Digital Marketing Director

Rockville, MD
Apr 17, 2019
Apr 17, 2019
Full Time
The Director, Digital Marketing will be responsible for SPARKS current web presence while developing and activating our Marketing and demand-generation strategy across Digital platforms, with a particular focus on driving profitable customer leads, cost per inquiry, acquisition and customer conversion efforts. This Director will oversee the planning and execution of online marketing efforts and the evolution of the brand across multiple audiences and geographies. This Digital expert will work collaboratively throughout the organization to develop and deploy Digital Marketing solutions that support the company's aggressive growth agenda and have measurable and strategic impact on our brand and business. This role demands a strong leader, skilled in all aspects of Marketing, capable of teaming with business/sales leadership to define key targets and develop strategies to acquire, nurture, and convert leads through marketing tactics and marketing automation.


Digital Lead Generation
  • Develop annual tactical Digital Marketing plans that embrace the full set of Digital tools, including SEM, SEO, Display, Retargeting, Web Site, Web Video, and Social Media appropriate to a B2C (Customer) and B2T (Talent) brand, audience and message. Specifically, identify benchmarks and implement new practices and strategies to improve followers and engagement across all relevant Social platforms:
  • Leverage inbound, outbound, and ABM tactics to capture and qualify new leads, leveraging the digital and communications teams to execute.
  • Work with operations team to determine best practices for lead scoring and handoff to sales.
  • Manage HubSpot instances and ensure forms and lead gen activities serve the needs of the sales teams.
  • Manage display and search advertising programs and work with Social Media Marketing Manager on Paid Social campaigns.
Website Management
  • The ideal candidate will bring depth of experience in front end web development that emphasis on building our internal website development capabilities to drive innovation and testing, provide strategic guidance and data-driven recommendations for digital marketing campaigns:
  • Web Site Development & Optimization - to develop a best in class user experience.
  • Manage company owned digital assets and support the firm's business objectives (Awareness, Brand Presence, Leads, Conversion, and Revenue).
  • Work with internal and external partners to manage Wordpress websites.
  • Manage HubSpot website and blog templates to ensure optimal conversion rates and usability.
  • Audit on-page SEO at regular intervals to ensure high SERP ranking. (URLs, Image Tags, H Tags, Meta Information).
  • Work with IT to ensure hosting and bandwidth requirements are optimal.
  • Update website content as needed.
  • Knowledge of HTML and CSS a plus.
Social Strategy
  • As a critical part of the overall Digital Marketing effort, the new Director needs to lead a complete reboot of Sparks Social strategy. This is a major, near-term opportunity for the company, particularly as Sparks core solutions and services lend themselves, visually, to Social, as an innovative lead gen and brand-building tool:
  • Manage HubSpot website and blog templates to ensure optimal conversion rates and usability.
  • Audit on-page SEO at regular intervals to ensure high SERP ranking. (URLs, Image Tags, H Tags, Meta Information).
  • Work with IT to ensure hosting and bandwidth requirements are optimal.
  • Update website content as needed.
  • Knowledge of HTML and CSS a plus.
Analytics, Measurement & Reporting
  • Establish and track key performance indicators and other supporting metrics to measure Digital Marketing effectiveness and ROI. Provide analytical insights with an eye to building Attribution Modeling capabilities that demonstrate the specific value, and improve the profitability of, Digital platforms and channels.
  • Performance & Success Measures:
  • Leverage HubSpot, ERecruit, and Google Analytics to source data for quarterly marketing reports.
  • Brand Health Measures (Awareness, Consideration, Preference).
  • Qualified Lead Generation & Conversion.
  • Cost per Inquiry (CPI), Cost per Acquisition (CPA), and Net Promoter Score (NPS).
  • Marketing ROI (by-program/channel).
  • 360-degree feedback from internal team members.
  • Website/Blog KPIs.
  • Lead capture/conversion.
  • Email Marketing Performance.
  • Social Media Marketing Performance.
  • Must be HubSpot certified and be extremely knowledgeable about HubSpot and marketing automation.
  • Must be Google Analytics certified and be extremely knowledgeable about using Google Analytics.
  • Understands and uses inbound marketing methodology.
  • Must have strong analytical skills and must be a data-driven marketer.
  • Must be knowledgeable in paid search and SEO.
  • Undergraduate degree in Marketing is required, Masters a Plus.
  • Minimum of 10 years of direct experience with digital marketing, including SEO, email, social media, ABM.
  • This Director will be experienced in developing and activating digital lead generation. Work collaboratively to optimize testing platforms and protocols, and the appropriate Digital channel mix to profitably achieve acquisition targets, Cost-per-Inquiry (CPI), Return on Ad Spend (ROAS) and Cost-per-Acquisition (CPA), and to quickly pivot as market conditions warrant.
  • Proven ability to map customer navigation paths in order to drive online transaction growth and engagement; able to deploy a Content Management System. Knowledgeable of, and connected to, agency partners and solution providers to lead and expedite this process.
  • Deep experience developing and activating Digital Marketing plans with an understanding of the current Digisphere, including relevant agencies and suppliers. Must be familiar with a variety of tools, including SEM, SEO, Email, Display, Retargeting, Affiliate, Social Media, HubSpot, WordPress, Google Analytics and Mobile/SMS.
  • Experience in both a B2C and B2T environment is highly valued. Ideally, this would come from leading Digital Marketing for a brand (service) that targets both a Talent (B2T) segment, and a Customer (B2C) segment.
  • Experience extending to external relationships, with key Agency partners. Proven success delivering results with restricted resources, money, and time.

Qualified candidates should send their resume AND call Sparks Group for additional details. Please note, resume must include a valid email address in order to be considered. We look forward to discussing your background, your current job search, and your potential career path with Sparks Group!

Sparks Group is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, age, pregnancy, citizenship, family status, genetic information, disability, or protect veteran status.

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