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The Director of Digital Marketing will be responsible for developing and executing annual marketing plans that build the RecycleBank community and drive Member acquisition and retention efforts through all digital channels. In this role, the Director will be responsible for targeting and segmentation, offer and promotion development, and other acquisition and retention programs with the goal of growing the RecycleBank community and deepening Member engagement.
The candidate for the position must be ROI focused and highly skilled in direct to consumer marketing via online channels including search engine marketing, email marketing, affiliate relationships, partnership marketing, content integration programs and social media. They should also have a strong background in web metrics and the ability to use analytics to inform the overall digital marketing strategy.
This newly created role will report directly to the Chief Marketing Officer, and work closely with RecycleBank's Media and Sponsorship Sales, Business Development, and Rewards teams to drive customer acquisition and ongoing engagement designed to maximize site traffic, build engagement with the brand throughout the digital environment and drive sales demand.
ESSENTIAL FUNCTIONS:
• Ensure visitor and member acquisition targets are achieved while keeping cost per acquisition metrics within goals. Focus on overall site metrics and customer lifetime value.
• Manage the acquisition program: developing strategies and tactics to convert fans, newsletter subscribers and other prospects into customers.
• Develop and execute SEM program; maximize ROI across digital campaigns as well as Facebook and other social media; drive tactics to improve page rankings of site; natural traffic growth.
• Lead efforts to improve conversion funnel by developing testing programs to optimize conversion of all key site-landing environments.
• Help to identify, prospect and negotiate media buys and maintain strategic relationships with portals, advertising networks, online agencies, email-marketing providers, publishers and other contextually relevant websites and newsletter publishers to maximize profitable content distribution relationships.
• Lead and develop social media marketing strategies, campaigns and promotions to create awareness and drive customer acquisition that build and maintain dialogue with RecycleBank audiences to strengthen relationship between consumers and the brand.
• Conducts ongoing monitoring and analysis of all digital campaign performance.
• Work with the Media and Sponsorship Sales team to develop new partner opportunities
• Work with the marketing team to develop and execute integrated marketing plans
• Work closely with RecycleBank's CMO to provide leadership within the marketing team and establish a consumer focused, marketing oriented culture at RecycleBank.
KNOWLEDGE, SKILLS AND ABILITIES:
• Five years experience in online media is a MUST, with emphasis on performance-based marketing.
• Full understanding of digital products and online marketing including experience rapidly scaling a digitally centric business
• Proven results driving member acquisition and retention digitally
• Understanding of and prior utilization of viral and WOM strategies
• Innovative and creative thinking balanced with pragmatism
• Strong strategic marketing and analytics background and the ability to translate market and consumer insights into smart, strategic and executable plans.
• Highly resourceful and able to thrive in an entrepreneurial culture
• Collaborative
• An appreciation for and understanding of brand development
• Ability to influence, manage and motivate a multidisciplinary team
• Experience with Core Metrics preferred
• Interest in environmental and social responsibility
EDUCATION AND EXPERIENCE:
• 10 years of marketing experience, with a specific focus on online marketing
• Bachelor's Degree in Marketing, Math, or Statistics; MBA preferred | | | |
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