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Digital Marketing Specialist
3 months ago
POSITION SUMMARY:
Partner in the planning, development, and implementation of trade marketing strategies and promotional activities. Ensure brand, channel, and corporate strategies are aligned with account goals and activities. Contribute to the achievement of profitable sales by gaining new distribution and strengthening existing distribution.
ESSENTIAL JOB FUNCTIONS & RESPONSIBILITIES:
* BUSINESS PLANNING:
o Work closely with Director of Ecommerce Sales and team to develop and refine annual goals, strategy, and growth tactics that are in line with brand strategy and sales target achievement - from development of concept to execution.
o Identify and communicate Amazon product, promotion, and merchandising opportunities. Provide strategic direction, background, requirements, and Amazon insights toward development of new projects and creative briefs.
o Work with Marketing on regular monitoring of sales trends, measurement of promotional performance, consumer reviews, assortment and pricing optimization, and industry analysis.
o Maintain up-to-date knowledge of current trends, industry news and competitive landscape for Amazon, digital marketing and the Ecommerce environment. Update planning and reference tools including Trade Promotional Calendar, New Item Launch Calendar, Account Specific Reference Documents and BTS Audit.
o Develop thorough working understanding of account vendor websites and portals for POS analysis, inventory management, promotional performance and product set up functions.
o Prepare, attend and deliver meaningful presentations at customer meetings with the team. Represent company at trade shows and events.
o Act as central contact for all departments for day-to-day trade marketing direction and information for Amazon-specific projects and products. Represent the needs and perspective of Amazon at internal planning, packaging design and product launch discussions.
* CATALOG MANAGEMENT:
o Lead management and optimization efforts of Amazon product catalog, including product pipeline, launch support, merchandising campaigns, content and promotional activities to support Pilot's brand presence and growth. Implement A/B testing to refine ad copy, creative and targeting parameters for maximum effectiveness.
o Work with Marketing and Product teams to identify market gaps, develop new product opportunities, initiate new internal item set and execution for launch support plans of items and displays.
o Partner with the team in the development, planning and execution of Amazon specific digital requests and support, as well as product content and campaigns, with accuracy and timeliness that deliver on evolving market needs. Maintain and manage optimization of content including images, video, A+ content, product details, brand story and brand store. Monitor Amazon listings and fix catalog issues. Ensure top items' product detail pages are accurate at all times.
o Monitor and highlight when competitive pricing strategy needs to be reviewed, challenged or adjusted. Contribute to assortment optimization efforts including strategic sku rationalizations and variation strategy.
* PROMOTIONAL PLANNING & EXECUTION:
o Partner with Director of Ecommerce Sales and Analyst to plan and maintain calendar of promotions and deals designed to complement seasonal sales and profitability goals, with respect for inventory planning and coordination across Pilot's channels of business.
o Ensure promotions are set up to conform with deadlines, and that all promoted products are supported with updated and accurate content and imagery. Recap and evaluate promotions toward maximum ROI and optimize future programs to deliver the best return. Maintain history of past promotions and results.
o Help manage budget for promotional & trade marketing activities.
* TRADE ADVERTISING & MARKETING SUPPORT:
o Apply digital marketing acumen to help advise and direct retail agency's and rep group's management and implementation of Amazon advertising and sponsored search campaigns toward strong ROI and achievement of brand goals.
o Lead initiatives to improve consumer experience and engagement on Amazon including coordination of content for MYCE and social media posts. Partner with Marketing on influencer campaigns and other upper funnel programs that complement national media efforts.
o Manage campaigns to meet and exceed a wide range of specified performance goals such as advertising efficiency, profitability, sales growth, new product launch support, brand awareness and more.
EDUCATION AND EXPERIENCE REQUIREMENTS:
Bachelor's degree in marketing, business management or related areas with up to five years of experience in Ecommerce management or digital marketing, preferably with CPG background in Amazon 1P/3P environment including work with Amazon Ads, SEO, Vendor Central.
SKILLS REQUIRED:
Strong verbal and written communication skills, with a proven track record of influencing decision making. A high degree of accuracy and detail orientation is essential, along with excellent project management abilities. Team-orientation, analytical abilities and a passion for Ecommerce and digital marketing.
