About the position
The Marketing Manager, Consumer Segments is a key strategic leader responsible for driving all D2C marketing initiatives across our consumer business segments. This role focuses on developing and executing strategies to attract, nurture, retain, and grow our consumer base while maximizing revenue opportunities. To succeed, the Marketing Manager must have a deep understanding of our target customers and how our products enhance their lives. They will lead a team of direct reports and collaborate closely with the Director of eCommerce Revenue and Creative Director, along with their respective teams, to ensure seamless execution of marketing initiatives. This role reports to the VP of Marketing and plays a critical role in shaping the success of our consumer business. This position is onsite, Monday - Friday.
Responsibilities
- Work closely with the VP of Marketing to develop and execute a strategic consumer marketing plan that drives growth across all customer segments.
- Manage a team including a Copywriter/Email Marketer, Social Media & Community Manager, and Affiliate Manager to execute marketing strategies effectively.
- Craft and lead integrated D2C marketing campaigns across key digital channels to drive revenue growth and reinforce our core competitive strengths.
- Develop a seasonally relevant promotion calendar with compelling offers and messaging to engage customers and maximize conversions.
- Drive significant consumer web revenue growth across our segmented eCommerce platforms.
- Measure marketing effectiveness by establishing key metrics, generating reports, and presenting insights to the leadership team.
- Collaborate cross-functionally to leverage email, web, paid advertising, and other digital channels for optimal marketing impact.
- Partner with the Culinary Editor to develop a content strategy for the ThermoWorks blog that drives top- and mid-funnel traffic and supports overall customer acquisition goals.
- Ensure all campaigns, content, and targeting align with our audience insights to achieve the best possible results.
- Clearly communicate our competitive advantages across different consumer business segments.
- Gain a deep understanding of individual product segments, including competitive positioning and unique selling propositions (USP).
- Provide detailed reporting and insights on campaign performance and lead attribution.
- Drive new product adoption in key consumer segments through email campaigns, strategic prospecting, and press coverage.
- Lead initiatives to significantly grow new customer acquisition and revenue.
- Perform other duties as assigned.
Requirements
- Minimum of 7+ years of leadership experience in D2C Marketing or role with similar responsibilities.
- Proven track record of direct to business success in lead generation, ecommerce for commercial product sales, and revenue growth.
- Deep understanding of demand generation tactics and lead generation tactics within consumer segments.
- Demonstrated ability to master a consumer market segment and to successfully promote a product line in that environment.
- Strategic mentality including the ability to see and communicate the big picture in a way that inspires your team and others.
- Excellent verbal and written communication, and cross-functional skills to collaborate with Marketing, Sales and other teams.
- Data-driven decision maker.
