6 days old

Digital Marketing Specialist - Demand Generation

Pacific Biosciences
Menlo Park, CA 94025
PacBio is looking to expand our digital marketing team with a Rockstar demand-generating digital advertising specialist to help us grow our sales pipeline through various outbound channels.

What you get to do daily

You will effectively communicate to our audience through a variety of online technology platforms, driving leads into the sales funnel and maximizing the ROI of our digital campaign investments.  You will help our team to translate business goals into successful outbound campaigns, ensuring the timely delivery of assets for publication on our outbound channels, including paid social and digital placements. 

You will be responsible for researching, implementing and improving the strategy used in marketing our product online, and for tracking online promotions and digital campaigns to get company's message out within budget and meeting deadlines. Youll perform research, as necessary, to discover other ways of reaching customers by way of the Internet. Your demand generation efforts will help us fill our lead funnel with new prospects who are engaged and willing to learn about our products and services.

Keys to your success in this role

In this role, you will partner with the extended marketing and commercial teams to launch, track and report out on outbound digital campaign KPIs, providing updates on program performance to both our team and the extended market development/commercial teams. Being a power user of online marketing channels (SEM/digital advertising) and of digital analytical tools, such as Google Analytics will be invaluable skills for your success. To really excel in this position, you must be a passionate, results-oriented self-starter who is analytical, tech savvy and has the capacity to be both a creative and strategic thinker.

Whats in it for you

You will get to work alongside a small yet agile team of smart, creative and driven marketers in the hot and cutting-edge industry of biotech. What we do on a daily basis actually helps scientists better understand the world we live in and, in many ways, helps them make it a better place to live.

Responsibilities of this position include:

  • Design and execute digital media campaigns that align with our corporate lead generation goals, increasing the lead funnel by targeting audiences at all stages in the buying journey and across a variety of online channels.

  • Provide continuous improvement of digital related activities, through A/B testing experimentation and provide strategic recommendations on how to improve response effectiveness and efficiency.

  • Use strong project management skills to drive calendaring, messaging, testing, and audience selection for online campaigns through to fruition. 

  • Work with and educate internal teams to manage and ensure they meet deadlines, enabling us to publish assets for efficient and effective campaign targeting.

  • Monitor ROI and KPIs for digital advertising and paid social channels.

  • Work closely with the Marketing Automation team to ensure all external campaign source tracking is captured and data integrity is maintained within the system for closed loop reporting.

  • Research and maintain knowledge of online advertising practices and make recommendations to management on strategies to exploit new innovations.

  • Coordinate the creation of digital content for use in outbound campaigns.

  • Manage end-to-end digital promotion projects.

  • Maintain a solid online promotional presence to boost brand awareness.

  • Determine the right mix of channels for both always-on and campaign-specific programs.

  • Improve channel and campaign performance beyond Cost per Click and Cost Per Lead, focusing on pipeline and revenue generation.

All listed tasks and responsibilities are deemed as essential functions to this position; however, business conditions may require reasonable accommodations for additional tasks and responsibilities.


  • 5+ years of experience with digital marketing channels (including SEM, paid social, programmatic media, and retargeting).

  • Solid knowledge of Photoshop, Final Cut Pro, Premiere Pro, Audacity or other media editing software.

  • Experience with visual communication principles.

  • Familiarity with web design.

  • Excellent analytical and project management skills.

  • Ability to multitask and perform under tight deadlines.

  • Strong verbal and written communication skills.

  • Bachelors degree in Marketing, Digital media or relevant related discipline.

  • Experience with B2B marketing strategy, especially in a complex buying cycle.

  • Expertise in ad platform metrics and reporting.

  • Collaborative, team-oriented work style. 

  • Results-oriented with a take charge, self-starter attitude.

  • Strong creative and analytical skills.

  • Keen attention to detail and strong organizational skills a plus.

  • Deep understanding of search engine and social media bidding/budgetary strategies and implementation.

All qualified applicants will receive consideration for employment without regard to race, sex, color, religion, national origin, protected veteran status, or on the basis of disability, gender identity, and sexual orientation.


Posted: 2020-02-16 Expires: 2020-03-17

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Digital Marketing Specialist - Demand Generation

Pacific Biosciences
Menlo Park, CA 94025

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