SAMPLE JOB DESCRIPTIONS

Data Visualization Analyst

Summary

Designs new approaches to analytics for strategic use across the business. Builds reports and analytics that provide key business insights used for data-driven decision making. Possesses a strong business acumen coupled with demonstrated technical ability to know how to develop, explore, analyze, and present data and solutions to a business audience.

Primary Responsibilities

• Takes a proactive, consultative approach to analytics. Asks the right questions of the data and makes proactive recommendations aligned to overall business strategy.
• Provides project leadership on marketing analytics requests, including requirements management, report development, testing, and communications to stakeholders, and so on.
• Performs data analysis from multiple data sources and builds reports for projects such as executive dashboards, nurturing, customer journey analytics, lead performance analysis, digital and social campaign analytics, customer response analysis, return on marketing investment analysis, attribution, and so on.
• Communicates and presents analysis and insights to internal customers and executive management.
• Contributes to the efforts of building and maintaining a comprehensive reporting and tracking strategy for optimal marketing campaign performance.
• Evaluates business needs and improves efficiencies and capabilities through the use of technology. This includes automation and improvement to operational processes aligned to the strategy of improving overall analytics.
• Connects cross-divisional analytics and data initiatives.
• May train personnel in scope and functionality of processes, systems, and solutions.
• Performs other duties as assigned.

Segmentation Analyst

Summary

Provides consultation on various campaign design and implementation strategies, including segmentation, e-mail marketing best practices, industry research, campaign logic, data source review, marketing campaign analysis and evaluation, and so on.

Primary Responsibilities

• Leads overall strategy and applies best practices for segmentation and e-mail. This includes targeting, frequency, order, and timing on all inbound and outbound e-mail communications.
• Develops and implements segmentation logic that sends the right communication, at the right time, based on customer behavior, actions, and journey stage.
• Proactively questions and searches for insights on customer behavior aligned to customer journey marketing campaigns. Presents data-driven recommendations and strategies to team members and management based on findings.
• Analyzes marketing campaign data and evaluates overall performance of channels, assets, conversions, leads, pipeline, and revenue impact. Presents data-driven recommendations and strategies to team members and management based on findings.
• Provides feedback to enhance data available in internal CRM system.
• Contributes to the efforts of building and maintaining a comprehensive campaign reporting and tracking strategy.
• Provides superior customer service to our internal clients and external suppliers.
• May train personnel in scope and functionality of processes, systems, and solutions.
• Performs other duties as assigned.

Content Marketing Specialist

Summary

Content marketing is the practice of creating, curating, and distributing relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism. Content marketing must include strategic planning, content creation, distribution, and metrics for multiple stages of the buying cycle to multiple customer personas, through different channels. Buyers want to be informed, educated, and entertained about topics they are interested in. The content marketing specialist works closely with subject-matter experts, channel experts, editors, writers, partners, and external resources to plan, evaluate, and commission new content ideas and solicit and share insights to empower campaign teams with high-performing content. The resulting offers should drive reach, engagement, sentiment, conversion, education, and commitment from target buyers and customers.

Primary Responsibilities

• Leads and manages a campaign-focused content strategy that supports business objectives and is crafted to deliver a highquality prospect and customer experience, honing methods that work for the brand or product.
• Drives content story arc or narrative development for each initiative campaign, as well as across all initiatives based on sanctioned messaging.
• Actively seeks knowledge in topic trends, developments, and terminology to get an outside-in view.
• Understands the structure of a good story and how it plays out in different media.
• Maintains an ongoing inventory or audit of content relevant to key initiatives and conducts periodic competitive audits.
• Evaluates existing assets according to agreed-upon content criteria to propose whether they need to be retired, repurposed, or revamped for continued use.
• Builds gap analysis and content plan for creation or commissioning of new content to fill gaps along the customer journey.
• Recommends cornerstone assets to be used along each phase of the customer journey.
• Integrates content plan with blog, video, advertising, search, social, content syndication, third-party community and sponsorship, and e-commerce strategies, and so on.
• Owns cross-initiative, high-level content development programs and manages these in collaboration with larger initiative content plans.
• Governs or approves the creation or purchase of new campaign content in alignment with the collective content plan for the initiative.
• Collaborates on the development of editorial content calendars.
• Reviews new campaign content for consistency in terms of style, quality, visuals, and tone of voice, and that it is optimized for search and user experience for all channels including web, advertising, social media, e-mail, and video.
• Curates content to develop new assets from existing (infographics, ebooks, blogs, etc.) using internal resources or thirdparty creative vendors.
• Researches and recommends new and innovative types of content to develop, mapped to appropriate channels.
• Determines what to measure and then analyzes content and program performance.
• Holds regular meetings and directional check-ins with sister organizations and global counterparts.
• Interfaces with “content factories,” internally and externally, to procure.
• Explores and recommends content management system tool.
• Influences processes to ensure content development is completed in a manner that optimizes both efficiency and quality.
• Implements best practices for content creation, reuse, and optimization.

Digital Marketing Specialist Job Family

Summary

Responsible for planning, coordinating, and executing digital strategy. Role will include managing and executing a wide variety of digital projects (web, search, e-mail, campaigns, etc.), delivering strategic guidance to clients; collaborating with many departments across the company to help them leverage the digital channel to meet company goals.

Digital Marketing Specialist's Primary Responsibilities

• Ensures that the digital channel meets the needs of the intended audience and is presented most effectively, adhering to integrity of content and company standards, best practices, and industry regulations.
• Builds client relationships by understanding the client's business objectives and delivering digital guidance and expertise based on an understanding of user behavior, to align with corporate goals and initiatives.
• Delivers digital services ranging from consultative to full administrative support by creating web pages, providing prototypes, wireframes, templates, and so on.
• Incorporates analyzed metrics and usability trends to validate current strategy and effectively make recommendations for improvements.
• Participates on cross-functional teams with the goal of ensuring consistency, accuracy, quality, and globalization of sales and marketing activities or deliverables across major geographies.
• Identifies changes in digital marketing and recommends appropriate strategies that will ultimately maximize company profit. Stays abreast of related industry trends and technologies by doing online research, evaluating other third-party websites, and attending professional conferences.

Search Analyst's Primary Responsibilities

• Is responsible for driving and executing on search strategy to protect and grow search for the company, in support of business goals.
• Works with internal teams to enhance findability of company content.
• Provides SEO analysis and recommendations in coordination with elements and structure of websites and web pages.
• Provides recommendations and executes strategies across teams for content development in coordination with search goals—general and keyword specific.
• Performs keyword research to optimize findability for existing content and uncover new opportunities.
• Drives strategy and execution on paid search campaigns.
• Evaluates search results and performance across channels and communicates via reporting and presentations to stakeholders.
• Uses search specific tools such as BrightEdge and Marin as well as other web tools such as Adobe Experience Manager, Google Analytics, and SAS Customer Experience Analytics.
• Keeps pace with SEO, search engine, social media, and Internet marketing industry trends and developments.
• Acts as centralized program management for search globally.

Web Production Specialist's Primary Responsibilities

• Manages, posts, and edits content for all digital properties, including websites, portals, e-mails and e-mail newsletters, and other online communications media.
• Assists with managing content updates and functionality upgrades, which support activities including but not limited to marketing projects and campaigns, internal communications, and corporate website updates and upgrades.
• Works with internal teams to develop and improve websites.
• Follows existing marketing and communication strategies.
• Handles routine requests on OSS-supported web properties or channels such as creation of web products based on templates.
• Gathers requirements for each request and executes using templates.
• Maintains integrity of existing web properties.
• Performs regular reviews of the website to ensure consistency and working links. Handles or escalate issues as appropriate.
• Monitors web usage for digital assets and provides reports for management review.
• Performs user acceptance testing for accessibility and functionality as required.
• Provides on-call/after-hours support.
• Consults with appropriate staff to develop, organize, and update content as well as recommend and develop enhancements and modifications to content.
• Works closely with the team to improve site functionality and develop new capability and features.
• Troubleshoots issues as they arise and determines best solution.
• Trains new users on different website platforms, as needed.
• Keeps pace with web industry trends and developments.

Web Usability Specialist's Primary Responsibilities

• Performs usability testing and analysis.
• Acts as the subject-matter expert on user-testing techniques and technology.
• Requires an understanding of voice-of-consumer methodologies including heuristic evaluation, contextual inquiry, tree analysis, card sorting, gap analysis, and competitive benchmarking.
• Able to apply human factors principles to the digital channel.

Web Governance Specialist's Primary Responsibilities

• Understands website governance and auditing methodologies.
• Develops and maintains standards documentation.
• Able to identify accessibility opportunities and propose implementation plans.
• Collaborates with teams to support global content rollouts.
• Manages the web governance program or software to administer accounts, create and analyze reports, assist in correcting identified errors, and disseminating status of updates and reports.

Digital Analytics Specialist's Primary Responsibilities

• Educates and empowers business partners to leverage digital web analytics as business drives for fact-based decision making.
• Configures and uses web analytics data to recognize patterns and trends and make client-facing recommendations with a view to increasing traffic, conversions, and ultimately revenue.
• Implements tracking codes and systems or IT configurations as needed for web-tracking capabilities.
• Creates scalable, innovative approaches to extracting, managing, and analyzing customer data.
• Collaborates with various internal teams to create and generate reports.
• Implements and evaluates A/B testing.
• Provides regular reports about performance, trends, and opportunities for web user experience and related digital activities.
• Provides web data analysis identifying user patterns, trends, behaviors, and opportunities for improvement.

Digital Information Architect's Primary Responsibilities

• Provides positive user experience by planning and designing the information structure for websites and web applications.
• Creates wireframes that illustrate site layout, navigation, controls, and content prioritization.
• Develops and maintains site map and wireframe mockups, usage scenarios, prototypes, specifications, and other design documents to communicate design ideas.
• Creates navigational models that are aligned with the defined user experience and business requirements.
• Works with development teams to make sure that the information architecture reflects the customer's needs.
• Collaborates with designers on visual comps and provides input from an information architecture perspective.
• Collaborates with writers, developers, and fellow designers to take a project from initial idea to final output.
• Contributes to usability test planning and contributes to userexperience satisfaction measurement metrics planning.