Digital Media Manager Job at Shelby American, Inc. in Green Bay

Remote position with occasional travel to headquarters in Green Bay, WI

Description

“We are on the hunt for a fearless, confident, and battle-tested digital advertising expert to help drive our already exploding brand presence to new heights. We need a digital wizard who can masterfully orchestrate campaigns across multiple platforms, from Amazon to TikTok, leveraging every tool, strategy, and resource available to ensure our flagship brand, Vital Essentials, continues to lead the pack and set the benchmark in the pet industry. This individual isn't just 'managing ads'; they're conducting a symphony of digital campaigns that will accelerate our growth.

With growth of 30% - 50% every year since our inception in 2012, we are on a mission to accomplish what many will say is impossible....3X+ revenue growth within 5 years and $1B+ valuation. Vital Essentials is one of the fastest growing global pet food brands and we are doubling down on those efforts.

The individual we are looking for is a strong Carnivore Cultural fit and has positively and profitably developed and executed successful multi-channel digital advertising strategies for at least 5 years. This individual is fueled by innovation, driven by data, passionate about pets, and hungry for a challenge.”

Didier Foley, Vice President, eCommerce & Digital Media

THE IDEAL CANDIDATE:

• You have a proven track record of managing successful digital advertising campaigns across multiple platforms including Amazon, Google, Meta, and emerging channels.
• You are a creative and strategic thinker with an ability to identify and capitalize on new opportunities for growth through digital advertising.
• You have strong analytical and problem-solving skills, with an ability to analyze campaign data, understand trends, and make data-driven decisions.
• You drive yourself harder than anyone else ever would or could.
• You prioritize better than all others and ALWAYS exceed role requirements.
• You put your manager in the position of being the highest performing executive in the industry.
• You are a pet owner and pet lover, and you openly exhibit your passion for pets.

KEY RESPONSIBILITIES:

Develop and execute comprehensive digital advertising strategies across multiple platforms:

• Amazon Advertising (Sponsored Products, Sponsored Brands, DSP)
• Chewy Advertising (Sponsored Products, Sponsored Brands)
• Google (Search, YouTube, Shopping)
• Meta (Facebook & Instagram)
• TikTok
• CTV and emerging platforms

Lead agency relationships and partnerships:

• Manage agency selection, onboarding, and ongoing performance
• Ensure alignment with brand goals and objectives
• Drive accountability for performance metrics and ROI

Budget Management and Performance:

• Manage multi-million-dollar advertising budgets across all channels
• Establish and track KPIs for each platform and campaign type
• Collaborate with agency partners to optimize campaign performance to achieve KPI targets
• Develop and maintain comprehensive reporting dashboards

Campaign Strategy and Execution:

• Create and implement cross-channel advertising strategies
• Develop creative briefs and collaborate with internal creative teams
• Optimize audience targeting and segmentation
• A/B test ad creative, copy, and targeting strategies

Analytics and Reporting:

• Implement and maintain tracking and attribution systems
• Analyze campaign performance and provide actionable insights
• Develop, in partnership with agency partners, methodologies for offline revenue measurement and attribution
• Create regular performance reports for senior management
• Identify trends and opportunities for improvement

Cross-functional Collaboration:

• Work closely with ecommerce team to align advertising with marketplace strategies and promotions
• Partner with brand team to ensure consistent messaging across all campaigns and platforms
• Support broader marketing initiatives as needed

SUCCESS FACTOR SNAPSHOT:

• First 30 days

• Develop an intimate understanding of our organization, mission, technologies, culture, team, products, and role expectations.
• Conduct a comprehensive audit of current digital advertising efforts across all platforms.
• Develop initial recommendations for high-level optimization and improvements.

• First 60 days

• Create detailed analysis of current campaign performance and ROAS across all channels.
• Establish relationships with platform representatives and agency partners.
• Develop recommendations to improve campaign strategies and account structures.

• First 90 days

• Begin implementing optimizations across all advertising channels.
• Review and improve upon standardized reporting and performance tracking systems.
• Create comprehensive cross-channel advertising strategy.

• First 120 days

• Demonstrate measurable improvements in advertising ROAS.
• Implement new testing protocols for creative and targeting.
• Launch campaigns on any new platforms identified as opportunities.

• Ongoing

• Maintain >30% YoY growth rate in advertising-driven revenue.
• Continuously optimize campaign performance across all channels.
• Stay current with platform updates and new advertising opportunities.

EXPERIENCE & QUALIFICATIONS:

• Bachelor’s degree in marketing, Digital Media, or related field from an accredited university or equivalent business experience.
• 5+ years of experience managing digital advertising campaigns across multiple platforms
• Proven track record of success across retail and performance media channels, including but not limited to Amazon Advertising, Google Ads, and Meta platforms
• Experience with Chewy Advertising is a plus
• Demonstrated expertise in managing and optimizing product data feeds across multiple platforms (Google Merchant Center, Meta, etc.)
• Experience managing agency relationships and large advertising budgets
• Strong analytical skills and proficiency with advertising platforms' native tools
• Experience with attribution modeling and analytics platforms, such as Google Analytics
• Agency experience preferred
• Experience in CPG or Pet industry strongly preferred
• Knowledge of tag management tools, such as Google Tag Manager, preferred
• Experience in Shopify or other online commerce platforms is a plus

BENEFITS:

• 4% 401k match, medical, dental, vision, voluntary life and pet insurance, 100% company-paid life insurance, 9 paid holidays (including 1 floating holiday to use as you choose), PTO, employee discounts on pet food and treats, tuition and wellness reimbursement, EAP.

REPORTING STRUCTURE:

• Reports to: Sr. Manager, eCommerce & Growth Marketing
• Peers: eCommerce Manager

LOCATION:

Fully remote position with occasional travel to headquarters in Green Bay, WI.