Digital Marketing Manager

The Digital Marketing Manager will lead the digital marketing process and is responsible for upholding all current and potential future equities of the Coen Markets, Coen Tire and NES brands, including voice, value proposition, promise and standards, across all digital and social media platforms. This individual will own all digital facing executions and will create and execute thoroughly researched integrated digital marketing plans to achieve the organization’s core objectives of building brand awareness, driving consumer traffic, fuel/food/inside sales for Coen Markets, tire sales for Coen Tire, and product and services sales for NES. These efforts including growing the sign ups, user-based and digital marketing to Club Coen, Coen’s loyalty program. The Digital Marketing Manager will achieve this through meaningful, impactful customer engagement, and will establish digital business success through the development, implementation, and ongoing management of a continually evolving strategy.

Mission & Guiding Principles:

It is Coen Markets’ mission to impress and satisfy guests with every visit, and make their lives simpler through following the seven core principles that guide us in every decision we make:

Responsibilities & Essential Functions:

Develop, implement and manage integrated marketing plans and tactics across a wide range of channels, including landing pages, content marketing, affiliate relationships, social, PR, print, email and digital. This includes both driving current/ongoing campaigns, as well as envisioning new campaigns consistent with our target audience’s needs, our organization’s key differentiators, and value propositions.

• Build and manage performance reports through Google Analytics, internal email and database software, as well as digital advertising platforms.
• Lead website and campaign optimization: SEO, Google Analytics, A/B testing, content optimization, cross/upselling, lead scoring and tagging.
• Create and implement tagging/campaign tracking across all digital channels to track and report out on what is working/not working.
• Lead digital reporting in marketing and cross-function team meetings
• Manage the maintenance and utilization of Club Coen loyalty data to create effective and successful marketing campaigns and club member connectivity and brand loyalty.

Effectively execute digital marketing campaigns through team collaboration, data analytics, competitive research and pushing the envelope to regularly test new and emerging channels.

• Collaborate with a wide variety of stakeholders to onboard new marketing technologies and platforms to achieve internal business unit goals and objectives.
• Collaborate with CMO and other marketing team members to strategize/build/integrate digital customer journey from strategic marketing plans across multiple digital platforms: digital ads, website, social media, etc.
• Work across multiple departments to manage digital strategy: place and manage ads, update and implement different versions, report what’s happening and why (patterns from behavioral data); identify and recommend next steps.
• Identify new technologies that can be used to make digital marketing more cost effective and efficient.
• Be agile: Respond quickly to opportunities and threats as campaigns progress.
• Operate marketing software, platforms and digital scheduling tools such as Feathr, Hootsuite, Facebook Ad Manager, LinkedIn Business Manager, Google AdWords. Provide guidance on new digital tools.
• Map business requirements to technology capabilities to help build and refine both tech stack and processes that span across numerous campaigns and association goals.
• Innovate: Stay up to date on what is happening in the digital marketing and technology space and be willing and ready to test and learn.

Analyze new and existing business opportunities through a disciplined approach to ensure sustainability and profitability of strategic and tactical digital marketing initiatives.

• Measure spend, ROI and KPIs across campaigns to show direct success or shortcoming, and to assist in preparing budgets.
• Evaluate results against benchmarks and goals to measure the effectiveness of marketing programs and implement improvements as required.
• Forecast potential ROI and KPI metrics, including consumer traffic data gains and financial growth to Coen, to ensure continued success.
• Other responsibilities as required by business need

Functional Capabilities:

• Brand Advocate

• Customer Journey Mapping

• Digital Marketing Strategy, Planning, Execution and Analysis

• Content Marketing

• Web Analytics, Insights and Reporting

• Program Management/Agency Mgmt

• Search Engine Optimization (SEO)

• HTML

• Digital Advertising and Pay-Per-Click (PPC) Marketing

• Loyalty Marketing and Data Analytics

• Marketing Automation; SMS, Email & other Digital Marketing

• All other duties as assigned

Education, Experience and Skill Requirements:

• Bachelor’s degree in business or related field required. Master’s degree in Marketing or Integrated Marketing and Communications (pursuing or attained) preferred.
• Minimum 5+ years of professional experience in marketing with roles of increasing responsibility
  • 3+ years professional experience in consumer-focused digital marketing with strong social media expertise
  • Experience with multi-site retailing and foodservice a strong positive.
• Demonstrated successful experience of building or materially advancing a digital marketing program.
• Computer proficiency with Microsoft Office; strong Word, Excel, PowerPoint, and email (Outlook) required
• Experience with various graphics design packages, digital photography, website and other management tools, among others needed to create, execute and manage a best-in-class digital marketing program, including Adobe Dreamweaver and Adobe Creative suite (Photoshop, InDesign, and/or Illustrator) or similar.
• Strong analytical skills and capabilities, including experience using array of marketing technologies and platforms such as Google analytics, email/marketing automation, SMS marketing, Geo-targeting, CRM/databases, Google AdWords, Facebook and LinkedIn Advertising, social media management platforms
• Experience with and ability to execute various types of design, execution and optimization of marketing campaigns, including customer journey flow, adjusting layout, copy, images, calls-to-action, and other content as needed.
• Strong understanding of the principles of marketing, communications and analytics.
• Sound project management and organization skills, strong attention to detail, ability to complete projects timely and accurately. Ability to multitask, operate under pressure, and prioritize.
• Highly effective communication (verbal and written); strong interpersonal skills; strong team building and ability to work in a team environment; strong comfort and impact presenting to internal teams.
• Team player. Ensures team goals are met or exceeded; strong capabilities in partnering with internal stakeholders to achieve desired outcomes.
• Ability to formulate recommendations based on a broad set of inputs and facts.
• Ability to work effectively in ambiguous situations with the ability to be decisive while working cooperatively with others.
• Possess a keen interest in professional development, learning and growth
• Must be at least 21 years old.
• Must be able to pass pre-employment testing, including background check, drug screen, and Motor Vehicle (MVR) check.

Licensure/Certification:

• Valid State Driver’s License, proof of insurance, and reliable transportation is required

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