Director of Digital Marketing
Baudville Brands, Grand Rapids, MI, United States
Are you a digital marketing expert with a passion for driving online success? We are seeking an experienced and visionary Director of Digital Marketing to lead and execute our digital marketing strategy. The ideal candidate will be a data-driven marketer with a proven track record in driving online growth, engagement, and conversions. In this dynamic role, you will be responsible for developing and managing comprehensive digital marketing strategies that align with our business goals and elevate our brand's online presence. If you’re ready to take our digital efforts to the next level, we want to hear from you!
CORE RESPONSIBILITIES:
Strategic Digital Planning : Develop and execute a cutting-edge digital marketing strategy to drive brand awareness, customer acquisition, and revenue growth through digital channels that is complementary to our print marketing efforts and product positioning strategies.
Performance Marketing : Manage and optimize performance marketing campaigns (PPC, display, retargeting) to maximize ROI and achieve KPIs.
SEO & SEM : Lead SEO and SEM strategies to improve organic search rankings and increase website traffic. Implement best practices and stay updated on algorithm changes.
UX & Conversion Optimization : Collaborate with the web development resources to ensure optimal user experience on digital platforms. Implement ongoing A/B testing and CRO techniques to enhance conversion rates.
Website Management : Create, update, and maintain a best-in-breed Shopify website that is engaging and exciting for users, ensuring it reflects our brand and meets the highest standards of usability and design.
Vendor Management : Manage relationships with digital vendors, leading calls, holding them accountable, and ensuring they provide the attention and support our accounts require.
Content Marketing : Oversee content marketing strategies, including blog posts, videos, infographics, and other digital content that drives engagement, keyword ranking and ultimately online conversions.
Social Media Strategy : Develop and execute a social media strategy across major platforms with prioritization on LinkedIn and focusing on audience growth, education, engagement, and brand loyalty.
Email Marketing : Design and implement email marketing campaigns that nurture leads, retain customers, and drive conversions. Utilize automation tools to streamline processes. Build out customer journey series by customer type that builds relationships and loyalty with our customer base.
Analytics & Reporting : Use advanced analytics tools (Google Analytics, Google Tag Manager, PowerBI, etc.) to measure and report on the performance of all digital marketing activities. Provide actionable insights and recommendations to the Baudville Leadership Team and be able to present performance to senior leadership and company-wide.
Budget Management : Efficiently manage the digital marketing budget, ensuring cost-effective allocation of resources to maximize return on investment.
Technology & Tools : Stay abreast of emerging digital marketing tools and technologies. Recommend and implement new tools to improve marketing efficiency and effectiveness.
Team Leadership : Lead, mentor, and develop a team of digital marketing professionals. Foster a culture of creativity, data-driven decision-making, and continuous improvement.
BRAND LEADERSHIP:
Contribute to the strategic vision and growth of the brand.
Collaborate with other department leaders to establish unity, connection, alignment, and support among the various teams and departments.
Participate in daily huddles, monthly deep dives, and quarterly strategy meetings.
Represent the voice of the customer, competitive landscape, and industry trends in brand management conversations.
Become an expert in one’s knowledge of Baudville’s product and service offerings.
Maintain a high-level of professionalism in daily interactions with customers, co-workers, superiors, team members and vendors/partners.
KEY MEASURES OF SUCCESS:
Website Revenue
- Increase website revenue by enhancing user experience, optimizing sales funnels and implementing effective digital marketing campaigns.
Return on Ad Spend - Maximize ROAS to ensure our marketing budget is being used effectively and driving profitable growth.
Conversion Rate - Continuously improve CR through proper management of paid advertising, AB testing, UX optimization and targeted marketing campaigns
Lead Generation - Improvement in leads generated per month across all applicable categories online
Customer Acquisition Cost - Reduce CAC over time by optimizing marketing strategies and improving conversion
Organic Search Traffic
Engagement Rate on Social Media : Boost social media engagement rates by creating and sharing high-quality content (including video) that resonates with our target audience
REQUIREMENTS:
Education
Bachelor's degree in Marketing, Digital Marketing, Business, or a related field. Relevant certifications (e.g., Google Analytics, HubSpot, etc.) is a plus.
Experience
Minimum of 7+ years of experience in digital marketing, with at least 3 years in a leadership role.
Physical
Demands
Requires attentiveness and computer operation for prolonged periods. Regular on-site presence.
Confidentiality
Must be able to work with confidential records in a professional manner.
Initiative
Must be a self-starter and driven individual. Must be able to make independent decisions quickly and handle a heavy workload at times. Must take complete ownership for one’s results and effectiveness.
Skills/Abilities
Demonstrated success in managing and executing digital marketing campaigns across multiple channels.
Expertise in SEO, SEM, PPC, social media, email marketing, content marketing, and conversion rate optimization.
Proficiency with digital marketing tools and platforms (Shopify, Google Analytics, AdWords, HubSpot, Okendo, etc.).
Strong analytical skills with the ability to interpret data and make data-driven decisions.
Excellent leadership, communication, and interpersonal skills.
Ability to thrive in a fast-paced, dynamic environment and adapt to changing priorities.
Creative mindset with the ability to innovate and implement new digital marketing strategies.
Interpersonal
Communications
Must have a professional and helpful manner. Must have excellent written and verbal communication skills. Must be able to interact with various people at all levels of an organization. Possess the ability to communicate clearly and concisely and graciously deal with all types of customers. Must be able to work harmoniously and effectively with others.
Supervision
The position is responsible for leading, directing, and evaluating the work of others.
West Michigan’s 101 Best and Brightest Companies to work for 13 times
National Best & Brightest winner for 9 consecutive years
101 Best & Brightest in Wellness winner 9 times
Performance-based compensation commensurate with experience including annual salary and discretionary bonus
Stability of a privately held, employee focused business with 38+ years of rich and diverse history
Medical, Dental, Vision, Life, Long-Term Disability, and Short-Term Disability
Company sponsored 401K with 100% vested match
Tuition Reimbursement
Peer group of proven winners – ready to embrace the same and grow our successful business to new levels.
At Baudville Brands, we offer a challenging but rewarding work environment where employees respect and recognize each other. We are dedicated to workforce diversity and a drug- and smoke-free workplace. Baudville Brands is an Equal Opportunity Employer and does not discriminate on the basis of age, gender, race, religion, color, national origin, marital status, genetic information, height, weight, sexual orientation, gender identity, veteran status, disability or any other protected characteristic. We welcome people of all abilities and want to ensure that our hiring and interview process meets the needs of all applicants. If you require a reasonable accommodation to make your application or interview process a great one, please let us know.