Digital Marketing Manager Job at The Council of Ins Agents & Brokers in Wash

At The Council, we look for thoughtful, motivated professionals with an entrepreneurial spirit. We value diversity and inclusion, and we hire individuals who can bring new ideas and unique perspectives to our organization. We want you to show up as your whole self each day and expect that you will have a role in shaping The Council of the future. Our values come from the individuals who do the work. Here’s what you can expect from us:

• We believe our people are our most important asset.

• We have integrity and we never compromise on our values.

• We value excellence and we are willing to put in the work to achieve it.

• We are entrepreneurial, creative thinkers – able to innovate and adapt to our environment.

• We embrace curiosity and continuously pursue knowledge to share with our members.

• We encourage individual thinking and bring those perspectives together to better serve our community.

• We are strong and resilient. We never lose sight of who we are.

The Council is a dynamic, non-profit association located in the urban hub of Penn Quarter, just steps away from the Navy/Archives Metro station. Representing the top commercial brokerage firms and agencies in the United States and around the world, The Council is currently seeking a Digital Marketing Manager to join our team to enhance brand awareness, create effective communications for members and stakeholders, increase engagement, and boost revenue. This role involves developing and executing data-driven marketing strategies to attract, engage, and retain our target audience across diverse channels. The ideal candidate is a self-starter who can manage multiple priorities at once.

Primary Purpose:

The Marketing &Communications department at The Council of Insurance Agents and Brokers seeks a Digital Marketing Manager to enhance brand awareness, create effective communications for members and stakeholders, increase engagement, and boost revenue. This role involves developing and executing data-driven marketing strategies to attract, engage, and retain our target audience across diverse channels. The ideal candidate will be proficient in Salesforce Marketing Cloud-Account Engagement (Pardot), WordPress, data analytics tools, and analytics reporting, with experience in SEO, SEM, email marketing campaigns, automations, market segmentations, and content marketing.

  Core Role and Responsibilities: 

• Plan, design, write, and send engaging email newsletters, announcements, invitations, and other communications using Salesforce Marketing Cloud-Account Engagement (Pardot) or other email marketing platforms 
• Develop and segment email distribution lists based on target audience and campaign goals to ensure optimal deliverability, open rates, click-through rates, and conversions. 
• Monitor, analyze, and report on email campaign performance, user behavior, social listening and funnel metrics using tools like GA4, GSC, GAM, Pardot, Hotjar and SEMRUSH. Focus on key metrics such as deliverability, open rates, click rates, conversion rates, opt-out rates and engagement rates to provide actionable recommendations that drive improvements and support business goals. 
• Lead audience segmentation strategy and personalize automated email campaigns based on user content affinities and behaviors. 
• Conduct A/B testing and optimize web content as well as email content, layout, subject lines, and calls to action. 
• Develop, execute, and optimize growth marketing strategies across all channels, including email marketing, social media marketing and web content marketing to nurture leads, increase retention, drive new customer acquisition, and generate demand. Identify and test new opportunities to support transformative growth and achieve business goals. 
• Collaborate with cross-functional teams to develop and distribute relevant and valuable content that educates, informs, and entertains our audience. 
• Monitor and optimize website SEO and UX to improve organic traffic, ranking, and conversions. 
• Stay updated on the latest trends, best practices, and tools in digital marketing and the insurance industry. 
• Support budget management aligned with business goals and financial targets, assisting with ad spend allocation across digital channels for full-funnel optimization under the supervision of the VP of Digital Strategy and Engagement. 

  Qualifications: 

- At least 5 years of experience in digital marketing, with a focus on email marketing, data analytics, and reporting. 

- Proficiency in email marketing tools and WordPress. 

- Proven track record in growth marketing for email, social media and web content. 

- Deep understanding of marketing funnels and how to drive incremental growth. 

- Expertise in A/B and multivariate test design, deployment, and interpretation. 

- Strong proficiency in Salesforce Marketing Cloud-Account Engagement ( Pardot), GA4, GSC, GAM, Hotjar, SEMRUSH, and Excel. 

- Excellent communication and copywriting skills. 

- Data-driven mindset with strong analytical and problem-solving skills. 

- Self-motivated, results-oriented, and team player. 

- Knowledge of the insurance industry or association management is a plus. 

  Skills and Abilities: 

- Experience with Salesforce Marketing Cloud-Account Engagement(Pardot), marketing automation tools and solutions. 

- Knowledge of SEO and SEM best practices. 

- Experience with creative briefing and execution management. 

- Experience in content marketing, including creating and distributing relevant content that drives engagement and conversions. 

Core Computer, Platforms and Tools Skills:

• Salesforce Marketing Cloud | Account Engagement (formerly Pardot) | CRM
• WordPress
• LinkedIn Campaign Manager
• GA4 | GSC | GAM
• Google Data Studio | Google Optimize | Google PageSpeed Insights
• Hotjar
• SEMRUSH
• ClickUp or similar project management tools
• Microsoft 365
• Adobe Creative Suite
• Zoom Webinars
• Zapier
• Basic HTML/CSS and knowledge of API Integration

Physical Demands: Visual ability for reading and reviewing written materials, hearing and verbal ability to fully participate and interact in meetings and forums

Travel: Infrequent overnight travel required to staff specific Council events