Responsibilities

• Develops and executes paid marketing strategy across all digital media channels from concept to launch. Leads internal paid media team, handling tactical execution of media allocation and optimization.
• Leads and manages all aspects of digital media, including SEO/SEM, affiliate, display re-targeting and acquisition, paid social and custom activations with media partners and platforms.
• Manages and develops digital media team; sets and maintains clear, specific, measurable, actionable, reasonable and time-related goals for functional group and individual team members.
• Partners with cross functional leaders to optimize digital marketing effectiveness and support cross channel sales, including Merchandising/Buying, Planning, Brand Marketing, Creative, and other functions.
• Identifies and launches new digital marketing initiatives to better acquire and retain customers
• Develops digital marketing roadmap including existing channel optimization and development of new, aligning with approved budget and key merchandising and marketing moments.
• Develops and maintains relationships with key platform partners including, but not limited to, Google/YouTube, Meta, TikTok, Pinterest, and Snapchat.
• Builds and maintains digital media budget aligned with overall business objectives and reports on actual, budgeted and forecasted projections in both spend, demand and return on ad spend on regular weekly, monthly, quarterly and annual basis
• Provides reporting on effectiveness of all digital media channels including but not limited to qualitative and quantitative channel performance holistically and down to the campaign/publisher level, channel impacts to customer acquisition costs and customer lifetime value and associated benchmarks to measure competitive advantages.
• Maintains and leverages analytics systems in collaboration with cross functional partners including sophisticated attribution modeling to gain better insights into effectiveness of digital marketing.
• Leads effort for landing page optimization, personalization and other forms of a/b and multivariate tests associated with digital media focused on improving click through and conversion rates.
• Evaluates all associated digital marketing partners, vendors and publishers for effectiveness and contribution to business and digital marketing efforts.