Director, Inbound Marketing - job 1 of 2

As a leader on the Demand Gen team, you will oversee the Inbound team including conversion optimization framework and processes working with digital agencies and Marketing stakeholders. Constantly testing and learning throughout the conversion funnel. Inbound channel growth is your bread and butter, combined with a resourceful and energetic mindset. This will enable you to continuously improve our key web conversion metrics. Lead the inbound team to develop and operationalize strategies that incorporate landing page optimization, A/B testing, and content strategy to exceed quarterly targets.

You thrive as a collaborator, across the global marketing team, inbound sales, and various internal and external partners to build and scale our marketing efforts holistically. You are willing to challenge thinking and decisions to ensure Tipalti is making the right strategic and tactical choices.

Responsibilities

• Manage relationships with outside related vendors, including monitoring budget, quality and effectiveness.
• Create quarterly test plans for the website to increase lead rate, conversion rate and effectiveness of the sign-up funnel.
• Partner with the Brand team for assets
• Implement and report on tests with Google Optimizely
• Optimize conversion rates across service lines and markets
• Implement web/funnel updates along primary lever points that have highest impact to membership growth
• Run test plans to determine the most effective audience types and “front doors” to Tia. Define the different CVRs across different service mixes. (Gyn, Primary Care, Integrative Care, Therapy)
• Provide analysis as a market/geo level to build regional tactics.
• Build the framework for organic search effectiveness
• Develop custom landing pages to support key inbound traffic cohorts
• Continuously analyze search data and trends and share insights with inbound marketing channel leads and product teams
• Reporting and Optimization
• Track and evaluate KPIs of web performance by market.
• Perform strategic analysis, transform data into actionable insight that will drive conversion optimization and growth.
• Help define the interdependencies between channels and the drivers of organic “unattributed” growth.
• Develop our inbound marketing funnel measurement framework
• Ensure that campaign goals and metrics are met using your successful PPC action plans.

You will also:

• Own the overall strategy and efficient day-to-day management of assigned client accounts, focusing on client gross profit growth.
• Manage and maintain daily/monthly PPC budgets for multiple clients to ensure each campaign meets the desired performance metrics.
• Fully understand client business objectives (e.g. increase profits, generate leads/sign-ups, increase sales for key products, etc.) and translate this into PPC strategy and action plans.
• Report on key performance indicators and present results effectively to clients and senior management.
• Frequently research and learn the latest tools and techniques in paid online marketing and form a view on the relevance of these to business objectives.
• Undertake smart buying decisions to ensure maximum effectiveness for a given online budget.
• Use trending tools and similar approaches as part of an ongoing review of target/keyword relevancy.
• Work with Information Technology and Web Development teams to ensure there is a technical capability to deliver, capture, and ensure the success of key campaign aspects such as landing pages, tracking codes, and integration of analytics

Qualifications:

• Bachelors Degree
• Inbound marketing channels including PPC, SEO, CRO and digital agencies
• 7+ years of PPC and SEO strategy, along with campaign management experience across major search and display vendors
• Team management experience
• Demonstrated ability to manage large ad spends on global campaigns
• Proven skills using measure and optimize inbound channels
• Capacity to handle multiple ongoing projects in a fast-paced team environment.
• Exceptional attention to detail with strong written and oral communication skills
• Experience operating under pressure to meet or exceed project deadlines

#LI-ESP #Hybrid