IBM Digital Marketing Strategist - Silverpop in BUCHAREST, Romania

People in this role develop and implement the digital strategy as part of a Market, Profession, Industry or Business Unit Diamond Team (DT). Their key responsibility to develop, implement, track and optimize IBM digital marketing projects across all digital interaction methods – owned, paid and earned – to ensure the achievement of agreed digital KPIs for which they are accountable.Responsibilities

  • Putting together a digital strategy for their diamond team which is inclusive of organic, paid and earned projects (end to end, always on, organic foundation); ensuring optimal client journey both on and off IBM domain

  • Lead the management of the organic foundation web footprint for the DT in the geo/market; ensuring adequate focus on both the generation of new pages as well as the integration and maintenance of existing.

  • Collaborate with WW and local peers to optimize content and navigation on web presence for maximum visibility and ranking in all search engines. Ensure optimal user experience and journey at all times (including connections to marketplace, brand pages, etc as appropriate)

  • Understand digital revenue targets and required digital marketing contribution for DT; managing budget and performance against plan; manage response and lead management process with campaign manager, fixing any issues with DT colleagues as needed

  • Measure and report performance of all digital marketing projects, and assess against goals (ROI and KPIs)

  • Build and execute paid media projects with approved agencies; ensuring the right balance between paid search, programmatic, paid social, content syndication to achieve targets. Drive always on initiatives to improve effectiveness of investments and allow for testing and learning

  • Works with campaign manager and campaign developer to ensure all projects have effective journeys that drive engagement and conversion actions, i.e. no dead ends in the customer journey, think how we can encourage advocacy and repeat business through effective nurture and customer focused communications

  • Design, build and maintain social media presence (unless there is a Social Media Specialist in the DT to do this)

  • Identify trends and insights from data using Digital Performance Dashboard and other analytic tools, to optimize spend and performance based on them

  • Stay up to date with market and competitive trends as well as emerging digital marketing developments; apply, test and share learnings with peers. Provide thought leadership and enablement for adoption where appropriate

  • Collaborate with agencies and other external vendor partners; along with Digital Services Group and Digital Optimisation

  • Collaborate effectively with WW digital strategists, Geo and Market counterparts, along with colleagues aligned to connected Market, Profession and BU DTs (e.g. CIO Profession with Cloud and Analytics BU)

  • Align strategies and tactics to enterprise (IBM wide) guidance (e.g. Social Brand Guidelines)

  • The digital strategist is skilled in building digital demand generation and engagement strategies and is proficient in paid media strategy (paid search, paid social, content syndication, programmatic media), SEO and SEM and is able to develop strategy for social media engagement

  • The digital strategists leads the Diamond Team in digital strategy and execution and works closely with the campaign manager, social media specialist, portfolio manager, content marketing manager (for Digital Centre), events specialist, campaign developer and analytics specialists aligned to the DT and corporate digital strategists

  • Demonstrable experience social media and/or display advertising campaigns

  • Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate

IBM is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status.