Director, Web and Community Marketing - Ciena Corporation (Baltimore, Maryland)

Are you a web marketing guru?  Do you enjoy creating and developing Web marketing activities that establish, enhance and protect the company brand, increase consumer awareness and maximize market share by driving user traffic and lead capture?   Consider Ciena! 

Ciena Corporation (CIEN), a 2000 employee global organization headquartered in Linthicum, MD, is seeking a Director, Web and Community Marketing. This opportunity can be located anywhere in the U.S. (East Coast preferable).  

The selected individual will be an active participant in developing and growing Cienas brand presence and lead generation efforts in both internal and external online communities; and, will work with the Ciena Global Events and Programs teams to develop comprehensive Marketing programs that leverage those community channels. Responsible for managing a Web Marketing budget in excess of one million dollars and making fiscally sound decisions with regard to paid and natural search activities, email marketing acquisition and retention programs, lead management, document management, web site communities, and the latest in multimedia content development and delivery. Brainstorms concepts, manages and coordinates content, image, and multimedia asset creation and oversees development and implementation. Develops a scalable, modularized, and robust web infrastructure for Ciena.com and supporting applications to meet the requirements of various business groups. Must be well-versed in general web and community best practices, usability standards, the role Flash and video play in a successful web experience, the specifics of A/B testing and multi-variant testing to ensure metrics-based decision making practices and the role mobile devices will play in the future of the web.

ESSENTIAL DUTIES AND RESPONSIBILITIES

• Sets the direction and strategy for the overall Ciena web assets including corporate website architecture, customer portals, partner portals, marketing, design, web hardware infrastructure and support processes

         Secures premium partnerships with best-of-breed web service providers and Software-as-a-Service (SaaS) technologists and manages the on-going relationships with those providers including contract negotiations and service level agreements

• Responsible for project management and the technical oversight of site production from start to finish for Cienas global web properties
• Integrates large-scale content, web application and software implementations
• Responsible for effective creative development and execution to support online program and media efforts
• Oversees development efforts, planning and administration of global sales Lead Management System and global Marketing Database
• Serves as project and implementation lead for Marketings:
  • Document Management System
  • Content Management System
  • Automated Marketing and Email Distribution System
• Oversees Search Engine Optimization (SEO) efforts and pay-per-click advertising
• Manages Ciena.com web reporting integration and deployment and establish metrics to track conversions and ROI
• Determines, analyzes and presents web analysis based on key performance indicators, user behavior trends and internal and external data sources using Omniture Site Catalyst
• Understands enterprise application architectures and implementations including Oracle, Siebel and Plumtree
• Sets direction and strategy for multilingual websites and global marketing programs
• Provides senior-level support and counsel for global online Marketing initiatives, including effective communication with all levels of Ciena management

         Effectively manages a team of web marketing professionals

SKILLS

• Strong leadership and management skills
• Strong analytical skills and solid understanding of key metrics that drive top and bottom line
• Deep understanding of search engine marketing and pay-per-click advertising
• Strategic mindset and creative business development skills
• Thorough knowledge of web content management systems
• Thorough knowledge of enterprise document management systems
• Deep insight into business-to-business internet usage and trends
• Understand predictive web analysis and real time reporting needs for e-business
• The ability to manage and execute multiple online marketing programs simultaneously
• Highly accountable "get-it-done" executive

DESIRED CHARACTERISTICS

         Highly motivated leader; independent self starter

         Must have excellent quantitative, analytical and communications skills

         Strong presentation skills, detail oriented, coupled with strong managerial skills

• Strong project management skills

EDUCATION and/or RELEVANT EXPERIENCE

• BA/BS in marketing related field, MBA preferred
• 13+ years online marketing experience in hi-tech business-to-business environment including:
  • Minimum of three years search engine and pay-per-click advertising experience
  • Minimum of three years experience with web analysis and related reporting software
  • Minimum of three years email marketing experience
  • Minimum five years of experience in web infrastructure and architecture planning
• Experience within a public company in a hands-on, entrepreneurial type environment preferred
• Experience working with online communities and business/social networking required
• Proven track record of success in non-traditional, forward thinking online marketing strategies