Senior Manager | Multilingual Digital Marketing

General Summary

Connecticut Public seeks a multilingual digital media professional who will be responsible for developing and executing clearly defined marketing strategies to build audience and grow membership, which results in revenue opportunities. This leader will help to drive growth through marketing campaigns that generate awareness, fuel content consumption, and generate member leads. They are responsible for developing and updating multilingual marketing materials, advertising, and other promotional activities by performing the duties outlined below personally or in coordination with others internally at Connecticut Public, partners, or outside vendors. Experience developing advertising and marketing strategies in the media or journalism industry a plus. Proficiency in Spanish language and multilingual campaign strategy necessary.

Essential Functions

The Senior Manager | Multilingual Digital Marketing provides a wide range of services. Applicants must have the ability to complete the following essential functions:

• Develops integrated marketing strategy for cross-channel campaigns including TV and Radio promotion, video and podcast pre-roll, digital banners, email, social media, print, outdoor, OTT apps and connected TVs. Campaigns may be in English and/or in Spanish.
• Develops strategies to build awareness with local Latino communities by working with the Editor of Latino Initiatives and partner media organizations to promote relevant news, content, and engagement opportunities.
• Leads freelance designers and vendor partners in developing new creative concepts, in line with our internal messaging and business priorities, that build upon the established brand identity and offer resonance across various demographic and psychographic profiles – especially young and diverse audiences.
• Supports development of multilingual marketing strategies, plans, and creative briefs, including digital only or digital-first opportunities.
• Works with Chief Digital Officer and Senior Director, Membership Growth Strategy to develop member campaigns that result in additional gifts and support retention directly impacting revenue goals.
• Works with design partners to develop institutional creative in a variety of forms including printed postcards, brand sizzle videos, and digital assets that create awareness of the organization and convey the value and impact of the programming. Creative may be in English and/or in Spanish.
• Works with freelance designers to develop print advertising for sponsorships.

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential job functions.

Responsibilities
This position has many responsibilities. Duties include, but are not limited to:

• Engages in multilingual copywriting, including: development of video promo scripts and audio promo scripts, social post copy, email and newsletter text, and marketing campaign messaging.
• Helps manage marketing finances including processing invoices and manage expenses.
• Manages consistency of brand identity and correct use of logos and brand guidelines.
• Manages partnership with Connecticut Public’s for-profit design agency (MediaVision), as well as other paid media vendors including: contract development, budget management, performance measures and creative direction, and asset distribution/trafficking.
• Manages promotional and collateral materials as well as companywide resources like stationary, swag, and signage.
• Traffics assets to paid media partners as well as distributes to relevant internal stakeholders.
• Works closely with internal visuals team and leads design partners to develop campaign visuals through strategic direction and curated inspiration.
• Works closely with underwriting and Institutional Advancement teams to ensure correct sponsor recognition within marketing assets.
• Works in close coordination with other departments to support marketing priorities including; underwriting, grants and leadership giving, community engagement, membership, digital, and content.
• Works with data team to analyze campaign performance and leverage insights to inform strategy.

Knowledge, Skills, and Abilities
Knowledge of:

• Adobe Suite (Photoshop, InDesign, Illustrator) a plus.
• Adserving platforms like Google Admanager.
• Digital measurement tools such as Salesforce, Google Analytics, and Facebook Analytics, etc.
• Marketing functions, including communications, advertising, branding, digital marketing, and social media.
• Media use and the digital landscape, particularly among millennial and Gen Z users and demonstrated ability to adapt storytelling accordingly.
• Project management, organization, and managing multiple priorities.

Skill in:

• Communicating effectively across cultures with multiple stakeholders, including international and local.
• Developing personas, customer journeys, and understanding of targeting and segmentation in marketing campaigns, especially on digital platforms.
• Influencing and communicating effectively across cross-functional and executive teams.
• Managing the smallest details while possessing amazing organization.
• Prioritizing and meeting deadlines.
• Successfully working both independently and within a team environment as well as maintaining communication and responsiveness through digital tools like Slack, email, and Zoom.

• Working across digital platforms and cross channel campaigns.

Ability to:

• Be a self-starter, with a hunger for all things digital, always exploring and eager to showcase new opportunities.
• Build rapport, establish trust and maintain internal stakeholder satisfaction.
• Interpret data using digital measurement tools.
• Learn new software, products and processes around evolving business needs.
• Performance analyze data for strategy and optimization.
• Possess a creative mindset with natural curiosity and excellent listening, interpreting, and communication skills.
• Speak, write, and read in Spanish.
• The successful candidate must possess a visceral distaste for office politics and gossip

Work Environment
Job functions are typically performed under conditions similar to those found in general office or administrative work. This position is not substantially exposed to adverse environmental conditions.

Position Type / Expected Hours of Work
This is a full-time, salary exempt position. Duties are routinely performed Monday through Friday between the hours of 9:00 a.m. and 5:00 p.m.; however, weekend, evening, and holiday hours will be necessary. This is a hybrid role blended with remote and on-site time at our Hartford-based location.

Physical Demands
The physical activities of this position may include frequent in-person or virtual interactions. It is essential to be able to remain at a desk/computer workstation for prolonged periods, speak clearly so others can understand, see details of objects that are between a few feet and more than a few feet away, focus on one sound an ignore others, use fingers to grasp move or assemble small objects. High stress environment with deadline pressures. Additionally, the employee must have the ability to concentrate for extended periods with frequent interruption, understand, and relate, to the concepts behind specific ideas. The typical physical requirements are: standing, hearing, walking, reaching, grasping, and repetitive motion. These physical demands, with or without reasonable accommodations, are required to perform the essential functions of this job.

Education and Experience
Bachelor’s degree in Marketing, Digital Marketing, or a relevant field AND a minimum of seven (7) years’ of direct and sustained professional work experience in marketing, audience development, targeting or related field AND/OR an equivalent combination of education, training, and experience.