Digital Marketing Manager

DIGITAL MARKETING MANAGER

Department: Marketing

Reports To: Scott Sittler, Senior Director of Brand Marketing

Location: Addison, TX

Travel Requirements: Up to 15%

Direct Reports: None

SUMMARY

The Digital Marketing Manager is responsible for ATW's email marketing programs, marketing automation initiatives, performance reporting, and marketing analytics across Trailer World, ATW's portfolio of trailer brands, and the Parts & Accessories business. This role serves as a key partner to brand marketing, retail marketing, sales, and agency teams by providing actionable insights, managing marketing platforms and processes, and executing customer communications that support business growth. This position is not responsible for website development or day-to-day website management but will partner with internal and external resources to support digital performance measurement and optimization.

KEY RESPONSIBILITIES

Email Marketing & Customer Engagement

• Plan, build, execute, and optimize email marketing campaigns across ATW brands and business units.
• Support product launches, promotions, dealer communications, customer lifecycle programs, customer retention initiatives, service and parts marketing, and event marketing through targeted email campaigns.
• Develop audience segmentation strategies to improve engagement, personalization, and campaign effectiveness.
• Monitor campaign performance and recommend improvements based on results.

Marketing Operations & Automation

• Manage marketing automation platforms, customer communication workflows, and audience segmentation strategies across ATW brands and business units.
• Maintain marketing database integrity and leverage customer, dealer, and prospect data to improve targeting, engagement, and business performance.
• Develop scalable communication programs that support customer acquisition, retention, dealer engagement, and parts growth initiatives.

Marketing Analytics & Reporting

• Develop and maintain marketing performance dashboards across Trailer World, ATW's OEM brands, and the Parts & Accessories business.
• Track and report key performance indicators including leads, conversions, email engagement, campaign effectiveness, and other marketing performance metrics.
• Provide recurring performance reporting, executive summaries, and actionable insights to marketing leadership and business stakeholders.
• Partner with internal teams and external agencies to ensure accurate measurement, reporting consistency, and visibility into marketing performance.

Cross-Functional Collaboration

• Partner with brand marketing, retail marketing, parts leadership, sales, and agency partners to ensure marketing activities are measured, reported, and optimized.
• Support SEO and SEM performance analysis through collaboration with agency partners and internal stakeholders.
• Promote reporting consistency, campaign measurement, and data-driven decision making through collaboration with internal teams and external agencies.

What Success Looks Like

• Email marketing engagement and conversion performance.
• Quality, accuracy, and timeliness of marketing reporting.
• Growth and effectiveness of marketing automation programs.
• Adoption and utilization of marketing dashboards and performance insights by business stakeholders.
• Improved visibility into marketing performance, customer retention, and repeat purchase behavior across Trailer World, ATW's OEM brands, and the Parts & Accessories business.
• Marketing contribution to lead generation, customer engagement, and business growth.

Required Skills & Experience

• Bachelor's degree in Marketing, Business, Analytics, Communications, or related field.
• 3-7 years of experience in digital marketing, marketing operations, email marketing, or marketing analytics.
• Advanced proficiency in Excel and experience with data visualization platforms such as Looker Studio, Power BI, Tableau, or similar tools.
• Experience with email marketing and marketing automation platforms.
• Strong analytical skills and experience building dashboards and performance reports.
• Familiarity with Google Analytics, CRM platforms, and marketing reporting tools.
• Understanding of digital marketing performance metrics and customer engagement strategies.
• Strong project management and communication skills.