BevForce
FoodForce
BeautyForce
HerbForce
PetForce
Overview:
The Director of Digital Marketing is responsible for developing and executing the digital marketing strategy and plans across all relevant channels for our CPG beverage brands/products to drive both via ecomm and in-market/retail business, including paid, shopping, paid/organic SEO, social media, affiliate/influencer, retail media, brand website, etc. Reporting to our CMO, this innovative, data-driven, full-funnel experienced role will develop and oversee digital campaigns, performance analysis, and team leadership to drive brand/product awareness, consumer engagement, digital / social media channel and touchpoint growth, and ecomm revenue growth.
The ideal candidate is a strategic thought leader with a passion for digital marketing and a proven track record of achieving key performance metrics and driving business growth through innovative data-driven digital marketing strategies and channel optimization, and will have a proven track record in managing multi-channel campaigns with a deep understanding of digital tools and analytics, and experience presenting and working with leadership and cross-functional teams to share marketing strategy, analysis, new trends/recommendations, and performance updates.
Digital Marketing Director Duties:
The Digital Marketing Director will partner with our Marketing and agency leads to develop and implement digital marketing as part of the brand/org’s core growth strategies. The ideal candidate. They will be able to create a strategic, compelling story out of insights and
- Strategy Development: Create and implement a cohesive digital marketing strategy that aligns with business objectives and leverages data-driven insight, including ecomm, new customer acquisition, database growth and social media growth.
- Campaign Management: Lead and optimize multi-channel campaigns including SEO/SEM, CRM, email, loyalty/rewards platform, social media, content marketing, display (and other key/relevant paid digital media/advertising), and influencer.
- Website: Make highrisebev.com an intuitive and engaging shopping experience, including site merchandising and UX optimization. Manage big picture and day to day, all aspects A to Z of our website from both brand and ecommerce standpoints (build brand and sell products).
- Performance Analysis: Use analytics tools to track campaign performance, refine strategies, and provide actionable insights for continuous improvement.
- Budget Management: Oversee and allocate the digital marketing budget effectively, ensuring cost-efficiency and optimal resource distribution.
- Team Leadership: Manage functional team of digital/social marketers (jnternal and partner resources), providing guidance on best practices and campaign execution.
- Innovation & Trends: Stay informed on industry trends and emerging technologies, integrating new tactics to drive growth.
- Cross-Functional Collaboration: As part of Marketing Leadership team, Work closely with marketing team functions/roles, departments such as sales, creative, and customer service to ensure consistent messaging across all channels.
- Brand Management: Uphold digital brand consistency and establish guidelines and best practices.
Requirements:
- Education: Bachelor’s degree in Marketing, Business Administration, or related field.
- Experience: 7+ years of digital marketing experience inclusive of both ecommerce and CPG (in-market, retail-based product) with at least 2 years in a leadership role.
- Skills: Strong expertise in Google Analytics, Google Ads, social media platforms, and CRM systems. Proven ability to execute successful campaigns.
- Leadership: Demonstrated ability to lead and manage teams, with exceptional communication and project management skills.
- Analytical Skills: Ability to interpret data and make informed strategic decisions.
- Creative Thinking: Entrepreneurial mindset with a passion for innovation and proactive problem-solving.
Desired Knowledge, Skills and Abilities
- Establish goals and departmental KPIs and hold teams accountable.
- Experience developing a marketing plan including strategy, goals, budget and tactics. Ensure adherence to brand voice and strategy across channel.
- Develop and execute a comprehensive e-commerce and direct-to-consumer strategy that aligns with the company’s overall objectives.
- Develop and implement e-commerce tactics to drive website traffic, engagement, optimize user experience, and increase conversions and sales.
- Craft and align tailored omnichannel strategies through the execution of digital campaigns that support business objectives, major product launches, and seasonal moments – including both national and local/geotarged strategies, campaigns, and tactics.
- In-depth knowledge of SEO, SEM, digital advertising/programmatic, social media, email marketing, SMS, mobile marketing, and other digital channels
- A track record of driving results while managing multiple competing priorities
- Organize and manage integrated calendar, including product launches, collaborating across the team to develop promotions, media strategies, email campaigns, and social media content to drive effective campaigns.
- Lead daily execution, focusing on growing eCommerce sales as well as supporting retail sales goals
- Deliver recommendations for digital channel budgets and resource allocation based on metrics and strategic priorities
- Report performance outcomes to leadership weekly along with analysis and recommendations.
- Work closely with marketing leaders to ensure shared services are meeting or exceeding their individual needs.
- Knowledge of Google AdWords, Bing Ads, Google Analytics and social platforms including Meta, TikTok, Pinterest, X, etc.
- Knowledge of Shopify and 3rd party ecomm platforms such as Amazon, Door Dash, TikTok Shop, etc.
- Strong analytical expertise. Proactively plan and measure analytics, using reports and data to measure and analyze campaign results, assess against goals (KPIs and ROI), identify trends and insights, and optimize spend and performance
- Retail media experience plus
- Oversee SEM executing digital marketing campaigns including SEO, SEM, display advertising, Paid Social, and other types of paid and owned digital media.
- Up-to-date with the latest trends and best practices in online marketing and measurement
ECOMMERCE AND RETAIL RESPONSIBILTIES
- Manage and monitor product life cycle on Shopify; including uploading descriptions and images, tags, SEO, and adjusting pricing. Overall, ensuring product information is accurate and up-to-date.
- Monitor web analytics and create reports to analyze the performance of the website and marketing campaigns and make recommendations for improvement.
- Manage the e-commerce budget, and ensure sales targets are met.
- Lead development projects with agency partners and web developers to ensure the website is functional, efficient, and aligned with the company's branding. Ability to communicate with dev team through mock-ups, front-end and back-end terminology to ship new features, pages, in a timely fashion
- Deeply understand the user journey; identifying areas of opportunity, friction, and recommended solutions to streamline our consumer's path to purchase
- Drive channel acquisition growth by identifying new messaging, targeting, and capability opportunities
- Design performance reports and dashboards to evaluate results & influence strategy
- Collaborate with the creative team to inform them of campaign performance and strategize on creative development with customer-centric direction
- Engage with media partner reps (Meta / Google / LinkedIn / Twitter / TikTok) to mitigate & resolve issues, identify new tests for implementation for full utilization of all the capabilities of the platform
- Drive innovation by influencing teams across the organization to push the limits of digital strategy
- Ability to enhance and/or change front-end features such as collections, hero banners, copy, pages, etc as requested
- Monitor best practices of e-commerce and omnichannel retail to identify new features. Work closely with internal/agency partners on A/B site testing, pre/post analysis of site KPIs and goals, as well as suggest clear next steps to optimize site navigation and conversion.
- Monitor and guide retail partner metrics, ensuring successful product sales and KPI achievement
- Develop and execute omnichannel action plans for promotions, sales KPIs, and online experiences for our business in the market / at retail (on, off, and non-premise including events)
- Support marketing and sales with decks, collateral, etc.
WE’D LOVE TO SEE:
- Experience in working in a startup or small team environment
- This individual should be highly entrepreneurial, with the ability to effectively operate with enthusiasm and flexibility in a fast-paced, growth environment
- Creative thinker who possesses exceptional verbal, written and diplomacy skills
- Effective organizational skills and ability to exceed tight deadlines in a dynamic environment of competing and changing priorities
- Experience with project management/workflow tools
- Strong quantitative and analytical skills preferred
- Be a team player, dynamic, flexible, independent, positive and professional
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