BioSkyrb Genomics is a biotechnology company headquartered in Durham, NC. We develop advanced technology products that enhance next-generation sequencing (NGS) workflows in both the research and clinical space, using our proprietary genome amplification system. BioSkyrb makes this breakthrough technology available to customers in the form of consumable single-cell multiomics kits and reagents, informatics software, and related services.
We are seeking a Director, Digital Marketing and Communications to join our exciting, fast-growing company. As a Director of Digital Marketing and Communications, you will be responsible for leading the development and execution of our company's digital marketing and communications strategy. You will collaborate closely with our marketing, product, and sales teams to develop and execute campaigns that effectively promote our biotech products to our target audiences.
Key Responsibilities:
- Lead and drive all aspects of Digital Marketing - Building brand awareness and relevancy, demand generation, boosting digital presence and social currency, social media programming, KOL/influencer management, agency oversight, content and asset creation.
- Fluent in HTML, Java, React/JSX, Strapi/other headless CMS, and web development processes to be self-sufficient in managing all aspects of website management and updates.
- Serve as Pardot/Account Engagement administrator and work closely with commercial team and Salesforce admin.
- Design, build, and distribute responsive HTML emails optimized for various email clients and automations via Pardot and SF Account Engagement (Engagement studio).
- Capable of creating and managing demand and lead generation campaigns in SFDC, including tracking prospects to MQL to SQL and customer conversions in a multi-touch attribution model throughout the sales cycle.
- Ensure company compliance with CAN-SPAM, GDPR, RES
- Support omni-channel marketing campaigns by developing high-impact landing pages, producing associative ads for CPC, and defining, tracking, and reporting conversion metrics
- Drive a seamless customer purchase experience through the creation and execution of a cohesive brand, category, and product story orchestrated across our digital channels and touchpoints to drive demand, consideration, engagement, purchase
- Ensure a comprehensive, integrated approach to the design, development and execution of a PR/Media strategy which creates impact in the market
- Manage and optimize social media channels (e.g. LinkedIn, Twitter, Facebook) including content, creative and paid media to drive demand and engagement
- Manage and build strong partnerships and internal relationships with commercial teams to manage communication calendar, customer feedback, and creative to support all channels.
- Manage external partner agency relationships and vendors to ensure work received is of high quality, on time, within budget, and meets requirements
- Own and continuously improve digital lead generation efforts, optimizing the marketing tech stack (Strapi, Pardot, Salesforce, Social) working with partners to improve usability, data cleanliness, and integrations.
- Identify insights through digital measurement and performance tools (GA4, Social ad managers, Pardot, Salesforce, to inform strategies
- Design A/B testing, improving digital funnels, and increasing conversion rate
- Manage and perform competitive intelligence to identify promotional activities based on first and third party data that fit the company’s strategy and positioning
- Direct strategies and strategically manage paid search, display, Social and affiliate campaigns across channels and ensure program specific ROI goals and sales targets are being met – reporting on process to stakeholders
- Test, iterate, optimize and scale our performance marketing efforts across paid social, programmatic, SEO/SEM, content syndication, and affiliate marketing to generate demand and winning conversion levers across product merchandising, pricing, placement, and promotions
Reporting, Financial/budgeting
- Own the Digital Marketing Budget
- Manage the financial planning of digital marketing across channels, shifting spend to drive performance while adhering to budgets and goals
- Experienced with marketing analytics and measurement evaluation being able to turn evaluation into media spend optimization
- Develop and maintain reporting on all levels of data for ROI and KPI metrics
- Identify insights through digital measurements and performance tools to inform strategies
- Manage ongoing efforts to refine database segmentation strategies to drive more incremental sales and make the message more relevant to each customer
Requirements:
- Bachelor's degree in marketing or a related field (advanced degree preferred)
- 5+ years of experience in digital marketing, with a focus on B2B marketing and lead generation
- Strong understanding of SEO, PPC, SMM, email marketing, conversion rate optimization and content marketing
- Experience with marketing automation platforms (Pardot in particular) and CRM systems (e.g. Salesforce)
- Excellent analytical skills, with the ability to analyze data and derive actionable insights
- Excellent communication skills, with the ability to effectively communicate with both technical and non-technical stakeholders
