Digital Marketing Manager (DTC focus)

The Digital Marketing Manager (DTC Focus) is responsible for driving revenue growth and customer engagement through effective digital direct-to-consumer (DTC) strategies. Reporting to the Sr Digital Media Manager, this role focuses on executing and optimizing digital campaigns across eCommerce platforms (web + mobile), with the goal of maximizing customer acquisition, retention, and lifetime value. The ideal candidate has a proven track record of managing complex digital marketing campaigns that deliver measurable business results and thrives in a fast-paced, data-driven, DTC environment. 

Essential Functions 

1. DTC Digital Strategy Execution: Develop and implement comprehensive digital marketing strategies that drive revenue growth, improve customer acquisition, and increase customer lifetime value across eCommerce platforms (web + mobile).
2. Campaign Management & Optimization: Lead the planning, execution, and continuous optimization of multi-channel digital marketing campaigns, including paid search, display, social media, email marketing, SEO, and affiliate marketing. Focus on delivering measurable business results in the form of increased online sales and engagement.
3. Cross-Functional Collaboration: Work closely with global Marketing, Commercial DTC, Web tech teams to ensure all digital marketing efforts align with overall business objectives and brand strategies. Collaborate on product launches, promotions, and digital experiences that drive customer conversion and retention.
4. Customer Journey Optimization: Analyze and optimize the digital customer journey, ensuring a seamless experience from discovery to purchase. Implement strategies to improve conversion rates, reduce cart abandonment, and increase repeat purchases across digital touchpoints.
5. Data-Driven Marketing: Use data and analytics to track, measure, and optimize the performance of digital campaigns. Leverage consumer insights and performance metrics to refine strategies, boost ROI, and deliver personalized experiences at scale.
6. DTC Initiative Leadership: Serve as the internal expert for digital DTC marketing, advising leadership and cross-functional teams on best practices and emerging trends. Drive the adoption of innovative digital marketing tactics to stay ahead of competition and meet evolving consumer demands.
7. Customer Acquisition & Retention: Develop and execute digital marketing strategies aimed at acquiring new customers through paid media and organic channels, while also focusing on increasing customer retention and loyalty through personalized email marketing, retargeting, and loyalty programs.
8. Budget & Performance Management: Manage the digital marketing budget, ensuring efficient allocation of resources to maximize return on investment. Monitor and report on the performance of digital marketing initiatives, making data-driven decisions to optimize spend and improve results.
9. Trend and Technology Adoption: Stay informed on the latest digital marketing trends, tools, and technologies, including the use of AI-driven personalization, marketing automation, and advanced targeting techniques. Implement new platforms and tools to enhance campaign performance and operational efficiency. 

 Required Skills/Abilities 

1. Proven track record of managing and executing complex digital DTC marketing projects that directly drive significant revenue growth.
2. Strong project management skills with the ability to manage multiple high-priority digital campaigns and deliver results in a fast-paced, dynamic environment.
3. Expertise in digital marketing channels, including paid media, SEO, SEM, email, social media, and affiliate marketing, with a focus on performance-driven tactics.
4. Excellent collaboration and communication skills, with the ability to work cross-functionally and influence global marketing, eCommerce, and product teams.
5. Deep understanding of the DTC business model, including best practices for customer acquisition, retention, and eCommerce optimization.
6. Strong analytical skills with the ability to interpret data and translate it into actionable insights and optimizations to improve campaign performance and ROI.
7. Ability to manage digital marketing budgets effectively, ensuring efficient allocation of resources across channels to maximize impact.
8. Hands-on experience with marketing automation, CRM tools, and data analytics platforms (e.g., Google Analytics, Adobe Analytics).
9. Familiarity with eCommerce platforms and the latest tools for performance tracking and personalization, such as AI-driven targeting and programmatic media buying.
10. Passion for staying ahead of digital marketing trends and continuously improving strategies to drive DTC success. 

 Required Education and Experience 

1. Bachelor’s degree in marketing, business, communications, or a related field. An advanced degree is a plus.
2. Minimum of 5-7 years of experience in digital marketing, with a strong focus on direct-to-consumer eCommerce environments.
3. Proven success managing digital marketing campaigns across multiple platforms (web + mobile), with measurable outcomes in terms of revenue growth and customer acquisition.
4. Experience working with global teams and managing digital marketing initiatives across multiple brands or product categories.
5. Hands-on experience with data analytics, marketing automation, and eCommerce platforms. 

 Essential Knowledge 

1. Deep understanding of digital marketing strategies, tactics, and tools, including paid media, SEO, SEM, email marketing, social media, and affiliate marketing.
2. Expertise in data-driven marketing and customer segmentation strategies to deliver personalized, highly targeted campaigns.
3. Strong knowledge of eCommerce best practices, including conversion optimization, cart abandonment strategies, and customer lifecycle management.
4. Familiarity with emerging digital marketing trends, including AI-driven personalization, automation, and programmatic advertising.
5. Knowledge of global digital marketing practices and the ability to adapt strategies for different markets and customer bases.

 Personal Qualities 

1. Results-driven marketer with a proven ability to deliver business results through innovative digital marketing strategies.
2. Strong leadership and interpersonal skills, with the ability to motivate and manage cross-functional teams and external partners.
3. Data-driven mindset, with a passion for using analytics to guide decision-making and optimize digital campaign performance.
4. Highly organized and detail-oriented, with strong project management skills to handle multiple initiatives simultaneously.
5. Creative problem-solver who is adaptable and able to thrive in a fast-paced, dynamic environment.
6. Excellent communication and presentation skills, with the ability to influence stakeholders and drive alignment across teams.
7. Proactive, self-motivated, and committed to continuous learning and staying up-to-date with digital marketing trends.
8. Passion for creating seamless, engaging digital experiences that delight customers and drive growth.

 Travel Requirements 

• This position may require occasional travel to collaborate with global teams and oversee key digital marketing initiatives.

 Physical Demands 

• Typical office environment
• Ability to lift up to 25 pounds