PURPOSE: Responsible for the development, management and implementation of digital marketing strategies and tactics to drive revenue generation and increase customer awareness for the commercial parking business at Sea-Tac Airport. Primary responsibility for day-to-day management and customer service for the online parking pre-booking system / e-commerce website.
ESSENTIAL FUNCTIONS: This list is ILLUSTRATIVE ONLY, and is not a comprehensive listing of all functions and duties performed. Essential duties and responsibilities may include, but are not limited to, the following:
E-commerce/Digital Marketing Management
Develop, manage and execute multi-channel digital marketing strategies (e-commerce, paid/organic search, email, social, website, content, retargeting, display, affiliate, loyalty, etc.) to support e-commerce revenue generation for the commercial parking business.
Manage marketing campaigns from concept through execution, develop all creative and content for each campaign and implement across all digital platforms (Mailchimp, Mandrill, SurveyMonkey, Google Adwords, Bing Ads, Facebook, Instagram, etc.).
Serve as primary owner/manager of the online parking pre-booking system/e-commerce website for the commercial parking business, managing all day-to-day website operations while supporting its various functions (ex. system administration, customer service, customer feedback/surveys, reporting/data analysis, quality assurance, marketing).
Perform light web page development (HTML5, CSS) and execute all website maintenance.
Collaborate with third-party vendors/consultants on website enhancements, performance, customer experience and/or front-/back-end development and administration.
Customer Lifecycle Marketing Management
Develop and execute customer engagement strategy across all digital platforms with a focus on increasing lifetime value.
Develop marketing campaigns to drive subscriber actions across the customer lifecycle, spanning onboarding, engagement, retention, cross-sell, saves, and win-back.
Develop marketing automation strategy based on user events, behaviors, transactions, and other trigger scenarios.
Develop a segmentation strategy to deliver a personalized customer experience and promote customer loyalty. Define customer segments, leverages customer data, and implements A/B testing strategies.
Execute, manage and oversee all assigned projects and tasks associated with marketing the commercial parking business.
Build relationships and provide direction and oversight to existing vendors/consultants to support marketing, advertising and promotional initiatives.
Manage vendor contracts, develops and executes required contract documentation, and provides oversight for consultant tasks, deadlines and deliverables.
Develop project plans, business cases, request for proposals (RFPs), and other documentation as required for new projects.
Manage monthly tracking of marketing budget and expenses, execute purchases, reconcile invoices and receipts for payment.
Develop annual strategic marketing plan and budget, with emphasis on e-commerce revenue generation.
Research and develop innovative digital strategies to support e-commerce revenue generation.
Develop relationships and serve as a liaison to key airport departments/stakeholders in support of strategic marketing plan.
Reporting & Data Analysis
Manage reporting, measurement, and feedback systems for e-commerce platform/digital marketing efforts.
Utilize available airport data sets/reporting tools to provide holistic approach to ongoing evaluation of the performance/return-on-investment (ROI) of all marketing strategies.
Establish key performance indicators (KPIs) to provide accurate assessment of marketing efforts, and strategically analyze site analytics and financial reporting to turn insights into actionable growth opportunities.
Assess overall customer satisfaction via customer surveys, focus groups and other feedback tools.
Analyze, customer, industry, and marketplace data and trends, refining strategy based on analysis, market share, and changing business environment.
KNOWLEDGE, SKILLS & ABILITIES: Extensive knowledge of e-commerce/online store development, and execution of marketing strategy across multiple digital marketing platforms. Extensive knowledge of marketing, advertising and communications principles, including measurable goals, objectives, defined messages, and choice of appropriate platforms to reach target audiences. Knowledge of and demonstrated experience with a variety of digital marketing tools, inclusive of content management systems, CRM, email marketing, landing pages, search engine marketing and social media marketing and web analytics. Fundamental knowledge of web development, HTML and CSS.
Strong cross-functional skills in e-commerce/digital marketing, customer lifecycle marketing, strategic planning, project management and data analysis. Demonstrated experience with e-commerce platform management, with a thorough understanding of online shopping cart functionality, including front-end UX system development, behavioral triggers and common marketing automations. Demonstrated organizational, decision making, and interpersonal skills. Demonstrated experience in budget development and contract management.
Must possess excellent written and verbal communications skills, with the ability to write concisely and clearly for a variety of media. Ability to work on multiple projects simultaneously with varying priorities and timelines, while maintaining attention to detail.
QUALIFICATIONS: Combination of education and experience demonstrating knowledge, skills and abilities equivalent to:
Bachelor’s degree in Marketing, Advertising, Business Management or related field; and
Five (5) years of marketing experience, in which three (3) of the five (5) include demonstrated experience in e-commerce and/or digital marketing program management, strategic planning, project management and data analysis.
Master’s degree in Marketing, Advertising or MBA with a concentration in e-commerce and/or digital marketing.
Five (5) years of experience with customer lifecycle, retention and loyalty marketing program management.
Experience in the aviation, travel and/or parking industries.
The Port of Seattle is an Equal Opportunity Employer, Affirmative Action Employer and is committed to diversity in the workplace. Minorities, women, veterans and individuals with disabilities are encouraged to apply.
About Port of Seattle
Founded in 1911, the Port of Seattle owns and operates Seattle-Tacoma International Airport, two cruise ship terminals, Fishermen’s Terminal—home of the North Pacific fishing fleet, a grain terminal, four public marinas, and manages a number of real estate assets for financial return and economic advantage.
The Port’s operations currently help create nearly 200,000 jobs and $7 billion in wages throughout the region. Over the next 20 years, the Port’s “Century Agenda” seeks to create an additional 100,000 jobs through economic growth while becoming the nation’s leading green and energy-efficient port. Learn more at www.portseattle.org.