Web Marketing Strategist (Arabic)

Introduction
At IBM work is more than a job – it’s a calling: To build. To design. To code. To consult. To think along with clients and sell. To make markets. To invent. To collaborate. Not just to do something better but to attempt things you’ve never thought possible. Are you ready to lead in this new era of technology and solve some of the world’s most challenging problems? If so lets talk.

When you join the IBM team in Bucharest you will accelerate your career at an iconic company known as a pioneer in computing. You will grow your knowledge of cutting-edge software such as generative Al or hybrid cloud while working with teams across the globe and driving outcomes that shape the future of IBM and your own career. In addition to a competitive package IBM offers a collaborative and growth-oriented work environment and global responsibilities.

Your Role and Responsibilities
The web strategist for ibm.com is responsible for the end-to-end web experience for a specific area of IBM’s business and geography whilst overseeing the overall marketing web footprint. This includes being responsible for complete web journeys both from a local language perspective as well as ensuring best experiences for local audiences landing on the global-EN website. Web strategists are passionate about making informed data-driven decisions providing clear and actionable next steps. Understanding what is working/not working/available aligning web architecture and key projects for optimization and personalization plays a crucial part in driving demand and conversion. Good collaborative skills with cross-culture flavor are important for this role as is working closely with both extended marketing teams and our global ibm.com colleagues.

Web strategists in this team wear dual hats:

• Country/ language primary stakeholder and web marketing subject matter expert for local marketing and sales organisations – NOTE: This role supports the implementation and maintenance of IBM’s Arabic web footprint. Successful candidates must be highly proficient in Modern Standard Arabic. Technical knowledge of IBM offerings is not required but candidates must be proficient in translating and validating business-to-business (and often technical) language in Modern Standard Arabic.
• Campaign and/or portfolio focal for a given geography communicating country/ audience/ business requirements to global squads and ensuring our global web experiences are relevant for local audiences within the geography.

Primary responsibilities:

• In-bound traffic optimisation for brand campaign and product (tailored by country/language where relevant)
• Response and conversion for priority offerings and campaigns
• Constant collaboration with core and globalization teams to localize/optimize the digital journey (English & translated)
• Local testing and personalization to support paid media and inform future organic optimisations
• Continuous health-checks of webpages (eg broken links incorrect routing)
• Urgent fixes and optimisations directly in the CMS
• Closed-loop feedback with extended geo web and marketing teams
• Manages specific geo requirements and/or unique local country needs within ibm.com management system
• Integration point with other geo web strategists in region
• Integral role in all new launches to ensure the launch lands across their geo (by country) correctly

Country specifics:

• Local ibm.com homepage owner (Arabic)
• Search focal for region incl weekly alignment of SEO keyword discovery and SEM (identifying gaps etc with US builds); and validation of Agency local keyword and ad copy recommendations
• Works with Demand strategist/sales to collect the feedback from HRM enquiries and implement any action
• Local digital marketing consultant (internal)
• Oversees and initiates actions based on client web feedback
• Key contact for ibm.com for non marketing teams (eg Legal); SME answering general questions etc

This is a Hybrid role attendance to the office will be required only 3 times peer week.

Required Technical and Professional Expertise

• Bachelor’s degree or equivalent experience
• 2-3 years of experience as a Web Strategist or agency equivalent
• Hands on experience in Adobe Experience Manager Sites Adobe Target Adobe Analytics
• Ability to work in a team environment and collaborate with cross-functional teams.
• Creative problem-solving skills
• Strong project management and communication skills
• Technical knowledge is not required but candidates must be proficient in translating and validating business-to-business (and often technical) language in Modern Standard Arabic (MSA). They should have a strong vocabulary which will include technical words and phrases used in Arabic.

Preferred Technical and Professional Expertise

• Ideally a native Arabic speaker (Mashriqi/ Ammiya preferred) with strong proficency in Modern Standard Arabic and/or al-Fusha Arabic.
• Experience working in digital marketing web marketing digital content or web strategy also preferred.
• Masters in marketing advertising or design
• 4+ years of experience as a Web Strategist or agency equivalent