Position Summary
The Digital Campaign and Marketing Automation Analyst reports directly to the Head of Marketing & Comms. The purpose of the role is to develop and manage highly effective digital Marketing campaigns and the marketing automation platform and fully leveraging its capabilities. Working closely with designers, developers, and project managers, this role will implement all programmatic and operational initiatives through the marketing automation platform.
Responsibilities:
Manage marketing automation efforts and processes, proactively researching and implementing the latest best practices, strategies, and industry standards.
Plan and perform A/B testing to define and execute enhancements to productivity, conversion rates, programs/campaign ROI, and sales growth.
Support essential marketing operations initiatives in Salesforce such as managing the lead lifecycle, lead scoring, lead nurturing, and segmentation.
Develop the commercial acquisition performance campaign plan across the customer decision-making process from lead nurturing through to sale.
Optimise the campaign marketing budget across digital channels to give the best ROI and maintain positive KPI trends.
Oversee the implementation of the acquisition campaign plan across a broad mix of media channels including PPC/SEO, programmatic display, paid social media, etc.
Ensure all marketing campaigns are delivered on time and within budget.
Follow up reporting on campaign return on investment and making recommendations.
Work with management to define KPIs, create reporting, analyse campaign performance, and create recommendations to improve campaigns continuously.
Work in partnership with International Brand marketing colleagues to create, manage, and own global brand projects for digital channels.
Work closely with the IM Digital Marketing team to execute the marketing plan across digital channels and build digital capabilities.
Partner closely with the local sales team to develop new segments and campaigns that will grow business both profitably and sustainably.
Requirements:
Degree educated, preferably in a Business, Marketing or Social Sciences discipline.
10+ years' experience in digital marketing and analytics in a B2B & B2C & B2B2C environment.
Understanding of web analytics, Google Adwords, SEO tools, Display networks, affiliate networks, and other Performance Marketing tools.
Knowledge of digital marketing funnel and user journey is a plus.
Self-sufficient and fully competent with execution of campaign management.
Flexible approach to work, with good problem-solving skills and a proactive mindset.
Strong analytical skills.
Feel comfortable working to deadlines in a fast-paced environment.
Excellent verbal and written communication skills.
Desirable:
Proficient with Adobe Creative Suite products, Photoshop in particular.
Fluent in English and proficiency in Spanish, as the position is based in Madrid.
Personal Competencies:
A proactive individual who can challenge the status quo and be relied on to deliver.
Can consistently drive results and follow through on issues which require tenacity to deliver.
Excellent interpersonal and communication skills.
Ability to work under pressure on multiple priorities.
Team player with the ability to build relationships to achieve team goals.
Ability to work collaboratively with local (Sales, Operations, Medical, BI, etc.) and international teams to influence change in a rapidly evolving business.
About Cigna:
Cigna Corporation exists to improve lives. We are a global health service company dedicated to improving the health, well-being and peace of mind of those we serve. Together, with colleagues around the world, we aspire to transform health services, making them more affordable and accessible to millions. Through our unmatched expertise, bold action, fresh ideas and an unwavering commitment to patient-centered care, we are a force of health services innovation. When you work with us, or one of our subsidiaries, you'll enjoy meaningful career experiences that enrich people's lives. What difference will you make?
Qualified applicants will be considered without regard to race, color, age, disability, sex, childbirth (including pregnancy) or related medical conditions including but not limited to lactation, sexual orientation, gender identity or expression, veteran or military status, religion, national origin, ancestry, marital or familial status, genetic information, status with regard to public assistance, citizenship status or any other characteristic protected by applicable equal employment opportunity laws.
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