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Fatigue Science is Venture Capital-financed and is the leading provider of predictive fatigue analytics and human performance insights for heavy industry and military. Headquartered in Vancouver, Canada, we provide organizations with Readi, a 360º Fatigue Management Platform, delivering historical, real-time, and forecasted insights into workforce fatigue. Our solution is built on scientifically-validated biomathematical models that quantify and predict the effects of sleep disruption on reaction time and cognitive effectiveness, key elements of fatigue. High performance organizations use our software to optimize operations, reduce risk, and increase productivity — both at an individual- and enterprise-level. With a proven return on investment and significant traction in heavy industry and military, Fatigue Science serves cutting-edge organizations who understand the importance of sleep as well as the value of data-driven decision-making.

 

We are seeking a motivated and capable Digital Marketing Manager to join our growing Marketing Team here at Fatigue Science. As a Digital Marketing Manager you will be central to designing and implementing all major aspects of our online marketing presence, across SEM, SEO, email marketing, social, and web.

 

Reporting directly to the SVP Product & Marketing, the Digital Marketing Manager will be an integral part of our Marketing team and collaborate with our Marketing Coordinator to accelerate the growth of web traffic, conversions, and ultimately MQLs that will enable our growing sales team to engage with the market and increase sales.

 

 

Overview of Role Responsibilities

 

Lead Generation

Summary:

  • Marketing Qualified Lead (MQL) Generation from enterprise-level buyers in our target verticals from digital channels is the primary responsibility of this role.
  • The successful candidate will achieve this goal by implemented of established best practices and cutting-edge techniques across all pillars of digital lead generation, especially SEO, SEM & Digital Ads, Email, Social, and Web

SEO

  • Increase search rankings for relevant keywords in specific target audience of industrial buyers, using SEO best practices and, initially, the results of a contracted SEO audit we’ve conducted

SEM and Digital Ad Optimization

  • Achieve highly efficient return on investment for significant ad spend across Google Ads, LinkedIn Ads, and other digital ad networks relevant to our target audience, using best practices of SEM
  • Optimize ad strategy including structuring of bid strategy, copy, targeting, and rotation

Email Marketing

  • Supported by content created by the team, implement well-structured drip campaigns that nurture interested parties through the phases of a marketing funnel ultimately resulting in MQLs

Social

  • On select targeted social channels, increase engagement with our published content that leads to greater form traffic and ultimately MQLs

Web

  • Optimize web forms to enable high conversion rates, information capture to support lead segmentation and effective drip campaigns, and meaningful insights from analytics
  • Occasionally support ad hoc requests for minor updates to other aspects of our website (major efforts to be outsourced)

Analytics

Summary:

  • We are strong believers that the best results are achieved in most fields by combining best practices with data-backed insights specific to one’s situation. The same is true in Digital Lead Generation.
  • The ability both to implement and interpret key analytics is central to an effective strategy on each of the above channels, and will be expected as a regular part of this role.
  • Activities may include:Implement conversion tracking and lead source attribution
  • A/B test content for ads, organic content, and web
  • Synthesize a clearer picture of where we are achieving desired results and where we are missing out on key segments of opportunity

Interface with other team members

  • Through insights you generate, you will also have a significant degree of influence in informing decisions in non-digital areas that are managed by other members of the marketing team. These areas include:Subjects of written content (e.g. Press Releases, blogs)
  • Content of supporting collateral (e.g. sales decks, core messaging, brochures)
  • Traditional marketing decisions (e.g. trade shows, publisher engagements, media contacts)

Primary Success Metrics:

 

  • 1) Increase in MQLs and rate of MQL growth
  • 2) Quality of MQLs rated by SQL generation
  • 3) Increase in web traffic via organic and paid channels
  • 4) Increase in organic search ranking
  • 5) Increase in inbound leads from all digital channels
  • 6) Ability to regularly deliver meaningful insights from analytics

 

Role Requirements

 

  • Experience: 3+ years of experience in digital lead generation in a B2B environment, preferably enterprise SaaS
  • Experience working in a team

Technical Expertise

  • Deep expertise in: Google Ads
  • LinkedIn Ads
  • At least one major SEO tool
  • Google Analytics
  • Drip campaign software
  • Competent understanding of:Basic Web Editing
  • Salesforce Configuration

Personal Attributes

  • Clear ability to communicate complex subjects with ease
  • Strong understanding of analytics and approaches to deriving insight from data
  • Possess strong and detail-oriented organizational and superior project-management skills, including ability to assess timelines and upwardly manage milestones and deadlines
  • Ability to think deeply from both a creative and analytical mindset, synthesizing new insights from both spheres of thinking

Nice to Have

 

  • Experience marketing to the industrial sector (e.g. mining, oil & gas, construction, etc)
  • Entrepreneurial experience in a startup environment
  • Passion for fatigue management or related ways of enhancing safety and/or productivity
  • Vancouver, BC-based is preferred but not required

Tagged as: digital marketing, manager, marketing manager

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