DTC Digital Marketing Manager

Basic Function:

Responsible for paid digital marketing for the R.G. Barry Brands family of sites and marketplaces including Paid Search, Affiliates and Social Advertising. Manages a portion of the P&L budget and responsible for ROAS and % of Marketing Spend metrics, to drive high-profit and repeatable consumer engagement. Develops analytical dashboards and evaluates site and marketing performance to determine the best opportunities for growth. Partners with merchandising, brand marketing, and creative teams to ensure consistent messaging and exceptional customer experiences. Drives online revenue through strategic marketing campaigns and analyzing data to optimize the customer experience.

Specific Responsibilities:

1. Manages strategy and execution for owned Paid Media in digital channels including: PPC, PLA, Social, Display, and Affiliates.
2. Manages weekly KPI reporting and regular performance assessment using all available analytics data, across all brands. This includes regular engagement and input regarding Google Analytics implementation and related dashboard/analytics tools.
3. Partners with Brand Marketing, Merchandising, and Creative to maintain and execute seasonal marketing and promotional calendars, including the creation of seasonal online marketing creative briefs to support digital marketing strategies.
4. Reports, analyzes, develops recommendations, and presents actionable insights to senior leadership for implementation. Understands triggers for driving additional traffic and or sales to assist in meeting strategic goals.
5. Manages, educates, and guides direct reports to meet & exceed company goals/targets.
6. Manages the online marketing budget for the ecommerce division including contracts, invoices, projections and forecasts on performance and monitoring spend against total plan.
7. Updates existing budget against spend on a weekly basis. Receives all digital marketing vendor invoicing and coding to ensure accurate and timely payment.
8. Works closely with management and finance/accounting on budgeting and P&L reporting needs.
9. Works closely with Marketing and Sales to understand industry and competitive trends and the impacts of those trends on our performance.
10. Works with marketplace team to provide marketing support on key paid media opportunities.
11. Regularly provides strategic insights on current programs, recommendations for improvement and growth as well as benchmarking against the market and competition.

Qualifications and Competencies:

1. Requires a Bachelor’s degree - Marketing, Merchandising, Online Marketing, or equivalent.
2. 5 years of Marketing, Ecommerce, Analytics, or Retail experience.
3. 5 years of experience in online marketing or ecommerce. Retail or Agency experience preferred.
4. Experience managing a diverse and growth-oriented team preferred.
5. Requires ability to work independently and in team environments and manage multiple projects simultaneously.
6. Requires an understanding of best practices in online marketing including paid search, social, affiliate marketing.
7. Strong communication skills, attention to detail, and being able to provide complex information into concise messages are required.
8. Strategic thinker needed, adaptable to evolving digital landscapes and proactive problem-solving skills required.
9. Proficient with Google Analytics; experience with Meta Ads Manager (Facebook/Instagram), TikTok Ads, Pinterest Ads, as well as Amazon, Walmart and Target Advertising.
10. Experience working directly in bid management platform, either directly in Google Adwords, or related platform.
11. Experience or familiarity with tag management solutions (e.g., Google Tag Manager).
12. Knowledge or experience with Data Visualization tools (e.g., Tableau, Power BI, Looker Studio).
13. Experience with multi-channel attribution models, incrementality testing, or understanding customer journeys across multiple touchpoints is desired.
14. Excellent written, presentation, and communication skills.
15. Proficient in Microsoft Office applications.