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Manager, Digital Marketing
Pacific Sunwear
Anaheim, CA, United States
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Job Description
Position Summary
The Digital Marketing Manager will be responsible for the development and management of the company's digital marketing strategy. The incumbent will supervise digital marketing channel members and lead the strategy within digital marketing, included but not limited to SEM, Affiliate, Display, Social Advertising and SEO. Collaboration with all members of the E-Commerce Team and Cross Functional partners is a critical aspect of this role. Cross Functional Teams include Brand Marketing, Buying, Planning, Legal and IT. The Digital Marketing Manager's primary focus is to grow each channel year over year while effectively reporting KPIs across the organization. Additionally, the incumbent will also drive test and learn strategies to increase customer acquisition, retention, build revenue profitably across online and in-store channels, manage a strict budget and continually improve return on ad spend.
Primary job Duties & Responsibilities
• Develops and executes digital marketing strategy across all digital media channels from concept to launch
• Leads and manages all aspect of digital marketing including SEO/SEM, Affiliate, Display Re-Targeting and Acquisition and Social Advertising.
• Manages digital marketing team; sets and maintains clear specific, measurable, actionable, reasonable and time related goals for functional group and individual team members.
• Partners with cross functional leaders to optimize digital marketing effectiveness and support cross channel sales, including Merchandising/Buying, Planning, Brand Marketing, Creative, and other functions.
• Develops new digital marketing programs to better acquire and retain customers.
• Develops digital marketing roadmap including optimization of existing channels and development of new channels and ensures that plans are executed in conjunction with associated tactics
• Builds and maintains digital marketing budget aligned with overall business objectives and reports on actual, budgeted and forecasted projections in both spend, demand and return on ad spend on regular weekly, monthly, quarterly and annual basis
• Provides analytics on effectiveness of all digital marketing channels, including but not limited to qualitative and quantitative channel performance holistically and down to the campaign/publisher level, channel impacts to acquisition costs and customer lifetime value and associated benchmarks to measure competitive advantages.
• Works closely with Site Merchandising to optimize landing page conversion and other forms of testing associated with digital marketing focused on improving click through and conversion rates.
• Evaluates all associated digital marketing partners, vendors and publishers for effectiveness and contribution to business and digital marketing efforts.
Requirements
• Bachelor's Degree, preferably in Marketing and/or Business
• 3-5 years' experience in digital marketing and marketing analytics
• 3-5 years within a retail environment; Apparel and Omni channel experience a plus
• Extensive experience in digital marketing tools including Email Service Providers, Search Engine Marketing Platforms such as Kenshoo, Web Analytics such as Adobe Analytics and Google Analytics; Experience with Attribution Modeling Tools a Plus.
• Google AdWords Certified
• Excellent interpersonal skills and the ability to build effective internal and external relationships, and influence change
• Excellent written and verbal communication skills
• Strong business, data analysis and interpretation skills
• Extraordinary collaboration skills; experience managing digital marketing in a highly-matrixed, multi-channel retailer a strong plus
• Strong Microsoft Office skills, especially Excel, PowerPoint, and Word
• Self-starter and able to solve medium to complex problems
• Experience with Omni-Channel marketing driving traffic to both online and brick and mortar stores with a strong focus on mobile and local.
• Financially savvy and skilled in reporting on all KPIs, marketing performance, user behavior, shopping flows, channels, marketing tests and uncovering insights which provide a better understanding our customer in order to improve traffic, conversion and financial results.
• Hands-on, analytical, and highly collaborative leader capable of delivering results in a fast-paced environment.