Digital Marketing Strategy Program Manager

United States Career•Bridgewater, NJ

23h•Onsite

About The Position

Messer is establishing a new, dedicated Digital Marketing Strategist role within Corporate Communications. This role is designed to bring strategic rigor, accountability, and commercial impact to the company's digital marketing investments. The ideal candidate will be a strategist who understands the data behind marketing spend, knows how to drive results across the B2B buyer journey, and can make informed decisions about campaign adjustments and redirection. This position will be instrumental in transforming how Messer builds awareness, captures demand, nurtures engagement, and converts commercial prospects digitally, ensuring that digital investments contribute measurably to pipeline and long-term growth. Reporting to the Sr. Manager, External Communications, the Digital Marketing Strategist will be the central owner of commercial digital marketing strategy and performance at Messer. While Messer currently invests in paid digital advertising, including intent-based platforms like ZoomInfo, this role is focused on ensuring that digital spend drives tangible business outcomes through analytical discipline, strategic thinking, and market expertise. The strategist will own digital strategy across the entire B2B funnel, from audience development and brand awareness to mid-funnel engagement and sales activation. Key responsibilities include establishing clear performance expectations before campaigns launch, actively monitoring results, and making evidence-based decisions regarding optimization, budget reallocation, and program discontinuation. This role will serve as Messer's internal authority on digital commercial investment and a strategic partner to communications, commercial marketing, and sales leadership.

Requirements

5+ years of B2B marketing experience with demonstrated ownership of campaign strategy, analytics, and performance management.
Proven ability to build KPI frameworks, set performance expectations, and hold campaigns accountable to results.
Experience managing or evaluating paid digital programs, including intent-data platforms (ZoomInfo), LinkedIn, or paid search, with a focus on optimization.
Strong analytical skills: comfort reading campaign data, diagnosing underperformance, and making evidence-based decisions about spend.
Experience with ABM strategy and execution, including audience segmentation and account-level targeting.
Familiarity with marketing automation and CRM platforms (HubSpot, Marketo, Salesforce, or equivalent).
Experience with web analytics tools (Google Analytics 4, PowerBI, or equivalent).
Ability to communicate performance clearly to non-marketing stakeholders, translating data into business language.
Bachelor's degree in Marketing, Business, Communications, or a related field.

Nice To Haves

Experience in B2B industrial, manufacturing, energy, or specialty chemicals marketing.
Hands-on experience managing digital agencies or platform vendors.
Familiarity with SEO tools (SEMrush, Moz, Google Search Console) and basic CMS management.
Experience building nurture campaigns and reporting on their contribution to pipeline.
Exposure to A/B testing methodologies and conversion rate optimization.
MBA a plus.

Responsibilities

Define success metrics and ensure performance is measured against commercial impact (target CPL, conversion rates, pipeline contribution, engagement benchmarks) before campaign launch.
Actively monitor campaign performance and make real-time decisions on optimization, pausing, or budget reallocation.
Establish KPI baselines and success criteria for all campaigns.
Continuously monitor performance across all digital channels, promptly flagging underperformance and taking decisive action.
Build and maintain Messer’s digital marketing dashboard for leadership visibility into spend, performance, and ROI.
Develop and maintain a regular reporting cadence (weekly, monthly, quarterly) for marketing and commercial leadership.
Conduct structured post-campaign analysis and apply learnings to future initiatives.
Evaluate existing digital investments (including ZoomInfo and other intent-based platforms) and provide evidence-based recommendations for scaling, optimizing, or sunsetting programs.
Audit current paid media programs and develop a structured optimization roadmap.
Define targeting strategies by audience segment, industry vertical, and buyer role.
Manage and optimize campaigns across relevant B2B channels, including intent-data platforms, LinkedIn, paid search, programmatic display, and retargeting.
Implement structured A/B testing across creative, messaging, audiences, and landing pages.
Set clear performance thresholds and decision triggers for campaign optimization, pausing, or redirection.
Partner with agencies and platform representatives while maintaining internal strategic ownership and accountability.
Develop and execute targeted Account-Based Marketing (ABM) programs aligned with Messer’s highest-priority accounts and segments.
Leverage intent data to identify in-market accounts and trigger timely, relevant outreach.
Coordinate closely with commercial marketing and sales to ensure ABM programs support pipeline activity.
Build audience segments based on firmographic, behavioral, and intent signals, and tailor content and channel strategy accordingly.
Track and report account-level engagement and influence on pipeline and sales conversations.
Own the strategic direction of Messer’s commercial web presence, focusing on conversion and usability.
Develop and optimize landing pages aligned with paid and ABM campaigns.
Identify conversion rate optimization (CRO) opportunities using analytics and testing.
Ensure website structure and content support SEO and AEO best practices and organic discovery.
Provide strategic oversight of organic performance and content effectiveness in partnership with communications and content teams.
Partner with internal teams and external vendors on web enhancements and digital experiences.
Design and manage nurture programs (email, retargeting, content) to move prospects from awareness to active consideration.
Utilize marketing automation platforms (HubSpot, or equivalent) to build and optimize workflows.
Collaborate with commercial marketing, communications, and sales to align digital programs with product, segment, and regional priorities.
Work with marketing manager and sales to define lead quality standards, handoff criteria, and feedback loops to improve campaign targeting.
Develop or brief content to ensure digital assets are targeted, relevant, and conversion-oriented.
Serve as the central digital marketing thought partner to commercial, communications, and sales leadership.
Translate performance data into clear business insights for non-marketing stakeholders.
Conduct ongoing market, industry, and competitive research using platforms like AlphaSense to inform digital strategy, audience targeting, and messaging.
Monitor industry trends, customer challenges, competitor activity, and emerging opportunities relevant to Messer’s core markets.
Partner with marketing and sales teams to deliver targeted insights supporting segmentation, account prioritization, and campaign planning.
Synthesize research into clear, concise insights for leadership, connecting market signals to digital performance and commercial opportunity.
Use research findings to inform content themes, ABM messaging, and mid-funnel nurture strategies.
Support go-to-market initiatives by providing data-backed perspectives on market shifts and buyer behavior.