Job Description

PRIMARY OBJECTIVE OF POSITION:

To support, inform, and drive digital marketing strategies by providing reporting, analysis, forecasting, and strategic insight to internal managers and executives in alignment with established sales and profit goals.

MAJOR AREAS OF ACCOUNTABILITY:

1. Creates, implements, optimizes, and manages digital campaigns across multiple online advertising channels for company website to achieve desired revenue and spend budgets. Digital campaigns managed to include a combination of paid search, social media, display, SEO, and/or other programs and projects as determined by marketing leadership.
2. Provides analytical consulting, website troubleshooting, online and multi-channel analytics and reporting, web analytics tool support, online testing, and data governance.
3. Identifies and utilizes successful bidding and targeting strategies and keyword management across digital marketing channels to reach targeted acquisition volume goals and efficiency metrics.
4. Leads the execution of paid digital strategies by identifying key audiences, creating targeted messaging, business value propositions and Return on Investment (ROI) with relation to managed program and translates those into sales tools and other outward facing deliverables.
5. Establishes and sustains favorable relationships with external vendors and contacts to support current and future company goals and to benchmark practices/results against competition to maximize organizational effectiveness.
6. Assumes responsibility for the implementation of test concepts, including developing test plans and handling all phases of implementation and post analysis.
7. Generates timely and accurate profit and loss forecasts and contributes in the creation of the department’s budget. Manages budget and forecast reports ensuring accuracy and validity.
8. Works closely with cross functional teams of merchandising managers, product marketing managers, support analysts, creative services and customer service specialists to aid in promoting the most relevant items to the appropriate online audience.
9. Develops an understanding of Name Value concept and applies it to relevant marketing and profit/loss decisions.
10. Leads the communication and education of best practices, tool training, and project prioritization within the account team and other internal departments when requested. Conducts brainstorming and working sessions on developing business solutions / concepts.
11. Stays informed of and identifies relevant digital marketing industry trends. Based on trends identified, recommends and develops marketing tests and strategies accordingly.
12. Mentors ecommerce marketing analysts on day-to-day management of paid search accounts.
13. Keeps supervisor informed of important developments, potential problems, and related information necessary for effective management. Initiates and communicates plans and activities with others, as appropriate, to ensure a coordinated work effort and team approach.
14. Performs related work as apparent or assigned.

QUALIFICATIONS/REQUIREMENTS:

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.  Reasonable accommodations may be made to enable individuals to perform the essential functions.

• Bachelor’s degree or equivalent in marketing, statistics, finance or related field.
• At least 3 years of experience in online marketing or position of similar responsibilities.
• Strong analytical skills including the ability to define promotions, collect data, establish fact and draw valid conclusions.
• Experience in database marketing analysis, direct response campaigns and statistical analysis and reporting.
• Ability to work closely with others to coordinate projects involving multiple parties.
• Ability to work under pressure, handle multiple tasks, be attentive to detail, work independently and prioritize work.
• Ability to work accurately with numbers.
• Demonstrate a high degree of skill in grammar, punctuation, spelling and motivational language appropriate to the position.
• Must have working knowledge of Microsoft Excel, Microsoft Word, Microsoft Outlook, the Internet, and search engine platforms.
• Ability to communicate, both orally and in writing, with a wide variety of Company personnel.
• Ability to work independently with minimal supervision required.
• Demonstrates Northern Tool + Equipment’s 12 Core Competencies.