible for meeting or exceeding goals for visits to online content and online transactional capabilities. Increase web sales for travel, insurance and membership. Accountable for the success of new product and program launches online. Provide direction to the web site design team in order to ensure effective marketing of the AAA brand. Implement and test content updates on the web sites for all business lines monthly, including homepage, billboard ads and Auto Club/ AAA Hightlights cross-sell content. Manage all web sites marketing content on an ongoing basis. Ensure web site design and content meet brand and legal standards. Monitor new and potential online and digital marketing opportunities, such as aligning the Enterprise Call Center functionality into the web environment to increase purchase and retention decisions. Develop and implement marketing plans to support Auto Club/AAA Everyday including maps, gas prices, travel specials and more. Ensure that all marketing programs on the web are consistent with, and support enterprise goals and business plans. Accountable for business metrics associated with the Internet channel including household penetration, lead generation, online sales, revenue and member satisfaction. Compile and deliver web metrics reports including paid search, traffic and lead reporting, and eNewsletter. Deliver recommendations based on analysis of metric data. Responsible for paid search business performance metrics including CPC, CPL, CPA and conversion rates, overall ROI and more. Perform other duties and responsibilities as assigned or required. Gather best practices from AAA clubs and the AAA National office for the web site initiatives. Makes decisions daily that impact marketing plans, priorities and budgets. The employee must make decisions that support the business strategy and defers decisions to the Internet Marketing Manager. This position constructs marketing budgets, requiring some authority over expense allocation.

Requirements

• Bachelors Marketing Preferred
• 4-6 years Digital marketing Required
• Analyze results of projects and making recommendations for next steps.
• Excellent communication, interpersonal and leadership skills.
• Proficient with MS Office applications.
• Perform competitive analysis and develop strategic plans.
• Manage outside vendors and agencies relationships.
• Must be a self-starter and enjoy working in a fast paced team environment.
• Time management and prioritization skills.

Responsibilities

• Develop strategy and implement online and digital marketing programs, continually optimizing programs for cost-efficiency.
• Evaluate and recommend programs to increase the profitability of the online channel.
• Establish department policy and procedures intended to facilitate role in achieving established short and long-term corporate goals.
• Establish department role in achieving and managing member relations’ standards.
• Oversee budget development and monitoring.
• Responsible for meeting or exceeding the business goals for digital marketing programs and for meeting or exceeding goals for household penetration of the web site by reaching new member segments through digital marketing strategies and programs and the marketing of new products and improvements to online content and functionality.
• Leverage web statistics implementation to optimize web site content and functionality.
• Research, implement and manage effective email marketing campaigns.
• Responsible for meeting the needs of members whose preferred communication channel is email.
• Responsible for optimizing the value to members of the online distribution channel.
• Responsible for meeting or exceeding goals for visits to online content and online transactional capabilities.
• Increase web sales for travel, insurance and membership.
• Accountable for the success of new product and program launches online.
• Provide direction to the web site design team in order to ensure effective marketing of the AAA brand.
• Implement and test content updates on the web sites for all business lines monthly, including homepage, billboard ads and Auto Club/ AAA Hightlights cross-sell content.
• Manage all web sites marketing content on an ongoing basis.
• Ensure web site design and content meet brand and legal standards.
• Monitor new and potential online and digital marketing opportunities, such as aligning the Enterprise Call Center functionality into the web environment to increase purchase and retention decisions.
• Develop and implement marketing plans to support Auto Club/AAA Everyday including maps, gas prices, travel specials and more.
• Ensure that all marketing programs on the web are consistent with, and support enterprise goals and business plans.
• Accountable for business metrics associated with the Internet channel including household penetration, lead generation, online sales, revenue and member satisfaction.
• Compile and deliver web metrics reports including paid search, traffic and lead reporting, and eNewsletter.
• Deliver recommendations based on analysis of metric data.
• Responsible for paid search business performance metrics including CPC, CPL, CPA and conversion rates, overall ROI and more.
• Perform other duties and responsibilities as assigned or required.
• Gather best practices from AAA clubs and the AAA National office for the web site initiatives.

Benefits

• Health coverage for medical, dental, vision
• 401(K) saving plans with company match AND Pension
• Tuition assistance
• Floating holidays and PTO for community volunteer programs
• Paid parental leave
• Wellness programs
• Employee discounts (membership, insurance, travel, entertainment, services and more!)

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Number of Employees: 1-10 employees