Digital Marketing Accelerator

1. Strategy & Planning: • Develop and own the integrated demand generation strategy and calendar for assigned brands/stores, aligning with overall revenue targets. • Define target audience segments and buyer personas to guide highly targeted campaign creation. • Manage the demand generation budget, allocating spend for maximum pipeline growth and return on investment (ROI). 2. Multi-Channel Execution: • Paid Media & Ads: Plan, build, and optimize multi-touch campaigns across Digital Ads, paid search (PPC), social media (Meta), and programmatic display to drive lead acquisition. • SEO & Organic: Partner with content creators to develop an SEO strategy that increases organic visibility for high-intent keywords and attracts inbound traffic. • Email & Automation: Build and manage sophisticated email nurture streams, lead scoring models, and marketing automation workflows to efficiently move leads through the funnel. 3. Content & Conversion Optimization: • Collaborate with content and creative teams to develop high-value gated assets (e.g., whitepapers, webinars, case studies) that convert traffic into leads. • Own the strategy for and execution of landing pages, ensuring they are optimized for conversion rate (CRO). • Continuously A/B test ad copy, email subject lines, landing page elements, and calls-to-action to improve performance. 4. Analytics, Reporting & Sales Alignment: • Monitor, analyze, and report on key performance indicators (KPIs), providing regular insights on campaign performance, lead quality, and funnel velocity to leadership and brand partners. • Implement and manage tracking to ensure accurate attribution of revenue to marketing efforts. • Work closely with the Ecommerce Revenue Manager and sales teams to ensure a smooth lead handoff and to gather feedback for continuous campaign improvement. Competencies & Behaviors • Data-Driven: Makes decisions based on data, not gut feeling. Obsessed with metrics and ROI. • Growth Mindset: Constantly experimenting, testing, and optimizing to find new ways to drive demand. • Focused on Funnel Velocity: Understands that speed and quality through the funnel are as important as top-of-funnel volume. • Collaborative Bridge-Builder: Works seamlessly with sales and ecommerce teams to ensure alignment and shared goals. • Results-Obsessed: Takes personal accountability for generating a high-quality pipeline and contributing to revenue. Key Performance Indicators (KPIs) • Pipeline Growth: Marketing Sourced Pipeline Value • Lead Quality: Number of Marketing Qualified Leads (MQLs) & Sales Qualified Leads (SQLs) • Efficiency: Cost Per Lead (CPL) & Cost Per Acquisition (CAC) • Conversion Rates: Lead-to-MQL, MQL-to-SQL, and CPL (Cost Per Lead) rates • Channel Performance: Return on Ad Spend (ROAS) by channel • Revenue Attribution: Revenue influenced by or directly generated from demand generation activities. Demand Generation: • Focus on Pipeline, Not Just Clicks: The primary objective is a measurable, sales-ready pipeline, not just traffic or engagement. • Funnel Ownership: This role is explicitly responsible for the entire top and middle of the funnel, from first touch to qualified lead. • Revenue-Centric Language: Terms like "buyer's journey," "lead scoring," "funnel velocity," and "revenue attribution" are central. • Sales Alignment: Collaboration with sales is built into the core responsibilities, not just an afterthought.