About the position
The position is responsible for the creating, facilitating and maintaining the marketing content of the company in support of the strategic objectives. The marketing specialist works with internal and external resources to evaluate and optimize the effectiveness of the company’s marketing content, systems and processes to achieve business objectives and address stakeholder needs. This position is expected to contribute to a broad range of marketing, advertising, public relations, tradeshow, event management and other promotional projects to support the company.
Responsibilities
- Build and manage the company’s social media profiles and presence, including LinkedIn, and additional channels that may be deemed relevant.
- Coordinate & create content appropriate for specific networks to spread both our brand and our content.
- Monitor and engage in relevant social discussions about our company, competitors, and/or industry, both from existing leads and customers as well as from brand new audiences.
- Run regular social promotions and digital media campaigns aligned with our business goals and track their success.
- Work alongside other Marketing, Sales and Product development teams to ensure brand consistency and to help distribute content that educates and entertains our audience and supports marketing goals.
- Drive consistent, relevant traffic and leads from our social network presence.
- Explore new ways to engage and identify new social networks to reach our target buyers.
- Coordinate end-to-end digital projects.
- Establish and maintain our web presence to boost brand awareness.
- Maintain a strong online company voice through social media.
- Suggest and implement direct marketing methods to increase profitability.
- Stay up-to-date with digital media developments.
- Collect and analyze data related to marketing campaigns.
- Assist organization in identifying appropriate media channels for the specific business needs, and tailors campaigns to the target audience.
- Implements collection/reporting tools and analyzes performance metrics across all digital channels including website.
- Track performance of various initiatives and develops/implements changes to improve business results.
- Produces reports to summarize findings and makes recommendations for improvement.
- Monitor and report on competitive digital presence.
- Ensure the structure, navigation and content on the website are continuously optimized to attract and engage prospects that closely match our target market segments.
- Conducts regular website audits using analytical tools and addresses issues through interaction with appropriate internal and external resources.
- Collaborates with CANNON’s web platform provider to resolve website usability issues and address various internal and external stakeholder needs.
- Plans and implements website changes and functional improvements.
- Serves as the internal SEO expert. Optimizes web content for SEO.
- Documents and maintains website style guidelines. Ensures content adheres to guidelines.
- Create and maintain technical user documentation for scientific apparatuses and instrumentation including how-to guides, video instruction, user instruction manuals and technical notes.
- Key contributor on team creating, writing and editing sales and marketing materials, which include digital and print ads, articles, electronic media, white papers, and other collateral.
- Assist with marketing and media events such as tradeshows and seminars.
- Prepare charts, graphs, forms and other tools to more clearly convey technical information as required.
- Other duties as assigned.
Requirements
- BA/BS degree or equivalent work experience.
- Active and well-rounded personal presence in social media, with a command of each network and their best practices.
- Experience using web analytics tools to monitor and improve website performance.
- Experience with best practices for search engine optimization/search engine marketing.
- Experience presenting content using various digital channels to drive web traffic and increase business-to-business sales.
- Understanding of basic web technologies (FTP, browsers, basic HTML, data files). Ability to write HTML a strong plus.
- Working knowledge of Adobe Creative Suite (Illustrator, PhotoShop and InDesign). Proficiency a plus.
- Proficient in the use of Microsoft Office programs.
- Experience with a digital and video camera.
- Experience with social media content development and monitoring strategies.
- General understanding of business-to-business e-commerce order management/customer fulfilment processes.
- Self-starter; works well as both part of a team and independently.
- Strong interpersonal skills; works professionally with people at all levels.
- Strong written and verbal communication skills.
