Digital Marketing Manager
Position Title : Digital Marketing Manager, Target
Reports To : Sr. Digital Marketing Manager, Target
Location : Hoboken, NJ or Minneapolis, MN
Position Overview :
The Digital Marketing Team is an integral part of Newell Brands that focuses on acquiring and retaining consumers online across our distribution channels using media strategy and tactical execution to deliver for our iconic portfolio of brands.
As the Digital Marketing Manager, you will lead digital activation from conception to execution. You will be in lock-step with your brand and sales counterparts to understand long term and short term goals to translate into effective digital campaigns across retailers and channels.
You will be responsible for planning, executing, and tracking programs at one of our key online retailers, Target, as well as performance marketing campaigns in the paid search, paid social and affiliate channels.
You will develop and manage A&P budgets and have a clear understanding of how digital spend is moving the business forward.
Primary Responsibilities :
Develop full funnel marketing strategy on / off retail platforms to drive overall brand and eCommerce growth plans, including :
Search & Display
OTT / OLV
Off platform Paid Search and Paid Social
Partner with :
Retail.com Sales teams to build eCommerce activation plans
In-house Creative and Production teams to develop best in class digital assets
Primary media partners (Roundel, Criteo, CitrusAds) to drive growth
Analytics to understand sales lift and performance trends to optimize the media mix
Internal Planning and Brand teams to determine optimal product mix and omnichannel cohesiveness
Leverage state of the art analytics tools to understand customer activation and digital campaign performance and distill data into insights to help drive growth
Lead strategic projects around content development, catalogue improvement, landing page experience, and paid digital media program recap and comparison
Involvement in preparation for key customer and internal planning meetings with cross-functional teams to help achieve aligned priorities and goals
Develop the segmentation of campaigns in alignment with business goals and reporting expectations
Implement budget pacing to track and optimize elements of digital advertising campaigns across a given time period
Determine basic account structures with campaigns, ad groups / ad sets, keywords and creatives
Determine improvements to campaign performance by narrowing or broadening targeting, changing campaign goals or inputs, shifting budget, switching creatives / copy, A / B testing platform features, etc.
A deep understanding of Roundel media platform capabilities and how to leverage to meet business objectives
Qualifications :
Bachelor’s degree in a related field
5+ years of digital marketing and / or eCommerce work experience
Experience in Programmatic Display management
Demonstrated ability to drive improvement of digital KPIs via a strong analytical mindset
Ability to operate independently given direction, and bring ideas and solutions to issues raised
Strong communication skills with an ability to educate and influence cross-functional teams, key stakeholders and external partners regarding the opportunity in this unique channel
Strong problem-solving capabilities with a record of finding feasible solutions to complex problems, especially in a fluid, multi-stakeholder environment with incomplete information and tight timeline
Experience working with retail media networks strongly preferred
Experience working in a consumer-packaged goods (CPG), fast-moving consumer goods (FMCG), consumer durables industry, and / or retail strongly preferred
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