Marketing Specialist

1 week ago

Irving, Texas, United States SHOEBACCA Full time

The
Marketing Specialist
will be responsible for driving customer acquisition and retention by managing and strategically optimizing two critical digital marketing channels:
Affiliates and Paid Media
. This role requires a unique blend of strategic agency leadership, performance analysis, and a strong channel understanding to achieve business growth goals. The Specialist will work closely with the Marketing Director, serving as the primary day-to-day lead for external agencies across Paid Search and Affiliate Marketing.

Key Responsibilities

Agency & Partner Leadership (Strategic Focus)

  • Affiliate Marketing:
    Co-manage the external Affiliate Agency, serving as the primary day-to-day contact. Translate strategy into operational reality, providing clear, measurable direction and accountability for all agency initiatives. Identify new publisher opportunities and negotiate partnerships on platforms like Impact.
  • Paid Media (Search, Display, SEO):
    Co-manage the external Paid Media Agency. Collaborate with the Director to strategically develop and refine media plans, manage budgets, and ensure campaign strategies are aligned across channels (Google, Bing, etc.). Regularly review agency performance, challenging strategies, and holding the agency accountable to key performance indicators (KPIs).
  • Cross-Channel Alignment:
    Serve as an internal point of collaboration with Buying, Merchandising, and Marketing teams to ensure consistency of messaging and strategy across all organic and paid digital channels, including SEO.

Reporting, Analytics, & Cross-Functional Leadership

  • Reporting & Analytics:
    Develop and maintain comprehensive reporting dashboards for Affiliates and Paid Media, utilizing Google Analytics 4 (GA4) as the primary data source. Conduct deep-dive analysis, identifying trends and opportunities for optimization. Present clear, actionable findings and recommendations.
  • Cross-Functional Leadership:
    Collaborate with Creative, Merchandising, and Technology teams to ensure assets, offers, and technical requirements are met for all campaigns.
  • Marketplace Insight:
    Act as a subject matter resource on third-party (3P) marketplaces (e.g., Amazon, eBay, Walmart) to inform broader marketing and merchandising strategies relevant to acquisition channels.

Qualifications

  • Bachelor's degree in marketing, Communications, or a related field.
  • 2-4 years of experience in digital marketing with a focus on acquisition channels.
  • Strong channel knowledge and strategic understanding of:
  • Paid Search (PPC), including core metrics, bidding strategies, and search engine mechanics.
  • Affiliate Marketing, including commission structures, publisher types, and networking tools (Impact working knowledge preferred).
  • SEO concepts and how agency/internal efforts impact organic search performance.
  • Proven experience managing or significantly supporting external agencies and holding them accountable to performance targets.
  • Demonstrated technical proficiency and working knowledge of key marketing tools:
  • Google Analytics 4 (GA4) for reporting and analysis.
  • Shopify platform understanding as it relates to tracking and media performance.
  • Working knowledge of e-commerce execution on major third-party (3P) marketplaces.
  • Strong analytical skills with proficiency in Excel/data manipulation and interpreting marketing data.
  • Excellent communication, presentation, and organizational skills, with demonstrated experience coordinating marketing efforts across internal teams.

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