Sr. Digital Marketing Manager – Americas

Job Description

Abrdn plc is one of the world’s largest investment companies, and we are built on a long standing culture of caring about the future and making a positive impact.

Together we invest for a better future.

We do it to make a difference to the lives of our clients and customers, our employees, society and our shareholders.

Purpose of the role

The Digital Client Engagement team within Global Marketing is one of the four Centers of Excellence which support the development and delivery of Global Marketing strategic priorities across the regions and channels that we operate in globally.

The Digital team is responsible for developing world class customer digital experience across all digital channels executing high quality digital communications to reach and engage target audiences, generating awareness, deepening familiarity and generating leads.

It is also responsible for designing an integrated Marketing Technology platform to enable multi-channel efficient Marketing.

The Senior Digital Strategy Manager is responsible for the development and delivery of regional digital marketing strategy.

Reporting to the Head of Global Digital Marketing & Analytics globally and the Marketing Director-Americas regionally, you will be responsible for the day-to-day management of regional digital marketing communications, including managing specific digital channels and business areas from a digital perspective.

You will work closely with the Americas marketing team to develop and deliver various innovative and forward looking digital solutions.

The role will focus on developing digital strategy, for always on, tactical campaigns and brand-led initiatives, recommending platform usage, educating where appropriate, and executing digital initiatives designed to produce leads and reinforce the business’s value proposition within the region.

The role-holder will look to integrate digital communication strategies as part of the overall Marketing mix, driving effective targeting, engagement and results.

They will work closely with Regional Marketing and Distribution teams across the regions, ensuring capabilities and digital marketing execution aligns to form an integrated element of prospect and client management.

Key Outcomes

Develop and deliver innovative Digital Marketing Strategy:

Build a deep understanding of digital advancements and competitor adoption and standards

Lead digital campaign planning to ensure that best in class digital campaign media is optimized fully

Influence and manage the on-going relationship with the Marketing and Distribution teams

Contribute to the development of the digital marketing strategy for existing and future channels

Manage the regional digital marketing resource aligned to the region

Lead digital innovation across EMEA, working with all relevant teams and external suppliers

Drive digital marketing capabilities and standards in line with regional marketing strategy:

Be at the forefront of exploring new technologies, latest digital trends and digital platforms and promote adoption across the region

Implement global standards, processes and embed best practice across region and channels, delivering ongoing training and guidance to internal stakeholders

Lead regional Digital campaign planning and execution

Inform campaign design and development, promoting digital channel usage as appropriate

Use data to drive campaign best practice across media, strategy and delivery

Develop and deliver an “always on” digital marketing strategy using best in class digital innovation and distribution mechanisms.

Lead adoption of data-driven advanced media mix, including but not limited to; Paid Search, Display, Programmatic, Social, 3rd Party email, content networks.

Implement an analytical, test and learn culture so that the effectiveness of our digital marketing programs are continually enhanced.

Liaise with the Global Content team to ensure content is produced with a digital-first mind set and appropriately delivered to the right audience at the right time via the right digital platform

Actively contribute to the regional Marketing plans and drive standards and innovation

Lead the development and application of Digital Marketing initiatives, including:

Leveraging Insight Analytics and marketing automation capabilities to personalise content promotion

Website content management to promote relevant content and drive best practice user experience

Key driver for adoption, education and innovation across Marketing Automation platforms with a focus on Lead Generation/Nurturing activity and innovative email marketing

Rich Media expertise bringing greater visualisation and interaction to content delivery

Search Engine Optimisation to increase targeted reach maximising return on investment

Social Media channel development focused on maximising engagement and collaboration

Implement and embed a robust digital marketing governance and measurement framework:

Track, monitor and evaluate spend across regional digital marketing activity to ensure best value

Ensure all digital and appropriate offline activity is focused towards data insight, optimization and reporting

Implement core metrics to understand digital performance, enabling agility in response

Adopt an agile approach to optimise budgets

Ensure practices align with regulatory standards and brand frameworks for all digital marketing activity

Skills and experience

A clearly passionate, commercially minded digital acquisition specialist with experience in the Americas asset management industry

Experience working in a senior digital marketing role and leading a team – through direct and matrix type management roles

People management experience

Strong knowledge of the Americas asset management market, products and demographic elements

Good understanding of the global asset management industry and trends

Hands on experience running digital marketing media campaigns with strong platform knowledge

Google Analytics

Facebook Marketing

Twitter Marketing

Youtube Marketing

Google Adwords

Content marketing/SEO

Display marketing/Programmatic

Experience designing and delivering multichannel campaigns focused on client growth through acquisition or cross-sell/upsell strategies

Experience working to understand customer attribution and modelling options

CRO knowledge and experience within a CRO focused environment

Experience working with performance marketing approaches

Ability to prioritise and robust demand management to ensure delivery momentum

Ability to simplify the complex across a variety of stakeholder groups and situations

Job dimensions

Matrix reporting structure with global reporting