Responsibilities

• Team Leadership
• Directly manage website/email specialist(s) — providing clear direction, regular 1:1s, and structured development.
• Establish meeting cadences, documentation standards, and cross-functional communication norms.
• Identify knowledge gaps and single points of failure within the team and proactively build redundancy into processes.
• Paid Digital Advertising
• Plan, execute, and optimize paid campaigns across Google Ads, Meta, and TikTok with a focus on efficiency and measurable ROI.
• Own channel-level budgeting, audience strategy, and creative testing frameworks.
• Build and maintain cross-channel performance reporting that connects spend to business outcomes.
• SEO
• Own SEO strategy and execution in partnership with direct report.
• Collaborate with the website/email specialist to ensure SEO is integrated into web and content workflows.
• Establish a single, coherent SEO roadmap with consistent reporting and measurable improvement in organic visibility.
• Website & Email
• Oversee Shopify-based web presence in partnership with your direct report, ensuring site health, UX, and conversion performance.
• Provide strategy and support for email marketing operations.
• Establish governance and prioritization for web and email requests across the broader team.
• Brand Activations
• Partner with internal stakeholders to commercialize products through integrated marketing activations.
• Coordinate across paid, owned, and earned channels to ensure cohesive go-to-market execution.
• Develop measurement frameworks that tie activation investment to business outcomes.
• Retail Media Management
• Develop and own Hillman's retail media strategy across key platforms including Amazon Ads, Walmart Connect, Orange Apron Media, Lowe's Media Network, and more.
• Lead the day-to-day management of an external retail media agency, including briefing, performance accountability, and ensuring executional excellence.
• Drive platform expansion and investment growth by evaluating emerging retail media networks, building the case for incremental budget, and sequencing channel adoption in line with Hillman's retail partnerships and product launch priorities.
• Build measurement sophistication by establishing consistent reporting frameworks, defining meaningful KPIs beyond ROAS, and developing closed-loop attribution approaches that connect retail media investment to sell-through, share of shelf, and brand health outcomes.