Lead Digital Marketing (Hybrid)
- Lead the development and execution of the new customer acquisition and sales strategy, including target setting, tracking, and measurement
- Collaborate with the Brand Media Manager and Insights & Analytics teams to develop audience segmentation strategies for prospecting and remarketing
- Define targets and manage the yearly financial planning for channel optimization
- Oversee the delivery of online campaigns across Programmatic Display, Paid Social, and Paid Search
- Identify and test new acquisition channels, including emerging platforms, in collaboration with the Brand Media Manager
- Collaborate with Marketing Communication teams to ensure the development and deployment of consumer-relevant creative that drives click-through and conversion rates
- Lead the SEO-SEM integrated approach to maximize conversion
- Collaborate with e-Commerce Manager, Trade Marketing Director, and Integrated Marketing Manager to develop and deploy a promotional and communication calendar for acquisition and retention
- Lead the development and rollout of a digital performance media attribution model using GA 360 to optimize performance media spends
- Stay up to date with new tools and industry best practices, sharing learnings, and best practices with broader teams
- Collaborate with the media agency, e-Commerce Manager, and e-Retail Business Manager to develop and implement a robust digital media strategy for platforms like Amazon to drive coffee and machine sales
- Lead the SEO & SEM initiatives for the B2B website
- Develop and execute the paid social (LinkedIn) and display strategy for the B2B business
- Manage budgeting and performance optimization for B2B initiatives
- Budgeting & Planning
- Complete recaps and reports, providing assessment, identifying opportunities, and initiating recommendations/solutions for existing and developmental programs
- Bachelor's degree, preferably in STEM, Advertising, or Marketing
- 5+ years of experience in performance media or direct response marketing
- Expertise in Programmatic Display, Paid Social & Paid Search
- In-depth understanding of performance media and attribution models, such as data-driven attribution models in Google Analytics
- Familiarity with website conversion metrics, including impressions, click-through rates, and conversion rates
- Experience with media tracking and web analytics tools, such as Google Analytics, Google Tag Manager, DoubleClick Campaign Manager, Brightedge, Criteo, TRIAD, and Amazon Advertising
- Strongly preferred experience with tools like Krux DMP, Facebook Business Manager, DV360, and Amazon DSP
- Experience with implementing DCO (Dynamic Creative Optimization) is a plus
- Strong analytical skills with the ability to compile, analyze, and leverage performance data for improved ROI and identifying new opportunities
- Understanding of consumer engagement with direct response media and the role of incentives and promotions in driving conversion