Summary of Position (Job Purpose) The position is responsible for planning, executing, analyzing, and optimizing websites and apps for Dollar Tree and Family Dollar and SEO to acquire new and retain existing customers.
The manager will play a key role in launching new omnichannel programs and A / B testing to drive deeper engagement, incremental e-commerce sales (Dollar Tree banner only) and enhance our customers’ experience while also supporting the Family Dollar’s Retail Media Network efforts and Smart Coupon loyalty program.
The Dollar Tree and Family Dollar websites and apps are vital resources for driving traffic into our stores, so optimizing their access to product information, seasonal offerings, engaging content, coupons, and so on will also be critical.
This includes heavily optimizing key sections of our websites and app (e.g., homepage, category landing pages, product detail pages, etc.
for user experience, driving revenue, and improving conversion and engagement rates.
The role works closely across marketing teams to plan omni-channel campaigns and align with our department calendar of events to support our company’s goals, programs, seasons, and campaigns.
In partnership with the product management team and external partners, they will deliver enhancements to our websites and app, sharing new / emerging trends / opportunities that will help drive our business & create a competitive advantage.
This person will use data to drive decisions that improve the customer experience and support business goals. They will combine strategic direction with hands-on tactical execution, testing, and learning to continually optimize results.
They will work to improve our organic rankings for both brands, yielding a strong ROAS, and report on results and insights by channel with extended team and leadership as needed.
- Principal Duties and Responsibilities
- Responsible for overall website and in-app marketing strategy to drive key KPIs such as revenue, conversion, engagement, bounce rate, return rate, and Smart Coupon redemptions.
- Develop schedules that balance strategic priorities with intake requests from various stakeholders.
- Deliver a clean digital experience that showcases brand, product and content and allows visitors to discover, shop and engage with our brands.
- Create A / B testing and personalization strategies for website and app for optimizing KPIs using our toolset.
- Work closely with product management team on new functionality and enhancements to improve user experience.
- Own SEO strategy and local SEO efforts, work closely with our content team on keyword opportunities, and also working closely with our SEO agencies / vendors and front / back-end developers to address technical SEO improvements.
- Collaborate across Marketing Department integrate website and app into omni-channel campaigns and support monetization program on both website and app.
- Provide leadership and supervision to website / app team. Create or improve workflows for website / app content production.
- Partner with and develop strong relationships with omni-channel partners, key stakeholders and business / initiative leaders across the enterprise to develop channel recommendations that support key customer, business and marketing goals and objectives.
- Ensure best practices are utilized / shared; act as an informal leader and mentor within website / app vertical
- Support the analysis of and reporting on website / app performance and / or campaign performance and behaviors and incorporate learnings into current and future planning.
- Share new / emerging omni-channel trends / opportunities that will help drive our business & create competitive advantage.
- Participate in design research to provide vision and guidance to our UX / UI and visual designers.
- Attract, retain and develop talent for the web marketing team.
Minimum Requirements / Qualifications
- BA / BS. MBA preferred.
- Experience : +6 years of relevant Digital Marketing experience, ideally in Retail and / or CPG or Agency.
- Strong leadership abilities, experience supporting and mentoring team members
- Proven analytical abilities with strategic thought processes and reporting skills
- Strong critical thinking skills and high sense of urgency
- Excellent communication skills at all levels of management
- Strong presentation skills with ability to gain alignment on recommendations
- Ability to learn digital platforms and / or new technology as implemented
- Proficiency in Google Analytics, and Google Adwords
- Proficiency in A / B testing and personalization strategies
- Technical Skills : Intermediate to advanced working knowledge of Microsoft Office desktop applications, inclusive of Excel, Word, PowerPoint and Outlook.
Desired Qualifications
- Preferred
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