Digital Performance Marketing Specialist
Vista Outdoor
- Irvine, CA
- $69,700-104,500 per year
- Permanent
- Full-time
- Verify online presence, promotions, and projects meet brand standards and final approvals.
- Generate and maintain content planners, calendars and or tracking documents; updating as campaign elements shift and new information becomes available.
- Expand consideration efforts including non-brand search, lookalike audiences, and lead generation campaigns to drive qualified inbound traffic and leads.
- Develop and optimize performance marketing A/B testing and targeting plans across consideration and conversion efforts.
- Oversee new visitor A/B testing plans leveraging to optimize conversion rate.
- Stay abreast of latest customer acquisition and performance marketing tools, best practices, and competitive insights. Identify and recommend innovative tactics / channels to drive incremental growth.
- Track and assess performance to budget targets adjusting based on performance.
- Work with agency partners to develop budget mix to align to performance goals.
- Utilize performance, industry trends and opportunity assessments to provide recommendations on budget improvements and potential programs.
- Provide internal and external partners with all necessary sources/materials, facilitate approvals, and communicate back to corresponding parties to ensure all timelines are met. Procure advertisement assets from all parties to safeguard all content is delivered as planned; modify to best practices as necessary.
- Partner with retention marketing on lead generation efforts and new rider marketing opportunities.
- Partner with digital content on keyword optimization strategy to ensure SEO and SEM efforts are complementary.
- Collaborate closely with cross-functional stakeholders (e.g., product merchandising, brand marketing, sales) to define priorities and align on content & communication strategies across all channels, across the full funnel.
- Partner with European digital team to find efficiency and create globally harmonized traffic and customer acquisition opportunities.
- Measure and report performance of all digital marketing campaigns and assess against goals (ROI and KPIs)
- Monitor the effectiveness of campaigns and work with agency partners to implement changes for improvements.
- Use reports to identify trends and optimize tactics and spend based on findings.
- Plan, execute, and measure results via experiments, conversion tests and A/B testing.
- Review conversion points and optimize user funnels.
- Evaluate end-to-end customer experience across multiple channels and touchpoints.
- Participate in SEO research for content creation.
- 3-5 years of experience in the digital marketing space.
- Solid understanding of web metrics, digital analytics, with the ability to generate, analyze and interpret data.
- Experience delivering digital campaigns for consumer products and services.
- Excellent grasp of digital marketing and website KPIs.
- The knowledge, skills and abilities typically acquired through the completion of a bachelor's degree program or equivalent degree in a field of study (marketing, communications, digital, business).
- Master of MS Office Suite including Excel and PowerPoint.
- Data-driven and analytical.
- Experience with conversion rate optimization A/B testing tools (e.g., Optimizely)
- Advanced knowledge of Google Analytics, Google AdWords, Facebook Business Manager.
- A strong understanding of the consumer and retail environment and competitive marketplace.
- Should be a motivated self-starter, process-oriented with high attention to detail.
- Ability to work in a fast-paced environment and flexibility to accommodate demanding projects schedules and proven ability in managing multiple tasks effectively and efficiently.
- Strong interpersonal and communication skills and the ability to work effectively with a wide range of constituencies in a diverse community.
- Ability to convey clear, concise information in verbal, written, digital, and other communication formats.
- Work across departments to develop and drive campaigns to encourage engagement and action from targeted audiences.
- Marketing/Web experience associated with a national-level retailer.
- Practiced in the basics of full-lifecycle marketing initiative management.
- Understanding of retail industry and related retail channels.
- International experience a plus.
- Must be available to work occasional off-hours.
- Must be available during standard business hours.