Manager, Digital Marketing
Job Overview
The Digital Marketing Manager, reporting to the Senior Manager, eCommerce Business Development, is responsible for managing all digital marketing content, initiatives, and growth strategy for several eCommerce kitchenware tool and product retail websites under the parent Company of Browne, a Canadian founder and distributor in the kitchenware industry for over 70 years. This position is part of a small but mighty team that is responsible for the growth of zestspot.com and Cuisipro.com. This role will organize, curate and create engaging sales-driven content that resonates with our target customers, audience and builds our brand presence online to complement our brick and mortar sales model.
What We Offer
Duties and responsibilities
Digital Marketing
Qualifications
The Digital Marketing Manager, reporting to the Senior Manager, eCommerce Business Development, is responsible for managing all digital marketing content, initiatives, and growth strategy for several eCommerce kitchenware tool and product retail websites under the parent Company of Browne, a Canadian founder and distributor in the kitchenware industry for over 70 years. This position is part of a small but mighty team that is responsible for the growth of zestspot.com and Cuisipro.com. This role will organize, curate and create engaging sales-driven content that resonates with our target customers, audience and builds our brand presence online to complement our brick and mortar sales model.
What We Offer
- While we like to see people in the office for onsite collaboration, we offer lots of flexibility to work from home.
- Working with influential people in the food and cooking industry such as influencers, celebrity chefs.
- Part of a small, collaborative team that will grow strong brand recognition together.
- Employee discounts on products and sample products as needed.
- On-site showroom and test kitchen for cooking videos and demos with our own Master Certified in-house chef.
- Competitive total compensation package including salary, bonus, paid scheduled time off and benefits.
Duties and responsibilities
Digital Marketing
- Help to define channel growth strategy and the roadmap that aligns consumer needs, market trends, product data research and platform opportunities.
- Work collaboratively with cross-functional internal and agency teams to execute on time/budget, measure results and optimize performance.
- Drive digital consumer acquisition and retention, maximize digital campaigns through reporting and analytics.
- Develop and recommend innovative campaigns that incorporate social, email, website (SEO & SEM), and other digital channels.
- Produce reports and analyze KPI’s regarding website performance/activities using Google Analytics, Google Ad Words, Shopify and other relevant sites.
- Understand CASL laws in Canada and regulations.
- Monitor web content related to brands, and all posts looking for opportunities to delight customers.
- Coordinate French translation of appropriate content for all marketing assets.
- Manage social media platforms (content and promotions). Drive a social media marketing program to help facilitate social networking and engagement.
- Identify new social media opportunities, along with maintaining Facebook, Twitter, Pinterest, LinkedIn, YouTube, Blog, and Instagram regarding content creation, execution, follower’s engagement & responsiveness.
- Stay current on changes/innovations surrounding new media opportunities through own and formal learning opportunities.
- Manage affiliates’ promotional calendar, identify opportunities, analyze reports, etc.
- Ensure consistency of content across all brand touch points with a consistent voice and tone.
- Maximize engagement of the user through digital story telling – best sellers, key stories, high margin, high inventory, etc.
- Create content and merchandising opportunities to cross-sell and up-sell.
- Plan and create engaging online content including, forums, blogs and monitor success and customer engagement.
- Collaborate, implement new web technologies and digital media trends.
- Create strategy to drive traffic to website, increase revenue and manage analytics
- Increase on-site engagement & content effectiveness – conversion, product page view, add to cart, time on site, revenue driven by content stories etc.
- Ensure consistency across websites, plan, create, approve, and conduct quality assurance around messages/campaigns/events etc.
- Coordinate creative briefs for various weekly, monthly, or seasonal promotions related to digital strategy.
- Organize and manage photoshoots with our inhouse creative team.
- Oversee PR agency on short and long lead outreach, as well as manage media previews. Including product seeding as requested by publications/stylists/editors/influencers.
- Work with influencers, celebrities, and industry leaders to increase brand awareness.
- Drive public relations activities including events, media visits, story development and writing press releases.
- Create strong internal relationships, work independently as well as collaboratively.
- Prioritize workflow to meet needs, tight deadlines and challenges while managing a high volume of projects.
- Work with Senior Graphic Designer – Digital to ensure brand guidelines are maintain across digital and print programs.
- Maintains image resource files.
Qualifications
- Post-secondary education in marketing and/or related experience.
- 3+ years digital marketing experience within the North American market with preference for related experience managing lifestyle retail eCommerce products and brands in the food and/or home industry.
- Passion for cooking and understanding of consumer buying patterns, trends, and lifestyle influences.
- Demonstrated content/writing experience writing blogs, social media posts, email newsletters etc.
- Well versed in digital software: Magento, Shopify, Mailchimp, Google Ads, Bing Ads, Hootsuite etc. Google AdWords – PPC and Google Display Network campaign creation, audience creation, keyword selection and reporting. Google UTM link tag manager.
- Demonstrated creativity and flexibility while meeting tight deadlines.
- Experience in identifying target audiences and creating digital marketing campaigns to engage, inform that lead to sales.
- Demonstrated analytical skills.
- Experience in Facebook Business Manager and proven experience using social media for business.
- Experience in email marketing including segmenting, CASL regulations, email automation set up, lead generation form creation, coding and deployment, reporting, survey creation, customer data management and integration with world leading email service providers.
- Manage sign up pop ups etc. would be an asset.
- Demonstrated excellent in person and written communication and interpersonal skills to work within a team and able to speak to all stakeholders, internal and external.