Marketing Manager, Digital & Communications

Marketing Manager, Digital & Communications

The Marketing Manager, Digital & Communications is responsible for driving eCommerce growth, digital content strategy, campaign activation, and communications initiatives that improve customer engagement, lead generation, and business performance.

The role establishes governance, best practices, and cross-channel frameworks that connect website, content, communications, and marketing activities into cohesive customer experiences.

By partnering across marketing, eCommerce, product, science, and regional teams, the role identifies growth opportunities, optimizes customer journeys, and enhances the effectiveness of digital marketing programs.

1. eCommerce & Digital Experience Strategy

Partner with eCommerce stakeholders to develop and support digital marketing initiatives that drive awareness, engagement, retention, conversion, and revenue growth.

Identify opportunities to improve digital commerce performance through content, campaigns, customer experience, and optimization initiatives.

Develop digital experience roadmaps that improve content discoverability, customer engagement, conversion, and business performance.

Ensure website content aligns with business priorities, customer needs, SEO best practices, and GEO principles.

2. Content Strategy, Editorial Governance & Corporate Communications

Establish editorial standards and content governance processes that ensure quality, consistency, and alignment with brand objectives.

Lead content planning and editorial initiatives that support corporate communications, thought leadership, and business priorities.

Provide strategic guidance on messaging, storytelling, and content effectiveness across channels.

Support leadership communications and corporate visibility initiatives that strengthen brand awareness and engagement.

3. Campaign Activation & Integrated Marketing

Ensure campaigns and eCommerce initiatives are fully activated across web, email, social media, paid media, and marketing automation channels.

Identify opportunities to extend campaign impact through landing pages, nurture programs, conversion assets, and customer journey enhancements.

Develop scalable processes and best practices that improve campaign effectiveness and marketing performance.

Serve as a strategic advisor to cross-functional teams on campaign planning, activation, and customer engagement opportunities.

4. Lead Generation & Customer Journey Optimization

Develop strategies that improve lead generation, customer engagement, retention, and digital commerce performance across the customer lifecycle.

Partner with channel owners and specialists to create connected customer experiences across digital touchpoints.

Evaluate customer behavior and performance data to identify conversion and growth opportunities.

Recommend and prioritize initiatives that improve customer journeys, engagement, and marketing ROI.

5. eCommerce Marketing & Growth Initiatives

Partner with eCommerce stakeholders to support marketing initiatives that drive awareness, engagement, retention, and conversion.

Contribute to the development of promotional, loyalty, subscription, and customer engagement programs.

Ensure eCommerce initiatives are integrated into broader marketing and communications strategies.

Identify opportunities to improve digital commerce performance through content, campaigns, and customer experience enhancements.

6. Stakeholder Leadership, Performance & Continuous Improvement

Influence and align stakeholders across marketing, eCommerce, product management, science, communications, and regional teams.

Establish measurement frameworks and performance metrics that support data-driven decision making.

Translate insights into recommendations that improve execution, customer engagement, and business outcomes.

Drive continuous improvement through testing, optimization, and adoption of digital marketing best practices.

Critical Success Factors And Key Challenges Additional Factors That Describe Complexity Of The Role / Critical Requirements For Successful Role Performance

• Successfully connects eCommerce, content, communications, and marketing initiatives into cohesive customer experiences.
• Establishes scalable frameworks, governance processes, and best practices that improve execution across teams.
• Identifies opportunities to improve customer engagement, lead generation, and marketing effectiveness through data-driven insights.
• Influences stakeholders and drives alignment across multiple functions without direct authority.
• Balances strategic priorities with operational realities while delivering measurable business impact.
• Continuously improves digital experiences, campaign performance, and customer journey effectiveness.

Competencies Essential For The Role

• Strategic Thinking With Execution Focus
• Stakeholder Influence & Collaboration
• Ownership & Accountability For Outcomes
• Customer-Centric Mindset
• Effective Communication & Storytelling
• Continuous Improvement & Innovation