The Digital Marketing Specialist works with Marketing team and agency to develop long and short range marketing campaigns and promotions for Borsheims, Borsheims.com and its products. Devises the online marketing and advertising plan and campaigns and implements its production and trafficking. Ensures strategy is in line with company goals while also supporting traditional and social marketing efforts and e-commerce strategy. Responsible for evaluating new tactics to grow the customer file while maintaining and optimizing current channels including SEM, SEO, Display Ads, Shopping Feeds and Email. Evaluates success.
The ideal candidate should have:
Four-year college degree in Marketing
3 to 5 years’ experience with Digital Marketing
Strong quantitative and analytical skills across various search engines and platforms
Google Analytics experience required
Excellent communication, presentation and writing skills
Develops a comprehensive online marketing strategy that coincides with Borsheims’ strategic marketing plan, promotions calendar and E-commerce sales goals.
Develops and executes digital marketing programs and campaigns with targeted content for paid vehicles including display ads, digital audio, pre-roll ads, emails, paid social ads and site landing pages to drive revenue with existing customers and prospects.
Coordinates paid search engine marketing ads and monitor for optimization of keywords and budget. Executes A/B tests, collects and analyzes data, and identifies trends and insights in order to achieve maximum ROI in paid search campaigns.
Tracks, reports, and analyzes website analytics, PPC initiatives and campaigns on Google, Bing and Facebook.
Implements and coordinates the use of Google-based services including: Google AdWords – set up and run campaigns for select service branches and implement future campaigns; Google Analytics – manage service, generate monthly reports, manage goals, and track campaigns for special promotions; Google Search Console – monitor site’s performance and resolve issues with cross functional teams.
Develops and produces email content calendar of compelling, targeted, and integrated content that engages and supports all marketing communication and ecommerce efforts for segmented customer lists.
Manages relationships with email provider and works with them to build processes and workflows into email marketing efforts for lifecycle and targeted campaigns.
Monitors and provides reports and continual analysis of SEO efforts in cooperation with the Ecommerce team utilizing Conductor software.
Develops customer segments and produces audience specific messaging. Manages relationships with third party vendors to develop campaign assets and applicable costs associated with production.
Evaluates campaign effectiveness in terms of sales results and other advertising benefits derived from campaigns. Evaluates return on investment for campaigns and makes recommendations for future programs.
Assists with seeking local, regional, and national media vehicles for evaluation in meeting strategic and tactical goals, and assists in contract negotiations, ad scheduling and placement, and ongoing related vendor management.
Researches and makes recommendations for new tactics utilizing Conductor software, Google Analytics, CMO dashboard and sales reports.
Performs other related duties as requested by supervisory personnel.
Ability to work assigned schedule on a regular basis.
Ability to communicate with customers, co-workers, and business contacts in a courteous and professional manner.
Ability to see well enough to read small print, identify merchandise, read a computer screen and printout.
Ability to hear and speak well enough to converse with others in person, via telephone and paging system.
Ability to move about the store from department to department, get behind narrow counter areas, bend down or reach up into drawers/shelves.
Borsheims offers an excellent BENEFITS package that includes: