Senior Marketing Specialist, Growth Marketing

at  Wolters Kluwer

Senior Marketing Specialist, Growth Marketing

• Job Description Summary

Under general direction, develops marketing, merchandising, and creative strategies, and tactics to promote and sell the organization’s products and services through the Internet. Establishes, maintains, and updates the “"Web experience"” from the viewpoint of the customer. Develops affiliated programs designed to increase exposure to and business from the target audience. Establishes and manages the relationships with search engines and portal sites that are strategically aligned with the e-commerce goals. Analyzes website traffic for trends and use patterns to identify and quantify customer habits and behavior. Recommends modifications to website design to maximize traffic, customer satisfaction, capture and sales generation. Reviews customer feedback for website, recommends improvement and enhancements. Reviews competitive websites and collects marketing intelligence regarding competitive position. Manages the implementation of e-commerce marketing programs and analyzes their effectiveness. Requires in-depth knowledge and experience Uses best practices and knowledge of internal or external business issues to improve products or services Solves complex problems; takes a new perspective using existing solutions Works independently; receives minimal guidance Acts as a resource for colleagues with less experience; may direct the work of other staff members.
The Role
The Senior Marketing Specialist will assist with strategic development and execution of B2B demand generation and e-Commerce initiatives, fostering revenue growth and refining digital marketing strategies within a dynamic setting. This role is involved in every step of the customer engagement cycle from ideation to implementation and analysis and will work with the local marketing, product, and sales teams to build compelling campaigns that drive leads and eCommerce sales. Works individually or with a team to lead demand generation strategies and initiatives through multiple channels and is expected to monitor, analyze, test, and continually refine all components of campaign lifecycles as well as nurture target audiences, showcasing thought leadership and building brand loyalty with clients and prospective clients. The ideal candidate is adept at analyzing consumer behavior, refining creative strategies, conducting A/B testing, optimizing UX/UI, and establishing partnerships to expand audience reach and brand loyalty. Additionally, the manager will analyze business performance in the e-commerce channel, interpret consumer data trends, and leverage insights to enhance digital and e-commerce strategies.

Who You Are

• Progressive experience of 5+ years in senior B2B e-commerce roles, showcasing strong leadership and strategic acumen in driving growth and profitability.
• Demonstrated success in developing and executing B2B e-commerce strategies to expand revenue and market share effectively.
• Bachelor’s degree in business or related field.
• Proficiency in analyzing market trends, competitor landscapes, and customer behavior to identify growth opportunities and inform strategic decision-making.
• Ability to lead cross-functional teams and collaborate with stakeholders across sales, marketing, operations, and IT to achieve business objectives.
• Strong grasp of P&L management, budgeting, and financial analysis, with a focus on maximizing profitability and driving operational efficiency.
• Proven track record of driving continuous improvement initiatives and implementing best practices to enhance e-commerce performance and operational excellence.
• Excellent communication and interpersonal skills, with the ability to influence and negotiate effectively at all organizational levels.
• Strong analytical mindset with proficiency in data-driven decision-making and performance measurement.

What You’ll Do

• Strategy Development:
• Develop and execute a comprehensive B2B omnichannel ecommerce strategy, including the formulation of a business plan and annual budget, in alignment with the organization’s overarching goals and objectives.
• Identify market opportunities, trends, and emerging technologies to drive innovation and maintain competitive advantage.
• Collaborate with the executive management team to define and refine the B2B e-commerce strategy while also driving leads for the sales team.
• Lead growth initiatives and experimentation across various areas such as UX/UI, conversion rate optimization, SEO/SEM, A/B testing, and partnership marketing. Constantly strive to identify user journeys and improve opportunities to enhance the overall customer experience.
• Sales and Revenue Growth:
• Drive sales growth through the implementation of effective marketing and merchandising strategies, optimization of product assortment, and identification of cross-selling and upselling opportunities.
• Manage and optimize advertising campaigns across various digital channels, such as social media, search engines, display networks, and affiliate platforms, setting campaign objectives, defining target audiences, understanding consumer journey, monitoring campaign performance, and adjusting strategies in real-time to maximize key performance indicators (KPIs) such as return on ad spend (ROAS), cost per acquisition (CPA), and conversion rates.
• Set and monitor growth targets for all customer-facing demand generation activities and e-commerce targets.
• Analytics and Reporting:
• Develop and leverage e-commerce analytics and reporting tools to track key performance metrics, monitor sales trends, and derive actionable insights.
• Provide regular sales reporting on a daily, weekly, and monthly basis, accompanied by insightful sales insights and action plans.
• Create weekly and monthly sales forecasts and collaborate with cross-functional teams, including vendor management, performance marketing, operations, customer experience, finance, legal, and division sales, to develop tactical plans.

Qualifications:

• Bachelor’s degree in marketing, related field, OR equivalent
• 5+ years of combined digital and e-commerce experience
• Competence with marketing to professionals in a B2B environment; specific exposure to tax, accounting or legal a definite asset
• Possesses a keen affinity for growing and scaling significant e-commerce businesses.
• Proven ability to effectively manage multiple projects in a fast-paced, highly demanding environment.
• Data driven and optimization capabilities with Google Analytics, Google Ads, Facebook Business, and other online advertising platforms.
• Experience with Pardot, Salesforce, Microsoft Office Suite (Word, Excel, PowerPoint, Outlook.)

• Strategy Development:
• Develop and execute a comprehensive B2B omnichannel ecommerce strategy, including the formulation of a business plan and annual budget, in alignment with the organization’s overarching goals and objectives.
• Identify market opportunities, trends, and emerging technologies to drive innovation and maintain competitive advantage.
• Collaborate with the executive management team to define and refine the B2B e-commerce strategy while also driving leads for the sales team.
• Lead growth initiatives and experimentation across various areas such as UX/UI, conversion rate optimization, SEO/SEM, A/B testing, and partnership marketing. Constantly strive to identify user journeys and improve opportunities to enhance the overall customer experience.
• Sales and Revenue Growth:
• Drive sales growth through the implementation of effective marketing and merchandising strategies, optimization of product assortment, and identification of cross-selling and upselling opportunities.
• Manage and optimize advertising campaigns across various digital channels, such as social media, search engines, display networks, and affiliate platforms, setting campaign objectives, defining target audiences, understanding consumer journey, monitoring campaign performance, and adjusting strategies in real-time to maximize key performance indicators (KPIs) such as return on ad spend (ROAS), cost per acquisition (CPA), and conversion rates.
• Set and monitor growth targets for all customer-facing demand generation activities and e-commerce targets.
• Analytics and Reporting:
• Develop and leverage e-commerce analytics and reporting tools to track key performance metrics, monitor sales trends, and derive actionable insights.
• Provide regular sales reporting on a daily, weekly, and monthly basis, accompanied by insightful sales insights and action plans.
• Create weekly and monthly sales forecasts and collaborate with cross-functional teams, including vendor management, performance marketing, operations, customer experience, finance, legal, and division sales, to develop tactical plans