Role Summary: The Associate Director of Digital Marketing will be responsible for developing and executing global digital marketing strategies across multiple channels for Borderless Access and The Panel Station. This role will oversee Performance Marketing, SEO, Affiliate Marketing, Email Marketing, and Social Media Marketing, ensuring alignment with global marketing objectives. The candidate will drive brand awareness, lead generation, and customer engagement across both B2B and B2C verticals. This is a global role that demands a strong understanding of regional marketing nuances and digital trends.
Key Responsibilities:
1. Performance Marketing:
o Lead global performance marketing campaigns across paid channels including Google Ads, Display Networks, and DV 360.
o Optimize campaigns for user acquisition, conversion rates, and ROI.
o Manage budgets and forecast performance metrics such as CAC, LTV, and ARPU across channels.
o Utilize advanced analytics to measure campaign performance, reporting key KPIs to senior management.
2. SEO (Search Engine Optimization):
o Oversee on-page, off-page, and technical SEO strategies for global websites, ensuring top SERP rankings.
o Conduct keyword research, backlink strategies, and competitive analysis to drive organic traffic.
o Collaborate with content teams to ensure SEO best practices are integrated into content creation.
3. Affiliate Marketing:
o Develop and manage global affiliate marketing programs, working with networks and publishers to expand reach.
o Optimize affiliate partnerships and drive growth through performance tracking and incentive models.
o Ensure compliance with legal and regulatory guidelines for affiliate marketing in different regions.
4. Email Marketing:
o Lead global email marketing initiatives, focusing on lead nurturing, customer engagement, and retention.
o Develop segmentation strategies to personalize content and improve open/click-through rates.
o Oversee the design, implementation, and performance of automated email workflows.
5. Social Media Marketing & Paid Ads:
o Provide strategic support for organic and paid social media campaigns across platforms (Facebook, Instagram, LinkedIn, etc.).
o Execute and optimize paid ads to improve brand visibility and lead generation.
o Collaborate with content and design teams to ensure consistency in messaging and visuals.
6. Global Marketing Expertise:
o Develop and adapt marketing strategies to accommodate different market dynamics, ensuring localized campaigns resonate with global audiences.
o Stay up-to-date with global digital marketing trends, regulations, and platform innovations.
o Ensure compliance with international data privacy regulations (e.g., GDPR).
7. Collaboration & Leadership
o Manage and mentor a team of digital marketing professionals, providing guidance and driving a high-performance culture.
o Work closely with cross-functional teams, including Operations, Sales, Product and Tech, Business Development, and Creative to ensure alignment on marketing objectives.
o Communicate regularly with senior leadership on digital marketing progress, challenges, and opportunities.
8. Team Leadership & Development:
o Build and mentor a high-performing digital marketing team.
o Foster a collaborative environment that encourages innovation and continuous improvement.
Key Performance Indicators (KPIs):
• ROI on performance marketing campaigns
• Growth in organic traffic and SEO rankings
• Conversion rate and customer acquisition cost (CAC)
• Lead generation and email marketing engagement rates
• Effectiveness of affiliate partnerships (revenue, leads)
• Growth in social media followers, engagement, and paid ad performance
Requirements:
• 12+ years of experience in digital marketing with proven expertise in both B2B and B2C environments.
• Strong knowledge and hands-on experience with performance marketing platforms (e.g., Google Ads, DV 360, Facebook Ads).
• Expertise in SEO strategies and tools (e.g., Google Analytics, SEMrush, Ahrefs).
• Experience in managing affiliate marketing programs at a global scale.
• Proven track record in managing successful email marketing campaigns, including segmentation and automation.
• Strong understanding of global marketing dynamics, including localization, cultural sensitivity, and regulatory compliance.
• Excellent analytical skills, with experience using data to drive decision-making and optimize campaigns.
• Familiarity with CRM systems (e.g., HubSpot, Salesforce) and marketing automation tools.
Preferred Qualifications:
• MBA or relevant advanced degree with a bachelors in Engineering / Marketing / Business
• Experience in the market research or panel industry.
• Proficiency in data privacy and international marketing regulations.
• Previous experience in Market Research, SaaS, or Technology industries is a plus.
Required Martech Platform Experience:
As part of this role, hands-on experience with a broad suite of Marketing Technology (MarTech) platforms is mandatory. The ideal candidate will be proficient with the following tools and platforms:
1. Analytics & Tracking Tools:
• Google Analytics 4 (GA4) – Advanced experience in tracking user behavior and campaign performance.
• Google Tag Manager – Implementation of tracking codes and management of event tracking.
2. Paid Advertising Platforms:
• Google Ads – Experience managing and optimizing global PPC and display campaigns.
• DV360 (Display & Video 360) – Advanced knowledge of programmatic advertising.
• Facebook Ads Manager – Proficiency in managing paid social media campaigns on Facebook and Instagram.
• LinkedIn Ads – Experience with B2B-focused ad campaigns on LinkedIn.
• Twitter Ads, TikTok Ads, and YouTube Ads – Experience managing and optimizing paid media on these platforms.
• Native Ads / Content Syndication Platforms
3. SEO Tools:
• SEMrush / Ahrefs – Comprehensive experience in keyword research, competitor analysis, and SEO optimization.
• Moz Pro – To support global SEO efforts and improve organic rankings.
• Screaming Frog – Technical SEO audits and optimization of website architecture.
4. CRM & Marketing Automation Tools:
• HubSpot / Marketo – Experience in lead generation, nurturing, and segmentation through marketing automation.
• Salesforce Marketing Cloud – Hands-on experience with CRM integration for tracking and reporting on customer journeys.
• Pardot – For B2B lead nurturing and automated email campaigns.
5. Email Marketing Tools:
• Mailchimp / Klaviyo / ActiveCampaign – Proficiency in email campaign development, automation, and performance tracking.
• Iterable – Advanced email and omni-channel engagement for retention and nurturing.
6. Social Media Management & Listening Tools:
• Hootsuite / Sprout Social – Experience in social media scheduling, community management, and reporting.
• Brandwatch / Meltwater – For social listening, competitor analysis, and reputation management.
7. A/B Testing & CRO Tools:
• Optimizely / VWO (Visual Website Optimizer) – To run A/B and multivariate tests for optimizing landing pages and user experience.
• Hotjar / Crazy Egg – Experience with heatmaps, user recordings, and funnel analysis.
8. Collaboration & Project Management Tools:
• Trello / Asana / Monday.com – For managing digital marketing projects, campaigns, and team collaboration.
