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Manager, Digital Media

1 month ago

Hawthorne NY, United States Taro Pharmaceuticals Inc Full time

The Manager, Digital Media for Alchemee (including the Proactiv brand) will be responsible for owning the consumer experience part of the digital media/marketing function. Secondarily, this role will assist in implementing, analyzing, reporting and optimizing that experience via paid digital media plans in the US and Canada. This analytical leader will leverage multiple digital channels including paid search (e.g. Google, Bing), social media (e.g. Meta, TikTok, Pinterest) and programmatic display to ensure consumer touchpoints are optimized via full funnel campaigns at scale. Manager will partner with media and marketing as well as brand to understand target audiences, position bran, develop strategies, and implement campaigns to increase conversion and sales with optimal website UX.
Duties and responsibilities:
* Partner with marketing team to develop holistic cross-channel marketing strategies to build a cohesive customer journey across paid, owned and earned channels, conceptualizing user flow, user experience on website(s) US and Canada
* Develop, execute and optimize the brand(s) digital paid media strategies as part of the broader business growth strategy, including paid search, programmatic, paid social including testing and growing new, relevant digital channels
* Collaborate with brand, product management, offer and creative teams to develop and test relevant ads and landing page content for various consumer segments. Conduct A/B testing as needed to optimize KPIs (e.g. CTR, Engagement, CVR)
* Forecast performance and budget appropriately to deliver reliable results.
* Leverage analytics tools and key insights to optimize plans and creative; conduct content audits to eliminate redundant/old information and data.
* Communicate and implement content updates accurately and in a timely manner.
* Develop and maintain productive relationships with internal and external stakeholders across the organization.
* Form a strong relationship with the internal content team, as well as manage and drive digital specific external creative agencies to ensure each campaign has required assets.
* Stay relevant in digital innovations, competitive environment and overall macro trends
* Maintain regular communication regarding KPIs and relevant learnings with executive leadership team and senior marketing executives
* Responsible for overall DTC website management, US and Canada, including all owned properties/landing pages.
* Develop merchandising strategies that deliver optimal consumer experience while hitting financial goals across though DTC subscription and singe order sales.
* Other duties as assigned.
Qualifications:
* BS/BA degree in marketing, communications or related field, required
* 5-8 years of digital media planning/buying experience, with extensive experience in paid social is required
* Thorough understanding of Direct Response digital marketing, with expert knowledge of optimization tactics, and KPI management for online/digital media
* Ample experience managing external agencies
* Creative thinker with the ability and passion for understanding the customer needs and delivering them through the entire acquisition funnel
* Deep understanding of both multi-touch attribution and A/B testing models and how to optimize channels for best results.
* Thorough understanding of marketing technology (tools & tech) including analytic packages, DMP's, Ad Servers, search platforms and data onboarding solutions. (Visual IQ experience a bonus)
* Demonstrated experience developing cutting edge strategies and leading their cross-functional implementation through an organization
* Strong analytical skills, intuitive grasp of data
* Proficiency in MS Office - including Excel and PowerPoint
* Outstanding communication skills - both written and spoken
* Experience generating and executing new marketing ideas for all digital channels.
* Experience with forecasting and budgeting for marketing campaigns
* High level of detail with strong attention to follow-through, and the ability to prioritize and execute many tasks while meeting strict deadlines
* Ability to identify key market trends and translate data into ideas
* Experience working with development teams to execute web projects SCRUM experience preferred
* Takes direction well; can work independently in most situations
* Reliable, dependable, works with a sense of urgency
* Enthusiastic and genuinely interested in digital marketing trends
* Consistently demonstrates the highest standards of integrity and professional conduct
The presently-anticipated base compensation pay range for this position is $107,500 to $131,500. Actual base compensation may vary based on a number of factors, including but not limited to geographical location and experience. Employees are eligible to participate in Company employee benefit programs which include medical, dental and vision coverage; life insurance; disability insurance; 401(k) savings plan; flexible spending accounts; and the employee assistance program. Employees also receive various paid time off benefits, including vacation time and sick time.
The compensation and benefits described above are subject to the terms and conditions of any governing plans, policies, practices, agreements, or other materials or documents as in effect from time to time, including but not limited to terms and conditions regarding eligibility. If hired, employee will be in an "at-will position" and the Company reserves the right to modify base salary (as well as any other discretionary payment or compensation program) at any time, including for reasons related to individual performance, Company, or individual department/team performance, and market factors.