Digital Marketing Manager

1 month ago

Nashville, United States Ruby Slipper Cafe Full time

Born from a small restaurant in New Orleans' Mid-City neighborhood, Ruby Slipper Restaurant Group has grown to operate two brands with 25 restaurants throughout the Southeast (and still growing). Our concepts, Ruby Slipper and Ruby Sunshine, bring the spirit and soul of New Orleans to brunch.

Job Description

We are seeking a data-driven and creative Digital Marketing Manager to assume development, hands-on management and execution of digital marketing strategies that align with company growth goals. You will take our digital marketing programs to the next level with demonstrated improvements in driving lead generation, brand awareness, guest engagement, and incremental sales; and will be joining an exciting growth company and a team that values collaboration and fun.

Reporting directly to the Executive Director of Marketing (EDM), the Digital Marketing Manager will play a pivotal role in generating measurable interest and results and brand recognition for Ruby Slipper and Ruby Sunshine concepts. The ideal candidate possesses a strong interest in guest demographics/psychographics data and a passion for crafting effective and creative digital marketing campaigns to reach and expand our target audience.

Duties & Responsibilities

Management and Research
• In collaboration with EDM, develop quarterly and yearly digital marketing strategies and budgets covering all digital channels and levers.
• Work with EDM and marketing team to develop focused demand generation programs and campaigns, brainstorming new and creative growth strategies.
• Analyze customer data to identify trends or patterns that can be leveraged by the company's digital marketing strategy and optimize spend and performance based on the insights.
• Directly manage Digital & Social Agency; providing direction and approvals, ensuring planning, execution and reporting is done properly allowing final output to align with overall marketing strategy and goals.
• Manage 3rd party Review & Listings Agency to ensure all listings are accurate and reviews are managed properly.
• Own and evolve the Ruby voice & brand, working with Agency and marketing team to execute playful, entertaining copy for online and off-line use across social media, website and digital advertising and email marketing.
• Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points.
• Develop and continuously manage A/B testing of messages and creatives across multiple digital channels.
• Track, analyze, and present reporting on all program & campaign performance, assessing against goals.
• Submit comprehensive monthly digital marketing report & analysis to EDM.
• Evaluation of emerging online marketing technologies and trends including research and awareness of competitor online strategies.

Social
• Oversee Agency, providing guidance on social media marketing strategy and campaigns, as well as influencer marketing strategy that are aligned with the overarching Marketing Plan.
• Posting content on platforms like Facebook, Instagram, TikTok, LinkedIn etc. as well as optimizing posts based on audience needs.

Content
• Partner with freelance graphic designer, photographer, and videographer to generate multimedia content for all digital advertising campaigns.
• Keep our Agency supplied with content and support them with the planning and optimization of digital campaigns.
• Analyze and evaluate the success and relevance of content to the target audience.
• Maintain digital image libraries and keep them updated across all necessary platforms.

Email/Comms
• Develop and execute email & SMS campaigns that are engaging, informative, relevant to guest needs, segmenting for targeted and personalized communication.
• Work with the EDM to develop tactics to optimize all email and SMS communications to increase guest acquisition and conversion.
• This role will also support loyalty program set-up, execution and analysis.

Website
• Maintain and update the restaurant's website with current menus, promotions, landing pages; collaborating closely with cross-functional teams to strategically create visual and written content, including photos and videos, for the website.
• Act as website CMS administrator, support and development.
• Work with Agency to optimize website to improve online visibility, guest engagement and drive organic traffic.

Minimum Qualifications
• Bachelor's degree in digital marketing, business, marketing, public relations, communications, journalism, hospitality management, or related field.
• Minimum of 5 years proven experience in digital marketing, preferably in the restaurant or hospitality industry.
• Demonstrable experience managing SEO/SEM, Marketing Databases, Email Marketing, Social Media, Analytics Tools (eg: Google) and Display Advertising Campaigns.
• Familiarity with web design and CMS systems.
• Experience with marketplace partnerships (DoorDash, Uber Eats, etc.) and brand loyalty programs.
• Ability to analyze and interpret sales, website, and social media statistics.
• Demonstrated ability to provide examples of prior work personally created and executed for company marketing and promotional purposes.
• Must possess a valid driver's license and maintain a clean driving record. Personal vehicles may be required, and a vehicle insurance waiver will need to be signed.
• Minimum Age: 21 years.
• This position is eligible for remote work, though travel to the New Orleans, LA- based Home Office will be required quarterly.

The Ideal Candidate
• Analytical with the ability to consume, process and transform large amounts of information into insightful and actionable insights.
• Candidates must have a high degree of computer literacy and can easily learn to use new software with minimal guidance.
• Demonstrates exceptional creativity with a sharp eye for aesthetics and strong writing skills.
• Self-directed, highly motivated, and possesses excellent customer service and interpersonal skills.
• Communicates clearly, concisely, and openly in all interactions.
• Exhibits exceptional attention to detail, organizational prowess, analytical skills, and time management capabilities.
• Thrives in a fast-paced work environment, adept at multitasking and prioritization.

-A candidate located in New Orleans is preferred. Can also be located Nashville, Birmingham, Charlotte, Charleston, and along the Gulf Coast with strong independent work skills and travel requirements to NOLA at least once quarterly.

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