Digital Marketing Strategist

Position Overview:

The Digital Marketing Strategist role is primarily two things – first, an email marketer and second, a data junkie who can assess various web, social media and paid digital advertising analytics data to mine insights and draft detailed reports, pulling the most relevant information to inform strategic marketing decisions. In addition, this position will be responsible for developing and managing some in-house paid social campaigns as necessary.

You will be part of a fast-paced, in-house Marketing and Communications team at the Wisconsin Historical Foundation. This team consists of professionals in marketing, public relations, social media and web development who collaborate to increase awareness of the Wisconsin Historical Society's portfolio.

This position will also work collaboratively with agency partners by contributing data that will help to inform larger digital advertising campaigns across all platforms/channels.

The Digital Marketing Strategist may office at a remote location but will be required to attend in-person events and meetings as requested at the 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:

• Build, execute and monitor email marketing campaigns and automations, continually seeking to improve user experience and KPIs.
• Collaborate with the Web Manager and content editors to ensure effective tracking of web pages, elements, and the entire user journey, aligning with our digital and marketing strategies.
• Utilize website analytics and internal databases to provide insight and recommendations to improve the website user experience and optimize marketing performance/content.
• Implement and manage keyword research strategies using tools like Semrush to optimize content for search engine visibility and drive organic traffic.
• Provide detailed reports and presentations synthesizing multiple data points into insights that can be used to improve performance and initiatives across all digital channels.
• Work collaboratively with our agency partners to determine appropriate ROI-based success metrics that inform current and future paid search and organic/SEO campaign development.
• Leverage social media monitoring tools to develop a dashboard that better allows us to track and analyze online conversations and feedback about the Wisconsin Historical Society and its sites.
• Record team weekly KPI’s and monitor for improvements and provide actionable insights.
• Explore new best practices in digital marketing and stay on top of industry trends.
• 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.
• Be an evangelist and resource for the communications team for all digital communication initiatives.

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.
• Expertise in the development of ROI-focused email marketing campaigns, including 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, parse and report on data in many ways to optimize for KPIs. Google Analytics certification a plus.
• Experience with Search Engine Marketing (SEM), including executing SEO strategies and developing/managing Google Ads campaigns. Bing Ads knowledge a plus.
• Experience with using social media analytics tools such as Sprout Social to analyze organic social media performance and create informative reports that effectively demonstrate channel impact and guide social strategy decisions.
• Experience in managing paid social platforms and developing strategies to drive acquisition, engagement and conversion a plus.
• Experience working as an in-house partner to an outside advertising agency desirable.
• Working knowledge of content management systems.
• Excellent written and verbal communication skills.
• Ability to communicate technical information and detailed analysis to all levels of the organization – to technical and non-technical audiences.
• Capable of working independently, prioritizing workload and making proactive decisions that effectively move projects forward.
• Proficient in MS Office Suite.
• Enjoy learning new skills and adapting to changing conditions.

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.