Digital Marketing Strategy Program Manager

Messer Americas•Bridgewater Township, NJ

18h

About The Position

Messer is establishing a new Digital Marketing Strategist role within Corporate Communications to enhance strategic planning, accountability, and commercial impact for digital marketing investments. This role is designed for a strategist who understands data, can drive results across the B2B buyer journey, and is adept at optimizing campaigns. The individual will transform how Messer builds awareness, captures demand, nurtures engagement, and converts prospects digitally, ensuring digital spending contributes measurably to pipeline and long-term growth. Reporting to the Sr. Manager, External Communications, this position is the central owner of commercial digital marketing strategy and performance. While Messer currently invests in paid digital advertising, including intent-based platforms like ZoomInfo, this role is crucial for bringing analytical discipline, strategic thinking, and market expertise to ensure digital spend yields tangible business outcomes. The Strategist will oversee digital strategy across the entire B2B funnel, from audience development and brand awareness to mid-funnel engagement and sales activation. They will set clear performance expectations, monitor results, and make data-driven decisions regarding optimization, budget reallocation, and program discontinuation. This role will serve as Messer’s internal authority on digital commercial investment and act as 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 (intent-data platforms like ZoomInfo, LinkedIn, paid search) with a focus on optimization.
Strong analytical skills: ability to read campaign data, diagnose underperformance, and make 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.
5+ years of B2B marketing experience.

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.
Build and maintain Messer’s digital marketing dashboard for leadership visibility into spend, performance, and ROI.
Develop and maintain regular reporting (weekly, monthly, quarterly) for marketing and commercial leadership.
Conduct post-campaign analysis and apply learnings to future initiatives.
Evaluate existing digital investments (including ZoomInfo and other intent-based platforms) and recommend scaling, optimization, or sunsetting of programs.
Audit current paid media programs and create an optimization roadmap.
Define targeting strategies by audience segment, industry vertical, and buyer role.
Manage and optimize campaigns across B2B channels like intent-data platforms, LinkedIn, paid search, programmatic display, and retargeting.
Implement A/B testing for creative, messaging, audiences, and landing pages.
Set performance thresholds and decision triggers for campaign optimization, pausing, or redirection.
Partner with agencies and platform representatives while maintaining internal strategic ownership.
Develop and execute targeted Account-Based Marketing (ABM) programs for high-priority accounts and segments.
Leverage intent data to identify in-market accounts and trigger outreach.
Coordinate with commercial marketing and sales to ensure ABM programs support pipeline activity.
Build audience segments based on firmographic, behavioral, and intent signals, tailoring content and channel strategy.
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 for 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 for organic discovery.
Provide strategic oversight of organic performance and content effectiveness in collaboration 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 consideration.
Utilize marketing automation platforms (e.g., HubSpot) to build and optimize workflows.
Collaborate with commercial marketing, communications, and sales to align digital programs with priorities.
Work with marketing manager and sales to define lead quality standards, handoff criteria, and feedback loops.
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 market, industry, and competitive research using platforms like AlphaSense to inform digital strategy, targeting, and messaging.
Monitor industry trends, customer challenges, competitor activity, and emerging opportunities.
Partner with marketing and sales to deliver targeted insights for segmentation, account prioritization, and campaign planning.
Synthesize research into clear insights for leadership, connecting market signals to digital performance and commercial opportunity.
Use research findings to inform content themes, ABM messaging, and nurture strategies.
Support go-to-market initiatives with data-backed perspectives on market shifts and buyer behavior.