Senior Marketing Manager, Top of Funnel

4 weeks ago

Los Angeles, California, United States Dr. Squatch Full time
About the Role

We are seeking a highly skilled Marketing Leader to join our team as a Senior Marketing Manager, Top of Funnel. In this role, you will be responsible for leading the top-of-the-funnel media strategy and channels to drive continued fast growth for retail and e-commerce businesses.

As a Marketing Leader, you will develop and execute top of the funnel media strategy and campaign plans across core product categories leveraging robust channel portfolio, including Linear TV/ Streaming and Paid Social channels. You will closely collaborate with the Brand team on campaign calendar, messaging, creatives and media plans to drive omni channel sales and brand awareness targets.

You will manage channel measurement across MMM, lift studies and channel reporting. Drive the roadmap to continuously improve the measurement approach collaborating with the data team and external partners. Develop a repeatable playbook for top of the funnel media management: media mix, audience, bidding & optimization methodologies, creative optimization, etc. Collaborate closely with the growth marketing counterpart to maximize both top of the funnel and direct response business results.

You will build inhouse capabilities to manage paid social top of the funnel media while leveraging external agencies for Linear TV and Streaming channel management. Manage day to day media operations across channels: goal and budget setting, performance tracking, team and agency management, marketing calendar management, creative coordination. Collaborate on the forecasting with leadership team across E-Com, Retail and Brand; be responsible for channels Return on Investment (ROI) and brand awareness targets.

Rigorously measure and report on KPIs across media channels and sales channels. Conduct detailed channel analysis and uncover insights to make informed decisions on, retail velocity, SKUs, audience, categories, campaigns, bidding, creatives, and measurement approaches. Regularly present data to leadership and peers. Collaborate with Brand, Integrated Marketing, Growth Marketing, Retention and Marketplaces teams on go-to-market campaigns for new products and categories.

About You:

  • You have 5+ years of media mix strategy and execution experience across DTC and CPG industries focused on retail sales. You have managed $20M+ yearly budgets and are an expert in communications and media planning.
  • You have 2+ years management experience developing high accountability and high engagement marketing teams.
  • You have proven experience managing top of the funnel channels to drive retail and e-commerce sales. You are an expert in TV/ Streaming media channels and have proficiency across paid media channels. Experience managing media agencies is a must.
  • You have demonstrated experience utilizing consumer insights and data to develop marketing strategies and plans.
  • You are skilled in managing and influencing cross-functional teams across levels. You have excellent written and verbal communication skills with ability to explain effectively complex concepts
  • You have a highly analytical skill set with bias to action and ability to conduct your own in-depth channel analysis and act on the insights.
  • You have a high sense of urgency and are able to get things done without perfect resources.
  • You are an owner and proactively help others when you see there are issues or opportunities.
  • Interest in health and wellness, personal care, and/or eCommerce industries.

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