Digital Marketing Manager

The Digital Marketing Manager is responsible for driving the success of the companys D2C online presence, focusing on maximizing profitability and customer retention through strategic digital marketing initiatives. Reporting to the Director of Marketing, this role owns several key areas, including email marketing, where they lead the strategy and execution of campaigns across all channels to ensure targeted, engaging, and timely communication with customers. The manager is also responsible for e-commerce theme management, overseeing the design, functionality, and user experience of the Shopify e-commerce website to align with the brand identity and optimize conversion rates. Additionally, they handle Shopify logistics, managing product listings, catalog organization, and optimizing product pages for SEO, while ensuring seamless integration and inventory management. In the area of asset/content development, the Digital Marketing Manager oversees the creation of visual content and digital assets, including graphics for email campaigns, social media, paid ads, and the website, and makes sure that we maintain an organized content library in collaboration with the Merchandising and Marketing Coordinator. As an integral part of the marketing team, the manager contributes to shaping the brands online presence, ensuring consistent visual direction across digital touchpoints, and may also assist in developing collateral for offline channels, such as in-store signage, when necessary. This role will manage our merchandising and marketing coordinator in addition to key outsourced creative partners. PERFORMANCE DIMENSIONS & KEY PERFORMANCE INDICATORS (KPIs) Specific KPIs Critical to the success of the position: 1. Email marketing performance (KPIs)2. Online store conversion rate3. Online store returning customer rate4. Brand consistency & recognition through design & copywriting5. Digital asset management efficiencyESSENTIAL FUNCTIONSManage the email marketing calendar, create engaging email content, and maintain the email marketing pipeline for consistent and timely communication with customers.Lead the maintenance, management, and design of the Shopify theme and related apps to ensure optimal user experience and functionality.Oversee digital asset management, reviewing and organizing the content catalog to ensure accurate sizing, labeling, and adherence to brand standards.Lead the setup and organization of all product collections on the direct-to-consumer site, optimizing for SEO, appropriate tags, navigation links, and meta fields.Assist the sales team with key marketing projects, including line sheets, shop signage, packaging, and print materials as needed.Complete quarterly rocks that contribute to achieving company-wide goals.Manage Marketing KPIs, including maintaining a Campaign KPI tracker to monitor and assess campaign performance.Deliver marketing assets for strategic or key events, ensuring timely and effective support.Support seasonal photoshoots as needed, ensuring alignment with marketing objectives.Coordinate with PR to supply digital assets and materials upon request.Collaborate with the Sales Team to develop marketing assets for wholesale trade shows.QUALIFICATIONSLevelsMinimum QualificationsHigh school diploma & 4+ years of relevant work experienceGood understanding of marketing principlesExperience with email marketing and ESPs such as KlaviyoBasic understanding of Adobe SuiteGood eye for design and ability to create compelling graphics and content for a digital environmentMotivation to work independently with accountability and attention to detail Good knowledge of market research techniques and databasesStrong analytical, organizational, and creative thinking skillsExcellent communication and interpersonal skillsA knack for balancing competing priorities, able to execute all with next level efficiencyCommitment to use - and improve - resources and tools provided to effectively solve problemsPreferred QualificationsBachelors degree in Marketing, Business, Graphic Design, or relevant field is a strong advantageBackground in creative arts or design related fieldsExperience with the platforms Shopify, Airtable, KlaviyoENVIRONMENT and COGNITIVE / PHYSICAL DEMANDSAbility to remain in a stationary position 50% of the time (on a sales floor or at a pop-up event)Ability to stand for extended periods of timeAbility to lift and carry up to 50 lbs around the office or off-site for various needsComputer literacyMust be able to complete and stay on tasks within an open office environment Solid math skillsEffective verbal and written communicationSkills including use of phone, computer, speaking, listeningAbility to plan, problem solveReliable transportationShop maintenance/cleaningBuilding maintenance/cleaning
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