Job Description

Do you have a passion for the outdoor industry and love being apart of a great team? This could be the right fit for you! 

We are seeking a highly motivated Digital Marketing Specialist to join our team. 

POSITION SUMMARY:  

The Digital Marketing Specialist is responsible for Exxel Outdoors’ online promotional and digital advertising campaigns. This individual will execute a strategy to improve the ROAS for each of these digital platforms, google, Facebook, Instagram, etc. 

This position will track and provide analysis through ad platform reporting, and Google Analytics to optimize and improve advertising campaigns daily. This role will also provide weekly, monthly, quarterly, and yearly reporting rollups for performance, including important metrics such as CTR, CPC, Impressions, Spend/Sales, ROAS, etc. 

The specialist will identify and execute ways to improve campaigns through new targeting, A/B testing of ads, campaign types, and pertinent approaches to enhance advertising.

This role should be constantly looking for opportunities to participate in new digital initiatives to achieve company goals. The primary goal is to exceed sales targets through site promotional tactics, user experience, product presentation, merchandising, analysis, and overall content management. 

ESSENTIAL DUTIES AND RESPONSIBILITIES 

• Plan and execute digital marketing efforts for google, Meta and other smaller platforms 
• Manage relationships with google executing our campaigns. Track performance and optimize where necessary to achieve ROAS goals.
• Facilitation of relationships with outside vendors who support our eCommerce business.
• Coordinate strategies with individual departments on digital brand promotions.
• Devising strategies to drive online traffic to the company website
• Profitability of advertising analysis for pro sites, websites, and others.
• Tracking conversion rates and making improvements to campaigns and DTC site experience where necessary. 
• Manage website content: collaborate with creative team to produce and deploy web banners/ads, product pages, create new collections and update pricing.
• Maximize online presence of key items to increase conversion rates, execute and report on website advertising A/B tests.
• Monitor inventory for purposes of advertising and sales events.
• Prepare ads for product launches with the sales and marketing teams.
• Utilize web analytics data to guide ongoing improvements to digital campaigns.
• Assist in Marketplace (Amazon, Walmart, etc.)
• Manage updates and coordinate marketing campaigns with department managers.
• Manages Photo and copywriting needs for advertising content, managing content assets.
• Track daily, report weekly, monthly, quarterly, and annual performance, including providing post-mortem analysis and key learnings from tests and promotions.
• Participate in new digital initiatives to achieve company goals.
• Solve a variety of complex problems in the absence of technical guidance or precedents.
• Comfortable delivering informal speeches, reports, and/or orientations before audiences and groups both internally and externally. 

QUALIFICATIONS/SKILLS

• 3+ years’ experience directly planning and executing digital campaigns on Google, Facebook and Instagram.
• BS/MS degree in Marketing, eCommerce, data management or a related field.
• Experience with PPC campaign models in Google, other platforms preferred. 
• Strong analytical background with Excel – including Pivot Tables, charts, etc.
• Experience with project management tools (Trello, Jira, etc.) 
• Proven working experience in digital marketing with a focus on eCommerce.
• Demonstrable experience leading and managing SEO/SEM, marketing database, social media and/or display advertising campaigns.
• Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform, and motivate.
• Experience in optimizing landing pages and user funnels.
• Experience with A/B and multivariate advertising experiments
• Solid knowledge of website and ad analytics tools (e.g., Google Analytics, BigCommerce, Facebook Ad Manager)
• Setting up and optimizing Facebook/Instagram campaigns
• Strong analytical skills and data-driven thinking
• Up to date with the latest trends and best practices in online marketing and measurement
• Experience in outdoor industry a plus.

BUDGET QUALIFICATIONS

Budgetary and financial responsibility affecting multiple departments. Companywide budgeting and financial responsibility. Must own the ad budget!

CERTFICATIONS (If applicable)

Google Adwords & Analytics 

PHYSICAL DEMANDS

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is regularly required to stand; walk; sit; use hands to finger, handle, or feel; reach with hands and arms; and talk or hear. The employee frequently is required to stoop, kneel, crouch, or crawl. The employee must occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus.

OTHER DUTIES AS ASSIGNED

This job description is an overview of the scope of responsibilities for this job and is not intended to be an inclusive list of job tasks and expectations. With the evolution of Exxel Outdoors, LLC, the responsibilities of this position may change. The job must be prepared to accept new responsibilities and transfer others. 

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.

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