Digital Marketing Manager
Azenta Inc.
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Job summary
Azenta Inc. is seeking a Digital Marketing Manager to lead our global SEO and AI discovery strategy, manage paid media programs, and optimize marketing automation platforms.
You will drive visibility across AI-powered search experiences and emerging digital channels while collaborating with content, product marketing, and web teams. The role requires 5–7 years of digital marketing experience, strong analytics, and proficiency with HubSpot and Salesforce to improve pipeline performance.
Qualifications
- Bachelor's degree in Marketing, Communications, Business, Digital Marketing, or a related field.
- 5-7 years of progressive experience in digital marketing, demand generation, search marketing, or marketing operations.
- Proven experience managing SEO programs, including technical, content, and analytics-driven optimization.
- Strong understanding of AEO, GEO, AI search behavior, and emerging digital discovery trends.
- Hands-on experience managing paid search, LinkedIn advertising, display media, and digital lead generation campaigns.
- Experience with marketing automation platforms, preferably HubSpot.
- Experience working with Salesforce CRM or similar customer relationship management platforms.
- Proficiency with Google Analytics 4, Google Search Console, SEMrush, Ahrefs, or equivalent tools.
- Strong analytical, problem-solving, and project management skills.
- Excellent communication and stakeholder management capabilities.
Responsibilities
- Develop and optimize the company's global SEO strategy across technical SEO, on-page optimization, content architecture, internal linking, and site performance.
- Implement AEO and GEO initiatives to maximize visibility across AI-powered search experiences and conversational platforms.
- Develop and implement structured data, schema markup, semantic content frameworks, and intent-based optimization strategies.
- Partner with content, product marketing, and web teams to optimize content for discoverability, authority, and user engagement.
- Conduct keyword research, search intent analysis, and competitive benchmarking to identify growth opportunities.
- Monitor and report on organic search performance, rankings, traffic trends, AI search visibility, and share of voice.
- Continuously test and refine strategies to improve visibility in Google, Bing, ChatGPT, Copilot, Claude, Perplexity, and emerging search experiences.
- Develop and execute global paid media strategies across search, display, LinkedIn, retargeting, programmatic, and emerging AI-enabled channels.
- Manage digital advertising budgets and agency relationships to maximize campaign performance and ROI.
- Involved in audience targeting, segmentation, account-based marketing support, and demand generation initiatives.
- Evaluate new digital media opportunities, platforms, and technologies to improve lead generation and brand awareness.
- Drive ongoing campaign optimization through A/B testing, audience analysis, conversion tracking, and performance reporting.
- Collaborate closely with regional and business-line stakeholders to align media investments with commercial priorities.
- Support and optimize the company's marketing automation ecosystem, with a strong focus on HubSpot.
- Help to manage and improve lead management processes including nurturing, scoring, routing, segmentation, and lifecycle reporting.
- Partner with Sales Enablement to ensure alignment between HubSpot and Salesforce.
- Develop automated programs that enhance customer engagement and improve pipeline conversion rates.
- Contribute to the development of dashboards and reporting frameworks that provide visibility into marketing performance and pipeline contribution.
- Uncover AI-driven marketing capabilities including personalization, predictive targeting, content optimization, and workflow automation.
- Identify, evaluate, and recommend emerging technologies that enhance marketing performance and customer experience.
- Act as a subject matter expert on AI-enabled search, digital discovery, and marketing innovation trends.
Skills
Education
Tools
Job description
At Azenta, new ideas, new technologies and new ways of thinking are driving our future. Our customer focused culture encourages employees to embrace innovation and challenge the status quo with novel thinking and collaborative work relationships.
Azenta Life Sciences is a global leader in the life sciences space with headquarters in Burlington, MA, and offices and operations worldwide. We are a market leader in automated bio sample management solutions and genomic services across areas such as drug development, clinical and advanced cell therapies for the industry's top pharmaceutical, biotech, academic and healthcare institutions globally. We provide unparalleled capabilities with our lab analysis, sample management and storage services, informatics software, and consumables, with the largest installed base managing millions of samples globally.
We are seeking a highly motivated and analytically driven Digital Marketing Manager to help drive our digital marketing strategy and execution. This role will be responsible for driving visibility, engagement, and lead generation through advanced search optimization, AI-driven discovery strategies, digital advertising, and marketing automation.
The ideal candidate combines deep expertise in SEO, Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO) with hands-on experience managing paid digital media programs, optimizing marketing technology platforms, and leveraging AI to improve marketing performance. This individual will play a critical role in ensuring our products, services, and thought leadership content are discoverable across traditional search engines, AI-powered answer engines, and emerging digital channels.
- Evolve the company's global SEO strategy, including technical SEO, on-page optimization, content architecture, internal linking, and website performance.
- Implement AEO and GEO initiatives to maximize visibility across AI-powered search experiences, generative answer engines, and conversational platforms.
- Develop and implement structured data, schema markup, semantic content frameworks, and intent-based optimization strategies.
- Partner with content, product marketing, and web teams to optimize content for discoverability, authority, and user engagement.
- Conduct keyword research, search intent analysis, and competitive benchmarking to identify growth opportunities.
- Monitor and report on organic search performance, rankings, traffic trends, AI search visibility, and share of voice.
- Continuously test and refine strategies to improve visibility in Google, Bing, ChatGPT, Copilot, Claude, Perplexity, and emerging search experiences.
- Develop and execute global paid media strategies across search, display, LinkedIn, retargeting, programmatic, and emerging AI-enabled channels.
- Manage digital advertising budgets and agency relationships to maximize campaign performance and ROI.
- Involved in audience targeting, segmentation, account-based marketing support, and demand generation initiatives.
- Evaluate new digital media opportunities, platforms, and technologies to improve lead generation and brand awareness.
- Drive ongoing campaign optimization through A/B testing, audience analysis, conversion tracking, and performance reporting.
- Collaborate closely with regional and business-line stakeholders to align media investments with commercial priorities.
- Support and optimize the company's marketing automation ecosystem, with a strong focus on HubSpot.
- Help to manage and improve lead management processes including nurturing, scoring, routing, segmentation, and lifecycle reporting.
- Partner with Sales Enablement to ensure alignment between HubSpot and Salesforce.
- Develop automated programs that enhance customer engagement and improve pipeline conversion rates.
- Contribute to the development of dashboards and reporting frameworks that provide visibility into marketing performance and pipeline contribution.
- Uncover AI-driven marketing capabilities including personalization, predictive targeting, content optimization, and workflow automation.
- Identify, evaluate, and recommend emerging technologies that enhance marketing performance and customer experience.
- Act as a subject matter expert on AI-enabled search, digital discovery, and marketing innovation trends.
- Bachelor's degree in Marketing, Communications, Business, Digital Marketing, or a related field.
- 5-7 years of progressive experience in digital marketing, demand generation, search marketing, or marketing operations.
- Proven experience managing SEO programs, including technical, content, and analytics-driven optimization.
- Strong understanding of AEO, GEO, AI search behavior, and emerging digital discovery trends.
- Hands-on experience managing paid search, LinkedIn advertising, display media, and digital lead generation campaigns.
- Experience with marketing automation platforms, preferably HubSpot.
- Experience working with Salesforce CRM or similar customer relationship management platforms.
- Proficiency with Google Analytics 4, Google Search Console, SEMrush, Ahrefs, or equivalent tools.
- Strong analytical, problem-solving, and project management skills.
- Excellent communication and stakeholder management capabilities.
- Experience in the life sciences, biotech, laboratory services, healthcare, or scientific technology sectors.
- Experience supporting global marketing programs and cross-functional commercial teams.
- Familiarity with account-based marketing (ABM) strategies and platforms.
- Experience leveraging AI technologies to improve marketing effectiveness.
- Knowledge of website platforms, content management systems, and structured data implementation.
- Certifications in Google Ads, HubSpot, AI Marketing
- This role will be onsite in Burlington, MA 4+ days/week
EOE M/F/Disabled/VET
Azenta is an Equal Opportunity Employer. This company considers candidates regardless of race, color, age, religion, gender, sexual orientation, gender identity, national origin, disability or veteran status.
United States Base Compensation: $108,000.00 - $135,000.00
The posted pay range for this position is an estimate based on current market data and internal pay structure. Final compensation may vary above or below this range depending on factors such as experience, education (including licensure and certifications), qualifications, performance, and geographic location, among other relevant business or organizational needs.
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