Senior Manager, Digital Marketing

Job Description:

Position Description:

Creates engaging conversational content for a customer self- service virtual assistant (chatbot) to enhance user interaction and satisfaction. Analyzes performance data, identifies gaps in the virtual assistant's functionality, and uncovers opportunities for User Experience (UX) improvements using Tableau. Designs digital content, conducts UX writing, and prepares content strategy while balancing multiple workstreams. Defines, tests, and delivers best digital experiences using Natural Language Processing (NLP), chatbot architecture, Artificial Intelligence (AI), and Machine Learning (ML). Gathers requirements, creates dialogues and flows, and builds prototypes to create scalable and intuitive conversational experiences. Crafts compelling language and dialogue flows, facilitating customers in completing tasks and retrieving information seamlessly through the virtual assistant.

Primary Responsibilities:

• Creates graphics used in websites and manages website content and links.
• Prioritizes the needs of clients and balances the needs of business partners.
• Develops and maintains strong and effective relationships with internal and external business partners to execute deliverables.
• Assists with queue management and daily attainment of the Service Level Agreement (SLA) by designing digital User Interfaces (UIs) or websites.
• Evaluates web design following web and accessibility standards.
• Analyzes web use metrics to optimize websites for marketability and search engine ranking.
• Develops and tests layouts, interfaces, functionality, and navigation menus to ensure compatibility and usability across browsers or devices.
• Evaluates web design following web and accessibility standards using web framework applications and client-side code or processes.
• Designs and tests interfaces to facilitate human-computer interactions.
• Maximizes the usability of digital devices, websites, and software with a focus on aesthetics and design.
• Partners with key stakeholders to define content requirements.
• Leads the end-to-end content strategy, ensuring alignment with business objectives.
• Develops and implements information architecture and content for the virtual assistant, to optimize user interaction.

Education and Experience:

Bachelor’s degree (or foreign education equivalent) in Computer Science, Engineering, Information Technology, Information Systems, Mathematics, Physics, Strategic Design and Management or a closely related field and five (5) years of experience as a Senior Manager, Digital Marketing (or related occupation) leveraging expertise in conversation design, natural language processing, content strategy, user research, and data analysis to architect and iterate exceptional chatbot experiences within an agile development framework.

Or, alternatively, Master’s degree (or foreign education equivalent) in Computer Science, Engineering, Information Technology, Information Systems, Mathematics, Physics, Strategic Design and Management or a closely related field and three (3) years of experience as a Senior Manager, Digital Marketing (or related occupation) leveraging expertise in conversation design, natural language processing, content strategy, user research, and data analysis to architect and iterate exceptional chatbot experiences within an agile development framework.

Skills and Knowledge:

Candidate must also possess:

• Demonstrated Expertise (“DE”) designing and building conversational flows to guide users through complex tasks or informational retrieval in digital experiences including interaction patterns, dialogue trees, prompting models, and fallback handling by applying diagramming tools Lucidchart and Figma; defining and implementing tagging strategies, and metadata schemas in content management systems to organize conversational content into logical user-centric categories to improve deliverability and findability.
• DE working with Natural Language Processing (NLP) and Full-Stack Virtual Assistant Development– to leverage highly scalable enterprise-level platforms including Google Dialogflow for full-stack development and deployment of chatbot experiences; leveraging capabilities of NLP platforms -- Amazon Lex and Nuance -- including intent parsing, named entity recognition, and entitlement checks, to improve comprehension and personalization.
• DE working with content strategy and testing to create human-sounding conversational content for chatbot responses featuring personalization, acknowledgments, expectation management, small talk, fallback and error messaging to enhance user satisfaction; wireframing, prototyping, conducting research and UX testing using Figma, Adobe XD, and Voiceflow.
• DE performing data analysis to update product strategy by using data analytics tools including Tableau, Adobe Analytics, and Dashbot to uncover insights, identify gaps, inform iterative chatbot improvements and define product development roadmaps designed to support continuous improvement; working in agile development model, defining metrics and KPIs to track progress towards goals for innovation and continuous improvement.

Salary: $155,688.00 - $162,200.00 /year.

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Certifications:

Category:Marketing

Fidelity’s hybrid working model blends the best of both onsite and offsite work experiences. Working onsite is important for our business strategy and our culture. We also value the benefits that working offsite offers associates. Most hybrid roles require associates to work onsite every other week (all business days, M-F) in a Fidelity office.