- Digital marketing roles
- Role needs and responsibilities
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Responsible for defining campaign vision, strategy, priorities and overseeing all campaign execution across all activation channels
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Accountable for online brand marketing efforts to ensure target audiences have a high impact, compelling, and engaging experience
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Designs a cohesive customer experience strategy; develops customer journeys to aid in creating impactful digital experiences that are consistent across the brand platforms.
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Ensures all campaigns have data-backed insights that capture all aspects of the targeted customer group
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Creates an integrated plan to develop engaging content and executes content marketing strategies convert prospects into customers
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Role to teach the team agile ways of working, lead all SCRUM ceremonies, remove impediments and shield the omnichannel orchestration team from external distractions
- Standard roles and responsibilities within BD to support the new digital upskilling needed to improve how we engage with customers
- Job descriptions and requirements exist for these roles within BD to support digital upskilling in order to improve how we engage with customers
- Career progression models for these roles are in place to allow for continued growth and employee satisfaction (e.g. job ladders)
Responsible for defining campaign vision, strategy, priorities and overseeing all campaign execution across all activation channels; Works directly with the Digital Marketer in development of digital strategy and optimization of digital assets
Role needs and responsibilities
Manage campaign development:
- Defines overall brand strategy and signs-off on overall digital strategy (including campaigns)
- Responsible for end-to-end customer experience and business outcomes
- Scope the MVP, considering existing constraints and sustained development of the product
- Accountable for campaign/ product decisions and sign off sprint results and demonstration
- Decision maker on campaign development and prioritization
Setting targets and work priorities:
- Lead sprint planning
- Manage and prioritize the backlog to achieve business goals
- Hold meetings with the team to update the product backlog
- Make sure the team correctly understands the requirements
Digital engagement team development:
- The single person accountable for success of team
- Responsible for defining the set of necessary competencies in the team and required upskilling
- Adept communicator and always available to interact with the team
Making data and analytics insight driven decisions:
- Continuously manage product backlogs, whilst making or escalating key product decisions - is able and empowered to make decisions
- Understand future trends within the market and system domain
- Deep understanding of users, the marketplace and the competition
The Digital Marketing Manager is accountable for BD’s online brand marketing efforts to ensure our target audiences have a high impact, compelling, and engaging experience
Role needs and responsibilities
Channel operations and customer experience management:
- Help execute on the company’s overall digital marketing strategy, such as managing our online content and development, social media, and advertising efforts
- Collaborate with key stakeholders across the company to gather input for the online content and development, refine it together, and create the final deliverables
- Help to identify target audiences for media campaigns, campaign requirements, and priority features
- Define content strategy and liaise with creative agencies to deliver visuals
- Build campaigns with compelling visual designs that align to company brand standards; publish content on digital channels in accordance with governance laid down by DDA Platform team
- Define success criteria/ metrics that inform success of campaigns and enhance customer satisfaction/ experience
- Collect and review adoptions and usage statistics to drive customer success
- Build, maintain, and analyze the social media efforts across all channels to test and ensure the social posts’ content and creative are engaging to our target audiences.
- Build, maintain, and analyze digital advertising campaigns to ensure the content is reaching the right audiences within budget at the most opportune times.
- Build, maintain, and analyze metrics on all digital marketing channels (e.g., website, blogs, and emails) to ensure brand consistency, positive impact, and high user engagement
- Optimize engagement plans according to the best media mix and work closely with DDA tools to ensure full coverage on main-stream channels
- Collaborate efforts with outside vendors to support digital marketing efforts (e.g., web development, media buying and digital advertising); CX design will manage creative
- Monitor competitor’s digital footprints to keep current with market trends and best practices
- Stay on top of the latest developments in digital marketing efforts to identify opportunities and establish best practices
A member of the team who works with team to design the customer experience strategy; Conducts user research and develops customer journeys to aid in creating impactful digital experiences that are consistent across the brand platforms.
Role needs and responsibilities
Customer Experience Strategy:
- Defines overall customer experience strategy and thinks creatively on how to engage customers with the right message in the right channel at the right time
- Advocate for user-centered design solutions
- Conduct user research to discover insights, define user personas, and map user journeys
- Create distinctive, branded digital customer experiences that are desirable and consistent across multiple platforms, devices and channels
- Actively collaborate as part of Digital Engagement Team to ensure customer experience design is integrated in digital marketing campaigns and content
- Provides input on when and how in the customer journey, certain outreach should be done
- Define experience of campaigns across different channels
Technical configuration and design creation:
- Track user experience metrics and report on the success of UX improvements, including analytics
- Develops new digital product concepts, wireframes, storyboards, detailed interaction designs and screen flows, and prototypes to clearly articulate customer experience solutions
- Define the visual style of solutions
- Conduct concept and usability testing to iteratively validate and improve design solutions
A member of the team who ensures all campaigns have a sound backing from data insights that capture all aspects of the targeted customer group; “translates” results from data models into new campaign requirements
Role needs and responsibilities
Asses and implement analytics:
- Drive standard Omnichannel analytics (e.g., segmentation analytics, A/B Testing, social listening, etc.) *may be shared resource across BU/ Segment
- Monitor, evaluate, and analyze digital performance dashboards. From traffic analytics to user engagement, you will be responsible for tracking key KPIs to measure ROI of all digital marketing efforts across BD’s product lines.
- Understand processes related to analytics solutions implementation (testing, approvals etc.) and be capable of identifying required people to get things done
- Ensure that data and analytics blockers are identified and removed wherever they occur and escalated if needed
- Identify mechanism to capture new data, clear organizational hurdles to gain access to data and forge partnerships with 3rd party data providers
- Create dashboards to synthesize information and enable business decisions
Insight management (CBI):
- Interpret market research and share market insights with the brand teams to inform strategy
- Collaborate with marketing leads to provide insights from analytics and metric tracking
- Work closely with Product Owners/ Sprint Lead, Developers and Data Specialists to understand the business needs, data sources and technical setup
- Create reporting structures associated with individual personas
- Consult on trackability and implementation of KPIs
Creates an integrated plan to disseminate engaging content, write copy for the website, social and other digital channels, manage syndication and execute content marketing strategies to engage and convert prospects into customers. Contributes to email campaign management, SEO, SEM, etc.
Role needs and responsibilities
Content Creation:
- Defines content marketing objectives and manages an editorial calendar based on goals that support and extend sales and marketing initiatives throughout digital channels.
- Produce content that drives "top of funnel" visitor growth and funnel maturation such as: Emails & Newsletters, Landing pages, Case studies, Infographics, Short-form videos / screencasts, Ad-Copy for Paid-Ads and Social Media Copy, crafting messaging into bit-sized social content that is compelling and engaging.
- Brainstorming and creating both engaging, shareable and timely Social media and blog post topics focusing on scientific content topics to deploy globally and to support regional teams.
- Creating clear briefs for freelance and in-house blog writers and generating templatized briefs for large-scale content production projects.
- Working closely with internal teams, thought-leaders, platform and regional marketing, SEO and design teams to balance needs and translate those needs into high-quality content.
Copywriting:
- Copyediting, subediting and fact-checking short-form and long-form content for grammar, spelling, syntax, substance and flow according to tight deadlines. Creatively repurpose existing content into alternative formats to market through different channels.
- Ensure all content is on-brand, consistent in terms of style, quality and tone of voice for each audience.
Project Management:
- Spearheading the entire content journey, from conceptualization to execution to activation managing deadlines along the way.
- Track and optimize content performance across search, nurture programs, website funnels, etc.
Collaboration:
- Build collaborative relationships and leverage subject-matter experts internally and externally.
The Scrum Master supports the team and the Product Owner and helps them to communicate, solve problems, and deliver a great product. It’s their role to teach the team agile ways of working, lead all SCRUM ceremonies, remove impediments and shield the team from external distractions
Role needs and responsibilities
Agile Project Leadership:
- Guide the team on how to use scrum & agile practices and methodologies
- Oversee scrum process and coaches the team; facilitates transparency, inspection and adaptation
- Lead daily scrum, sprint review, and planning meetings in a way that ensures full team engagement
- Support Product Owner on release planning
Team Leadership:
- Remove impediments (e.g., cultural barriers, logistic challenges)
- Foster close cooperation across all team members, encourage cross-training and supporting each other
- Facilitate communication and collaboration inside and outside the team
- Shield the team from external interference and ensure the team is fully functional and productive
- Foster self-organization and growth within the team
- Build a trusting and safe environment where problems can be raised without fear of punishment