Expert Area Owner - Digital Marketing

IBFD is the leading international provider of cross-border tax expertise. An independent, non-profit foundation, IBFD has a long-standing history in supporting and contributing to tax research and academic activities. IBFD utilizes a global network of tax experts to serve Fortune 500 companies, governments, universities, international consultancy firms, and tax advisors. IBFD’s core business is research, publishing (online and print), and education in international taxation. All IBFD products are accessible through IBFD’s Tax Research Platform, the powerful online engine behind efficient tax information and research. Founded in 1938 and headquartered in Amsterdam, IBFD also has a local presence in important markets such as North America, Asia, and China.

The IBFD Global Marketing Team

The IBFD Global Marketing (& Communication) department is responsible for developing and executing the global marketing strategy. The department empowers the commercial strategy for IBFD and is responsible for internal communications, and market insights & research for the entire organization. The global marketing team enables revenue growth, expanding market share, and enhancing brand equity on a global scale and plays a key role in advancing IBFD’s purpose.

We support the entire organization to grow sustainably with strong, data and value-driven marketing. This entails omnichannel marketing campaigns tailored to ideal client profiles, where client insights form the basis for all client engagements. We support sales with tools, conversation material, and insights, and generate qualified leads towards (enterprise) clients. We provide internal communications, product and market insights and research, and protect, enhance, and refine the IBFD brand.

Overview, Purpose of the Position

The Digital Marketing team enables the digital part of the customer journey from start to finish – via all available digital channels. Our digital marketing campaigns are crucial in growing the number and quality of leads, enabling our sales department to drive revenue growth. They are also part of the digital strategy where marketing automation and digital campaigns empower IBFD’s stakeholders to purchase our products and services anytime, anywhere. In coordination with the Global Head of Marketing, the Expert Area Owner Digital Marketing leads the digital marketing efforts to drive brand awareness, engagement, and revenue growth. This role involves developing and executing digital marketing strategies across various channels, including SEO, SEM, social media, email marketing, and content marketing. The Expert Area Owner Digital Marketing will work closely with internal teams and external partners to ensure cohesive and effective marketing campaigns.

To be successful in this role you’ll need excellent verbal, presentation, and written communication skills as well as good interpersonal and influencing skills in English.

Responsibilities & Accountabilities

• Develop and implement digital marketing strategies in coordination with the Global Head of Marketing to achieve business objectives and drive online traffic.
• Manage and optimize digital marketing channels, including SEO, SEM, social media, email marketing, and content marketing.
• Fosters a culture that attracts, recruits, retains, trains, supports, develops, and motivates talented marketing talent to deliver the digital marketing strategy.
• Partners with colleagues to manage complex issues across the organization.
• Coordinate with the Brand and Content & Campaigns teams to ensure consistent brand messaging and marketing campaigns.
• Analyze digital marketing performance using analytics tools to gain insights and implement improvements.
• Manage the digital marketing budget to ensure efficient allocation of resources and maximum ROI.
• Collaborate with internal teams and external partners to execute integrated marketing campaigns.
• Stay abreast of the latest trends and technologies in digital marketing to drive innovation and operational excellence.
• Communicate with stakeholders to clearly convey digital marketing strategies and performance.

Key Performance Indicators (KPIs)

1. Optimize conversion rates to ensure a high percentage of visitors complete desired actions, such as purchases or sign-ups.
2. Reduce bounce rates by enhancing content relevance and user experience.
3. Maximize return on investment (ROI) from marketing campaigns.
4. Lower cost per acquisition (CPA) to efficiently acquire new customers.
5. Enhance engagement metrics, including CTR from email campaigns, downloads, etc.
6. Boost customer lifetime value (CLV) by fostering long-term customer relationships.
7. Number of automated nurture tracks
8. Improve Email Open Rate
9. Number of leads (qualitative), qualified (shared with the entire global marketing team)
10. Click-Through Rate (CTR): The percentage of people who click on an advertisement or link.
11. Return on Investment (ROI): The return from marketing campaigns relative to their cost.
12. Engagement Metrics: Such as average time on site, number of pages per session, and social media interactions.

Education, Training & Required Experience

• Proven track record and strong understanding of digital marketing channels and techniques, including SEO, SEM, social media, email marketing, and content marketing.
• More than 7 years of experience in a B2B environment, leadership experience in project or team management (more than 3 years).
• Proven track record of managing successful digital marketing campaigns.
• Digital Marketing Certifications: e.g., Google Digital Garage, HubSpot Academy, or Adobe Analytics.
• Marketing Bachelor or University degree
• English: business fluent
• Any other language is a plus.

IBFD Global Marketing Values

Client Focus: I put internal and external clients at the center of my thinking
Accountability: I take ownership and responsibility for my actions
Respect: I build trust-based relationships to deliver in my role
Communication: I build personal credibility and interact effectively with others to deliver our organizational objectives
Achievement: I deliver results and create value
Leading and Managing Others: I lead, engage, develop, and empower the team to achieve our individual and team goals that support the business strategy