Digital Marketing Manager

Who are we?

Rooted in humility, hard work, and some fun and a little weirdness (one of our six ‘Guiding Principles’), TentCraft is a capabilities rich manufacturer with a no-shame obsession with the world of experiential and outdoor marketing. We live, work and play in Traverse City, Michigan, and while you’ll find our work nationwide, we operate together from a single facility. Everything we design, engineer, build, print and sew happens under one roof and is proudly American made. Long story short, we’re one big talented team of LEAN thinkers dedicated to Make it Better from sea to shining sea for our clients and our TentCraft family. We’ve always got continuous improvement on our minds and creative solutions are our jam, so if we need to get a little scrappy to make magic actually happen, we’re down for that.

Cool, right? Sound like you? Let’s talk.

What we are looking for:

TentCraft, a leading manufacturer of custom tents and experiential event solutions, is seeking an experienced Digital Marketing Manager to grow demand generation and increase conversion rates through performance, growth, and lifecycle marketing. This role requires a blend of strategic planning and hands-on execution, ideal for a candidate who thrives in dynamic, fast-paced environments. As a Digital Marketing Manager, you’ll manage our CRM and develop scalable paid campaigns to attract and engage new audiences, uncover high-impact growth opportunities, optimize conversion paths across both paid and email channels,

while nurturing existing customers to drive measurable results.

What you’ll be doing:

• Demand Generation
• Conversion Rate (across website, ads, and email)
• Qualified Lead Volume and Quality
• Quoted Pipeline and Average Sale
• Customer Lifetime Value
• CTR, Engagement Rate, and ROAS on Paid Channels
• Email Open Rate, CTR, and Conversion Rate

Performance Marketing:

• Manage and optimize Google Search, Display, and Paid Social campaigns, focusing on efficiency, ROI, and conversion tracking.
• Experiment with advanced Google ad formats, such as Performance Max and Discovery Ads, to expand TentCraft’s reach within the platform.
• Expertise in analyzing pipeline stages and conversion rates across the entire marketing funnel.
• Collaborate with marketing and sales teams to align demand generation efforts with TentCraft’s brand positioning and sales goals.

Growth Marketing:

• Identify and test new paid advertising channels (e.g., Search, Social) to diversify demand generation and reach high-value new audience segments.
• Develop unique and engaging ad creatives tailored to each platform, incorporating growth-focused elements like referral programs, storytelling, and interactive ads.
• Continuously optimize conversion paths and landing pages across channels to improve engagement and maximize lead quality.
• Skilled in designing and optimizing landing pages with knowledge of UX/UI best practices on CMS (e.g. Hubspot, Salesforce) 
• Build differentiated paid advertising and email strategy that positions TentCraft as a market leader in event solutions, establishing a strong brand presence in new and existing channels.

Lifecycle Marketing:

• Develop and execute email marketing strategies aimed at converting new leads and re-engaging prospects, while nurturing loyalists into brand advocates. 
• Create automated workflows and email campaigns that integrate with paid ad efforts, ensuring cohesive messaging across all customer-facing channels. 
• Design dynamic, segmented content, running A/B tests on subject lines, content, and calls-to-action to optimize email performance and drive conversions.
• Analyze email engagement metrics (e.g., open rate, click-through rate, conversion rate) and adjust strategies based on insights to continually improve campaign results.

Data-Driven Insights & Reporting:

• Serve as business intelligence lead to create and maintain an integrated reporting dashboard that tracks KPIs across all brand-owned customer-facing channels.
• Manage the distribution and presentation of CRM reporting data to improve customer insights, retention and loyalty.
• Analyze campaign performance and audience insights, using findings to refine offline and online audience targeting, messaging, and creative approaches.
• Implement a testing framework for growth experiments, focusing on metrics like acquisition growth, retention, and conversion rates.

Desired Skills and Experience

• At least 5 years of experience managing performance-based advertising channels, growth marketing, and email campaigns (B2B marketing experience preferred).
• Bachelor’s degree in business, marketing, or a quantitative/technical field.Comfortable launching and managing new advertising and email projects with a results-driven focus.
• Skilled in quantitative analytics, able to translate data into actionable insights.
• Proficient with Google Search Console, Google Ads, and email marketing platforms (e.g., HubSpot).
• Experience with Salesforce, ZoomInfo, HubSpot, and/or other CRM and marketing automation tools.
• Strong communication skills, with a knack for clear, impactful messaging.
• High attention to detail and confidence in delivering error-free campaigns.
• Cross-functional team experience with a proven ability to execute a vision through collaboration and data-driven persuasion.
• Creative thinker who embraces testing out-of-the-box marketing tactics.
• Action-oriented and hands-on, with the ability to drive projects from start to finish.
• Strong organizational skills and a knack for simplifying complex concepts.

What we’ll give you:

• A competitive compensation package including health, dental, vision Healthcare, disability and life insurance plans
• A work-life balance; we have families too, 3 weeks of Paid Time Off on date of hire, 7 company paid Holidays, paid time to go exercise your right to vote, and we'll even pay you to volunteer in the community!
• Paid Parental Leave for both moms and dads!
• Subsidized child care for qualifying families!
• Matching 401k (ROTH and Traditional)
• Annual Health and Wellness reimbursement
• Plant reimbursement (yep, we pay you to put a plant in the office!)
• All of the direction and ongoing support you could ever ask for.

Bottom line:

We began as a start-up company within a large organization and have experienced rapid and sustainable growth by hiring A people who are committed to the continued growth and success of this company. We offer a tremendous work environment, great leadership and all the help you could ever ask for. We aren’t interested in job-hoppers or anybody looking to dip their toes in the water. We want people ready to jump in the deep end and help us continue to gain market share from our competitors, introduce new products and become an even better turn-key vendor for our clients than we currently are. Our goal is for this to be the best job you’ve ever had. TentCraft, LLC and its subsidiaries are equal opportunity employers and do not discriminate against otherwise qualified applicants in employment on the basis of race, color, religion, age, sex, national origin, genetic information, disability, or any other characteristics as protected by federal, state or local law.