Senior Digital Marketing Manager

Abrdn - Philadelphia, PA

Full-time - Senior

Philadelphia, PA

About the position

The Senior Digital Marketing Manager at abrdn Inc. is responsible for overseeing all aspects of digital marketing in the US, ensuring that a comprehensive mix of digital activities is effectively utilized. This role involves developing an e-business strategy that aligns with corporate branding and business objectives, acting as a digital evangelist to integrate digital marketing into the overall marketing mix. The manager will create digital marketing acquisition and retention programs to support business growth, ensuring that all digital initiatives are documented and up-to-date. In terms of website management, the Senior Digital Marketing Manager will ensure that the company’s websites are current and consistent with other marketing activities. This includes managing links to third-party websites, mobile web content, and user experience, as well as ensuring that web data and tools are user-friendly and up-to-date. The role also encompasses email marketing, where the manager will be responsible for client email lists and the ongoing development of email communications, focusing on increasing subscriber numbers and aligning content with subscriber needs. The position requires coordination of search engine marketing efforts, including search engine optimization and pay-per-click activities, ensuring alignment with business objectives. The manager will also oversee online advertising, including creative development and media buying to drive traffic and enhance brand awareness. Research, reporting, and analysis are critical components of the role, as the manager will need to develop a metrics framework to measure digital marketing activities against commercial and brand objectives. Management and coordination of resources are essential, as the Senior Digital Marketing Manager will lead teams, including agencies and interns, to deliver on digital marketing initiatives. The role involves liaising with global colleagues to ensure best practices and brand governance are applied, while also managing budgets for digital marketing activities. Social media strategies will be developed to increase engagement and visibility, and the manager will work closely with compliance teams to ensure all digital marketing efforts adhere to regulatory standards.

Responsibilities

• Develop an e-business strategy to strengthen the corporate brand in the US through digital marketing initiatives.
• Act as a digital evangelist to ensure digital integration into the overall marketing mix.
• Create digital marketing acquisition and retention programs to support business growth.
• Ensure websites are up-to-date and consistent with public-facing marketing activities.
• Manage client email lists and develop email communications to increase subscriber numbers.
• Coordinate search engine optimization and PPC activities to align with business objectives.
• Oversee online advertising creative development and media buying to drive traffic and raise brand awareness.
• Conduct research and analysis to identify e-commerce opportunities and best practices.
• Develop a metrics framework to measure digital marketing activity against objectives.
• Lead and coordinate resources required for digital marketing initiatives, including agencies and interns.
• Develop social media strategies to increase engagement and visibility.
• Ensure compliance with regulatory and company frameworks in digital marketing.

Requirements

• College degree required, preferably in digital analytics or marketing.
• 8-10 years of asset management digital marketing experience.
• Experience in digital marketing leadership roles encompassing growth, performance marketing, and lifecycle/CRM.
• Deep experience in developing multi-channel digital media strategies and long-term channel plans.
• Understanding of channel dynamics and investment strategies for brand building and lead generation.
• In-depth understanding of paid media and earned social strategies, including management of paid search accounts across Adwords.
• Ability to manage goal and measurement frameworks for digital channels.
• Experience in marketing technology platforms and associated technologies including CRM, Marketing Automation, CMS, Analytics, and UX.
• Excellent project management skills with a proactive approach to driving capabilities forward.

Nice-to-haves

• Strong project and vendor management skills.
• Inquisitive mindset with a preference for exploring new solutions.
• Ability to build processes and lead initiatives that support marketing data transformation.

Benefits

• Best-in-class medical, dental, and vision plans with Telehealth and Health Concierge services paid for in full by the company.
• Health, dependent, and commuter flexible spending plans available for employee contributions.
• Employer provided life insurance, critical illness insurance, short-term and long-term disability with additional optional coverage options.
• 401(k) retirement savings plan with company profit-sharing contribution immediately vested.
• Generous time off starting day one with 4+ weeks annual vacation plus nine paid holidays.
• Paid parental, adoption, and family sick/caregiver leave programs.
• Volunteer days and study time to focus on personal interests.
• Donation matching program up to $500 per year for charitable contributions.
• Employee assistance, travel, and discount programs.
• Flexible, voluntary benefits including accident insurance, identity protection, and legal assistance.
• Wellness program including gym membership reimbursements.