Chief Officer - Digital Marketing - Media

Job Description:

- The D2C Marketing Head will be responsible for developing and implementing the e-commerce direct to consumer marketing capability with cross-functional stakeholders.

- 10 + years of experience in increasingly larger leadership roles within Direct-to-Consumer, retail e-commerce or Marketplace organizations.

- Proven track record of managing an integrated marketing function with Proven results improving direct and digital marketing results

- Strong understanding of quantitative methodologies and the ability to draw actionable insights from large quantities of data. Experience with building and fostering a culture of testing, tracking and analyzing results.

- Demonstrated ability to work collaboratively across multifunctional teams. Strong interpersonal and judgment skills to influence internal and external teams.

- Consistent success and results in a highly-matrixed environment, coupled with strong credibility and a reputation for achieving goals with limited resources.

- Experienced Campaign Manager with at least 5+ years of experience executing & optimising large scale Paid Digital Campaigns.

KEY ACCOUNTABILITIES/OUTCOMES

Digital Marketing:

- Leverage owned digital assets and paid digital programs to achieve brand and product objectives:

- Manage and execute digital marketing efforts, including email, social media, SEO/SEM, paid social, social listening, affiliate and online advertising from concept, execution to report out.

- Collaborate with brand marketing to develop digital marketing and social programs aligned with the brand's business and merchandise strategy.

- Build a strategic roadmap and quarterly tactical plans for Paid Social for each international market

- Mold and develop an outstanding Paid Social acquisition program through a partnership with Creative, Analytics, Data Science, and Product teams

- Develop launch plans for new Paid Social channels within each international market

- Monitor quarterly budgets and pacing to to achieve goals and ROI targets

- Own quarterly and annual forecast and planning for Paid Social channels in each international market

- Use a process of testing to prove hypotheses and recommend performance optimizations

- Manage weekly and monthly reporting of channel metrics, goals, and other KPI's

- Work with our organic team to help drive growth in our overall acquisition efforts across both paid and organic channels

- Research and leverage industry trends to inform marketing strategy

Acquisition / growth marketing:

- Launch, manage and continuously optimize the balance between paid and unpaid marketing channels and the cost and magnitude of weekly new customer cohorts.

- Retention/ Lifecycle marketing: Launch, manage and continuously optimize customer marketing to drive reorder engagement, cross-sell, upsell, and strong online reviews.

- Manage agency partners and develop creative briefs to direct the creation of on-brand content and messaging assets that fuel brand awareness and conversions.

Six Month Expectations:

- Lead a world-class, high performing team that can scale consistent, bar-raising digital marketing in line with Wakaw.'s growth.

- Manage monthly budget and targets through bottoms up forecasting while executing against ecommerce plan and objectives

- Lead channel strategy across new product launches and evergreen campaigns achieving revenue goals

- Partners closely with our digital marketing agency and internal brand teams

- Provides clear briefs rooted in historical learnings, current trends, and/or clear testing goals and KPI- s

- Present clear and concise recaps based on performance and benchmarks across business meetings

- Exhibits a strong eye on the market for emerging channels and trends

Twelve+ Month Expectations:

- Build monthly, quarterly and yearly marketing plans to pair to budget and growth goals

- Develops a cohesive strategy across channels to drive the most efficient CAC and ROAS without sacrificing the brand or long term growth

- Manage monthly budget and targets through bottoms up forecasting while executing against ecommerce plan and objectives

- Continually improve upon briefing templates to ensure timely, brand right, and effective creation of assets and copy

- Develop long term testing roadmap in partnership with Sales team and Marketing Analytics

- Bring deep channel expertise and insights driving strategy of product mix across channels to drive desired AOV, revenue, CAC and ROAS goals

KNOWLEDGE/SKILLS/EXPERIENCE

- A bachelor's degree is required; an advanced degree is preferred.

- Strong understanding of paid digital media universe and demonstrated ability to build robust digital media plans that deliver results.

- Ability to balance brand and performance when developing effective creative assets.

- Solid analytic skills - metrics tracking, dashboard creation, and ability to extract insights from data and calculate program performance.

- Track record of innovative strategic thinking combined with pragmatic, roll-up-the-sleeves execution and results delivery.

Performance Marketing:

- Knowledge and understanding of performance marketing KPIs (CPA, ROAS, etc.)

- Proactive and self-motivated.

- Solid knowledge of website analytics and CRM tools such as Google Analytics, MixPanel, CleverTap, etc

- Obsessed with metrics such as CAC, ROI, ROAS, CPA, LTV, Cohorts, retention etc.

- Prior experience and/or familiarity with SEO, SEM, Google AdWords, Facebook (FBX), DoubleClick Bid Manager (DBM), Amazon Media Group(AMG) etc and marketing automation tools and digital analytics platforms (Google Analytics, Marketo, Hootsuite, Optimizely or comparable technical marketing stacks)

Responsibilities:

- Own end-to-end execution, measurement, reporting and optimization of AdWords (Search, Shopping,

- Display campaigns with goals to increase transactions, new users, acquired via AdWords.

- Provide recommendations and execute strategies for keyword opportunities, campaign structuring, targeting across Search, and other facets of paid search in accordance with business goals.

- Managing and maintaining large keyword lists.

- Keyword research and contextual understanding of what works and what doesn't in the health market is important.

- Writing own Search Ad Copy and working with teams to build and optimise landing pages Improve quality score of ads on google and optimise campaign structure Running A/B tests across paid search campaigns & landing pages.

- Generate weekly and monthly reporting for all major metrics, goals tracking, revenue tracking, and other paid search initiatives.

- Keep pace with search engine and PPC industry trends and developments.

- Monitor and administer web analytics dashboards, reports and key reporting tools, and point out key areas of importance in accordance to internal business goals.

- Monitor and evaluate search results and search performance across the major search channels.

- Perform traffic and competitor analysis regularly to maintain an edge.

- Analyse & report on campaign KPIs to key stakeholders.

- Partner with internal teams to optimise campaign performance (targeting, optimisation, creative direction, etc).

Activities :

1. Manage and grow post-sale client relationships with advertisers of all sizes

2. Coordinate with ad ops, product and R&D teams etc. internally to ensure a smooth and successful campaign execution

3. Work with internal teams to guide inventory allocation

4. Monitor and analyze ad campaigns, and proactively take initiative to improve results

5. Investigate and work directly with product & engineering teams to help them troubleshoot client issues during a campaign

6. Analyze campaign performance data to offer clients data-driven business insights and at the same time, use those insights to improve our advertising offerings

7. Share marketplace feedback and guide our advertising strategy

8. Support and work with the sales team on pre-sale research and pitch

9. Conduct regular business reviews and take a consultative, long-term approach to build productive relationships with clients, in collaboration with the sales team