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Manager of Digital Marketing

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The Manager of Digital Marketing is responsible for developing the digital campaign strategy and tactics necessary to meet and exceed overall brand objectives. They design cross-channel communication strategies, in partnership with the other Digital Marketing Manager and individual channel managers, to integrate display media, pay-per-click (search/text), email, social, and mobile marketing to meet specific critical objectives and ensure that goals are being met in the most cost efficient manner possible. Leads the development of digital assets to be used in paid online media including banner ads, text ads, and social network ads. Leads reporting and analysis of cross-channel campaign performance with the goal of optimizing both within channels and at the consumer level across all digital touchpoints. Responsible for ensuring digital marketing is effectively driving increased awareness, brand appeal and online sales.

Job Responsibilities: Leadership/Strategy
Working with channel managers, leads the development the digital marketing strategy which determines how we will integrate display, PPC, email, social and mobile to reach specific consumer segments and drive specific marketing objectives
Develop both high-level digital messaging strategy documentation to be utilized by channel managers for non-paid media and detailed creative weight and setup documentation for paid media (timing, messaging, high-level budget allocations and labeling for reporting)
Develop remarketing strategy including selection of pixel locations, custom combinations to segment consumers and dedicated messaging strategy for each audience.
Leads the development of digital assets to be used in paid online media including banner ads, text ads, and social network ads via creative briefs and copywriting guidance
Lead and manage cross-functional teams, including outside agencies, to proactively monitor, analyze, and optimize digital marketing campaigns via key performance indicators (KPIs)
Project Management
Manage digital asset requests through the creative review process, both providing feedback and soliciting feedback from stakeholders to provide direction to the advertising creative team
Act as a primary liason between, and jointly lead weekly cross-functional meeting with, Media Buying & Planning team
Ensure project timelines are being met and that they incorporate appropriately with offline marketing efforts
Review topline reporting and provide direction to analytics team for deeper dive analysis necessary to identify optimization opportunities
Provide reporting, analysis and digital outlook to various stakeholders to use as input for business decisions, media buying, and planning.
Develop recommendations for cross-channel campaign optimization and present in regular Media Mix meetings and to the leadership team
Collaborate with Sr. Manager, eCommerce to ensure consistent experience/message between external marketing and experience on web site
Resource Management
Provide direct report with guidance in day-to-day activities, coaching for professional development and performance evaluations for merit system
Collaborate with IT on all requirements necessary for system enhancements, campaign execution and projects.
Partner with internal and external business partners to assess needs, architect streamlined solutions, execute and manage.
Act as primary team representative to various internal "clients" who rely on digital marketing to advance their business needs.
Business Planning
Collaborate with other Digital Marketing Manager to develop the annual operating plan/budget for digital marketing support including services, system/software costs, maintenance and enhancements
Ensure we adhere to all online data privacy policies and develop new processes as necessary to react to changes.


Qualifications:
Job Requirements:


EDUCATION: : Required: Bachelor's degree from a four year college or university in Marketing, Communications or Business. Preferred: Master's degree in Marketing or Business.

EXPERIENCE:
5+ years in online marketing, including display media and pay-per-click; strategy, implementation and analysis experience
Strong working knowledge of new mediums including social networks and mobile (advertising and apps)
Strong working knowledge of email marketing including segmentation and lifecycle messaging strategy
Ability to identify consumer needs/wants develop relevant messaging (ad copy/creative) to drive toward desired action
Experience working with the entire conversion funnel from lead generation to revenue creation
Intimate understanding of pay-per-click algorithms and the requirements for success
Experience with online advertising platforms and paid search marketing tools - significant knowledge Google AdWords required; Dart for Advertisers and Omniture SearchCenter preferred
Strong hands-on analytical experience interpreting digital marketing results including trends with an eye on optimization
Must have strong working knowledge of all Microsoft Office applications
Detail-oriented with strong project management skills
Excellent communication (written and verbal) skills and interpersonal skills with an ability to work with the executives and a wide range of professionals, and effectively lead and inspire to achieve group goals.
Ability to evaluate and change priorities daily and to perform efficiently within a fast-paced team environment
Diligent, flexible, resourceful, independent worker with a strong work ethic.
Strong communicator capable of delivering concise messages to various audiences.
Positive attitude, team player with professional demeanor.
Intellectual curiosity and strong willingness to learn.
; or equivalent combination of education and experience.

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