Digital Marketing Strategist

Position Overview:

The Digital Marketing Strategist supports the ongoing development of the customer experience in the digital space and drives new and strategic growth opportunities across digital channels. This role is part of a fast-paced, in-house Wisconsin Historical Foundation Marketing and Communications team that includes marketing, public relations, social media and development professionals who work in collaboration to grow awareness of the Wisconsin Historical Society portfolio. Responsibilities include strategy, execution and analysis of our digital campaigns to help inform strategic marketing decisions. The position will also work closely with agency partners and contribute to the development of larger digital advertising campaigns across all platforms/channels and will be responsible for the development and management of some paid social campaigns. The Digital Marketing Strategist is responsible for strategic development, analysis and optimization of website content and email marketing campaigns and leverages analytics to drive traffic and conversions.

The Digital Marketing Strategist may office at a remote location but will be required to attend in-person events and meetings at Wisconsin Historical Society headquarters in Madison and at the 12 Wisconsin Historical Society historic sites and museums, which are located throughout the state.

Primary Duties:

• Utilize website analytics and internal databases to provide insight and recommendations to improve the website user experience and optimize marketing performance/content. 
• Record weekly KPI’s and monitor for improvements and provide actionable insights. 
• Build and monitor email marketing campaigns and automations, continually seeking to improve user experience and KPIs. 
• Assist in the tactical development of marketing and communications for the Wisconsin Historical Society’s many historical sites’ events and general admission. 
• Explore new best practices in digital marketing and stay on top of industry trends. Apply insights to improve performance and initiatives across all digital channels. 
• Be an evangelist and resource for the communications team for all digital communication initiatives. 
• Serve as the go-to expert resource on a variety of digital initiatives, providing research, recommendations, and deliverables that support client needs and achieve goals. 
• Work with our agency partners to determine appropriate ROI-based success metrics that inform current and future paid search and organic/SEO campaign development. 
• Build and execute SEO strategies to drive significant organic traffic to websites, including but not limited to maintaining SEO best practices and generating new experiences and content. 
• Implement and manage keyword research strategies using tools like Semrush to optimize content for search engine visibility and drive organic traffic. 
• Champion analytics best practices by collaborating with the Web Manager and content editors to ensure effective tracking of pages, elements, and the entire user journey, aligning with our digital and marketing strategies. 
• Implement and manage a digital listening strategy utilizing social media monitoring tools and website analytics to track and analyze online conversations and feedback about the Wisconsin Historical Society and its sites. 
• Provide quarterly summary reports, actionable insights to improve marketing and content strategies, enhance visitor engagement and address community feedback. 

Desired Qualities

• Proactive and able to work independently. 
• Creative thinker with a positive attitude. Strong problem-solving skills. 
• Excellent communication and teamwork abilities.

Skills & Qualifications:

• Bachelor’s degree in marketing, marketing communications, business analytics or equivalent work experience. 
• 3 – 5 years of professional experience in a digital marketing role. 
• Experience strategizing and implementing email marketing campaigns and automations with experience improving CTR, open rates and conversions through strategies, segmenting and A/B testing. 
• Advanced experience in Google Analytics. Proven ability to analyze metric data and optimize for KPIs. 
• Google Analytics certification a plus. 
• Experience parsing and reporting on data from Google Analytics in various ways. 
• Ability to communicate technical information and detailed analysis to all levels of the organization – to technical and non-technical audiences. 
• Experience aggregating and analyzing traffic data across multiple platforms, channels or websites.
• Experience in managing paid social platforms and developing strategies to drive acquisition, engagement and conversion a plus. 
• Experience in executing SEO strategies. 
• Expertise in the development of ROI-focused email marketing campaigns. 
• Experience assisting with Search Engine Marketing (SEM). 
• Experience developing/managing Google Ads campaigns. Bing Ads knowledge a plus. 
• Experience working with agency colleagues. 
• Working knowledge of content management systems. 
• Working knowledge of CRMs, such as Active Campaign, Klayvio, etc 
• Excellent written and verbal communication skills. 
• Comfortable juggling multiple projects simultaneously and ability to pivot as needed on tight deadlines. 
• Capable of working independently, prioritizing workload and making proactive decisions that effectively move projects forward. 
• Proficient in MS Office Suite.

Preferred Skills

• Experience building and A/B testing email campaigns and automations. Experience with Active Campaign a plus. 
• Experience utilizing Google Tag Manager. 
• Experience utilizing Google Optimize or other A/B testing frameworks. 
• Experience utilizing Google Data Studio, Tableau or heavily customizing Google Analytics to create dashboards for various stakeholders and purposes.

Compensation and Benefits:

This is a full-time exempt position eligible for the Wisconsin Historical Foundation’s benefits package including health, dental and vision insurance; competitive retirement plan including employer match and generous paid time off and paid holiday policy. This position offers a starting compensation of $65,000 - $69,000 dependent upon qualifications and experience and includes participation in the Wisconsin Historical Foundation’s annual incentive compensation plan (a board-approved annual bonus program based on team performance and metrics).

Hybrid Workplace:

This position is eligible for hybrid work or remote work. This position is required to attend occasional in person meetings or events.