Digital Marketing Strategist

at Washington Trust Bank
Published January 18, 2024
Location Spokane, WA
Category Default  
Job Type Full-time  


Description The Digital Marketing Strategist is primarily responsible for developing and implementing integrated digital campaigns across the bank's website, email platform, and other digital channels. Secondary responsibilities include analyzing digital campaigns and identifying areas to improve processes within channels under ownership. This role is the product manager of and the marketing automation platform, Marketo, including developing the product/technology roadmap and processes for assigned applications with internal business partners to ensure efficient implementation and operational support. Essential Functions: Marketing Automation Responsible for scheduling and sending all email communication (emails, newsletters, event invitations) in Marketo for both internal and external audiences. Develop and manage a marketing automation platform, including building automations and rules, creation of forms, data segmentation, and recommending use of features to make our marketing communications more efficient. Develop digital marketing strategies supporting the website and email channels that are cohesive with the overall advertising strategy. Research and develop email and website marketing strategy for the bank with a short-term and long-term roadmap. Collaborate with the marketing team to create email campaigns, landing pages, and event invites including collaborating with graphic designers and copywriters to share insights and knowledge of success through the email channels. Collaborate with the design team to ensure email templates, landing pages, and image asset libraries meet current brand standards. Identify different segmentation criteria based on audience behavior, demographics, and geography. Assist with maintaining the email database(s). Monitor data quality to ensure a healthy database that adheres to compliance standards. Collaborate with the Marketing Data Analyst to obtain email lists, strategize segmentation, develop reports and build client lists for businesses lines as appropriate. Website Responsible for day-to-day updates, maintenance, and administration of the bank's website. Develop and implement website marketing strategies in support of the overarching advertising efforts. Align the banks website with the organization's brand, strategy, and standards. Evaluation website content performance and report outcomes to content strategists. Research and identify ways to improve website user experiences. Produce sitemaps that represent and visualize the bank's website architecture. Identify and report on SEO efforts with suggested performance improvements. Ability to update HTML code within the website CMS when needed. Product Manager Manage partnerships with the ability to influence, negotiate, and work closely with all levels of individuals in all areas of the bank. Knowledge of financial industry regulations and technical aspects needed to remain compliant. (Examples include but not limited to CAN-SPAM, GDPR, CASL, cookies management, etc.) Regular, reliable attendance required. Ensure the bank's website complies with all regulator requirements and appropriate laws. Requirements: Bachelor's degree in related field or equivalent work experience. 3 years of progressively responsible product analyst experience or applicable business experience. Database management best practices, HTML, SEO, CMS Website management. Outstanding project management skills. Strong collaboration skills to bridge knowledge gaps of different departments such as IT and Marketing. Ability to effectively apply appropriate technologies in a business setting. Strong organizational skills and the ability to work on multiple projects simultaneously. Strong attention to detail with high levels of accuracy as needed to deliver a quality product. Strong written and verbal communication skills, including the interpersonal ability to deal tactfully and effectively with diverse groups of people. Compensation: $61,320 - $91,980 The compensation range represents the low and high end of the base compensation range for this position located in Spokane, WA. Actual compensation will vary and may be above or below the range based on various factors including but not limited to location, experience, and performance. What our culture can offer you: Our benefit philosophy is to provide you with a comprehensive package to secure your overall wellness and help you become and remain a fulfilled and productive employee. Our benefits include Health, Financial, Retirement and Work/Life Benefits. We are proud to share an overview of our benefits HERE as part of your total compensation. Washington Trust Bank celebrates diversity in the workplace and actively recruits talent to help reflect the unique communities where we live and work. We are proud to be an equal opportunity employer and prohibit discrimination or harassment based on race, religion, sex, gender identity, sexual orientation, national origin, age, pregnancy, disability, genetic information and any other protected characteristics outlined by state, federal and local laws. We believe strength comes from the diverse backgrounds and experiences of our team, and we are dedicated to fostering a supportive and inclusive work environment. Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor's legal duty to furnish information. 41 CFR 60-1.35(c)