Dir, Digital Marketing Infrastructure
Foundation Medicine
- Boston, MA
- Permanent
- Full-time
- Partner with the VP of Marketing and Commercial Operations to develop, refine and implement a comprehensive digital marketing ecosystem to drive metrics-driven business development and brand development programs.
- Build, test and manage journeys in Marketing Cloud and FMI's CRM system.
- Set up templates, data extensions, automation, company profiles in Marketing Cloud.
- Manage web properties including creating and updating landing pages and forms, setting site goals, creating, or updating widgets and other plugins and setting up portals.
- Recommend and implement ways to increase referral traffic, open rates, engagement, newsletter signups, and new leads.
- Support other team members as needed, troubleshooting issues, advising on digital capabilities, researching new technologies.
- Plan, track and execute digital marketing strategies to achieve annual goals.
- Collaborate with core Marketing teams to integrate with marketing agencies to optimize the marketing budget to achieve enrollment objectives.
- Develop and implement marketing analytics to measure effectiveness and efficiency and ROI on marketing tactics.
- Oversee and direct the implementation of outreach programs with specific focus on leveraging marketing automation.
- Oversee and direct the implementation of SEM and SEO strategies for the FMI's website.
- Ideate and execute creative new strategies for customer acquisition.
- Measure and report on impact of marketing activities, work with core Marketing teams to take a data-driven approach to adjust strategies and tactics.
- Refine attribution model with core Marketing teams to assign value across multiple channels and continually update paid marketing strategies to increase traffic, leads and registrations; communicate strategies to digital marketing agency and track execution.
- Collaborate with core Marketing teams to asses opportunities related to LinkedIn, industry portals and other channels to drive success metrics of integrated campaigns.
- Continue to develop marketing infrastructure and analytics to finalize end-to-end understanding of sources of traffic, lead flow, account creations and registrations for paid and non-paid sources.
- Extensive management experience in the digital space, with a focus on consumer and performance marketing strategies including SEM, Paid Social, Email, other outreach mechanisms.
- Close collaboration with the Technology and Customer Relationship Management (CRM) Team, effectively leveraging customer data and insights to drive demand generation and build customer affinity.
- Work closely with the Marketing Director on website re-design, and integration workstreams, liaising with relevant stakeholders to ensure optimal user experience.
- Partner with the VP of Marketing and cross-functional partners to develop and implement a strategic plan to strengthen the global reputation of Foundation Medicine.
- Coordinate with other marketing team members to ensure active promotions and campaigns are represented on all platforms.
- Partner cross-functionally to support the execution of digital communication plans with colleagues from Commercial, Marketing, BioPharma, Data Analytics and Medical Affairs teams in support of overall FMI goals.
- Other duties as assigned.
- 10+ years of experience in Advertising, Marketing, Public Relations or Communications or equivalent professional experience
- 7+ years of experience executing marketing strategies and tactics
- 5+ years of experience using marketing automation and social media in a professional setting
- Experience working in a regulated setting and handling data in accordance with HIPAA
- Bachelor's degree
- Extensive knowledge of Facebook, Twitter, Instagram, TikTok, Pinterest, YouTube as well as a familiarity with all other current and emerging digital platforms
- Ability to oversee complex projects and manage the details for flawless execution
- Extensive experience managing communications in sensitive and urgent situations
- Experience managing third-party vendors and agency partners
- Track record of leadership in driving a patient-centered mission
- Mastery of skills in public and media relations, including personal familiarity with key healthcare media outlets and reporters
- Skilled expertise with various digital mediums, applications and technology platforms including social media, SharePoint, Adobe, PowerPoint, iMovie
- Ability to succeed in a fast-paced environment with multiple, competing priorities
- Strong leadership and interpersonal skills with proven ability to be a collaborative partner
- Excellent organizational skills with a detail-oriented approach
- Understanding of HIPAA and importance of privacy of patient data
- Commitment to reflect FMI's values: Patients, Passion, Innovation, and Collaboration