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Description

Tyler Technologies is seeking a Digital Strategy Lead to join our Marketing team in the Plano, TX or Yarmouth, ME office. This role will serve as the strategic lead for digital marketing within integrated marketing campaigns, ensuring the effective planning, execution, and performance of digital marketing investments across Tyler's priority growth initiatives.

The Digital Strategy Lead will partner closely with business marketing teams to translate business and marketing objectives into clear digital strategies, integrated campaign plans, and measurable outcomes. Working in collaboration with channel specialists, analytics partners, and external advertising agencies, this individual will guide campaign development, oversee digital media activation, and ensure digital marketing investments are optimized to deliver meaningful business impact.

This role will serve as the primary digital marketing point of contact for assigned campaigns, helping cross-functional teams understand how digital channels work together to reach and engage target audiences. The ideal candidate brings strong strategic thinking, analytical fluency, and the ability to translate complex marketing data into clear narratives that inform business decisions.

Candidates will bring experience in digital marketing strategy, campaign planning, and agency collaboration, along with the ability to influence stakeholders and drive alignment across a complex organization. Success in this role requires a balance of analytical rigor, communication strength, and the ability to operate effectively in a collaborative, fast-paced environment.

Responsibilities

Digital Strategy Translation

• Translate business and marketing objectives into clear digital marketing strategies that define the role of digital channels within integrated marketing campaigns.
• Partner with business marketing teams to evaluate campaign briefs and ensure they provide the clarity and strategic direction needed for effective digital activation.
• Define campaign goals, audience strategies, and channel roles that support broader marketing and business objectives.
• Provide strategic guidance on how digital channels work together to create cohesive audience experiences across campaigns.

Agency Direction and Accountability

• Serve as the primary day-to-day digital marketing lead for external advertising agencies across assigned business units.
• Guide agency partners in developing digital media strategies and plans that align with campaign goals, audience strategies, and budget parameters.
• Lead campaign optimization discussions with agency partners, ensuring performance insights are translated into actionable adjustments.
• Monitor campaign pacing and ensure digital media investments remain aligned with approved budgets.
• Review agency reporting and invoices for accuracy and alignment with campaign activity.

Integrated Planning and Campaign Delivery

• Collaborate with channel specialists and cross-functional marketing partners to ensure digital channels are integrated effectively within broader marketing campaigns.
• Coordinate campaign timelines, digital activation plans, and execution milestones to support successful campaign launches.
• Ensure consistent messaging, audience targeting, and campaign alignment across digital marketing channels.
• Identify opportunities to improve campaign performance through optimization, testing, and strategic adjustments.

Measurement Framing and Performance Narrative

• Define campaign measurement frameworks that connect digital performance metrics to broader marketing and business outcomes.
• Partner with the analytics team to interpret campaign performance data and identify actionable insights.
• Develop and deliver clear post-campaign readouts that translate performance results into business-focused narratives.
• Provide stakeholders with meaningful performance context, highlighting learnings and recommendations to improve future campaigns.

Digital Marketing Leadership and Partnership

• Serve as a trusted digital marketing advisor to business marketing teams, helping stakeholders understand how digital strategies support campaign objectives.
• Build strong relationships with internal partners, including creative services, business marketing teams, analytics, and marketing leadership.
• Provide digital marketing perspective and guidance during campaign planning discussions and cross-functional meetings.
• Identify opportunities to improve digital campaign planning processes, collaboration models, and campaign effectiveness over time.

Qualifications

• Bachelor's degree in Marketing, Communications, Business, or a related field.
• 5-10 years of experience in digital marketing, media strategy, or campaign planning.
• Experience working with external advertising agencies and managing campaign execution across digital channels.
• Strong understanding of digital marketing channels including paid media, search, social media, and email marketing.
• Experience managing campaign budgets and monitoring campaign pacing and performance.
• Ability to synthesize complex data and translate marketing performance insights into clear, actionable recommendations.
• Strong communication and presentation skills, with the ability to simplify complex topics for diverse audiences.
• Proven ability to collaborate across teams and influence stakeholders in a cross-functional environment.
• Familiarity with digital marketing platforms and analytics tools (e.g., Google Analytics, advertising platforms, or marketing automation tools) is preferred.
• Experience supporting digital marketing for enterprise software or SaaS organizations in complex B2B environments is a plus.