Job Responsibilities
1) Research & Analysis
Conduct market research and competitor analysis
Perform extensive keyword research on existing product categories as well as seasonal campaigns
Conduct user research, online search and shopping behavior/trends
Analyze and audit UX/UI based on best practices
Discover new ECommerce strategies, technologies and platforms to enhance marketing efforts
2) Content
Develop brand-level content calendar key markets with focus on seasonal/tactical product campaigns
Work closely with functional teams to develop search-engine optimized and content catered for on-site and off-site digital channels (including but not limited to social media, paid search and email marketing) – owned, earned, paid channels
Collaborate with internal teams on special projects, new features and merchandising of online exclusives
Ensure on-site content is presented with best UX practices with user journey in mind
Strategize methods for capturing and nurturing leads down the sales funnel through content
Work with copywriters to create stories that are captivating
Ensure on-site and images used for ads and external platforms are aesthetically pleasing and align with the brand direction
3) Paid Marketing
Execute and optimize campaigns across the full range of platforms including Google, Facebook, Instagram, TikTok, Pinterest
Affiliate Marketing and work with affiliates to get best results and negotiate commissions and mechanisms accordingly
Plan and create campaigns in AdWords according to best practice for the US market, referencing trend insights
Understand various re-targeting segments to create impact to audiences for highly optimized ad
4) Performance
Understand and set up RLSA (retargeting list for search ads) within Google Analytics to be used for AdWords targeting
Work with external agencies to implement and achieve marketing objectives (Criteo, DoubleClick)
Own and manage product launches, sale events and various campaigns.
Ensure product feeds for Google and Facebook ads are implemented and optimized
Plan and manage budget allocations based on performance.
Collaborate with the different teams to test and execute new and innovative campaigns
Continue to scale each business to new levels with improved profitability
5) Reporting & Optimization
Ensure tracking of key areas for marketing measurement is in place (CTAs, menu clicks, forms)
Evaluate performance of digital marketing activities against goals and generate insights to further improve on effectiveness
Compare and measure different marketing channels to better allocate budgets and resources
Leverage data to improve UX/UI decisions
Provide report statistics measuring the performance of campaigns against goals (ROI, ROAS and KPIs)
Perform any ad-hoc duties or responsibilities assigned
Job Requirements
Extreme attention to detail
Data-driven with the ability to capture learnings and apply them to future proof for relevancy
Hands-on experience with placing Social, Search, Display and Programmatic ads
Hands-on experience with strategizing and executing a full & high performing marketing funnel
Proficiency with Google analytics
Strong written and verbal communication skills
Excellent planning and organizational skills
Takes initiative to find the next opportunity, as well as applying problem-solving skills
Ability to work in a fast-paced, start-up environment
Minimum 5 years experience in a Performance Marketing or Digital Marketing role.
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