Marketing - Marketing Technologies Manager
4 days ago
Farrow is a diversified, family-owned business that facilitates international trade by executing comprehensive customs brokerage and integrated logistics solutions. We provide our clients peace of mind with our customs brokerage, shipping, and freight-forwarding capabilities for Canada and the United States.
Farrow Prides itself on providing exceptional customs service with a true focus on trade compliance. It is our passion for personalized care that has led to Farrow being in business for over 100 years and has allowed us to constantly expand with 29 locations across North America and we're still growing We're real people, family-owned and dedicated to our employees with a history of reinvesting in them. This commitment and dedication are why many of our employees have been with us longer than 20 years and why we have been recognized as one of Canada's Best Managed Companies for 10 consecutive years.
Position Summary
Being a managerial level role, this position also encompasses a broader responsibility to both own and/or participate in marketing content initiatives (both MarTech and non), along with creative editing guidance and assistance.
Key Responsibilities
Salesforce and Pardot
- Design and issue Farrow’s quarterly digital digest to clients, evolving the format and content as required
- In SalesForce, maintain the marketing collateral repository as new collateral is created/refreshed
- Work with Salesforce Administrator to manage Pardot and Salesforce integration, to manage customs fields, run campaigns, database cleanup, to create reports and dashboard, etc.
WordPress - Farrow Website
- Ongoing updating of website content as new messaging and resources are created/become available, and ensure that new content is being optimized for SEO bolstering
- Analyze and strategize how to continuously improve the Farrow website’s design, user experience, traffic and content by monitoring and analyzing Google Analytics and other SEO metrics to track website activity, visitor data, geographic reach, conversion tracking, etc., and to subsequently implement plans to improve website experience/usability
- Utilize SEO tools to continuously maintain and improve keyword ranking and web search performance
- Regularly analyze social media analytics and collaborate with Communications team member(s) to ensure social engagement is driving users to Farrow website for company resources and value-added thought leadership content
- Maintain a regular cadence of competitor websites’ new content/functionalities
Miscellaneous Programs
- Survey Monkey
- Oversee Farrow’s annual Customer Satisfaction survey including survey design and execution, tabulation and analyzing of results, and dissemination of results both internally and externally via creative collateral
- Manage the execution of ad hoc marketing research surveys or online polls, including the drafting, uploading, and results tablulation/reporting
- Rise Vision Digital Signage Software
- Maintaining inter-office software service functionality
- Regular content management to share internally
Miscellaneous Responsibilities
- Manage and maintain Request for Proposal (RFP)/Service Proposal content, ensuring that these templated documents are kept current as business updates are made
- Assist with client webinar hosting through common meeting platforms like Microsoft Teams, as required
- Review and monitor online trends and opportunities with respect to social media and digital communications programs/tools/platforms
- Act as the Farrow liaison/representative between system/program supplier companies through regular account interaction
- Introduce new programs/tools for improved business efficiencies or data gathering/building, as awareness of these new tools occurs
- Support the marketing team with other creative or written initiatives as required
- Other duties as assigned
Education and Experience
- Post-secondary degree or certificate in Marketing, Communications, or Business
- More than 5 years’ experience in marketing
- Experience with website UX and content management, coupled with a good understanding of SEO strategies and tools (e.g. Google Analytics and other SEO software)
- Familiarity with common survey software/systems (e.g. Survey Monkey)
- Knowledge of social media management and monitoring tools (e.g. Sprout Social), including familiarity with common social media KPI’s such as audience, amplification and conversation rate
- Branding and/or general marketing functions experience
- Strong Microsoft Office skills, in particular Excel, Word, and PowerPoint
- Knowledge of customs brokerage and logistics industry an asset but not mandatory
Competencies, Working Skills & Attributes
- Digital marketing fluency with solid understanding of digital marketing best practices
- Ability to time manage multiple simultaneous concurrent projects in a fast-paced environment
- Demonstrated oral, written and editing skills with the ability to meet deadlines
- Pro
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