Digital Strategy Manager

JOB TITLE: Digital Strategy Manager

DEPARTMENT: External Relations

LED BY: Director of Consumer Insights & Digital Strategy

PAY: Starting at $81,000 - $95,000 Annually

FSLA STATUS: Exempt

HOURS: Full-Time; 40 hours/week
WORK ENVIRONMENT: This is a hybrid role requiring 2 days per week working from our Brooklyn Park, MN location.

NOTE: This position is not sponsorship eligible and cannot support any form of visa sponsorship, including but not limited to OPT (Optional Practical Training), CPT (Curricular Practical Training), or H-1B visas. Applicants must have the legal right to work in the United States without sponsorship now or in the future.

The Digital Strategy Manager will lead our efforts to more strategically develop and deepen relationships with Second Harvest Heartland supporters (donors, volunteers, and advocates) through digital marketing and communications. The manager will develop a data-driven strategic segmentation that will drive supporter-centric, full-funnel digital marketing. To measure impact and inform investment decisions, the manager will also create an approach to measuring ROI and LTV that considers different types of ‘return’ and ‘value.’ Reporting to the Director of Consumer Insights & Digital Strategy, this manager will have a unique opportunity to create a nonprofit version of supporter-centric digital marketing, with the goal of ending hunger in Minnesota.

DUTIES AND RESPONSIBILITIES:

Neighbor Strategy: Segmentation & Activation

• Mine large data sets and analyze behavioral, demographic, and psychographic data to create a strategic segmentation for all Second Harvest Heartland supporters (donors, volunteers, and advocates).
• Responsible for prioritizing and fulfilling reporting and analysis requests to support the Organizations Strategic Planning of its key Make Hunger History initiative.
• Identify new and innovative ways to support decision making for revenue generation and volunteer engagement to help end hunger.
• Serve as SME to recommend decisions to improve efficiency and effectiveness in SHH’s current marketing strategy.
• Create segment descriptions and personas to ensure org-wide understanding of the segmentation.
• Identify, quantify, and prioritize opportunities to grow with each segment, in the short-term and long-term, and in alignment with business objectives.
• Collaborate cross-functionally to embed the segmentation into Second Harvest Heartland strategy.
• Lead the development of a digital strategy that maximizes revenue growth with the highest-priority segments. Work closely with the Digital Marketing Manager to implement supporter-centric digital marketing campaigns.

Neighbor Strategy: Journey & Analytics

• Using digital marketing data (e.g., Google Analytics, insights from Meta campaigns and engagement) and internal data, develop an understanding of the Second Harvest Heartland supporter journey.
• Identify opportunities in the supporter journey to deepen engagement, recruit new supporters, and more efficiently communicate.
• Collaborate cross-functionally to implement changes to owned and paid digital media that would support an improved supporter journey.
• Develop an approach for monitoring supporter journey analytics, diagnosing concerns, and quantifying the impact of improvements.

Neighbor Measurement

• Create an approach to measuring the health of our supporter file over time, including an approach to quantifying supporter LTV that considers different types of value.
• Evaluate the impact of our digital marketing and recommend and implement an approach to measuring ROI that considers different types of return.
• Make recommendations to executive leadership and industry partners that enables strategic and collaborative decision-making about marketing investment.
• Collaborate with the Digital Marketing Manager to identify supporter-centric ideas for testing in digital marketing campaigns.
  

ESSENTIAL QUALIFICATIONS:

• All relevant experience including work, education, transferable skills, and military experience will be considered.
• Minimum of three years demonstrated experience with marketing analytics, tools, and platforms.
• Demonstrated experience with several reporting and data query tools such as MS Excel, Tableau, and PowerBI.
• Strong analytical skills with the ability to recognize and interpret patterns and anomalies in data
• Well-organized, with exceptional attention to accuracy, detail, and follow through
• Strategic mindset - understands the impact of analysis work on business processes and goals. Incorporates this knowledge when developing recommendations.
• Excellent communication skills, with ability to synthesize and deliver insightful information to influence business decisions (advisor)
• Ability to develop strong professional relationships based on inclusion, trust, and collaboration
• Comfortable taking on unfamiliar work and seeking out knowledge/solutions, using independent discretion to make decisions around matters of significance.
• Willingness and enthusiasm for innovation, change, and learning new tools/applications

DESIRED QUALIFICATIONS:

• Familiarity with statistics and predictive modeling concepts.
• Experience developing organizational digital marketing strategies.

Second Harvest Heartland is an EEO/AA Employer.