Digital Marketing Manager

shopCBD.com - Montréal, QC (4 months ago)

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About the company:

Global shopCBD.com (shopCBD.com), a subsidiary of Cannara Biotech, is an online retailer of hemp-based CBD products focused on delivering a wide product mix of health & wellness essentials. shopCBD.com is set out to offer consumers with a trusted and convenient way to shop for CBD products through its online store. The company delivers on that promise through its commitment to sourcing high-quality, lab-tested products from trusted brands that uphold to the highest standard of safety and quality. In addition to forging a path towards transparency and quality, the company is also dedicated to offering a best-in-class customer-centric experience which will include fast deliveries, easy returns, competitive pricing, and a knowledgeable customer service team. For more information, visit our website www.shopcbd.com.

About you:

This role requires an experienced digital marketer that has built and executed large size consumer acquisition campaigns that have quickly scaled to millions of consumers. The successful candidate has a proven track record of creating thought leadership and then rolling up their sleeves to drive action that translates efficiently and effectively into positive business results. They must have strong communication skills, be self-driven and possess the ability to influence team members across the organization.

About the role

With an initial, primary focus on leading digital acquisition efforts for our e-commerce marketplace you will be responsible for developing and deploying the full year marketing agenda. You will hire, lead and develop a talented team and manage a sizeable marketing budget. You will learn fast and adapt swiftly in order to scale initiatives. This role requires agility and prioritization in what is an especially fast-moving and ever-changing environment. You will think and act both strategically and tactically: from strategic planning to detailed execution. You will quickly form data-driven plans and execute across multiple channels simultaneously. This is a highly visible position that will interact at all levels of the company. We are looking for a relentless, consumer-centric, entrepreneurial leader with a favorable disposition towards innovation and connecting with customers in order to deliver strong results.

Primary responsibilities:

* Define brand, content and channel strategies to meet organizational objectives

* Create compelling storylines, and align these elements to campaign brief, messaging documents and activation strategy to create a comprehensive and measurable content plan

* Identify consumer awareness/acquisition opportunities by target audience and digital channel

* Manage and optimize a large marketing acquisition/promotions budget

* Draft commercially led business cases to gain formal budget approval

* Hire, lead, coach and develop a team of highly talented acquisition marketers

* Develop, implement and manage multi-faceted digital marketing programs including paid, email, nurture, retargeting, search, and social

* Convert design mockups to HTML, including creating digital and print assets for use in banners, landing pages, videos, email templates & powerpoint presentations

* Oversee the timely and accurate execution of resources, budgeting, scheduling, creative themes and social media strategies as related to campaigns

* Define and drive the delivery of regular reporting of campaign results at each stage of the buyer journey and demand pipeline. Maintain regular measurement of the ROI of campaigns

* Track program results, measure program success, and report metrics to stakeholders and other marketing team members

* Utilize reporting to examine campaign activity for problems or opportunities, developing hypothesis and actions to mitigate/leverage them

* Explore, examine and introduce innovative new techniques, programs, formats and channels that can improve campaign performance and/or ROI

* Oversee the implementation of an effective lead scoring framework and nurture programs

* Manage and build email programme, campaign landing pages. marketing automation platforms, prepare and adjust content and call-to-actions and optimize campaign towards maximized ROI, engagement and qualified lead generation.

* Work closely with product teams on upsell experiments, voice acquisition and funnel optimization to drive customer acquisition

* Report on progress against goals and relevant marketing metrics, consistently developing post-implementation reviews on all commercial investments

* Innovate and implement test and learn strategies to drive scalable results

* Own key business metrics, support in-depth business reviews and present to senior executives

* Drive business requirements and work with product teams to drive the expansion of internal tools and platforms that support marketing initiatives across email, push, in app messaging, promotions and paid acquisition

* Develop recommendations for new growth initiatives and platforms, programs and initiatives that scale customer acquisition

Qualifications:

* BA/BS, MBA or equivalent work experience

* 7+ years of direct-to-consumer digital marketing experience, including acquisition, email, push, in-app messaging, funnel optimization, promotions and/or merchandising

* 5+ years of experience leading a multi-functional digital marketing team or organization with direct oversight of some or all of the following: marketing strategy, UX/UI, SEO, content development, social media marketing, promotions, GTM execution, mobile app marketing, influencer marketing, partnership marketing, funnel optimization, creative development and e-commerce

* 5+ years of project management experience

* Experience hiring and managing a team

* Experience managing agencies

* Turns data into insight and action

* Ability to easily transition from high level strategic thinking to detailed execution

* Strong leadership and communication skills to drive recommendations, articulate tradeoffs, and communicate plans to senior executives

* Ability to juggle a range of project initiatives, balancing quality and speed

* High attention to detail, across both business and technical domains

* First-hand, in-depth experience with digital marketing, marketing automation tools and marketing operations and promotion platforms

* A strong background in campaign marketing, with a focus on demand generation, database marketing, and content marketing

* Excellent verbal, written and visual communications skills, polished interpersonal and influencing skills

* Ability to build relationships and manage external vendors

* Highly organized, detail-oriented and collaborative

* Energetic and self-motivated

Competencies

* Detail oriented team player

* Able to multi-task in a fast-paced, deadline-driven environment

* Ability to collaborate with a team and work autonomously

* Ability to design solutions based on project objectives and lead them through to execution

* Able to excel in a changing environment, manage several projects simultaneously with strong time management and prioritization skills

* Willingness to learn and master new programs and technologies as they apply to the position

Working conditions:

* Flexible working hours

* Permanent position

Job Type: Full-time

Experience:

  • management: 5 years (Required)
  • Consumer Marketing: 7 years (Preferred)

Location:

  • Montréal, QC (Required)