Digital Marketing Strategy Program Manager

Job Summary:

Messer is creating a new, dedicated Digital Marketing Strategist role within Corporate Communications to bring strategic rigor, accountability, and commercial impact to our digital marketing investments. This is not a role for someone who simply runs ads. It is a role for a strategist who understands the data behind the spend, knows which levers to pull to drive results across the full B2B buyer journey, and has the conviction to pause, adjust, and redirect when campaigns are not performing.

This person will transform how Messer builds awareness, captures demand, nurtures engagement, and converts commercial prospects in the digital space-ensuring digital investment translates into measurable pipeline contribution and longterm growth.

Reporting to the Sr. Manager, External Communications, the Digital Marketing Strategist is Messer's central owner of commercial digital marketing strategy and performance. Messer currently invests in paid digital advertising, including intentbased platforms such as ZoomInfo, but recognizes that running ads alone is not enough. This role exists to bring analytical discipline, strategic thinking, and market expertise to ensure digital spend drives real business outcomes.

The Digital Marketing Strategist owns digital strategy across the full B2B funnel-from earlystage audience development and brand awareness through midfunnel engagement and sales activation. They establish clear performance expectations before campaigns launch, actively monitor results, and are empowered to make evidencebased decisions about optimization, budget reallocation, and program discontinuation.

This role acts as Messer's internal point of view on digital commercial investment and serves as a strategic thought partner to communications, commercial marketing, and sales leadership.

Why Messer?

Messer is the world's largest privately held industrial gases company and what we do matters because it is woven into every part of life, from the medical gases that patients rely on to the essential elements needed to safely and sustainably produce the goods our communities depend on.

The true strength of Messer is our people-at every level and in every role.

Join us and take pride in the impact you will make by providing solutions essential to our world and lives. Reach your highest potential at our stable, inclusive company with diverse opportunities in a growing industry, supported by people who care.

Messer stands apart because we put what matters first, and you matter.

Principal Responsibilities:

Data-Driven Campaign Strategy & Performance Management

This is the foundation of the role. Before any campaign launches, this person defines what success looks like and ensures performance is measured against commercial impact-target CPL, conversion rates, pipeline contribution, and engagement benchmarks. They monitor performance actively, not passively, and make real-time decisions about when to optimize, when to pause, and when to reallocate budget.

• Establish KPI baselines and success criteria before every campaign launches (e.g., CPL, conversion rates, pipeline influence, engagement thresholds)
• Monitor performance continuously across all active digital channels; flag underperformance early and act decisively
• Build and own Messer's digital marketing dashboard, providing leadership with clear visibility into spend, performance, and ROI
• Develop and maintain a regular reporting cadence (weekly, monthly, quarterly) for marketing and commercial leadership
• Conduct structured postcampaign analysis and apply learnings to future initiatives
• Evaluate existing digital investments-including ZoomInfo and other intentbased platforms-and make evidencebased recommendations to scale, optimize, or sunset programs

Paid Digital Advertising & Channel Optimization

Messer expects every digital dollar to work toward a defined outcome. This role brings discipline, targeting precision, and optimization rigor to paid investment.

• Audit current paid media programs and develop a structured optimization roadmap
• Define targeting strategies by audience segment, industry vertical, and buyer role
• Manage and optimize campaigns across relevant B2B channels, including intentdata platforms, LinkedIn, paid search, programmatic display, and retargeting
• Implement structured A/B testing across creative, messaging, audiences, and landing pages
• Set clear performance thresholds and decision triggers that define when campaigns are optimized, paused, or redirected
• Partner with agencies and platform representatives while maintaining internal strategic ownership and accountability

Account-Based Marketing (ABM)

Commercial growth depends on reaching the right decisionmakers at the right accounts. This person will build an ABM capability that aligns digital investment with the accounts and segments most valuable to the business.

• Develop and execute targeted ABM programs aligned to Messer's highestpriority accounts and segments
• Leverage intent data to identify inmarket accounts and trigger timely, relevant outreach
• Coordinate closely with commercial marketing and sales to ensure ABM programs support real pipeline activity.
• Build audience segments based on firmographic, behavioral, and intent signals - and tailor content and channel strategy accordingly
• Track and report account-level engagement and influence on pipeline and sales conversations

Website Strategy, SEO/AEO & Conversion Optimization

Messer's digital presence must function as an active commercial engine-not a static brochure.

• Own the strategic direction of Messer's commercial web presence with a focus on conversion and usability
• Develop and optimize landing pages aligned to paid and ABM campaigns
• Identify conversion rate optimization (CRO) opportunities using analytics and testing
• Ensure website structure and content support SEO and AEO best practices and organic discovery
• Provide strategic oversight of organic performance and content effectiveness in partnership with communications and content teams
• Partner with internal teams and external vendors on web enhancements and digital experiences

Mid-Funnel Nurture & Sales Alignment

• Design and manage nurture programs (email, retargeting, content) that move prospects from awareness to active consideration
• Leverage marketing automation platforms (HubSpot, or equivalent) to build and optimize workflows
• Collaborate with commercial marketing, communications, and sales to ensure digital programs align with product, segment, and regional priorities
• Work with marketing manager and sales to define lead quality standards, handoff criteria, and feedback loops that improve campaign targeting over time
• Develop or brief content to ensure digital assets are targeted, relevant, and conversionoriented
• Act as the central digital marketing thought partner to commercial, communications, and sales leadership
• Translate performance data into clear business insights for nonmarketing stakeholders

Market & Industry Research to Support Marketing & Sales

This role serves as a strategic partner to marketing and sales by translating market, industry, and competitive intelligence into actionable digital strategy. Leveraging Messer's market research platforms, including AlphaSense, this person ensures digital investment, messaging, and targeting are informed by real market dynamics.

• Conduct ongoing market, industry, and competitive research using AlphaSense to inform digital strategy, audience targeting, and messaging
• Monitor industry trends, customer challenges, competitor activity, and emerging opportunities relevant to Messer's core markets
• Partner with marketing and sales teams to deliver targeted insights that support segmentation, account prioritization, and campaign planning
• Synthesize research into clear, concise insights for leadership-connecting market signals to digital performance and commercial opportunity
• Use research findings to inform content themes, ABM messaging, and mid-funnel nurture strategies
• Support go-to-market initiatives by providing data-backed perspective on market shifts and buyer behavior

Required Skills:

5+ years of B2B marketing experience with demonstrated ownership of campaign strategy, analytics, and performance management

• Proven ability to build KPI frameworks, set performance expectations, and hold campaigns accountable to results
• Experience managing or evaluating paid digital programs - including intent-data platforms (ZoomInfo), LinkedIn, or paid search - with a focus on optimization, not just execution
• Strong analytical skills: comfort reading campaign data, diagnosing underperformance, and making evidence-based decisions about spend
• Experience with ABM strategy and execution, including audience segmentation and account-level targeting
• Familiarity with marketing automation and CRM platforms (HubSpot, Marketo, Salesforce, or equivalent)
• Experience with web analytics tools (Google Analytics 4, PowerBI, or equivalent)
• Ability to communicate performance clearly to non-marketing stakeholders - translating data into business language

Preferred Skills

• Experience in B2B industrial, manufacturing, energy, or specialty chemicals marketing
• Hands-on experience managing digital agencies or platform vendors - knowing what to ask for and how to hold partners accountable
• Familiarity with SEO tools (SEMrush, Moz, Google Search Console) and basic CMS management
• Experience building nurture campaigns and reporting on their contribution to pipeline
• Exposure to A/B testing methodologies and conversion rate optimization

Basic Qualifications:

• Bachelor's degree in Marketing, Business, Communications, or a related field
• 5+ years of B2B marketing experience

Preferred Qualifications:

• MBA a plus

The salary range for this position is $102,000 - $136,000. Messer provides medical, dental, vision, short term disability, life insurance and paid time off as well as other voluntary benefits, such as, long term disability in accordance with the terms and conditions of these Plans. Employees are eligible to enroll in Messer's 401(k) Plan. Employees may be eligible to participate in the company's bonus program.

About Messer:

Messer's safety culture, commitment to providing dependable supply and innovative gas technology solutions help customers unlock opportunities to be safer, more sustainable, more productive and more efficient, so their business thrives. We nurture lasting, meaningful relationships with customers, our communities, and with one another.

We offer comprehensive benefits and appreciable pay, with steady schedules and opportunities for ongoing training and career progression. We prioritize and invest in our people at every level of our organization - the dedication, knowledge, customer focus and entrepreneurial spirit of our employees is what make Messer refreshingly different.

If you need assistance with the application or would like to request accommodation, call (877) 243-1030.