Digital Marketing Manager – Web Marketing Digital Experience

OVERVIEW

You will oversee the creation, optimization, and maintenance of the Clinical Effectiveness web presence within wolterskluwer.com. This includes the UpToDate and Medi-Span brands. You will work collaboratively with the content and digital team to publish web pages using Sitecore; manage A/B testing, personalization, and site optimization; and drive traffic and conversion growth via UX and SEO.  You will lead the web governance team, manage resources including offshore and agency teams, and coordinate with the Health division and corporate web teams on governance, compliance, and key initiatives. Important qualifications include experience with high-volume global business-to-business websites, Sitecore, Google Analytics, and digital marketing best practices. You will focus on enhancing visitor engagement, optimizing site performance, and implementing innovative digital marketing strategies.

You will be a member of the Digital Experience team and reports to the Director, Digital Experience, Clinical Effectiveness.

RESPONSIBILITIES

• Sitecore Content Approval: Manage the creation, approval, and maintenance of web pages using Sitecore CMS. Ensure content is up-to-date, accurate, and aligned with brand guidelines.
• A/B Testing: Implement and analyze A/B tests to optimize website performance and user experience. Use data-driven insights to make informed decisions and improve conversion rates.
• Design: Serve as web design subject matter expert and guide stakeholders through layout and content choices to balance the needs of the business against search optimization criteria and user experience.
• Site Optimization: Continuously monitor and optimize website performance, mobile responsiveness, and overall user experience. Implement site best practices to enhance organic search visibility.
• Traffic and Conversion Growth: Develop and execute strategies to increase website traffic and improve conversion rates. Track and report on key performance indicators (KPIs) such as traffic sources, unique visitors, bounce rates, and conversion rates.
• SEO: Work with advertising team to develop a keyword strategy for SEO vs SEM. Implement and manage an ongoing SEO/organic traffic growth program with content, program, and segment marketing teams.
• Analytics and Reporting: Utilize Google Analytics, Conductor, and other tools to analyze website performance and user behavior. Generate regular reports to track progress and identify areas for improvement and present results to leadership and stakeholders.
• Digital Marketing Best Practices: Stay current with the latest digital marketing trends and best practices. Implement innovative strategies to enhance online presence and drive business growth.
• Sitecore Personalization Program: Manage the Sitecore personalization program to effectively reach desired buyer personas and enhance user engagement.
• Web Governance Team Management: Lead the web governance team to coordinate web optimizations across product marketing, marketing programs, customer experience (CX), and e-commerce teams across all CE customer segments.
• B2C Web Traffic: Optimize site performance to drive relevant traffic to external e-stores.
• Resource Management: Manage resources including offshore teams, agencies, and coordinate with the corporate web team.
• Compliance: Ensure all web marketing activities comply with relevant regulations and industry standards.
• Collaboration: Work closely with cross-functional teams, including corporate web team, CE content, marketing programs, segment marketing, product marketing, and customer support, to align web marketing efforts with overall business objectives.

• Traffic Growth: Monitor and report on the growth of website traffic, including traffic sources (with a focus on organic traffic), unique visitors, page views, and session duration.
• Conversion Growth: Track and analyze conversion rates, including lead generation, sales, and other key conversion metrics.
• A/B Testing Results: Measure the impact of A/B tests on website performance and user engagement.

QUALIFICATIONS

Education:

• Bachelor’s degree or equivalent experience

Required Experience:  

• 5+ years' experience as a Web Marketing Manager in high volume B2B web program with a global, multi-country presence
• Healthcare or Healthcare Information Technology (HIT) experience preferred
• Proficiency in Sitecore CMS.
• Strong knowledge of Google Analytics and other web analytics tools.
• Familiarity with A/B testing methodologies and tools.
• Familiarity with managing web-integrated technologies, including chatbots and marketing automation platforms.
• Understanding of SEO best practices and site optimization techniques.
• Previous management of agency or direct resources desired

TRAVEL:  Up to 5% travel

#LI-Hybrid

Applicants may be required to appear onsite at a Wolters Kluwer office as part of the recruitment process.

Compensation:

Additional Information:

Wolters Kluwer offers a wide variety of competitive benefits and programs to help meet your needs and balance your work and personal life, including but not limited to: Medical, Dental, & Vision Plans, 401(k), FSA/HSA, Commuter Benefits, Tuition Assistance Plan, Vacation and Sick Time, and Paid Parental Leave. Full details of our benefits are available upon request.