• eCommerce Marketing Manager

    Job Locations US-MA-Waltham
    Brand/Group
    eCommerce
    Job Function
    eCommerce
    Min. Exp.(Yrs)
    3
    Type
    Full Time
  • General Function

    Keds

    Founded in 1916, Keds® redefined footwear with the introduction of the Champion sneaker. The iconic design was one of the first options to provide women with accessible, fashionable footwear and ignited a style revolution. Over the past 100 years, Keds® have been worn by iconic women such as Audrey Hepburn, Katharine Hepburn, Marilyn Monroe, Jackie O and Yoko Ono. In 2015, Keds® introduced the Ladies First Since 1916 platform in over 80 global markets and launched a powerful new era in its history. 2016 marks the brand’s centennial year, celebrating 100 years of fashionable footwear and a passion for female empowerment. At Keds, we’re dedicated to our consumers and proud of our heritage. We are focused on pushing the brand forward in innovative and unexpected ways. We are seeking passionate people to join our collaborative team during a truly momentous year for the brand.

     

    The eCommerce Marketing Manager will work to drive qualified traffic to fuel revenue and growth for ecommerce websites and to acquire new customers for the business. 

    Primary Duties

    • Oversee SEO & SEM so key levers are applied and our paid element of brand traffic can be reduced as the owned element increases.
    • Grow and optimize affiliate marketing program.  Develop with the brand a lens & affiliate payout structure which will create multiple tiers of affiliates. Monitor execution compliance and optimize program through analysis and testing.
    • Optimally employ marketing budget across brands and tactics to drive qualified site traffic and acquire customers to build the business at an efficient customer acquisition cost.
    • Grow and optimize search engine marketing by setting strategic direction, clear KPIs, managing agency partner, managing budget, and performing in-depth analysis. 
    • Oversee testing in search campaigns to drive performance through ad copy and ad landing page optimizations.
    • Grow and optimize email marketing by identifying the appropriate segmentation and corresponding messaging strategy, implementing behavior-relevant automated messaging, planning interest-relevant messaging, guiding production of effective creative, optimizing messaging tactics through testing, and analyzing campaign results.
    • Work closely with copywriter & designer to ensure that the appropriate number of creative assets are developed, tested & the messaging is on-brand.
    • Manage Google Shopping campaigns through product feed optimizations along with product selections and targeting. 
    • Work closely with Google & other key partners to ensure we are getting access to innovative betas.
    • Optimize search engine marketing through device targeting to provide the best consumer experience regardless of device.
    • Execute conversion rate optimization for ecommerce sites to drive growth across digital marketing tactics.
    • Partner with global retail store teams across the organization to provide consultation on direct-to-consumer digital marketing and provide support in executing initiatives.
    • Grow brand awareness and drive qualified traffic via online display advertising.  Identify and negotiate appropriate placement, guide production of effective creative, and optimize program through analysis and testing.
    • Collaborate with brand partners on social campaign strategies and tactics as well lead execution to reach and engage new consumers (e.g. shoppable Pins on Pinterest).
    • Research and seek out additional digital marketing opportunities to build successful ROAS programs. 
    • Partner closely with CRM & Brand teams to ensure that the email database growth is a top KPI.
    • Performs duties consistent with the Company’s AAP/EEO goals and policies.
    • Performs other duties as required/assigned by manager.

    Knowledge, Skills and Abilities Required

    • Bachelor’s degree
    • 3+ years of digital or ecommerce marketing experience
    • Excellent analytical skills critical
    • Strong writing, communication and presentation skills to drive effective collaboration and influencing within a matrix organization
    • Strong technical knowledge relevant to typical ecommerce environment
    • Collaborative working style with creative & data teams
    • Strong attention to detail
    • Intense curiosity for the digital space & a personal user of social/blogs etc.
     

    WORKING CONDITIONS
    Normal office environment. Some travel required.


    The above statements are intended to describe the general nature and level of work being performed and are not intended to be an exhaustive list of all responsibilities, duties and skills which may be required.


    Committed to a diverse workforce, we are an Equal Opportunity Employer (Minorities/Women/Veterans/Disabled).

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