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Digital Marketing Manager
(Paid Media / Affiliates / CRM)
About Alpargatas:
Alpargatas represents a powerhouse of hyper-connected and iconic brands. The company vision focuses on becoming increasingly global through major investments in digital, innovation and sustainability. Alpargatas is the largest footwear company in Latin America with the brand Havaianas producing 250 million pairs a year and over $1B in revenue.
About Havaianas:
Havaianas is the largest brand of flip flops in the world and is increasing the product offering in apparel, accessories and new styles of footwear. The iconic design of its classic flip flop has been unchanged for 60 years and represents the most timeless design in open toe footwear. The brand is geared for growth in the US with 7+ stores, Havaianas.com, and surf specialty, apparel specialty, and presence in major department stores. Alpargatas is making significant investments in the North America & Caribbean operation to ensure Havaianas will take a leadership position in the market in the coming years.
Purpose of the Role
Reporting to the Digital Director, North Americas, Digital Marketing Manager would be responsible for the strategic management of digital channels (Paid Media, Affiliates, CRM), from the design of the strategy to its implementation and report delivery, as well as be the main agency contact aligned with the company’s overall objectives. A performance-driven leadership profile that can also create brand campaigns and integrate all fronts. The ideal candidate is conversion driven with impeccable attention to detail.
Responsible for Digital Channels annual budget management and agencies for Paid Media, CRM, Email, and Affiliates channels . Own US performance desk management.
Digital Marketing Manager Key Duties & Responsibilities:
· Develop a paid channel strategy that ladders to strategic objectives, including spending by channel and frequency.
· Implement effective marketing campaigns across all platforms, including websites, emails, print media, and social media. Create and manage your own marketing calendar.
· Track and report spending and performance by channel, and share media strategies, goals, and outcomes with important internal stakeholders.
· Craft well-structured strategic marketing plans using qualitative and quantitative data and producing measurable results.
· Create and manage Google Ad campaigns, Programmatic Display, Retargeting, Paid Social Ads with the goal of driving conversions & revenue.
· Collaborate with internal and external partners to ensure the media strategy and execution are aligned with company objectives and continually test to deliver on company goals
· Collaborate with Product on the customer journey, connecting the dots between value proposition, campaigns, onboarding, and life-cycle experiences to improve conversion rates and drive growth.
· Partner with internal and external partners to develop creative testing and communicate findings to improve channel performance
· Identify growth opportunities and define, develop, and own marketing strategy, vision, and plan to materialize on those opportunities
· Work cross-functionally across to grow the business through multiple marketing channels, including content, campaigns, social media, influencers, partnerships, SEO, referrals, lifecycle, and performance channels
· Partner with CRM Lead to drive e-mail marketing campaigns, loyalty, customer acquisition, and retention efforts.
· Provide SEO and strategic marketing recommendations based on analytics reviews and keyword rankings
· Identify and provide perspective on new trends and technologies in digital marketing.
· KPI metrics to own are Traffic, ROAS, CAC, CPC & LTV.
Extra scope:
-Statistical analysis on ecommerce results, integrating problems with digital solutions
(mainly on CRM and Paid Media)
– Omni view of all channels to propose unified ecommerce/data/channels solutions
– Experience with AMS/Amazon Ads on 1P or 3P is a plus.
-SAP Experience
-Strong Presentation skills with Expert knowledge in Excel & Powerpoint
Havaianas North America & Caribbean