The Senior Manager, Digital Marketing is responsible for developing strategies and managing all digital acquisition programs to generate significant, highly qualified traffic. This position oversees digital programs which meet key business objectives and goals across the consumer decision journey (awareness, consideration, conversation, advocacy). Driving new customer acquisition through a variety of digital platforms with a focus on optimizing acquisition and traffic metrics. Overall goals include optimizing response metrics, ensuring all marketing messaging is brand consistent, relevant and competitive within our industry. Leverages web analytics and retail data to assess, understand and communicate the success and profitability of digital campaigns.
Essential Duties and Responsibilities:
Strategize and manage customer acquisition programs with the Digital Marketing Managers to ensure optimization of all programs (Display/SEM/PPC/mobile) with a focus on driving sales.
Create processes, report and work with internal and agency team to improve acquisition metrics.
Develop digital marketing strategy including performing rigorous analysis to identify potential value creating opportunities, creating business cases and developing the requirements to implement the strategy
Provide strategy development and solution development to support new business activities and existing client relationships
Effectively execute Paid Social, Digital & Search programs through collaborative agency partnerships, tracking, competitive research and pushing the envelope to test new and emerging channels.
Position optimizes PPC / display and affiliate programs and any new or emerging digital acquisition platforms, new content development and other online marketing initiatives.
Position also works closely with agencies and service providers on a day-to-day basis and provides executional guidance.
Analyze web metric trends to improve and/or add functionality, drive repeat sales, and increase conversions.
Management of budgets, creation and delivery of report. Lead client assessment portion of strategy engagements, develop cohesive conclusions and present key findings at the executive level
Bachelor's degree in Marketing, Advertising, Communications, or related field
Minimum of 7-9 years leading large scale digital strategies with a breadth of knowledge across variety of platforms and channel mix – Web/Mobile/Digital/Social/SEO/SEM/PPC/CRM experience
Experience with implementing enterprise level digital architectures and applying digital marketing and development best practices to support strategy
Experience executing acquisition and lead generation strategies and overseeing teams to execute campaigns from development / execution / campaign analysis.
Experience using consumer insights, research, digital analytics (CoreMetrics, Google Analytics or WebTrends) to continue to optimize.
Experience with eCommerce methodologies and analytical analysis to provide recommendations and refinements to the online experience to continue optimizing programs.
Experience working with and collaborating with lead agencies for brand, digital and media.
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