At World Kinect, our employees are the key to our global success. We are industry leaders due to the innumerable talents of our approximately 5000 strong professional team. Our people thrive in an entrepreneurial and culturally-diverse environment, where innovative thinking, collaboration and efficient execution are highly valued. Our high-performance culture is what allows us to drive sustained growth. Stronger together, we promote an environment where individuals can thrive.
Summary
The Digital Marketing Director will be responsible for establishing, implementing and managing World Kinect enterprise digital marketing orchestration and marketing data strategy and practice. This includes planning and successfully orchestrating all channels of the digital marketing and CDP ecosystem to drive engagement and conversion among targets, as well as customer engagement, cross sell, and retention.
This individual will manage all digital acquisition and retention content marketing strategies inclusive of the global website, SEO, mobile, social media, CRM and email marketing in partnership with the segment marketing leaders, technology, data analysts, and agency partners.
Key Responsibilities
- Directs and controls overall department responsible for digital marketing and marketing analytics.
- Works with Marketing segment leaders to develop and deliver marketing practices and strategies to attract customers to company website, online presence and promote online products or services.
- Build, plan and implement the overall digital marketing platform.
- Manage and build digital marketing capability and excellence across marketing team.
- Reviews online statistics, changes to the marketplace and identifies the best practice to optimize digital marketing performance or changes plans accordingly.
- Build and continuously improve a robust data-led marketing platform.
- Lead marketing data analysis in all stages of account and contract record enrichment.
- Experience in visualization platforms like Tableau and using advance analytics tools to develop market and customer insights.
- Create and manage marketing CDP strategy including continuous data enrichment.
- Develop platform triggers and monitoring approach to identify targets and push into specific always-on campaigns.
- Lead technical aspects of marketing tech stack and CDP (marketing automation, CMS, CRM, ABM data services, and lead management processes across those systems).
- Create and maintain metrics reports on digital marketing activities that detail their effectiveness and business impact by providing insights to marketing segment leadership.
- Strong focus on process orientation and 'continuous improvement'.
- Lead organization in strategic thought around digital and data marketing and implementation of best practices within budget.
- Translate strategy into integrated marketing plans, campaign strategy, and consumer experience.
- Authoring and achieving metrics-based projections for lead generation requirements.
- Monitor digital behaviour analytics and A/B testing to develop strategic recommendations that will optimize the user experience and increase conversion.
- Passionate about marketing tech and keep up to date with marketing tech innovations, tool, and trends.
Key Skills:
- Strong analytical skills.
- Deep understanding of marketing technologies.
- Ability to perform marketing data and campaign orchestration across the enterprise.
- Bright, energetic problem-solver.
- Self-director, action-oriented with ability to build consensus and collaborate.
- Critical thinker, proactive in proposing tests, ideas, solutions, optimization strategies, channel strategies.
- Excellent organization, task and project management skills.
- Strong interpersonal and communication skills; both written and verbal.
- Exhibit the ability to organize thoughts; communicate professionally and concisely.
- Passion for problem solving and working cross-functionally to identify opportunities and resolve problems. True business partner with all business functions.
- Strong leadership skills.
- Ability to work effectively with internal and external stakeholders.
- Demonstrated ability and willingness to work hands-on, and become actively involved in all aspects of the marketing function.
Education and Experience Requirements
- Bachelor's degree and or 12+ years of B2C or B2B digital marketing experience with a measurable impact; or equivalent combination of education and experience.
- Strong experience working with external digital partners.
- Deep understanding of SEO and SEM content, social media, reputation management, performance marketing, email marketing, and traffic.
- History of measuring and reporting on digital marketing's impact on the business.
- Experience measuring and optimizing marketing projects, reporting results and proposing improved ways of operating based on the data.
- Experience with providing senior leadership a dashboard to monitor results.
- Proficient in marketing automation systems and integrating those systems with other marketing technologies to drive cost effective programs.
- Experience in managing and enhancing the marketing function of company website/CMS (Drupal, and off-site directory listings (Google My Business, etc.).
- Proven ability to successfully manage multiple projects at the same time in a fast-paced growth oriented, results-driven organization.
- History of working cross-functionally and getting projects completed through collaboration.
- Technically capable but with a real understanding of how digital marketing still needs creativity.
World Kinect is an equal opportunity/affirmative action employer. All qualified applicants will receive consideration for employment without regard to sex, gender identity, sexual orientation, race, color, religion, national origin, disability, protected veteran status, age, or any other characteristic protected by law.
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