Program Manager

Overview

Program Manager: Commercial Site & Campaign Landing Experiences Implementation

The B2B digital marketing strategy requires a talented and motivated team to be deeply integrated with the web team to deliver on the vision and strategy established for each of our brands through executional rigor and excellence for implementation and operations. The success of our team is dependent on the ability to execute on the vision quickly, efficiently, and accurately through a deep understanding of our processes, tools, opportunities and limitations and to be able to navigate through this complexity to deliver an exceptional digital outcome that delivers maximum impact.

Scope:
Implementation and Operations: This accountability, shared across both the B2B teams, is the foundation of this RFP. The vendor should be able to land and deliver customer-facing experiences, optimize and leverage marketing operations to enable operating efficiently at scale, understand the martech stack and leverage accordingly, deliver reporting and attribution, and establish relationships with key agency partners to ensure strong workflow management to land projects. This includes evergreen campaign moments in-between launches, while also being able to handle the increased amount of workload required of confidential launches across our many lines of business.
• Execute digital marketing plans to deliver digital experiences across multiple channels and platforms, including organic Marketing websites for B2B.
• Execute paid campaign landing experiences, account-based experiences, personalization, and (potentially) email nurture.
• Ensure instrumentation and attribution align with goals and objectives.
• Leverage and align to available brand guidelines, style guides, Microsoft frameworks, and assets to create consistent and compelling digital experiences that align with our product positioning and messaging frameworks.
• Manage project workflows and coordination across multiple agency partnerships and functional deliverables, including SEO, development, accessibility, experience authoring, design, copy development and copyediting, tagging and analytics, localization, and experimentation. In addition, manage the workflows and coordination for the reseller aggregator provider, and company identification and firmographic provider.
• Manage change readiness and landing, change governance, and change communications for digital marketing initiatives and experiences, and ensure that they are adopted and supported by our internal and external stakeholders.
• Provide guidance for webpage assets, wireframes and template designs.
• Evaluate martech capabilities, drive systems training, provision martech stack and optimize usage.
• Managing subject matter experts and stakeholders (this could be strategy and website managers, subject matter experts across the web team or another agency partner team that contributes to web or digital marketing functional deliverables to bring experiences to life) and building positive cross-team relationships.
• Sitewide content and asset lifecycle management including Adobe DAM/Assets management.
• Full product lifecycle (on web and digital experiences) global planning and management.
• Be responsible for project, task and administration management in ClickUp for responsible areas.
• AEM templated page authoring for smaller, more agile site needs.
• Review, audit, and manage sites, UX and content for adherence to MS web framework rules, brand guidelines, and all pertinent Line of Business rules of site management.
• Deliver reporting solutions with visualization.

Success Criteria
The success of the services will be measured by the following criteria:
• Quality: The services and deliverables should accurately meet the expectations and standards of the digital marketing leads and website strategy managers without excessive defects in the delivery, as well as comply with the relevant policies and regulations.
• Timeliness: The services and deliverables should be completed and delivered within the agreed-upon timeline and budget, and adhere to the project milestones and deadlines.
• Efficiency: The services and deliverables should optimize the use of resources, such as time, money, people, and technology, and minimize the waste, errors, and risks.
• Scalability: The services and deliverables should be scalable and adaptable to different markets, segments, channels, and scenarios, and support the long-term growth and sustainability of the two brands and their lines of business.
• Proficiency in Adobe Experience Manager, Adobe DAM/Assets and related technologies.

Expected Volume:
Volume is generally driven by fiscal year plans which are developed by the website/strategy manager at the end of the prior fiscal year and then refined throughout the current year as needed, Generally, deliverables needed in a fiscal year would correlate with:
• Campaign landing experiences: Two campaigns per year (different audiences) running concurrently, launching at beginning of year and to be optimized throughout the year.
• Devices and Reseller experiences: Annual, bi-annual and monthly refresh of PCs and/or Resellers to be leveraged in strategic output for both paid campaigns experiences and organic websites, per brand supported.
• Website releases/launches (XL): Two per year. One mid first semester and one mid second semester whereby 1-3 new product or feature-related pages are added, and 2-10 existing pages or experiences are updated across all markets supported per brand supported. Often these run concurrently across multiple Lines of Business for both consumer web and commercial web at the same time.
• Website releases/launches (M-L): Two per year. One in the first and one in the second semester whereby 1-2 product or feature-related pages are added or updated, and 1-5 other pages or experiences are updated across all markets supported per brand supported.
• Website updates (S-M): Website content and experiences optimized throughout the year and/or new experiences added. Pages and content modules prioritized monthly for optimization as needed.
• Daily upkeep: Proactive review, audit, and solution sites, UX and content to ensure adherence to MS web framework rules, brand guidelines, and all pertinent LOB rules of site management.