Eastern Bank
Digital Marketing Manager
Eastern Bank, Boston, MA
Job Description
Eastern is looking for a strong digital marketer who will lead the development and execution of our digital marketing strategy across all business lines through owned and paid channels to drive increased brand/product awareness, customer acquisition (demand/lead generation and conversions) and deepening/retaining existing relationships. This role that is central to our growth strategy and will report directly to the head of Strategy.
This role will be responsible for creating and implementing our marketing strategy across digital channels including but not limited to our website, paid social, display, programmatic, search, email, and other paid content. As a subject matter expert with deep knowledge of the evolving landscape, this individual will help the marketing team stay current with industry trends, best practices, platform and data usage changes. The ideal candidate will lead campaign development from a data-based perspective with ongoing / post campaign analysis to drive continuous performance optimization to successfully meet desired objectives and improve ROI.
The role requires exemplary leadership skills to be able to collaborate with and influence a range of partners including vendors, media agencies and other cross functional teams such as business units, product owners, technology, compliance and customer experience to plan and execute initiatives across different audiences and business objectives.
Major Responsibilities:
Requirements:
Education and Experience
About Us
At Eastern Bank, we pride ourselves on supporting our employees by offering tremendous opportunity for individual growth. As an inclusive company, we work to ensure that our valued employees are treated fairly, recognized for their individuality, and encouraged to reach their fullest potential. These values have earned us a reputation as a great place to work and provide a strong reason why you should consider a career with us. We are proud to offer comprehensive compensation plans and a benefits program called Total Rewards that includes medical, dental, vision, life and disability insurance, retirement, vacation and tuition reimbursement.
Eastern Bank is an Equal Opportunity Employer of women, people of color, LGBTQIA+, religion, national origin, citizenship, neurodivergence, age, Veterans, individuals with disabilities, or any other characteristic protected by law.
At Eastern Bank, we are dedicated to building a diverse, equitable, inclusive and authentic workplace. If you're excited about this role but your experience doesn't fully align with every qualification, we still encourage you to apply! You may be just the right candidate for this position or others across the company. Our Recruitment team is waiting to chat with YOU.
Eastern is looking for a strong digital marketer who will lead the development and execution of our digital marketing strategy across all business lines through owned and paid channels to drive increased brand/product awareness, customer acquisition (demand/lead generation and conversions) and deepening/retaining existing relationships. This role that is central to our growth strategy and will report directly to the head of Strategy.
This role will be responsible for creating and implementing our marketing strategy across digital channels including but not limited to our website, paid social, display, programmatic, search, email, and other paid content. As a subject matter expert with deep knowledge of the evolving landscape, this individual will help the marketing team stay current with industry trends, best practices, platform and data usage changes. The ideal candidate will lead campaign development from a data-based perspective with ongoing / post campaign analysis to drive continuous performance optimization to successfully meet desired objectives and improve ROI.
The role requires exemplary leadership skills to be able to collaborate with and influence a range of partners including vendors, media agencies and other cross functional teams such as business units, product owners, technology, compliance and customer experience to plan and execute initiatives across different audiences and business objectives.
Major Responsibilities:
- Translate overall Brand and Product strategy into a comprehensive digital marketing strategy across both owned (website, email etc.) and paid digital (social, display, programmatic, search) channels which includes responsibility for planning, execution, performance monitoring, and optimization in support of Eastern's overall growth objectives.
- Work with stakeholders (product & business owners) to ensure that paid media campaigns, organic and website content or enhancements successfully meet their specific goals (Brand objectives of increasing awareness, engagement and favorability / perception and Product goals of demand/lead generation, new customer acquisition and deepening /retaining existing relationships) within targeted budget. Work with the Creative team to develop digital creative assets and ensure messaging is consistent and on-brand at every digital touchpoint.
- Paid Media Management (Social, Search, Display, Programmatic, Email other): Collaborate with Strategy, Media, and Research Director and leverage performance analytics to develop an insights and data-driven digital media plan. Oversee the planning, execution, and optimization of digital marketing campaigns across multiple channels, including email, SEM, SEO, display advertising, and mobile marketing. Ensure that campaigns are strategically planned, creatively executed, and continuously optimized for maximum impact and ROI.
- Lead Generation and Lead Nurturing: Develop and implement strategies for lead generation and nurturing to drive the acquisition of qualified leads and facilitate their progression through the marketing funnel. Leverage marketing automation tools and techniques to capture, nurture, and qualify leads effectively. Design lead scoring models and automated workflows to ensure timely and relevant communication with prospects, ultimately contributing to increased conversion rates and revenue growth. Send emails to clients via Pardot and Hubspot. Must be well versed in Salesforce administration and dashboards, client acquisition analysis. Report and data-driven.
- Data-Driven Decision Making: Establish framework for measurement of digital channels performance, including KPIs and acceptable ROI and leverage the analytics to continually optimize spend. Interpret complex data sets to derive actionable insights that inform campaign strategy and drive continuous improvement. Track and report performance to executive leadership and cross-functional stakeholders
- Manage Marketing Tech Stack: Oversee marketing tech stack, evaluate new technology and alternatives, identify, onboard & implement new platforms/tools and manage existing platforms & vendors, manage martech budget and implementation schedules. Must have high confidence in analyzing and anticipating new technologies to support customer interaction and innovation in the marketing space.
- gWeb Development and Content: Implement SEO best practices for web content to improve rankings, drive traffic and conversions. Responsible for design and working with support vendors and technology on website development to deliver best in class customer experience. Develop and execute monthly release schedules for website.
- Collaborate with PR Director on shared assets such as blogs, partnerships, and original content and develop digital content calendar.
- Keep abreast of new digital trends, best practices and conduct competitive landscape scans to recommend strategies that will help us adapt to changing environment in an agile and effective manner.
- Track pace of overall digital marketing budget and manage applicable vendor / agency relationships.
- Lead Gen / work with Boston Digital and other partners and CMS. i.e., in-house agency person with access to data. Nurture content development.
Requirements:
- 10+ years' experience across multiple digital marketing channels including Social, Display, Search, Web, Email with hands-on expertise and track record of success in paid digital media (Facebook Ads, Google Ads, LinkedIn, Instagram etc)
- Proven experience in SEO/SEM best practices and partnership with data/anlystics teams.
- B2B and Account Based Marketing (ABM), SalesForce CRM, digital marketing strategies, platforms and tech stacks is highly preferred (e.g. LinkedIn Ads, SalesForce, HubSpot, Marketo, 6sense, Demandbase etc.)
- Deep experience with Hubspot, ideally as an administrator
- Adept with reporting platforms such as Power BI and Tableau
- Understanding of digital KPIs, performance measurement and optimization across paid and organic (Solid understanding of Google Analytics 4, SA360, Power Bi, or other analytics software)
- Prior experience in B2B marketing and Financial services industry or FinTech highly preferred
- Candidate should possess the quantitative acumen to formulate and execute multi-variate test plans and make real time adjustments once the campaign(s) are implemented. Experience utilizing data to infer trends and insights to drive decision making.
- Excellent written and oral communication skills with experience presenting to C-suite executives
- Successful track record in leading and collaborating with internal and external teams. Familiar with Agile working methodologies. Ability to "sell" or gain buy-in across function or organization.
Education and Experience
- Bachelor's degree or equivalent experience in Marketing, Business Administration or a related field; Master's degree preferred.
About Us
At Eastern Bank, we pride ourselves on supporting our employees by offering tremendous opportunity for individual growth. As an inclusive company, we work to ensure that our valued employees are treated fairly, recognized for their individuality, and encouraged to reach their fullest potential. These values have earned us a reputation as a great place to work and provide a strong reason why you should consider a career with us. We are proud to offer comprehensive compensation plans and a benefits program called Total Rewards that includes medical, dental, vision, life and disability insurance, retirement, vacation and tuition reimbursement.
Eastern Bank is an Equal Opportunity Employer of women, people of color, LGBTQIA+, religion, national origin, citizenship, neurodivergence, age, Veterans, individuals with disabilities, or any other characteristic protected by law.
At Eastern Bank, we are dedicated to building a diverse, equitable, inclusive and authentic workplace. If you're excited about this role but your experience doesn't fully align with every qualification, we still encourage you to apply! You may be just the right candidate for this position or others across the company. Our Recruitment team is waiting to chat with YOU.