Responsibilities

• Agency & Project Management: Provide strategic direction and prioritization for agency partners, ensuring initiatives align with marketing objectives, organizational goals, and performance targets.
• Agency partners: Serve as primary internal point of contact for all of IWI's digital agency partners (HubSpot, paid media, web, analytics).
• Campaign Partnership: Manage agency backlogs and project workflows in ClickUp; triage incoming requests, create requirements documentation, manage execution, and communicate status with stakeholders.
• Campaign Partnership: Verify agency deliverables and performance reporting against source-of-truth data.
• Campaign Partnership: Partner with the Associate Director of Marketing on campaign planning and execution.
• Campaign Partnership: Deliver post-campaign performance analysis and surface recommendations for future campaigns.
• Marketing Technology & Automation: Direct the evolution of IWI's HubSpot funnel automation framework — workflows, forms, lifecycle stages, lead scoring, and routing.
• Marketing Technology & Automation: Manage email deliverability strategy, nurture program design, automation, and contact personalization.
• Marketing Technology & Automation: Oversee HubSpot organization, data hygiene, and integrations (HubSpot, Salesforce, Zapier, and connected systems).
• Data & Analytics: Provide strategic recommendations based on marketing performance data, industry trends, and business objectives to inform digital investments and channel priorities.
• Data & Analytics: Own attribution and reporting infrastructure, including Google Tag Manager configuration and conversion tracking accuracy across the marketing stack.
• Data & Analytics: Build and maintain performance dashboards across HubSpot and GA4.
• Data & Analytics: Conduct campaign and funnel analyses using IWI's existing AI-assisted analytics workflow (Claude); validate findings against first-party data.
• Data & Analytics: Translate analysis into recommendations on spend allocation, campaign performance, and channel improvements.
• Website Performance: Direct conversion rate optimization (CRO) and user experience strategy in partnership with IWI's web agency for our websites, Oversee search engine optimization performance and tactics; partner with the content function on SEO-driven content needs.