Sr. Marketing Manager- Paid Media

Job Summary:

The role of the Sr. Marketing Manager – Paid Media will serve as the lead for the US and North American markets, while helping to drive the market's growth strategy across our performance marketing channels, including paid search and shopping, affiliate marketing, customer & influencer referrals, paid social, display, and video advertising, to drive sales, revenue, new customer acquisition, and eCommerce app user acquisition. The ideal candidate will be data-driven, analytical, and have deep experience driving growth for enterprise e-commerce companies.

Job Expectations:

• Partner with marketing and cross-functional teams on US and North American market's growth levers: marketing strategy, new customer acquisition and retention strategies, sales channel assessment, payment options, compliance, shipping and logistics, pricing, product promotion, etc.
• Own the forecast for the US market and North American markets, across key inputs such as sales, new customers, and marketing investment.
• Develop and manage the market's marketing budget, in partnership with the global marketing team
• Monitor and optimize all key KPIs across sales, discount %, new customer acquisition, conversion rate, CAC, LTV, retention rate, customer churn, profit, etc.
• Lead promotional strategy for the US and North American market and work with cross-functional promotions and content teams to implement promotions and creative assets.
• Manage existing marketing partner relationships and research and develop new partnership opportunities
• Ensure timely and accurate brand messages are consistent throughout all channels.
• Leverage existing paid channel partner relationships to drive insights and optimization, and research and develop new paid channel partnership opportunities
• Partner with our agencies to execute marketing strategy and drive scale and efficiency
• Provide market analysis, research competitor landscape, and analyze marketing campaign performance in order to propose actionable insights and recommend new opportunities for growth and optimization.
• Develop a deep understanding of what resonates with customers and adjust marketing strategy, tactics and communications appropriately.
• Develop and manage the execution of marketing campaigns for the US and North American market, across various marketing channels (paid search, shopping, display, social media, affiliates, influencers, partnerships, rewards, etc.) to drive new customer acquisition, sales, and revenue
• Plan and manage large scale campaigns working within the native tools on each platform (e.g., Google and Bing Search and Shopping, Facebook, Instagram, Twitter, DBM, YouTube, Snapchat, Apple Search Ads, TikTok, etc.) to execute and optimize campaigns.
• Partner with our business insights, product, and engineering teams to develop/improve daily, weekly, monthly reporting, in order to provide the data and insights required for teams to scale our marketing campaigns/programs efficiently.
• Optimize performance marketing campaigns to meet and/or exceed iHerb's goals through channel-specific levers, including but not limited to: copy changes, keyword research & analysis, bid adjustments & automation, affiliate CPA changes, budget allocation, a/b testing, placement testing, product feed optimization, etc..
• Collaborate with creative resources to develop creative assets necessary to achieve goals.
• Collaborate with Earned and influencer Media teams to run paid social strategies alongside organic social strategies and content.
• Ensure overall cost per acquisition (CPA) and ROAS is within targets, and continuously drive customer acquisition at scale.
• Maintain all relevant certifications such as Google Adwords Certified Professional

Knowledge, Skills and Abilities:

• Understanding of various growth levers across marketing, customer acquisition and retention, sales channel assessment, conversion optimization, payment options, compliance, shipping and logistics, pricing, product promotion, etc.
• Understanding of performance marketing strategies, tactics and processes.
• Strong understanding of the relationship between marketing channels and business objectives
• Proven track record of working at the strategic and tactical level to develop and execute innovative performance marketing campaigns
• Extensive knowledge of the paid search, affiliate, paid social and display landscape, including optimization techniques and strategies, bidding models, and ad units across a variety of platforms (Google Search, Facebook, Twitter, Instagram, YouTube, Snapchat, etc.)
• Experience using Facebook Ads Manager, Twitter Ads dashboard, Google Adwords and other major media buying platforms.
• Deep understanding of customer analytics, incrementality, and attribution: CPA, ROAS, LTV, churn, etc.
• Comfortable performing in a fast moving, performance-driven environment.
• Strong verbal and written communication skills
• Self-directed and demonstrates tact, diplomacy and a clear, courteous and professional manner when dealing with internal departments and external partners
• Experience communicating and presenting to senior leadership on a regular basis
• Must demonstrate effective oral communication skills and the ability to work cooperatively with teams inside and outside of the department

Equipment Knowledge:

• G-Suite and/or Microsoft Office Suite
• Knowledge of Google Ads, Facebook, and other ad platforms.
• Experience with Partnerize, Impact, or other affiliate marketing platforms
• Hands-on experience with and intermediate to advanced knowledge of paid search management platforms, product feed management platforms and/or tag management technology
• Knowledge of Asana or other task management platforms is a plus.
• Intermediate to advanced knowledge of analytics platforms, especially Google Analytics
• Experience with AppsFlyer a plus
• Intermediate knowledge with Excel including knowledge of pivot tables and intermediate formulas

Experience Requirements:

• 6-7+ years of experience in paid search, shopping, affiliate, customer & influencer referrals, paid social, display and video marketing, preferably in a mid-to-large scale e-commerce B2C company or with an advertising agency managing similar size campaigns.
• 4+ years managing an 8-figure marketing budget and performing monthly re-forecasts and media allocation changes in partnership with finance
• 3-4+ years experience with all aspects impacting a market's growth across marketing strategy, new customer acquisition and retention, sales channel assessment, payment options, compliance, shipping and logistics, pricing, product promotion, etc.
• Experience driving campaigns from concept through to execution and performing post-campaign analysis
• Experience with Google Search and Shopping, Facebook Ads, Google Display Network, programmatic display advertising, and video advertising on YouTube.

Education Requirements:

A bachelor's degree in marketing, advertising, statistics, or other related field.

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