Position Title: Specialist, Interactive Marketing

Situation: Full time intermediate position
Location: Toronto


Primary Responsibilities

In covering a broad range of duties, the emphasis of this position is to develop and execute integrated and interactive online marketing campaigns, thereby leveraging digital media to maximize constituent participation and value and support the company’s business goals.

The Interactive Marketing Specialist will liaise with both external agencies and internal stakeholders to execute web-related initiatives. Our ideal candidate understands the online conversion funnel, Web 2.0 community and has a deep knowledge of the interactive landscape, newly emerging technologies, and a passion for web analytics.

Responsibilities include planning, implementing and advancing the company’s online integrated marketing strategies to deliver our brand promise and support marketing objectives.

Leveraging your web marketing skills and in-depth knowledge of SEO and SEM, you will make an immediate impact by improving the online user experience and generate increasing web traffic, online donations, and online sales orders.


Essential Functions

• In conjunction with external agencies, leads the strategy, concept development and execution of integrated marketing campaigns and programs.

• Liaises with the team of internal stakeholders in defining and maintaining the integrated marketing calendar and schedule to ensure that all campaigns and programs are being implemented and executed according to strategy.

• Manages Google adword campaigns, including testing and optimization of keyword bids and conversion points. Conducts competitive research and make recommendations on keyword selection. Maintains a database of keywords, categories, and campaigns.
• Drives the web content optimization strategy to capitalize on paid and organic searches, as well as multi-channel campaigns.
• Works with the Web Team to make recommendations and manage the testing of website changes and enhancements in order to tailor the online brand experience based on segmentation and behaviour.

• Recommends social media initiatives and interactive tools including blogs, forums, and RSS feeds.

• Establishes segmented constituent lists, mailing calendars and understands potential of emailing application to effectively distribute and track electronic communications including direct marketing campaigns, newsletters and invitations.


Qualifications

Knowledge and Skill Requirements
• Proven online marketing experience.
• General fundraising knowledge an asset.
• Segmentation and measurement knowledge.
• Ability to conduct in-depth data analysis
• Excellent verbal communications skills.
• Proven ability to advocate and negotiate (internal & external).
• Strong written communications skills, including copywriting.
• Team building skills.
• Creative problem-solving skills.

Experience and Education
• Diploma or degree in new media, marketing, advertising, web design, e-communications or related field.
• 3+ years of web marketing with a solid track record of success in online campaign management, online media and SEO campaigns, social networking and link building.
• Some knowledge of HTML, CSS, flash and web based video.
• Creative web design capabilities and/or experience in evaluating design concepts.
• Experience using common web analytics tools (e.g. Webtrends, Google Analytics).
• Experience using CMS applications such as MS SharePoint and/or e-mail and database management tools including GetActive, Convio or Kintera an asset.

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