Job Description

PRIMARY OBJECTIVE OF POSITION:

To maximize the effectiveness of Northern Tool’s digital marketing programs in order to grow sales, drive new customers, increase market share, spread awareness and improve return on omni-channel advertising investment.

MAJOR AREAS OF ACCOUNTABILITY:

1. Develops, executes and optimizes targeting levers, advertising content, advertising group structure, and landing pages for each product category using best practices and analytics across numerous digital marketing channels.
2. Helps identify and present relevant digital advertising placements to key customer segments including retail-trade, business-to-business (B2B), high lifetime value, new customer acquisition and similar across all digital marketing platforms.
3. Updates daily, weekly and monthly reports for category and overall performance to help identify opportunities and trends across the key performance indicators of assigned digital marketing programs.
4. Supports digital marketing team in day-to-day online marketing tasks including but not limited to, ad hoc reporting, search engine marketing optimizations, competitive reviews, program performance monitoring, and promotional initiatives.
5. Takes direction from senior team members to initiate digital campaign bid adjustments as appropriate by analyzing daily, weekly and monthly keyword/content, placement, advertising group and campaign performance.
6. Assists in testing various bid, content and audience strategies directly within digital program interfaces or through invested software, to acheive optimal advertising positioning at the target advetising rate for each campaign.
7. Assists in the advancement and improvement of the company’s digital reputation across sites such as Google, Bing, Better Business Bureau and similar.
8. Works directly with search engine and paid search software representatives to advance knowledge and ability to optimize all creative and bidding aspects of the paid search program.
9. Develops and implements paid digital strategies that drive revenue and customer acquisition while meeting program return on investment goals. Monitors and reports on campaign performance for continuous program optimization.
10. Keeps up-to-date with industry trends relating to digital marketing best practices and online analytics.
11. Keeps supervisor and others informed of important developments, potential problems and related information necessary for effective management. Coordinates and communicates plans and activities with others, as appropriate, to ensure a coordinated work effort and team approach.
12. Performs related work as apparent or assigned.

QUALIFICATIONS: 

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily.  The requirements listed below are representative of the knowledge, skill and/or ability required.

• Bachelor’s degree in marketing, finance, statistics or related field.
• At least 1 year digital/ecommerce or Search Engine Marketing experience.
• Experience with paid search software (Kenshoo/Skai, Google Ads, Search 360, etc.) preferred.
• Intermediate experience using Microsoft Office software.
• Ability to exercise independent judgment in making decisions.
• Ability to multi-task and prioritize projects while maintaining high attention to detail and organization.
• Ability to establish procedures that contribute to achieving department and/or corporate objectives.
• Strong communication skills, including ability to communicate well with other departments, all levels of management and vendors.
• Ability to be involved in internal complex discussions and situations.
• Ability to analyze current processes and suggest ways of streamlining or improving them.
• Ability to solve and analyze new and recurring problems independently, according to defined work practices and policies.
• Demonstrates Northern Tool + Equipment’s 12 Core Competencies.