Senior Manager - Digital Marketing

Job Description

201 Jones Rd, Waltham, MA 02451, USA Req #2115 Monday, March 10, 2025 Joining the Benchmark Senior Living team means putting your passion to work. Associates thrive in a supportive, diverse, and skilled team that is committed to caring and dedicated service. With specialized training and educational programs, we empower you to explore your interests and growth opportunities. We invite you to connect with your calling, find purpose in your career, and gain lifelong relationships through the power of human connection by transforming the lives of seniors! Benchmark Senior Living is seeking an experienced Senior Manager of Digital Marketing possessing both technical and analytical skills to lead our digital channel’s technical operations on Benchmark’s marketing team. This critical role will lead the digital arm of the marketing team with approximately 45% of company leads coming in through digital marketing. Primary responsibilities include setting the digital strategy, vision and direction for digital marketing in partnership with our agency and oversight of our significant digital media advertising spend including PPC and paid social. The role also includes oversight of the agency, ownership of the Benchmark website, SEO, marketing automation, analytics, and reporting. The primary goal for this role is to drive lead generation, driving quality leads into the Benchmark marketing funnel, ensuring those leads are captured, converted, and tracked through our systems. The role reports directly to the VP of Marketing. Responsibilities: Partner with Marketing, media agency, IT and with other departments to execute the technical operations of digital lead-generation and engagement campaigns, including (but not limited to): Paid Search, Paid Social, Retargeting, Email. Digital agency management and media budget management and tracking with a strong attention to detail. Responsibility for the technical operations all digital advertising channels and work with agencies and vendors as needed to achieve optimal return on investment. Report on success and problem solve in partnership with our sales teams to optimize ad performance. Product and technical ownership of the Benchmark website, including management developer team, budget, SEO execution, new page builds, change requests, bug fixes, new features and functionality, quality assurance, and managing all the vendor relationships that keep the website healthy and effective. Oversight and reporting of consumer data tracking on website, insights and reporting to the greater organization. Define, measure, and analyze campaign metrics (i.e. open, click-through, conversions, engagements, MQL, SQL, etc.); communicate results and implement actions that enhance effectiveness. Own monthly reporting on all things Digital, including advertising, website, and SEO programs to be reported out at monthly meetings and quarterly executive updates. Manage the flow of lead attribution from campaigns and events into marketing automation systems, and develop follow-up plans with sales team stakeholders to maximize pipeline generation and conversion. Partner with IT to ensure lead attribution is accurate and reporting through BI dashboards properly. Technical product ownership for HubSpot Marketing Automation including list segmentation, email nurture, workflows, forms, landing pages, and reporting. Technical product owner of digital marketing software, tools and reporting. Experience with Google Analytics, Google Ads, Google Tag Manager, Google Business Manager, Google Data Studio, PowerBI, CallRail, Yext, BrightLocal, Ahrefs, Canva, Bitly, Reputation a plus. Qualifications: Bachelor’s Degree in Business Systems Management, Digital Marketing, or similar required; advanced degree preferred. 5+ years of B2C digital marketing experience focused on lead generation. Previous experience managing an agency is a must. Ability to switch between strategic and tactical thinking. Experience managing PPC campaigns and proficiency with Google metrics and reporting is critical to the role. Understanding and experience with SEO and backlinking process. Proficiency in marketing automation – experience with HubSpot a plus. Proficiency in technical operations of website management– experience with WordPress a plus. Must be metric driven and able to perform data analysis to tell a story. Ability to blend big-picture, strategic thinking with a highly tactical mindset. Strong verbal and written communication skills. Experience in and proven track record in developing the operational backbone and managing multi-touch, integrated marketing campaigns within the digital environment. As a Home Office associate at Benchmark, you will have immediate access to a variety ofbenefits including, but not limited to, the following: Vacation and Health & Wellness Paid Time Off Tuition Reimbursement Program Physical & Mental Health Wellness Programs Medical, Vision & Dental Benefits provided by Blue Cross Blue Shield 401K Retirement Plan with Company Match Long Term Care Insurance Company-provided Life Insurance & Long-Term Disability #J-18808-Ljbffr