The role of web strategist, Industry Solutions reports into the
Manager of the Industry Solutions Digital Team and is responsible for
the growth in web traffic, responses and pipeline creation using a
variety of web marketing tactics. This would include, but is not
limited to:
Project prioritization and management
Working with content owners / stakeholders to create or update web
content and to educate on market demand for topics being put forward by
MSMs or Product Managers
Creating mock ups of web pages and designing navigation paths (information architecture)
Enabling web usability within the current IBM.com templates and designs, or pushing for changes as required.
Launching Microsites and Products with the help of Global Web Services and local production team.
Updating, fixing, and deleting web content on IBM.com
Updating and adding collateral to the SWG library, creation of library pages
Managing redirects (301 redirects) for Industry Solutions marketing and support pages.
Coordinating daily activities with the management team.
Collaborating across brands to improve web template designs, improving the visitor experience, and sharing best practices.
Updating IBM product taxonomy by co-ordinating changes with the IS teams in support and product marketing.
Working within local market teams (IMTs) to provide guidance and when
possible update their local content and demand creation capabilities on
their local web sites.
Analysis traffic, responses and
pipeline to maximize the efficiency and production of web organic
influenced marketing contribution.
Providing input in MSMs strategy and messaging such as market demand research for phrases in search
Providing input and working with Demand Professionals on the planning
and guidance for digital tactics aligned to our campaigns.
Skill set required/preferred
Communications. Clear and concise between stakeholders and business executives and within the BA web and content team.
Adaptability to change as new processes are being developed and
executed and there will be a large degree of adopting new processes
while maintaining old ones until a migration plan can be completed.
Understanding of IBM marketing processes, specially Web Organic (from planning to execution to reporting)
Understanding and experience with many web systems within IBM
including: ICONs (content management, Unica (campaign execution tool),
COM(offer management tool), MTE (merchandizing tool, across SWG pages),
BAT (campaign tactic code generator), IWM CCT tool (web form creation
tool), Unica NetInsights (web analytics package), GSA / FTP (identities
that use PUTTy or other apps to FTP content to IBM production servers),
Other Reporting Tools
Quality Assurance capabilities including: WebKing testing, JAWS testing
Web Programming skills are an asset, but not required including (HTML, Javascript, XML, CSS)
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