DTC Marketing Manager

Purpose and Distinguishing Characteristics: 

Under the direction of E-Commerce and Sales leadership, the incumbent will lead the design, marketing and operational efforts that drive sales revenue across Orbit and Gardena online and 3rd party e-commerce assets and applications. The incumbent will focus on converting traffic to Direct to Consumer (DTC) Channels into sales and revenue. The incumbent is also responsible for the planning and execution of marketing campaigns in close collaboration with the Brand & Marketing team. In addition, the incumbent will be responsible for forecasting, catalog administration, and new product launches for Orbit and Gardena brands. These programs will include but not limited to: outreach through integrated sales and marketing campaigns, targeted social advertising, and email and SMS marketing. These efforts will capture and nurture leads targeting new and existing customers and drive sales to the Orbit and B-hyve brands. 

Essential Job Functions: 

• Responsible for achieving Orbit and Gardena brands direct to consumer (D2C) sales and revenue performance targets including: 

• Revenue 

• Conversion Rate 

• Customer Lifetime Value 

• Gross Profit Margin 

• Inventory Planning 

• Leads projects and initiatives related to store conversion, product mix, e-commerce, and shopping experience 

• Manages Orbit and Gardena’s Search Engine Optimization efforts, ensuring that our products and brands remain highly discoverable across all major search experiences 

• Monitors, analyzes and reports campaign performance with but not limited to impressions, clicks, web visitors, video views, collateral downloads, and leads 

• Develops and tracks web analytics to understand usage and effectiveness 

• Develops and manages marketing campaigns in conjunction with the Brand & Marketing team across all channels, including but not limited to email, social media, digital advertising, and SEO/SEM. 

Knowledge, Skills, and Abilities: 

• Strong depth of knowledge in the discipline of online commerce, from discoverability to shopping experience to repurchase strategies and customer retention 

• Proficient in understanding the online attribution model to track customer shopping relationship  

• Expert in Google Analytics and proficient in Facebook Ads, Google Ads, and other social platform advertising 

• Ability to define technical requirements for site, platform and technology projects, and lead direct and 3rd party teams through cross-functional projects 

• Capable of identifying key drivers of suboptimal site performance and defining efforts and requirements to drive site performance improvements 

• Capable of designing pages and navigation that are optimal for an e-commerce experience 

• Good organizational skills including ability to manage projects in an efficient and timely manner 

• Ability to work well with limited supervision and in a team environment 

• Ability to find, gather and collect information or data, evaluate information against a set of standards  

• Knowledge of principles, theories, and practices of digital marketing  

• Ability to observe, measure, and evaluate outcomes against goals and objectives and direct the development and implementation of solutions, and organizational changes  

• Ability to communicate and understand information and ideas clearly and concisely both verbally and in writing 

• Strong e-commerce skills, including the ability to drive engagement and purchase behavior 

• Expert proficiency in Shopify for a global brand with similar assortment volume and sales revenue 

• Understanding of basic HTML, CSS, and Liquid coding 

• Ability to work collaboratively with cross-functional teams including product management, warehouse management, brand marketing, CX, and quality engineering  

Requirements: 

• Delivers results with little supervision. A wide degree of creativity and latitude is required  

• Generally, 3-7 years of experience in related roles 

• Bachelor’s degree in business or a related field from an accredited university, or an equivalent combination of education and experience required 

• Preference will be given to individuals with knowledge of and experience writing in modern web programming languages 

Physical and Safety Requirements: 

• Sedentary: Typically, the associate may sit comfortably to perform the work; however, there may be some walking, standing, bending, carrying light items, driving an automobile, etc. Special physical demands are not required to perform the work. 

• Everyday Risks: Risks found in the typical office setting, which is adequately lighted, heated, and ventilated, e.g., safe use of office equipment, avoiding trips and falls, observing fire regulations, etc. 

• The physical demands described here are representative of those that must be met by an associate to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions. 

Other Duties: 

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.  

Employment at Will: