PRIMARY FUNCTION:
The Senior Manager of Digital and Performance Marketing at Zippo Manufacturing Company/W.R. Case & Sons Cutlery will lead marketing initiatives across our portfolio of iconic American brands. This role owns the strategy, execution, and optimization of paid media (paid social, pay-per-click, and programmatic) along with email and SMS marketing and will be responsible for driving scalable customer acquisition and revenue growth, while also leveraging email as a high-impact owned channel for engagement and conversion. The role will oversee three staff and reports to the Vice President of Global Marketing.
The Senior Manager leads a high-impact function, and team, at the intersection of media, data, and creative—building a modern growth engine that balances brand storytelling with measurable performance outcomes.
PRIMARY DUTIES:
Leadership & Strategy
- Define and lead the overarching paid media and email marketing strategy
- Execute on Brand Team strategies for high impact organic content
- Manage and mentor a high-performing internal team and external agency partners
- Establish clear KPIs (CPA, ROAS, revenue contribution from email) and accountability frameworks
- Partner with leadership to align marketing investments with business growth goals
- Build annual roadmaps, including spending plan and revenue forecasting
Paid Media (Acquisition & Growth)
- Oversee strategy and execution across:
- Paid Social (Meta, TikTok, YouTube, LinkedIn etc.)
- PPC and Search (Google Ads, Performance Max)
- Programmatic and DSP
- Elevate internal capabilities for programmatic/DSP buying
- Drive full-funnel media planning, from awareness through conversion and remarketing
- Optimize budget allocation across channels to maximize incremental revenue and efficiency
- Implement rigorous testing frameworks (creative, audience, bidding strategies, landing pages)
- Identify and scale new customer acquisition opportunities and emerging platforms
Data, Analytics & Attribution
- Establish a unified measurement framework across digital channels with assistance from Business Intelligence group
- Lead attribution strategy, including multi-touch attribution and incrementality testing
- Build dashboards and reporting using established Business Intelligence platforms to provide clear visibility into performance and ROI
- Translate data into actionable insights that inform strategy, creative, and budget decisions
- Ensure accurate tracking (pixels, conversion APIs, tagging infrastructure)
Creative & Brand Integration
- Partner with creative and brand teams to develop high-performing, on-brand organic content
- Ensure consistency across paid and owned channels while optimizing for performance
- Guide creative testing strategies and improvement loops
- Balance performance marketing needs with the heritage and premium positioning of both brands
Technology & Innovation
- Advise on the tools in marketing technology stack with assistance of Marketing Operations group
- Stay ahead of industry trends in media buying, deliverability, automation, and AI-driven optimization
- Leverage first-party data strategies in response to evolving privacy regulations
- Identify opportunities to improve efficiency through tools, automation, and data integration
EDUCATION AND ADDITIONAL ELIGIBILITY QUALIFICATIONS:
- Bachelor’s in Marketing, Communications, Digital Media/Digital Marketing, Data Analytics, or Business Administration, or equivalent relevant experience required
- 4-8+ years of experience in performance marketing, including paid media and email marketing
- Demonstrated Proficiency with Microsoft Office Suite
- Knowledge of Microsoft AX and D365 operating system, Shopify, DOMO, and Monday.com systems preferred
- Proven leadership experience managing teams and external partners
- Deep expertise across paid social, PPC/search, and programmatic/DSP platforms, as well as email marketing platforms and campaign optimization
- Strong analytical mindset with experience in attribution, forecasting, and performance optimization
- Experience managing and scaling media budgets
- Demonstrated success driving efficient customer acquisition and email-driven revenue growth in an eCommerce or DTC environment
- Direct programmatic ad buying experience, utilizing platforms such as TradeDesk, Amazon DSP, StackAdapt, etc.
This is a salaried-exempt, full on-site role located in Bradford, PA.
Equal Opportunity EmployerThis employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.
Skills Required
- Bachelor's in Marketing, Communications, Digital Media, Data Analytics, or Business Administration or equivalent experience
- 4-8+ years of experience in performance marketing, including paid media and email marketing
- Demonstrated proficiency with Microsoft Office Suite
- Knowledge of Microsoft AX and D365 operating system, Shopify, DOMO, and Monday.com systems
- Proven leadership experience managing teams and external partners
- Deep expertise across paid social, PPC/search, and programmatic/DSP platforms, and email marketing platforms and campaign optimization
- Strong analytical mindset with experience in attribution, forecasting, and performance optimization
- Experience managing and scaling media budgets
- Demonstrated success driving efficient customer acquisition and email-driven revenue growth in an eCommerce or DTC environment
What We Do
Celebrating more than 85 years of business in Bradford, Pennsylvania, Zippo is one of the most recognized brands in the world, and has produced more than 600 million windproof lighters, each backed by an unparalleled lifetime guarantee. Born from Zippo’s legacy of fire, durability and reliability, Zippo offers a full line of products designed to enhance the outdoor experience. Zippo offers the performance consumers expect while establishing a new standard for quality that sets the brand apart in the marketplace. With products for flame, cooking and comfort, Zippo outdoor products are engineered to exceed and provides an outdoor experience that is unmistakably Zippo. In addition to the classic Zippo lighter, Zippo also markets candle lighters, utility lighters, men's apparel and accessories, and outdoor products. Zippo owns W.R. Case and Sons Cutlery Company and the Ronson U.S.A. brand in addition to Zippo U.K., Zippo Germany, Zippo SA, and Zippo Classic China. Zippo products are distributed in more than 160 countries.
