The Goal of this position is to provide expert-level discipline and end-to-end management of digital strategies and tactics for the brand to drive discoverability, engagement and consideration, conversion, and loyalty. The Digital Marketing Manager participates in the planning, execution, and follow-up reporting of digital integrations for department programs, promotions, and initiatives, both on-going and ad-hoc. This position is also responsible for the on-going optimization, improvement, and analysis of owned and paid media channels, ensuring accuracy, brand fit, and maximized return. Tasks and exposure will require frequent collaboration with cross-functional teams, including Operations, Facilities, and Training, in addition to all Marketing department verticals, interacting with all levels of employees from hourly to executive leadership.

Primary Duties:

• Organic and Paid Social Media Platforms and Listings Management
  • Lead the social media strategy, content execution, and social listening efforts for all channels, in conjunction with agency partners
  • Lead internal efforts around paid digital activity (search and social) including creation, deployment, on-going optimization, and post-mortem analysis
  • Provide digital activation support for department initiatives including live events and activations, fundraisers, new site openings, key media announcements and celebrations, social contesting, and local partnership programs, including fulfillment and responding to requests
  • Foster the relationship with listings management agency and provide direction for improvement or adjustments as needed
  • Build and update reporting to monitor consumer sentiment and publish results on a regular basis to Operations department

• Website Content Management, Analytics, and Optimization
  • Lead efforts around SEO improvement in collaboration with website agency, in addition to general updates to brand websites as needed
  • Leverage expertise in Google Analytics to establish fully optimized tracking and visibility into website visitor behavior across all brand websites
  • Analyze results and synthesize recommendations for continuous improvement, including linking digital results into broader campaign performance to tell more complete and accurate stories and post-mortem assessments
• CRM Strategy, Development, and Analysis
  • Manage the CRM calendar, ensure alignment with all company initiatives, and work with content designer to ensure on-time and on-brand delivery
  • Establish Salesforce tracking integrations for email delivery in order to create standalone CRM reporting and to link into broader campaign analysis
  • Build and update reporting to monitor customer data capture rates and publish results on a regular basis to Operations department

IND123