Marketing Manager III

4 weeks ago

New York, United States Aditi Consulting Full time
Summary:
The interim Enterprise Web Manager role sits on the Web Strategy Team within the Slack Marketing organization. This is a growth-oriented position focused on generating leads (web form fills), conversion rate optimization (CRO), and marketing driven pipeline on slack.com and company.com, through site experimentation, landing page launches and optimizations, user journeys, campaign launches, and more.
Drive enterprise-focused experimentation on key marketing pipeline-generating experiences on slack.com, such as the contact sales page, navigation, and overall site forms. This involves creating a web brief, testing plan, forecasting, monitoring results, distilling insights, and determining next steps. Experiments are deployed via Optimizely or via Slack's internal testing platform, in partnership with the self-serve web manager, engineering, creative design and copy, business intelligence (web analytics) and when applicable, our localization team and Optimizely vendor.

Responsibilities:
  • For the first time, begin to explore site experimentation for the Slack experience on Company.com, evaluating call-to-actions, the contextual navigation, and gated page optimizations. This will involve exploring new processes, influencing teams to prioritize Slack in a queue of multi-product requests, and partnering with the Company Digital Strategy team to strategize and execute tests via Optimizely.
  • Optimize enterprise call-to-actions on slack.com for consistency and impact, across the /features, /solutions, and /enterprise pages and the navigation. Partner with cross-functional marketing teams to ensure a phased roll-out, with a variety of experiments and pre/post launch analyses, and ensure analytics are captured and reported out for insights and optimization. Close collaboration with the Self-Serve Web Manager Lead will be essential as dual audience motions (self-serve and enterprise) are prioritized on slack.com.
  • Launch and enhance existing enterprise content, with a focus on improving lead generation and wayfinding. We expect web managers to drive the web strategy, web analytics (benchmark/forecasting/goal setting), content/page flow outline, cross-promotional approach on .com, and localization recommendations. Leverage analytic platforms, such as Google Analytics, Contentsquare, our internal dashboards, and more to provide cross-functional partners with data-backed insights and recommendations. Projects will include: updating the enterprise landing page and launching, optimizing industry and department pages (examples: technology industry page and sales department page), and better merchandising enterprise content throughout slack.com.
  • Drive web strategy and execution in cross-functional campaigns that often span both web domains (slack.com and company.com) and global markets, involving distinct partners and processes within a tight timeline. A recent example is Slack Sales Elevate, which may function as the playbook for future similar campaigns.
  • Lead content portal refreshes on slack.com, including our events/webinars portal and resources portal, with the main objectives of increasing form fill volume and conversion rates and improving navigation/findability of information. Partner with marketing to identify gaps, pain points, and opportunities, develop a web brief, inform on analytics pre and post, and ensure globalization is prioritized. Partner with engineering to understand and improve any CMS logic/rules to best support improvements.
  • Serve as the Slack on Company liaison, for any globalization enablement efforts and ongoing ad-hoc optimizations led by the Company Digital Strategy Team or Slack Product Marketing.

The scope of work may include:
  • Ensuring the Slack web experience is available in all global markets on company.com, updating the pricing page due to a new component enhancement, reviewing conversion rates and bounce rates for pre and post messaging updates at the page level, etc.
  • Develop in-depth, post-launch web reports for major page launches and campaigns to show performance vs the benchmark, identify optimization opportunities, and provide data transparency to cross-functional teams. This will involve use of internal, self-service web and marketing pipeline dashboards, Google Analytics, and Contentsquare.
  • Provide quarterly and regional web performance data (traffic, form views and submissions, form conversion rates, and marketing driven pipeline) in structured templates to be leveraged in marketing reviews by the Senior Director of the Slack Web Strategy team.

Top required technical skills:
  • Experienced in driving web strategy, considering CTA approaches, UX, journeys, etc.
  • Experienced managing web launches that span different audience types and markets
  • Well-versed in CRO and experimentation (how to set up a brief, types of analytics to track, etc.)
  • Able to self-service web analytics from various sources and ability to tell a story, aggregate insights, and deliver suggestions for improvement
  • Effective at working collaboratively across teams, organizations, and global markets

Teachable skills:
  • GA4 proficiency (must have Google Analytics experience but GA4, specifically, can be taught)
  • Contentsquare proficiency

Optional skills:
  • Optimizely proficiency
  • Web Marketing, Google Analytics, Contentsquare

Skills that that are nice to have:
  • 7+ years of experience leading web strategy and execution to extract lead generation and marketing pipeline growth from the website.
  • Experienced with leveraging the website as a conversion tool and accustomed to speaking to distinct audiences within varying domains. On Slack.com, we must prioritize dual product-led (self-serve) and sales-led (enterprise) selling motions, while on company.com, we can prioritize the enterprise user journey within the context of Company's distinct information architecture and tone of voice.
  • Passion for context switching and program management that enables you to work on multiple projects spanning different global cross-functional teams, including Engineering, Creative, Product Marketing, Field/Campaign Marketing, and more.
  • Ability to extract and derive insights from analytic platforms, including Google Analytics (GA4), Content square, and internal dashboards.
  • Familiarity with experimentation platforms, such as Optimizely, to launch and monitor on-site deployments. Technical set-up will be arranged by the professional services team at Optimizely.
  • Demonstrated experience working in a fast-paced, high-growth, often ambiguous environment across highly matrixed organizations (Slack and Company).


Compensation:
The pay rate range above is the base hourly pay range that Aditi Consulting reasonably expects to pay someone for this position (compensation may vary outside of this range depending on a number of factors, including but not limited to, a candidate's qualifications, skills, competencies, experience, location and end client requirements).

Benefits and Ancillaries:
Medical, dental, vision, PTO benefits and ancillaries may be available for eligible Aditi Consulting employees and vary based on the plan options selected by the employee.

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