Online Marketing Manager (Platts)
Job Description
The OMM is tasked with implementing the strategy for lead generation and online revenue growth through Platts.com as well as evaluating web analytics along with internal and external feedback to ensure that all web content continues to evolve with the needs of the customers and the business. By analysing key web metrics like click stream data, site traffic, revenue growth and activity, s/he will make suggestions to the Platts Marketing and Web Development teams in order to maximize traffic, increase adoption rates, increase lead generation, online sales, cost savings and customer satisfaction. Their key tasks will include: running all PPC programs, running A/B user testing and improving usability as well as running our international online strategy.
Accountabilities:
- Work with all our Product Marketers on global commodity PPC campaigns to drive leads and ultimately sales.
- Work with Creative Services content owners to create landing pages to support those programs, making recommendations for best-converting pages and elements.
- Work on optimizing eCommerce revenue through PL.com
- Perform A/B and multivariate testing on key pages and user journeys to ensure we are best serving the market, optimizing every page and have clear use journeys.
- Work within the appropriate matrix team to develop the mobile offering.
- Work with the Product Marketers to look at regional strengths for various products and work on foreign language landing pages. Develop out implement our strategy for attracting foreign visitors to local language sites and build out our Russian and Chinese sites.
- Work with Information Management team on closed loop reporting for all PPC, eCommerce and user journey metrics. Use WebTrends, Google Analytics, Clicktail, Eloqua and Siebel data to create dashboards to monitor performance of pages and programs, monitor trends and make recommendations for best practices.
- Active member of the Platts Social Media Council. Work with Council and Field Marketing team on including social media in all programs and work on community building using Facebook, LinkedIn, Google , Twitter etc to improve company outreach.
- Monitor competitor online product efforts, site changes and industry trends to take pre-emptive and responsive actions as appropriate.
- Develop business case for site enhancements; evaluate capital expenditures, revenue potential, and production methods of web site as sales channel based on input from Technology and other business units.
- Manage relationships with Technology, outside agencies, web analytics vendor, web designer and other stakeholders.
- Develop the key online metrics that drive conversions by creating the online reports needed to make solid recommendations for improvement.
Qualifications
- Ability to pull data from a web analytics/measurement system, identify trends and patterns in the data and draw relevant conclusions, analyse findings in the context of business objectives and make recommendations
- Strong quantitative ability and presentation skills. Comfortable presenting complex analysis to diverse groups including senior management and junior staff.
- Proven track record in online marketing, especially PPC and campaign management
- Experience of A/B/ multivariate testing
- Team player - must be able to work with multidisciplinary teams including online developers, product management and business leaders
- Can seek and develop strategies and tactics to overcome weaknesses and seize opportunity.
- Strong Excel skills and comfort with systems/operations.
- Educational Requirements-Bachelors Degree or MBA in a related field
- Proven track record of successfully managing a B2B company website
- Knowledge of SEO, PPC, Social Media, Mobile
- Analytical skills required to read/interpret web/marketing reports and make recommendations.
- Highly organized, detail-oriented and able to manage/execute multiple ongoing projects.
- Knowledge of HTML, WebTrends and Google Analytics, Web development skills as bonus.
About Platts and McGraw Hill Financial
At Platts, the premier source of commodities intelligence, the content you generate and the relationships you build are essential to the energy, petrochemicals, metals and agricultural markets.
- Our real-time news, pricing, analytical services and conferences help markets operate with transparency and efficiency.
- Be part of a globally diverse workforce with 20 offices spanning five continents.
- Get the best of both worlds: a nimble, highly specialized company, and a business casual culture with the benefits and backing of McGraw Hill Financial.
McGraw Hill Financial includes Standard Poor's Ratings Services, SP Capital IQ, SP Dow Jones Indices, J.D. Power Associates, Platts, McGraw Hill Construction and Aviation Week. Together, we're the foremost providers of essential intelligence for the capital and commodities markets.
Learn more at www.mhfi.com/careers
McGraw Hill Financial is an equal opportunity employer. Only electronic job submissions will be considered for employment. For special accommodation due to disability, please email webmaster -at- mcgraw-hill.com and your request will be forwarded to the appropriate individual.
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