Digital Marketing Manager

Job Description

Job Description

ABOUT THE COMPANY Hey there Welcome to Paperboy. We're a

specialized

growth marketing agency dedicated to helping our clients get more subscribers to their newsletters. Who We Work With:

Our clients are generally "creators" and have public personal brands — books, podcasts, information products, etc. Not to brag (but we totally will), we get to work with some very cool, very VIP clients. Many whom you'll likely be familiar with and may have seen on Netflix Culture & Opportunity:

We're a completely remote team with a startup mentality. We do not micro-manage. If you're used to a more "corporate" environment it may not be a great fit. Our team is small (for now) so every single person is extremely important. As a relatively new agency, it's a great opportunity to get in on the ground floor (and lots of room for upward movement in a relatively short period of time). Let's talk about the role. Position Summary The Marketing Manager is responsible for the strategic direction and positive growth of company marketing and advertising initiatives. This position is responsible for leading the Marketing Team (including ads, sales funnel & copywriting, technical) to formulate, implement, and manage our marketing and advertising strategies that meet or exceed internal KPIs. All strategies must be proactively implemented to deliver consistent, predictable, high-quality subscribers/leads for our clients in the newsletter industry. Role Expectations Team Leadership

Provide strategic direction and leadership to the Marketing Team. Build successful daily habits and routines to help improve you and your team. Foster a collaborative and innovative team culture. Implement EOS team meetings, reporting, and training structure. Conduct regular team training and individual performance reviews. Conduct twice-weekly office hours to offer guidance and support to the team on client-related issues.

Campaign Oversight

Develop and execute comprehensive multi-channel digital marketing strategies for both clients, and our brand. Oversee and provide quality assurance for all marketing outputs, including sales funnel outlines, ad creative, and email automations, ensuring alignment with company standards and absence of errors. Optimize campaigns for maximum lead generation and client satisfaction. Stay updated on industry trends and algorithm changes to proactively adjust strategies.

Research & Development

Lead efforts in exploring and implementing new technologies and lead generation channels to increase the predictability and economics of our lead generation capabilities. Utilize AI to optimize operations, improve efficiency, and increase team capacity.

Client Relationship Management

Collaborate with the CX and Sales Teams to understand client goals and objectives. Communicate with clients as needed to improve satisfaction and address questions or concerns.

KPI Monitoring

Establish key performance indicators (KPIs) that are economical and predictable. Regularly analyze and report on campaign performance. Implement strategies to continually improve KPIs that meet/exceed client expectations. Conduct weekly reviews of marketing scorecards for Account Managers, identify trends, and collaborate with AMs to address potential issues early.

Budget Management

Manage advertising budgets effectively to achieve optimal ROI. Monitor and adjust budget allocations between channels based on performance and client priorities.

Process and SOPs

Develop and own the standard operating procedures (SOPs) for the Ads Team. Document and update processes to ensure efficiency, consistency, and scalability.

Team Training

Lead weekly team training sessions (in alignment with EOS framework) with the Marketing Team on evolving systems and best practices for campaign management. Ensure effective implementation of SOPs to drive consistent and high-quality results. Hold bi-weekly one-on-one meetings with Account Managers to address any client issues and help formulate action plans for marketing-related challenges.

Key Responsibilities Daily: Team Check-ins: Conduct brief check-ins with team members to discuss ongoing tasks, address any immediate concerns, and ensure everyone is on-track. Assist Account Managers (AMs) with problem-solving on complex client issues related to marketing strategies. Campaign Monitoring: Review the performance of active campaigns daily to identify trends, anomalies, and opportunities for optimization. Communication: Engage in regular communication with team members to foster collaboration, address queries, and ensure alignment with overall marketing strategies. Internal Communication: Respond to client inquiries, provide updates on campaign performance, and address any immediate concerns to maintain strong client relationships. Weekly: Performance Analysis: Conduct in-depth weekly analyses of campaign performance, identifying key trends, areas for improvement, and opportunities for optimization. Team Meetings: Hold weekly team meetings to discuss overall strategy, share insights, and address challenges. Encourage collaboration and idea sharing among team members. R&D Updates: Stay informed about the latest advancements in digital marketing and AI technologies. Regularly communicate updates and potential implementation strategies to the team. SOP Updates: Review and update standard operating procedures (SOPs) for the Marketing Team to ensure they align with industry best practices and evolving strategies. Monthly: Training Sessions: Conduct monthly training sessions for team members, focusing on new industry trends, updates to advertising platforms, and best practices for campaign management. Performance Reports: Generate detailed monthly performance reports for each client, highlighting key metrics, achievements, and areas for improvement. Budget Review: Review monthly advertising budgets and assess the allocation of resources to optimize ROI. Proactively adjust or reallocate budgets based on performance trends, seasonality, and client priorities. Quarterly: Innovation Initiatives: Explore and propose innovative initiatives, such as AI integration or new marketing channels, to enhance lead generation capabilities. Strategic Planning: Develop and update quarterly strategic plans, outlining goals, key initiatives, and performance targets for the Ads Team. Performance Review: Conduct quarterly performance reviews for team members, providing constructive feedback, setting goals for improvement, and recognizing achievements. Budget Planning: Collaborate with the Finance Team to plan quarterly advertising budgets, considering seasonal trends and client priorities. Client Retention Analysis: Assess client retention rates, identify factors influencing client satisfaction, and implement strategies to enhance client relationships and loyalty. Challenges for This Position Industry-Specific Knowledge:

Understanding client needs and tailoring marketing strategies accordingly will require continuous learning about the newsletter & infoproduct industry. Lead Quality and Quantity Balance:

Meeting client expectations for both volume and conversion rates requires constant optimization. Client Expectations:

Must excel at understanding the market and client needs to set realistic KPIs and expectations for the Sales Team. The strategies created and implemented by this position must meet or exceed these expectations. Global Team Management:

Managing an international team introduces challenges related to time zones, cultural differences, and communication. Ensuring effective collaboration and understanding among team members from different regions is essential. AI Implementation:

Integrating AI into the marketing processes poses a challenge in terms of selecting the right technologies, ensuring seamless integration, and upskilling the team to leverage AI effectively for lead generation. Budget Management:

Effectively managing advertising budgets to maximize ROI across different marketing channels including meta ads, affiliate campaigns, and cross promotions with other newsletters. Competitive Landscape:

Staying ahead of competitors in the digital marketing space requires continuous innovation and staying informed about emerging trends. Maintaining a competitive edge in lead generation strategies is essential. Team Development and Retention:

Must focus on team development, motivation, and creating a positive work environment to minimize turnover. Client Satisfaction and Retention:

Sustaining high levels of client satisfaction and retention amidst changing market conditions and evolving client needs is an ongoing challenge. Communication and adaptability are key in addressing client concerns promptly. Measuring and Reporting:

Developing meaningful KPIs and demonstrating the value of marketing initiatives is crucial for client satisfaction. Required Skills and Qualifications Proven experience in digital marketing with a focus on lead generation. Experience with infoproduct sales and marketing Strong background in managing successful Facebook Ads campaigns. Demonstrated leadership skills with the ability to inspire and motivate a diverse team. Excellent communication and interpersonal skills. Analytical mindset with the ability to interpret data and make informed decisions. Soft Skills: Teamwork Attention to detail Flexibility and adaptability Integrity Problem-solving Outstanding communication skills Strategic thinking Management/Leadership Project Management Passion and attitude Hard Skills: Meta Ads Data Analytics Familiarity with CRMs (ex Hubspot, ConvertKit, Active Campaign etc) Inbound Marketing & Sales Funnels Media Buying Budgeting Spreadsheets Content Writing and Strategic Messaging Position’s Relations Work Area: Leadership Reports To: Operations Director Directly Supervised: Fullfillment Team (Ads team, copywriting & funnel, technical) Note: This job description is intended to convey information essential to understanding the scope of the position and is not an exhaustive list of responsibilities. Duties may be modified as business needs evolve.

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