Job Description

The purpose of this position is to be responsible for all aspects of digital marketing for abrdn Inc. in the US, ensuring the full mix of digital activities (from search to mobile to advertising to social media) is maximised for its best use.

Duties/responsibilities

Strategy

Develop an e-business strategy that strengthens the corporate brand in the US through ongoing digital marketing initiatives, and is consistent with our business objectives; this includes ensuring the strategy is documented and up-to-date. Act as a ‘digital evangelist’, ensuring digital is always integrated into the overall marketing mix. Develop digital marketing acquisition and retention programs to support business growth.

Website

Ensure websites are up-to-date and consistent with other public-facing marketing activities. Responsible for links to and positioning on third party websites, databases and extranets, mobile web content and user experience and for ensuring web data and tools are best in class, user-friendly and up-to-date.

Email

Responsible for client email lists and databases and for the ongoing development of email communications; this involves actively looking for ways to increase subscriber numbers to our email service as well as aligning our email content with subscriber requirements. Responsible for the layout, design and organization of content for HTML email communications to support acquisition and retention efforts.

Search engine marketing

Coordinate and develop search engine optimisation and PPC activities ensuring they are in line with business objectives and delivering results.

Online advertising

Responsible for online advertising creative development and media buying to drive traffic to the site for new business and raise brand awareness.

Research, reporting & analysis

Research, analysis and interpretation (as the need arises) including e-commerce, best practice, industry and technology opportunities. Develop and refine a metrics framework to measure digital marketing activity against commercial, campaign and brand objectives. Manage the process document for the digital marketing function.

Management & coordination

Lead and coordinate resources required to deliver against digital marketing initiatives: agencies and other project-based resource as required including graduates, interns and direct reports. Liaise with colleagues globally to ensure best practice, sharing, innovation and brand governance is applied. Serve as regional thought leader for communications to global colleagues. Handle budgets for digital marketing activities. Develop relationships with internal teams, distributors and competitors to share insight and lead the direction of digital activities in line with industry best practice and client expectations. Ensure internal stakeholders are kept up-to-date on ongoing developments and that meeting notes are circulated and kept up to date.

Social media

Develop social media strategies to increase engagement, visibility, and membership including tying in with wider sponsorship activities.

Regulatory & compliance

Work with Content Management and Compliance to ensure digital marketing complies with regulatory and company framework. Monitoring of the wider web for fraud and

Skills and experience

• A digital programmatic and insights leader with a clear client and data-centric outlook. Experience in digital marketing leadership role encompassing growth, performance marketing and lifecycle/CRM.
• Deep experience of developing multi-channel digital media strategies and long-term channel plans. Understanding of channel dynamics, what channels and levels of investments drives brand building and targeted digital media tactics for lead generation and conversion
• Indepth understanding and experience of paid media and earned social strategies. Management of paid search accounts across Adwords
• Manage goal and measurement framework for digital channels and develop effective measurement, reporting and attribution metrics for US marketing business
• Drive a data-first approach, employ client data to actively advance paid and performance media strategies. Working with partners to identifying innovations that ensure efficiency and quality of traffic into abrdn’s web journeys.
• Foster an environment of innovation around how abrdn uses data to effectively drive prospect and client engagement. Educate teams on digital platforms, client databases and execution with applications/use cases.
• Expert planning and organising skills with the ability to build strong working relationships with key business teams to drive data-first agenda
• Ability to build processes and lead initiatives that support marketing data transformation, data structures and workload management
• Experience of operating in marketing technology platforms enterprise set-up, understanding of associated technologies including CRM, Marketing Automation , CMS, Analytics and UX.
• Knowledge of current marketing and analytics technology such as ad tech, Double Click, Ad Words, DV360, programmatic, Meta and Linked In business suites
• Excellent project management skills, with proactive and resourceful approach to driving capabilities forward.

More specific demand generation responsibilities

• Drive abrdn’s outbound reach activities forward to support prospecting and existing client journeys. Further expand marketing audiences by utilising 1st and 2nd party data sources delivering value from key tools such as CDPs (Oracle)
• Develop and execute a comprehensive performance marketing strategy that aligns with overall business objectives, harnessing demand generation, MQLs and intent capabilities to deliver scalable growth and customer acquisition.
• Monitoring inbound and outbound demand generation channels, optimising the mix of paid media, SEO, email, webinars and social media to capture valuable opportunities and account based intent.
• Facilitating collaboration between Marketing and Sales to develop cohesive campaigns, redefine lead generation strategies and find opportunities for pipeline acceleration and Sales conversions

QUALIFICATIONS and EXPERIENCE REQUIRED:

• College degree required; preferably in digital analytics or marketing
• 8-10 years of asset management  digital marketing experience
• Ability to work under tight deadlines
• Team player
• Strong project and vendor management skills
• Inquisitive employees who enjoy exploring new ways of making something work are preferred

IV. Conditions of work:

• Required travel is estimated to be no more than 5%, including potential travel outside of the U.S.
• Normal hours of work are 8:30 am ET - 5:30 pm ET with additional hours required as needed based on project work

Our benefits

When you join abrdn, you will be rewarded with a comprehensive benefits package that invests in each employee’s financial future, health and well-being. We offer a range of benefits to meet your family’s needs and employees are immediately eligible to begin participating. We have an environment where you can learn, get involved and be supported.

What we offer:

• Best-in-class medical, dental, and vision plans with well-known carriers; Telehealth and Health Concierge services — paid for in full by the company!
• Health, dependent and commuter flexible spending plans available for employee contributions
• Employer provided life insurance, critical illness insurance, short-term and long-term disability with additional optional coverage options
• Investing for your future with 401(k) retirement savings plan with top-notch company profit-sharing contribution that’s immediately vested!
• Generous time off starting day one with 4+ weeks annual vacation plus nine paid holidays
• Paid parental, adoption and family sick/caregiver leave programs
• Volunteer days and study time to focus on what’s important to you!
• Make a donation to your favorite charity and abrdn will match up to $500 per year
• Employee assistance, travel and discount Programs. From helping you navigate the healthcare system to providing resources and assistance to parents and caregivers of children with development disabilities.
• Flexible, voluntary benefits including accident insurance, identity protection, and legal assistance available
• Wellness program including a robust employee assistance program and gym membership reimbursements

Our inclusive culture

We are committed to exploring the possibilities of working smarter. This means we’d like to hear from you, whatever way you like to work.

We have a long-term commitment to building inclusive workplaces; we value diversity in our workforce and welcome enquiries from everyone. If you need assistance or a reasonable adjustment due to a disability, please let us know as part of your application and we will assist. You can find out more about our inclusive culture here.

abrdn is an affirmative action and- equal opportunity employer.