Job description
This Manager of Online Marketing is responsible for managing online marketing channels for both retention & acquisition initiatives to support the brands ecommerce business. The role primarily responsible for creating and executing strategies through email marketing, SEM, Display Media, Paid Social, and Affiliate marketing. Also responsible for Web Analytics and Reporting of KPIs to improve and channel performance. In partnership with the eCommerce Manager, this role will develop and drive SEO strategy. This role requires a strong understanding of the ecommerce industry and working knowledge of driving online marketing efforts these key performance marketing channels.
Responsibilities
• Optimize and own email and brand-execution of eCommerce CRM activities in partnership with eCommerce team, Global Marketing, and Americas Digital Transformation (ADX) CRM team
• Manage the day-to-day operations and optimizations of the direct revenue driving channels including: Email, Paid Search, Affiliates, SMS and lower-funnel Re-Targeting, and Paid Social
• Oversee Analytics – responsible for daily, weekly, monthly reporting and analysis for lower funnel channels
• Ensures the timely communication of sales, promotions, website enhancements, and product releases to the Digital Marketing Agency
• Partner with Digital Media and Brand Marketing in the creation of full funnel digital marketing strategy
• Partner with eCommerce Manager in promotional planning and support
• Responsible for requesting, compiling, and helping to analyze competitive data in collaboration with digital agencies
• Assist with social media strategy from a paid perspective for lower-funnel content, campaigns, events, and company-wide initiatives
• Manage budget planning and pacing across the performance marketing channels
• Strategize ways to improve email communications & relevancy by and identifying key areas of opportunity to optimize KPI’s to drive engagement and conversion
• Find opportunities to test, optimize, and personalize email performance – i.e. creative, copy, time of day, segmentation A/B testing
• Assist in annual, monthly, and daily planning process
• Monitor competitor emails and programming to stay on top of industry and channel trends
• Serve as internal digital marketing thought leader and identify digital marketing trends, new technologies, best practices, competitor activity, and testing opportunities to drive the business
• Support digital strategies to drive brand growth from an omnichannel strategy including geo-targeting, cross-channel purchasing when appropriate, and other omnichannel opportunities
• In partnership with US marketing, eCommerce and Americas Digital Transformation, identify and lead large-scale, multi-channel, 360 acquisition campaigns – potentially with third-party partners
Qualifications
• Bachelor's degree
• 5+ years of ecommerce marketing experience
• 2+ years of experience using analytics and digital platforms including Google Ads, Google Analytics, Instagram/Facebook Ads, etc.
• Experience with customer segmentation and targeting
• Proven ability to scale paid traffic while maintaining ROI and CPA targets
• Strong knowledge of how affiliate and paid marketing channels fit together
• Ability to effectively manage an outsourced agency
• Experience running A/B, multivariate tests
Preferred Skills
• Experience in and passion for beauty
• You get things done by engaging in high level teamwork and flexing your interpersonal skills
• An effective verbal and written communicator
• A natural problem-solver, who is also intuitively analytical and creative
• Have a strong customer focus and drive for results
• An agile thinker who is comfortable with flexing business needs and priorities
