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Senior Marketing Manager, Media
Senior Marketing Manager, MediaAlex Lee • Winston Salem, NC, US
Senior Marketing Manager, Media

Senior Marketing Manager, Media

Alex Lee • Winston Salem, NC, US
[job_card.30_days_ago]
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  • [job_card.full_time]
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Senior Marketing Manager, Media

The Senior Marketing Manager, Media is responsible for defining the overall strategy for communications through digital channels, including email, online advertising, mobile advertising, and social media. Responsible for defining audience goals, channel KPIs, channel ROI, metrics, media distribution optimization and content execution. Will define execution plans to leverage digital channels as part of multi-channel marketing campaigns, in order to meet the organizational marketing objectives.

Responsibilities

Media Channel Strategy & Activation

  • Define and execute the overall communication activation plan across full-funnel channels (paid and owned, digital and traditional), including channel goals, KPIs, audience definitions, engagement metrics, and campaign execution guidelines.
  • Lead daily, weekly, and seasonal media planning and activation across channels and platforms inclusive of paid and owned.
  • Manage team responsible for executing in-house social and email.
  • Serve as primary liaison with media agencies, ensuring strategic alignment, performance accountability, timelines, and budget stewardship.
  • Assist Director of Marketing Communications in managing the digital advertising budget to ensure optimal investment across platforms; responsible for holistic program budget view.
  • Leads relationship with key vendors (Marigold, Soci) to identify and unlock capabilities to drive households and loyalty.
  • Develop and refine linking strategy, look-a-likes and suppression across channels.

Reporting & Optimization

  • Develop and deliver learnings and in-season optimization across platforms.
  • Champion for necessary tools and resources to optimize financial investment (Tagging, audience activation in partnership with CDP owner).
  • Manages measurement and continuous improvement of digital marketing strategies to ensure growth and optimal ROI of digital programs across all digital channels.
  • Serve as primary liaison between tech, e-commerce and marketing. Provides business requirements and specs for tech, audience and e-commerce needs. Is a subject matter expert of e-commerce platform and native app for Marketing during day to day initiatives and major platform shifts
  • Develop scorecards for review weekly, monthly and by loyalty cohort and channel to make necessary changes and drive understanding across org.
  • Responsible for the day to day management of all 'owned retail' websites inclusive of but not limited to Lowes Foods and Kjs Market sites.

    • Loyalty Program Activation

  • Responsible for growth of upward migration and stemming downward migration of loyalty guests.
  • Collaborate with insights team that will provide priority customer cohorts / trends, opportunities, and segmentation strategies that drive retention and frequency.
  • Lead the recommendation and build of journeys on a quarterly basis that activate against key cohort opportunities.
  • Oversee the activation and execution of the customer loyalty program, including promotions, personalization, and member communications.
  • Develop templates for emails to enable scale across repetitive activities to enable necessary testing and modernization with headlines, send times, offers etc.

    • Team Development & Resource Management

  • Team assessment and resource prioritizing to ensure efforts are directed at highest value efforts.
  • Teach and train team on new trends and tools, as well as retail business

    • Qualifications

  • Bachelor's degree in Business, Marketing, Analytics or related field.
  • Strong data interpretation, analytical and communication skills with a focus on Google analytics.
  • Ability to manage complex processes with internal and external stakeholders.
  • Experience writing and managing content across multiple digital platforms.
  • Ability to monitor, analyze, review and report outcomes of campaigns.
  • 5-7 years of digital marketing experience.
  • Outstanding organization skills, and ability to multi-task in a deadline oriented environment.
  • Medium to advanced HTML skills.
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