Website Marketing Manager

Job Description

Summary of Position (Job Purpose)

Major purpose and functions of the position.

This role is responsible for leading the planning, execution, analysis, and optimization of Family Dollar’s website and app to drive engagement and conversion. By translating merchandising strategies and brand campaigns into compelling digital experiences, the Manager will ensure the Family Dollar digital ecosystem delivers a best-in-class user experience that fuels sales and in-store traffic.

The Manager will provide strategic direction and leadership across omnichannel programs, personalization initiatives, and A / B testing to deepen customer engagement, generate incremental sales, and continually enhance the customer journey.

Family Dollar’s website and app are critical drivers of store traffic and sales. This position will be accountable for optimizing access to product information, seasonal offerings, and engaging content, focusing on high-impact areas such as the homepage, category landing pages, product detail pages, shopping cart, and checkout to improve usability and conversion.

In this role, the Manager will collaborate closely with merchandise, marketing channel partners (including paid media, addressable, and creative teams), and IT to align on omni-channel strategies and ensure timely, high-quality campaign execution. The role will also engage with external partners to evaluate and implement enhancements, personalization opportunities, and emerging trends that create competitive advantage.

A data-driven leader, the Manager will leverage insights to guide strategy, set priorities, and empower the team to deliver measurable results. They will balance strategic vision with operational excellence, directing day-to-day execution, fostering a culture of testing and learning, and ensuring continuous optimization in support of Family Dollar’s business goals.

Principal Duties and Responsibilities

Primary responsibilities listed in order of importance

Own and drive the overall website and app marketing strategy to achieve key KPIs such as revenue, conversion, revenue per visitor, bounce rate, and return rate.

Prioritize and manage schedules that balance strategic initiatives with intake requests from cross-functional stakeholders.

Oversee the planning of website and app marketing content to ensure alignment with department calendars and go-to-market strategies.

Maintain and communicate the website / app calendar, ensuring visibility and alignment across teams.

Lead the end-to-end process of content development, from conceptualization through deployment and analysis, by guiding collaboration with merchants, designers, copywriters, and web developers.

Ensure accurate execution of content testing, scheduling, and deployment by setting standards, processes, and quality controls.

Direct and optimize A / B testing and personalization strategies, leveraging tools and insights to maximize performance against KPIs.

Partner with IT to prioritize new functionality and enhancements that improve customer experience and support business goals.

Integrate website and app strategies into omni-channel campaigns in collaboration with marketing teams, while supporting monetization opportunities across digital platforms.

Oversee performance analysis and reporting, leveraging insights to refine strategies and inform future planning.

Stay ahead of industry trends by monitoring best practices, emerging technologies, and competitive benchmarks, and proactively recommend innovations to drive channel growth.

Minimum Requirements / Qualifications

Summary of knowledge, experience and education required.

Bachelor’s degree required; MBA or advanced degree preferred.

6+ years of progressive experience in digital marketing, with at least 2+ years in a leadership or management role.

Demonstrated ability to develop and execute digital content strategies that drive measurable business results.

Strong leadership skills with the ability to guide, mentor, and inspire a team while fostering cross-functional collaboration.

Excellent written and verbal communication skills, with the ability to influence and present to senior leadership.

Proven experience with content management systems (CMS) and customer relationship management (CRM) platforms.

Expertise in analyzing website and app performance data using tools such as Google Analytics, with the ability to translate insights into actionable strategies.

Strong analytical and strategic thinking skills, with a track record of using data to inform decisions and optimize performance.

Skilled in managing multiple projects with competing deadlines in a fast-paced environment, maintaining attention to detail and urgency.

Familiarity with A / B testing and personalization strategies; experience leading teams in their execution is a plus.

Proficiency with Microsoft Office (Excel, Word, PowerPoint, Outlook) and working knowledge of Adobe Creative Suite (Photoshop, InDesign, etc.).