Digital Marketing & CRM Lead

Description

Position Summary

The Digital Marketing & CRM Lead is responsible for developing and implementing a data-driven digital marketing strategy that drives customer acquisition, engagement, retention, and revenue growth across eCommerce platforms. This role will oversee performance marketing tactics, including CRM, email marketing, paid search (PPC), affiliate marketing, and social media marketing, while also leading and executing promotional campaign, marketing calendar and website marketing initiatives.

The ideal candidate is a strategic thinker and hands-on executor who thrives in a fast-paced eCommerce environment, leveraging analytics and customer insights to optimize digital campaigns and improve return on investment (ROI).

Key Responsibilities

Marketing Strategy & Execution
? Develop and implement an integrated digital marketing strategy focused on customer acquisition, retention, and loyalty.
? Own and execute performance marketing tactics, including affiliate marketing, PPC, paid social, email marketing, and CRM strategies.
? Lead SEO strategy, including technical SEO, content optimization, and link-building initiatives, to improve organic search visibility and traffic.
? Plan, coordinate, and execute site, email, and social promotional campaigns, ensuring alignment with business goals.
? Lead landing page planning and project management to improve user experience and conversion rates.

Customer Acquisition & Performance Marketing
? Manage and optimize PPC campaigns across Google Ads, Meta (Facebook & Instagram), and other paid channels to maximize ROI.
? Oversee affiliate marketing programs, identifying and managing partnerships that drive incremental revenue.
? Develop and execute a lead generation strategy, working closely with external paid marketing agencies to optimize campaign performance.
? Continuously research and test new digital acquisition channels and emerging trends.

CRM, Retention & Email Marketing
? Develop and execute CRM strategies to drive engagement, repeat purchases, and customer lifetime value (LTV).
? Own email marketing strategy, including segmentation, testing, automation, and optimization within platforms like Klaviyo or similar ESPs.
? Leverage SMS and loyalty program marketing to enhance customer retention and lifetime value.

Website & Conversion Optimization
? Work closely with UX/UI and development teams to enhance eCommerce site content, banners, and promotional assets.
? Utilize A/B testing and analytics tools to optimize site experience and increase conversion rates.
? Ensure that site content, product descriptions, and landing pages align with digital campaigns and promotions.

Analytics, Reporting & Competitive Benchmarking
? Track and analyze marketing performance metrics, including organic search rankings, SEO traffic growth, CAC, ROAS, AOV, LTV, conversion rates, and customer retention.
? Provide data-driven insights and recommendations to optimize SEO, paid marketing and overall budget allocation and marketing effectiveness.
? Conduct competitive market analysis to benchmark performance and identify growth opportunities.

Qualifications & Requirements
? 5-8 years of experience in digital marketing strategy and execution across email marketing, CRM, PPC, and affiliate marketing.
? Hands-on experience with Google Analytics, Google Ads, Meta Ads, and Klaviyo (or similar ESPs).
? Strong knowledge of affiliate marketing, social media marketing, and paid digital advertising.
? Experience managing eCommerce platforms, preferably Magento or Shopify.
? Ability to analyze marketing performance data and translate insights into actionable strategies.
? Strong project management skills with the ability to manage multiple initiatives.

Preferred Qualifications
? Experience in fashion, retail, or consumer goods industries.
? Google Analytics certification is a plus.
? Experience with website content management, A/B testing, and conversion rate optimization.

Requirements

In addition to the above traits, candidates must have the following:
? US Work Authorization
? Ability to navigate stairs/stairwells to get to job location(s)
? Access to reliable transportation
? Ability to work with or near wool material and products
? Ability to work in environments that can become extremely hot/humid
? A passion to do things right is a MUST!

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