Job Description

SUMMARY:

Under the general supervision of the Marketing Director, the Marketing Manager will execute the marketing strategy across all channels to increase overall direct-to-consumer (DTC) sales and conversions. In the role they are responsible for developing and executing marketing programs to achieve stated objectives regarding revenue, customer growth and retention, profitability, market share and online user experience.

This position will work with internal and external teams to develop and execute marketing plans, promotions, and activations consistent with overall brand marketing strategies, including but not limited to paid media, marketing automation, SEM, social media, ecommerce, and email marketing.

DUTIES AND RESPONSIBILITIES:

EMAIL MARKETING & AUTOMATION

• Responsible for the creation and execution (including creation of promotional email campaigns utilizing Klaviyo) of the company email marketing strategy.
• RESPONSIBLE FOR ESTABLISHING MARKETING AUTOMATION STRATEGY INCLUDING real-time, personalized shopping experiences, customer journeys, drip campaigns, dynamic targeting, product recommendations, customer retention campaigns, and triggered campaigns based on customer behavior and interactions.
• Plans and executes unique digital marketing campaigns to improve the customer experience and increase sales, such as personalization/segmentation retargeting.

MARKETING STRATEGY & IMPLEMENTATION

• Works with the Director of Marketing to plan and execute effective online merchandising campaigns. Coordinates these campaigns with other online and offline efforts to ensure a consistent marketing message across channels.
• Strategize and implement integrated campaigns, promotions and features on our websites.
• Facilitates all campaign deliverables and promotions.

SEM

• Coordinate with SEM consultant on strategies and ensure they are aware of all campaigns (i.e. provide marketing plans; creative).

SOCIAL MEDIA

• Develop; execute a robust social media strategy to increase brand awareness, as well as customer engagement through various social media platforms, such as Facebook, Instagram, YouTube, Pinterest and tiktok.
• Set social content programming strategy, priorities, and holistic vision for the creation and distribution of content across social platforms.
• Develop and manage all social media content and calendar.
• Monitor the company's social media accounts and offer constructive interaction with users.
• Communicate with followers, respond to queries in a timely manner and monitor customer comments to eliminate inappropriate ones.
• Work closely with outside consultant on paid campaigns, as well as with the Community Manager for ongoing social cohesiveness.

MEASUREMENT & ANALYTICS

• Analyzes and reports on digital marketing channels and campaign efforts to achieve and exceed benchmarks for KPIs. Recommends changes to our digital marketing efforts, website and merchandising based on the data.

RESEARCH

• Understand the voice of customer through market research and usability testing to make recommendations on improvements to both the website and digital marketing initiatives.
• Identify market trends and competitors’ actions impacting the market; digital marketing
• Provide input to and support the execution of approved advertising, direct mail, promotions, and other programs designed to create brand awareness and demand for products in traditional (homeschool, online homeschool) and targeted markets (non-homeschool, schools, afterschoolers).

MISC

• Participates in relevant planning sessions, operational review meetings, and special events.

· Fulfills other duties as assigned.

MINIMUM JOB REQUIREMENTS:

Bachelor’s Degree in a business-related field or three years experience in a strong marketing, ecommerce and/or digital marketing role or an equivalent combination of applicable education and experience is required. Proven project management and leadership skills are required.

• Strong knowledge of digital marketing best practices including email, marketing automation, social media marketing, and digital/ecommerce merchandising
• 2-4 years experience in direct PPC management for B2C ecommerce companies a plus
• Strong copywriting skills
• Strong working knowledge of Klaviyo, Magento and Google Analytics
• Strong quantitative and analytical skills
• Strong attention to detail
• Bias for action and proactive nature
• Multi-tasking and prioritization based on ROI
• Goal-oriented and comfortable working with revenue and other KPI targets
• Experience gathering and analyzing metrics, creating reports, and using findings to improve click-through and conversion rates
• Email marketing experience including HTML/email building, segmentation, automation, and metrics analysis
• Self-starter with excellent organizational skills and ability to prioritize and re-prioritize tasks in response to a dynamic environment
• Ability to manage multiple projects at once in a deadline-driven environment