At OCLC, we believe you'll do the best work of your life when you're living the best life possible.
We work hard to build the technology that connects thousands of today's libraries. But we also work hard to make a job at OCLC a meaningful part of a balanced life- not a substitute for one.
Technology with a Purpose. OCLC supports thousands of libraries in making information more accessible and more useful to people around the world. OCLC provides shared technology services, original research and community programs that help libraries meet the ever-evolving needs of their users, institutions, and communities. With office locations around the globe, OCLC employees are dedicated to offering premier services and software to help libraries.
The Job Details are as follows:
The Senior Web Marketing Analyst works with marketing colleagues and cross-functional internal partners to recommend and plan website content and functionality improvements, making the website the hub of a multi-faceted digital marketing program incorporating search marketing, social media, email, forms, member engagement, and more.
The Senior Web Marketing Analyst drives and articulates the program effectiveness by analyzing current strategies, recommending and implementing optimizations for the website to improve integration with digital campaigns, and interpreting and detailing measurements. This role captures and develops requirements, strategies, goals, and metrics for customer engagements, then uses content management and authoring tools to create content to meet those requirements. This role uses search optimization to attract new visitors into awareness and engagement journeys, then evaluates and enhances those journeys using analytics tools, content testing, and user testing to provide data-driven insights.
The Senior Web Marketing Analyst is a member of the Web Marketing team within OCLC’s Corporate Marketing group. This team manages the OCLC website to build effective use of our technology platforms to meet marketing and sales needs, while anticipating and planning for future needs to best reflect OCLC’s technology leadership and our global library community.
Responsibilities
Work with marketing, product, and sales teams to understand business goals and themes to help develop strong digital marketing strategies with specific KPIs
Develop content strategies and architecture based on user needs, analytics data, and marketing best practices that effectively drive lead conversion, renewals, and customer engagement
Continuously improve web marketing strategies by capturing and analyzing appropriate data and metrics to interpret trends and optimize results
Work closely with internal teams and digital marketing partners, helping to integrate and align web marketing campaigns and content across social media, email marketing, lead generation, sales, and other global marketing teams.
Review, recommend, and implement strategic web solutions, including planning, wireframing, and overseeing content, layout, and architecture improvements, coordinating strategy and execution with marketing, sales, design, and development.
Use and champion SEO best practices and keyword strategies. Analyze data from external search engine consoles and website search reporting to inform content and keyword strategies.
Plan and execute online form creation, management, and best practices for designing customer interactions. Work with stakeholders on development requirements and testing. Work with lead generation, product marketing, and development teams on integration and workflows with marketing technology tools.
Minimum Required
Bachelor's degree in marketing or related field
5+ years experience in website content creation and management
3 years experience with website content marketing, customer journeys, and marketing technology tools
Experience planning, creating, and implementing personalized or targeted content and using targeting tools such as VWO, Adobe Target, or Optimizely
Demonstrated knowledge of HTML coding and website content layout best practices
Experience in online form creation and management
Experience with web analytics tools · Experience with and demonstrated knowledge of SEO concepts, content testing, and optimization
Strong desire to continue to learn and grow
Embraces change and able to react quickly to program alterations and task modifications · Strong organizational and analytical skills
Excellent writing, editing, verbal, and interpersonal skills
Able to engage stakeholders at various organizational levels and effective in promoting ideas while exhibiting tact and sensitivity
Effective and enjoys working collaboratively with team members and colleagues as well as independently
Desirable But Not Required
Experience with Adobe Experience Manager content management system · Experience with Formstack forms authoring and management system
Experience with Adobe Creative Cloud
Experience with Siteimprove website quality and analytics service
Experience with Salesforce Marketing Cloud and/or Pardot marketing technology platforms
Experience with Airtable and Atlassian Jira work management tools
Experience with website translation process
Working knowledge of JavaScript and regular expressions
Working Conditions: Normal office environment.
ADA/EAA: The above statements cover what are generally believed to be principal and essential functions of this job. Specific circumstances may allow or require some people assigned to the job to perform a somewhat different combination of duties.
