Associate Manager- Websites and Digital Marketing

Purpose Statement

The Associate Manager, Web & Digital Marketing supports the Digital Demand Creation team as part of the USA/Canada region’s Demand Creation Center of Excellence team with responsibility for the management of a subset of Rich’s web environments & digital platforms to drive traffic and increase online brand engagement. Our brands include, but are not limited to, Rich’s, Farm Rich, SeaPak, Morey’s, f’real, Christie Cookie Co., and more.

The Associate Manager will be charged with day-to-day maintenance, content and functionality of websites, digital platforms and integrations, with experience in ecommerce and online storefront management, and have ongoing collaboration with Information Technology (IT) teams and external web vendors. This person will be data driven, using web analytics to support strategic planning for content and campaigns, serving as the strategic lead for online content design, development, navigation, search engine optimization, analytics and accessibility

The ideal candidate would live near our worldheadquarters in Buffalo, NY and work a hybrid schedule but, will consider a remote candidite if outside Buffalo, NY. 

Key Accountabilities and Outcomes

Website Management & Optimization (60%)
Oversee Direct-to-Operator (D2O) and Direct-to-Consumer (D2C) web store operations including product and channel management, pricing, discount cods, and inventory
Collaborate with ecommerce teams to optimize digital shelf presence and ensure data/content performance across platforms
Manage US/C website upgrades across Rich’s domains and the advancement of new functionality to drive website performance, increase web traffic & visitors, and drive user engagement (learn more, buy now referrals, transactions, conversions, etc).
Deploy new content and perform ongoing maintenance and Quality Assurance of all published content and landing pages
Systematically conduct audits for product catalog data, images, product content, pricing, inventory, etc. on company websites. Ensure consistent site experiences
Support initiatives for lead generation and conversion funnels for both paid and organic campaigns
Conduct ongoing market analysis as it relates to digital competitiveness; identify strengths, weaknesses, opportunities to enhance/influence website and Digital Customer Experience (DCx) roadmaps. Demonstrate marketplace literacy, understanding of website data & metrics, and an appreciation for the art of SEO
Continually assess digital performance (including site traffic, conversion rates, engagement rates, site speed, and other key metrics) to optimize performance and deliver aligned success metrics, including ROI and website engagement. Build reports and presentations to communicate performance results and effectively present insights
Ensure compliance to current and impending digital marketing industry regulations (GDPR, CCPA, PIPIDA, DSAR, WCAG, etc.)
Collaborate with the Digital Demand Creation team, product category, customer marketing and global marketing to maintain consistent brand messaging and ensure content aligns style guide, voice, and quality across brands/channels owned by Rich Products
Measures performance of new functionality after release
Stay up-to-date with the latest web advancements, techniques and technologies
Marketing Measurement (20%)
Tracks and analyzes e-commerce KPIs such as conversion rate, average order value, and cart abandonment rate
Manages and reports web performance metrics to communicate demonstrable impact of the organization's websites on the business through regularly-scheduled & ad hoc business reviews
Manages and reports on brand & website satisfaction via a detailed analysis of website driven customer satisfaction surveys or ratings/reviews
Identifies data gaps due to either tagging inconsistencies or incomplete MarTech solutions. Partners with necessary stakeholders to close those
Supports data collection across Web, App and Consent/Privacy Landscape
Manages site usability along with engagement of digital marketing campaigns, and present actionable insights and recommendations based on data results and best practices.
Project Management & General Team Support (20%):
Manage development of website strategies and roadmap
Manage and partner with vendors/agencies and internal teams to understand content performance, optimization opportunities and insights, providing continuous feedback loop
Partner regularly with cross functional teams including product category, customer marketing, performance marketing & digital teams on Go-to-Market (GTM) strategies and campaigns that amplify the customer experience, drive traffic, and increase engagement
Maintain marketing budget and deliver results within budget parameters for web & digital initiatives
Provide back-up support to the Digital Customer Experience & Performance Marketing Teams, as needed
Participate in Agile product development work to advance Digital Demand Creation initiatives, as required

Knowledge, Skills, and Experience

• Bachelor’s degree in marketing, business or related field with 3-5 years of digital marketing experience
• Knowledge of digital marketing, including website development, management and tools (Content Management Systems) including Wordpress. Knowledge of CommerceTools or other ecommerce CMS systems a plus
• Expertise in digital analytics reporting, analysis, and attribution including tagging and analytics tools such as Google Analytics, Google Tag Manager, Google Data Studio, PowerBI, Tableau or other industry leading web-analytics & data analytics tools
• Demonstrated ability in being a fast learner and adapting to change. Ability to assimilate new software, procedures and techniques as they are constantly introduced in this environment.
• Exceptional project management skills and cross-functional team leadership required; ability to manage multiple projects simultaneously, and the ability to function in a fast-paced environment. Strong attention to detail.
• Strong understanding and applications of SEO, UTM & website accessibility standards
• Experience with SEO tools such as Google Analytics, Search Console, SEMrush, Conductor, etc.
• The ability to assume responsibility without direct supervision, exercise initiative and judgment, and make decisions within the scope of assigned authority is required.
• Ability to work independently and with others in a collaborative environment.
• Solid verbal and written communication skills.
• High proficiency in Microsoft Office Suite; Excel and PowerPoint required.
• Working experience with Adobe Creative Suite (InDesign & Photoshop), preferred.

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