Digital Marketing Manager

Description

Summary

Reporting to the VP of Marketing, the Digital Marketing Manager is responsible for developing, implementing, and managing integrated marketing campaigns for all business units. With a focus on customer engagement and revenue generation, the Digital Marketing Manager will strategically plan, execute, and analyze digital initiatives and automated workflows to increase Wagner’s position in the marketplace.

As a leader of the Graphic Designer, Email Marketing Specialist, and Marketing Communications Specialist, the Digital Marketing Manager will ensure alignment of brand messaging and customer experience across all digital platforms. This role also oversees and continuously optimizes Wagner’s paid advertising, organic SEO, and overall digital presence.

Essential Duties & Responsibilities

This list of functions and responsibilities is not all inclusive and may be expanded to include other duties and responsibilities, as management may deem necessary from time to time.

1. Collaborate with internal stakeholders, sales teams, and external partners to define objectives, scope, budget, and strategies for digital marketing initiatives.
2. Strategically develop, execute, and optimize omnichannel digital campaigns to drive awareness and increase customer acquisition through email marketing, PPC, SEM, SEO, paid social, and organic social media.
3. Oversee the Marketing Communications Specialist in social media strategy development and implementation, ensuring alignment with business goals and brand voice.
4. Optimize and manage marketing automation tools and CRM integrations to enhance customer engagement, while directing the Email Marketing Specialist on execution.
5. Develop and refine customer personas, ensuring targeted marketing efforts align with customer behaviors and business objectives.
6. Monitor, analyze, and report on digital campaign performance, leveraging key metrics such as ROI, CTR, conversion rates, and engagement trends.
7. Plan, execute, and analyze A/B testing and conversion rate optimization (CRO) strategies to enhance marketing performance.
8. Lead SEO strategy across content, technical, and paid search, aligning with annual business goals.
9. Identify and implement customer retention and acquisition strategies, leveraging segmentation, personalization, and remarketing tactics.
10. Partner with the Catalog Business Unit Manager to develop and measure the effectiveness of promotional activities.
11. Oversee content strategy and execution, ensuring a continuous stream of high-quality, SEO-optimized content across digital channels.
12. Manage the strategy and execution of Wagner’s presence at LEDucation, the company’s primary annual trade show.
13. Ensure brand consistency and seamless user experiences across all digital touchpoints, collaborating with cross-functional teams.
14. Monitor and manage Wagner’s online brand presence and reputation, leveraging insights to adjust strategies as needed.
15. Oversee branding across digital and print materials, working closely with the Graphic Designer. 
16. Manage and mentor the digital marketing team (Graphic Designer, Email Marketing Specialist, and Marketing Communications Specialist), providing leadership, guidance, and professional development opportunities. 
17. Support new product development initiatives by leading digital marketing strategies for product launches, including landing pages, paid campaigns, and content creation (10% of time). 
18. Other duties as assigned.

Requirements

Qualifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education and Experience

1. Bachelor’s Degree in marketing, communications or business required.  
2. 5 years in a digital marketing role.
3. Experience with A/B and multivariate testing. 
4. Experience with: MS Office, Google Analytics, email service providers/marketing automation programs (Mailchimp, HubSpot) and Adobe Creative Suite or similar. 

Job Knowledge, Skills and Abilities

1. Excellent communication skills – verbal and written. 
2. Strong project management and multi-tasking skills. Excellent organization skills, attention to detail and proven ability to meet deadlines. 
3. Demonstrated ability to work well with external and internal customers and suppliers. 
4. Demonstrated experience planning, executing and tracking ROI on electronic marketing campaigns.
5. Demonstrated experience producing marketing automation workflows.  
6. Ability to work independently and prioritize work to meet objectives and deadlines. 

Physical Demands

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. While performing the duties of this job, the employee is regularly required to sit; use hands to finger, handle, or feel; and talk or hear. The employee is occasionally required to stand; walk; reach with hands and arms; and stoop, kneel, crouch, or crawl. The employee must occasionally lift and/or move up to 40 pounds. Specific vision abilities required by this job include close vision, distant vision, peripheral vision, and ability to adjust focus.