Digital Leader

Digital Leader

The Digital Leader is responsible for driving all digital marketing, content, and engagement initiatives that support both SCHEELS' retail and e-commerce business objectives. This role leads digital acquisition and brand engagement strategies across paid, owned, and earned media channels to increase qualified traffic, customer conversion, and overall brand visibility. The Digital Leader will build and lead teams focused on digital marketing performance, channel optimization, and audience growth. This leader ensures the company's digital presence drives measurable ROI and aligns with the brand and customer in collaboration with the Marketing Leader and E-Commerce Leader.

Responsibilities :

• Develop and execute a comprehensive digital strategy to grow online reach, engagement, and acquisition across all major platforms.
• Partner closely with the Marketing Leader and E-Commerce Leader to ensure an integrated digital ecosystemwhere brand, marketing, and commerce efforts reinforce one another.
• Lead a team of specialists in paid media, social media, and digitally native content.
• Manage platform relationships (e.g., Google, Meta, TikTok, etc.), ensuring best-in-class execution and measurement.
• Set clear KPIs, performance targets, and reporting cadence for all digital initiatives.
• Own all paid media and performance marketing channels, including :
• Paid Search (SEM, Shopping, YouTube)
• Paid Social (Meta, TikTok, Pinterest, Snapchat, etc.)
• Display, Programmatic, and Retargeting
• Affiliate and Influencer performance programs
• Manage budget allocation across channels based on ROI and customer acquisition costs (CAC).
• Partner with analytics (within E-Commerce) to ensure conversion and attribution data is accurate and actionable.
• Test and scale new digital advertising opportunities and emerging platforms.
• Oversee audience targeting, segmentation, and creative optimization to improve performance.
• Lead the company's digital content strategy, including social media, influencer engagement, and digital content partnerships.
• Ensure all content aligns with the brand's tone, values, and aesthetic while being optimized for engagement and reach.
• Develop strategies to drive organic growth and engagement across all social platforms.
• Ensure content supports key campaigns, seasonal initiatives, and omnichannel storytelling.
• Stay ahead of digital trends, tools, and platform updates to keep the organization competitive.
• Pilot new ad formats, influencer models, and content strategies.
• Work with analytics and e-commerce to integrate AI, automation, and advanced personalization where possible.

Requirements :

Education & Experience :

Location : This is not a remote position. This position is located on the Scheels Campus in Fargo, ND.

Physical Requirements / Lifting Requirements : Must be able to sit, stand, bend at the waist, climb, stoop, kneel, crouch, reach, walk, push / pull, lift, talk, and hear with or without reasonable accommodation. Sedentary work - Exerting up to 10 pounds of force occasionally and / or a negligible amount of force frequently to lift, carry, push, pull or otherwise move objects, including the human body. Sedentary work involves sitting most of the time, but may involve walking or standing for brief periods of time. Roles are sedentary if walking and standing are required only occasionally and all other sedentary criteria are met.

Scheels cares about the health and safety of our Associates. Associates are expected to follow all safety procedures and perform their job duties in a fashion that minimizes the risk of injury.

Benefits : To see a full list of benefit offerings from Scheels visit scheels.com / careers

EQUAL EMPLOYMENT OPPORTUNITY

Scheels is an equal employment opportunity employer providing equal employment opportunities to individuals regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, sexual orientation, gender identity and / or expression, genetic information, marital status, status with regard to public assistance, veteran status, or any other characteristic protected by federal, state or local law. In addition, Scheels will provide reasonable accommodations for qualified individuals when appropriate.