Senior Manager, Customer Acquisition

The Senior Manager of Customer Acquisition helps own all customer recruitment for the North American business, both in retail stores and online. They will manage all digital acquisition channels [Paid Search, Affiliate Marketing, Paid Social, and Programmatic Display]. The role focuses on allocating a large budget correctly to meet business objectives, full-funnel planning and management, analytical reporting to achieve ongoing improvement, leading new customer sampling initiatives, and overseeing an internal team and multiple external agencies. This position requires an in-depth understanding of Paid Digital Marketing and how to drive recruitment while maintaining strong attached revenue. The right candidate has a combination of analytical, creative and strategic thinking skills, and can manage an agile team.

JOB RESPONSIBILITIES:

• Help to develop and manage $6.5MM Digital Acquisition Marketing budget.
  • Help lead management of the Digital budget, ensure media spend allocation is properly supporting the best recruiting and revenue-driving tactics and campaigns.
  • Anticipate over/under performing campaigns and proactively prepare recommendations of budget shifts to remain agile and meet goals.
  • Manage Invoice Process through PO creation, invoice handoff for on-time payment, while reconciling for discrepancies with finance and vendor.
• Develop strategy for growth marketing and new customer recruitment campaigns across multiple digital paid media channels to meet business objectives (ROAS, Revenue, CPAs).
  • Oversee Paid Search, Affiliate Marketing, and Programmatic Display, creating full-funnel campaigns.
  • Oversee audience targeting strategy and segmentation.
  • Manage and optimize product feeds as necessary with Feed Partner.
  • Maintain close insight into the market and provide persistent new ideas and opportunities for the business.
• Lead new customer targeted sampling initiatives in North America across all channels, online and in-store.
  • Size opportunity and pitch to secure 360 channels and leadership buy-in.
  • Collaborate with internal stakeholders to ensure that marketing programs are executed to the objective, strategies and requirements outlined in the brief.
  • Predict sales and new customer forecasts, communicating goals to teams.
  • Collaborate with supply chain and DC teams to remain up to date on flow-through stock levels or stock issues.
  • Responsible for campaign results recap including new customer goals achieved and key insights.
• Lead all paid media reporting - providing financial performance (revenue/profit), customer recruitment, and promotional analysis.
  • Focus on clarity and reconciliation in performance reports that come from many different sources and are tracked differently.
  • Monitor and recap promotional analysis, cross-referencing and synthesizing insights from Google Analytics, internal BI reporting tools, and agency reporting platforms.
  • Proactively investigate and diagnose performance trend and translate qualitative data into recommendations.
  • Consult with Sr. Director and recommend optimizations.
  • Implement and improve reporting processes and templates.
• Manage external agencies and publishers to ensure appropriate prioritization and proactively keep ahead of timelines, deliverables, and communications.
  • Challenge agencies to make optimizations to improve KPIs on an ongoing basis.
  • Closely manage (5) agencies to collaborate and communicate on growth opportunities, efficiencies, best-practices, and optimizations.
• Own Drive to Store Digital initiatives and support in-store marketing events with paid media.
  • Seek out innovative or traditional ways to bridge media gap from online to in-stores.
  • Figure out instore data capture while maintaining perfect customer data integrity.
• Manage a full-time team of two and one intern.

KEY PERFORMANCE INDICATORS:
New Customer Recruitment, Sales, ROAS, CPM, CPA

REQUIREMENTS:
EDUCATION

• Bachelor's degree completed with minimum GPA of 3.5 or better.

EXPERIENCE

• 5+ years' experience related to Digital Acquisition or Marketing Analyst Role, preferably in Beauty and/or Premium brand experience

SKILLS

• Act as subject matter expert for Paid Search, Affiliates, Paid Social, and Display channels
• Working knowledge of tools needed to grow and analyze results (Google Analytics, Ad Words, Facebook Ads, etc)
• Deep familiarity with the levers that impact CPA, CPC, and ROI, and the role each digital channel plays within the consumer purchase funnel
• Agility and the ability to react quickly but systematically under high-pressure situations
• Finesse and ability to influence and build strong working relationships with colleagues at all levels, including marketers without direct nor extensive experience in paid media
• Ability to prioritize and manage multiple projects simultaneously in a fast-paced and deadline-driven environment
• Must have strong desire to grow the business, both on web and in-store
• Big picture thinker who does not hesitate to dive into details
• Experience with tagging and pixel implementation in GTM, Tealium, DoubleClick Suite, and data-attribution a plus
• Proficient in Microsoft office (Excel, Word, Powerpoint)

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender, identity, national origin, disability, or protected veteran status.