Director, Digital Experience
Job Location
United Way of Dallas - Dallas, TX
Summary
Calling all Dreamers, Leaders, Social Innovators, Change-Seekers!!
At United Way, we believe in the power of unity and equity to create lasting change. United Way of Metropolitan Dallas is a social change organization that unites the community to create access and opportunity for all North Texans to thrive. We bring together passionate change-makers alongside corporate, civic and nonprofit partners to drive lasting change and equity in education, income and health—the building blocks of opportunity. And for nearly 100 years, North Texans who share this passion have joined with us to LIVE UNITED
At United Way, we believe in the power of unity to create lasting change. We’re committed to strengthening education, income and health – the building blocks of opportunity – in our community. And for 100 years, North Texans who share this passion have joined with us to LIVE UNITED. Our movement of community change-agents and hand-raisers is growing, and we’re looking for a Director of Digital Experience to help build on this momentum, especially during this our centennial year.
The Digital, Experience Director is responsible for development and execution of an integrated digital strategy across the organization’s digital channels, including email, web, social media, and online advertising, to grow/build a robust digital marketing engine for United Way of Metropolitan Dallas, ramping up both acquisition and retention. This role will optimize and maintain an engaging online experience that drives awareness, builds trust, and motivates audiences to give, advocate and volunteer with United Way. In-depth experience with email marketing, lead nurturing, marketing automation, and web analytics will be essential to this role, as the Director, Digital Experience will develop, manage and execute email and web campaigns. This position will also play a critical role in delivering accurate, insightful real-time actionable analysis across all digital channels to drive decision-making for the department and throughout the organization.
RESPONSIBILITIES
- Develop and maintain inbound marketing strategies to acquire and retain donors across digital channels — primarily email, website, paid media (in partnership with agencies) and SEO/SEM — from concept and execution through performance tracking and analysis
- Perform day-to-day email marketing activities including, but not limited to, email campaign set-up, scheduling, testing, tagging and deployment of one-time, recurring, automated, and dynamic content-driven campaigns and journeys.
- Drive email marketing efficacy through effective segmentation and list management, open and click-through optimization and relevant nurture tracks to efficiently convert leads to donors and volunteers.
- Create email, website and social media user experience paths to grow database, improve engagement, ensure consistency, increase retention/loyalty and obtain qualified leads through email capture.
- Support agency partners on outbound marketing and paid media strategy, including tracking and performance analysis
- Write, edit, and curate content for email campaigns, ensuring messaging is consistent with the organization’s brand, style and tone and proofed for clarity, grammar, and spelling.
- Segment contacts/prospects based on digital behaviors and demographics and build customer journeys to boost engagement and conversion.
- Analyze key performance indicators across digital channels (web, social, email, SEO/SEM, digital advertising) to generate actionable insights and continually optimize inbound marketing programs.
- Collaborate closely with CRM and Resource Development teams to draw donor insights and optimize journies
- Own the configuration, maintenance and/or implementation of analytics and optimization tools such as HubsSpot and Google Analytics (G4)
- Bring vision/recommendations on how to measure, prioritize and optimize communications to new audiences.
- Design effective and impactful reports, visualizations and dashboards with actionable data using tools such as HubSpot, Microsoft Dynamics, Google Analytics, Excel, and PowerBI.
- Manage email list to reduce unsubscribes, increase engagement and ensure the use of best practices and compliance around permission-based marketing, privacy, spam regulation (CAN/SPAM), and deliverability.
- Stay current with changing technology trends and approaches in email.
- Extensive experience using email marketing platforms (preferably HubSpot), content management systems (Wordpress) and Google Analytics
- Excellent understanding of inbound marketing tactics and metrics
- Deep knowledge of large-scale, marketing automation software (HubSpot) to develop email marketing strategies and customer lifecycle journeys.
- Highly analytical and able to derive meaning from data, including A/B testing, website traffic, campaign metrics (paid media) and email optimization.
- Ability to troubleshoot technical issues related to HTML templates, list segmentation and other aspects of email execution, as required.
- Ability to work independently as an expert in collaboration with cross-functional project stakeholders / colleagues while also contributing as an essential part of the Marketing team.
- Ability to derive actionable insights from data and effectively guide decision-making
- Excellent written and verbal communication skills
- Proactive problem-solving and critical thinking skills
- Ability to excel in a fast paced, cross-functional environment
- Ability to manage time effectively and consistently meet deadlines
- Advanced knowledge of Microsoft Excel, proficient in Microsoft Office suite; Microsoft Dynamics and PowerBI a plus
- Experience with customer acquisition and retention strategies and/or loyalty programs
EDUCATION: BA/BS or equivalent working experience.
EXPERIENCE: 4+ years experience with inbound marketing, lead nurturing, marketing automation, data analytics
Calling all Dreamers, Leaders, Social Innovators, Change-Seekers!!
We seek diverse experience, perspectives and skills and value diversity and equity in all aspects of our work. Join the Live United team to be part of the change. Apply Today!
United Way of Metropolitan Dallas offers:
Medical, Dental, Vision, 403b, 457b retirement savings plans, Life & AD&D, STD, LTD, PTO, Parental Leave