• Conversion Director

    Job Locations 1 month ago(9/17/2018 4:13 PM)
    Requisition ID
    Posted Date
    32 Avenue of Americas
  • Overview


    We are seeking a data-driven Conversion Associate Director to support a high profile client in the Spirits vertical. This role will be an integral member of the client team, with lateral reporting to and in close collaboration with Programmatic, Ecommerce and SEM practices. Performance Marketing is an essential and growing part of the integrated marketing approach to our client’s business, with particularly emphasis on the areas of Ecommerce and Lead Generation.


    Job Description:

    The Conversion Associate Director will primarily be responsible for oversight of a newly formed role, focusing on the cross-platform development, activation, measurement and optimization of all performance marketing investments. This includes programs and experiments that focus on converting the eCommerce shopper into consumers/buyers of our client’s brands and products, and capturing leads. Secondarily, as a digital Shopper Marketing thought leader, this role will help advance our capabilities and thought leadership throughout the integrated client team.


    Specific responsibilities include:

    • Oversee the development of plan recommendations to drive conversion and loyalty for client brands, working in partnership with internal media team, brand teams, and retail partners.
    • Understanding of how to deploy data-driven strategies, including but not limited to the use of grocery chain purchase data for use in audience segmentation, to ultimately drive conversion
    • Proactive recommendation of optimizations and/or testing plans (e.g. new vendors, new targeting segments, new types of creative to test, new flighting strategy, test & learn agenda)
    • Develop and execute lead generation programs, working closely with internal integrated team as well as client CRM leads and agency CRM partners
    • Tactics typically include digital media (heavily skewed towards programmatic and social), email marketing, Ecommerce, lead generation, couponing, and potentially others.
    • Analyze, report, and improve effectiveness and efficiencies (ROI) of investments, including synthesis of actionable campaign insights,
    • Drive Performance media thought leadership:
      • Continually identify knowledge gaps in constantly evolving Ecommerce and data-driven marketing, develop experimentation plans focused on highest value opportunities, optimize and share best practices with internal and client teams
      • Ongoing competitive Landscape assessment – identifying where Ecommerce and lead gen space is evolving and new players entering the mix
      • Jointly with integrated team leads, help share knowledge and build relationships with key client contacts
    • Knowledge of tagging requirements and keen ability to troubleshoot to ensure optimal data insights are captured from client investments
    • Ultimate oversight for all day to day performance media budget and billing activity (pacing, Prisma management, draft billing, accuracy of budgets vs. strategy flowcharts)



    What You Will Need:
    Basic Qualifications:

    • Bachelor’s degree or higher
    • 5+ years of marketing experience on a consumer brand
    • Deep knowledge of ad serving platforms and online analytic solutions
    • Deep knowledge of DSP platforms, data vendors, particularly as part of constructing programmatic solutions, marketing, search, data driven marketing (CRM), ratings & reviews, & ecommerce
    • Working relationships with retail players such as Amazon, grocery chains, and niche spirits delivery services (Drizly, Minibar, ReserveBar)
    • Shopper Marketing experience at CPG, retailer or agency is a plus


    Knowledge – Skills – Abilities:

    • Goal-oriented individual who is motivated by specific KPIs
    • Entrepreneurial spirit, highly curious change-agent that is able to operate with a sense of urgency
    • Develops strong relationships with internal and external teams and high level of team collaboration
    • Effective communicator both written and verbal and persuasive storyteller
    • Ability to seek and use best knowledge in the areas of consumer and shopper insights, customer understanding, categories and brands, brand building, sales and finance.


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