Digital Marketing Manager

Columbus McKinnon Corporation
April 9, 2019
Getzville, NY
Job Type


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The Digital Marketing Manager will support development of the digital marketing roadmap and strategy. This role will lead all digital marketing activities for the organizations largest business unit, primarily through digital means such as search, social media, affiliate, viral, marketing and so on, according to agreed budgets.  The ideal candidate will be an expert in Digital marketing strategy and execution. The role will drive all digital marketing activities for the business unit, as well as the organizations’ website. The role will work in concert with sales to improve the organizations lead generation and revenue impact as well as drive an enhanced relationship with customers.  This role is a transformational position within the organization, driving Columbus McKinnon’s digital capabilities.  The Digital Marketing Manager will lead a team of Digital Marketing Specialists.

Key Accountabilities:

  • Develops and delivers digital marketing policies, practices and strategies to attract customers to company website, online presence and promote online products or services
  • Responsible for management of all digital projects
  • Develops marketing plans to enhance influence of online products or services
  • Reviews online statistics, changes to the marketplace and identifies the best practice to optimize online marketing performance or changes plans accordingly
  • Oversees all e-marketing content and exploration of sales channels
  • Drives our social media presence across all digital channels
  • Measures and reports on the performance of all digital marketing campaigns
  • Identify trends and insights, and optimize spend and performance based on the insights
  • Ensure the appropriate branding and brand messages are used in campaigns
  • Ensure user data is captured in line with data management strategies and that the storage and use of it complies with Data Protection laws
  • Maintain excellence in digital media and future technology market understanding and be an ambassador for digital within the business
  • Performs other related duties as assigned


  • Substantial experience in running and developing marketing initiatives in the online world
  • Proven track record in creating and delivering successful and cost-effective marketing campaigns (most immediately but not limited to digital marketing channels, (e.g. social media, email, viral), that lead to successful product/service launches and notable increases in inbound traffic and unique users
  • Social media marketing: developing a distinct online presence by attracting high numbers of internet followers through social media channels such as Facebook, Twitter, YouTube and Instagram
  • Search engine optimization (SEO): developing strategies to increase the number of visitors to a website by achieving high-ranking placements in search results
  • Pay-per-click (PPC) campaigns: sponsored online advertising paid for by the business to appear alongside non-paid search results
  • Mobile marketing: includes app-based, in-game, location-based and SMS marketing
  • Affiliate marketing: where a business allows other businesses (affiliates) to sell products on their website. The affiliate is paid commission for each customer brought to the website by their own marketing strategies.
  • Effectively present information to top management, public groups, and/or boards of directors
  • Ability to define problems, collects data, establish facts and draw valid conclusions

Success Measures:

  • Maintains a collaborative, team relationship with direct reports, peers and colleagues in order to effectively contribute to the group’s achievement of goals and to help foster a positive work environment
  • Demonstrates a friendly, responsive, service-minded attitude to all internal and external customers
  • Demonstrates a willingness to accept change and new approaches, including additional responsibilities
  • Sets work plans and considers priorities for completing assignments in order to meet deadlines
  • Maintains compliance with all state and federal regulations


  • Bachelor's degree (B. A.) preferably in Marketing, Digital Technologies or an equivalent/relevant degree in a related field.
  • 5+ years’ experience leading progressive digital marketing initiatives

Special Position Requirements:

Travel may be required within Columbus McKinnon Corp’s domestic footprint
Travel Percentage 15-20%

Apply Here!




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