Position Overview
The performance marketing manager is accountable for driving ecommerce business growth through paid search, paid social and email/SMS marketing. The manager will plan, execute and optimize all performance marketing tactics and budgets, at monthly/weekly/daily levels, in order to exceed e-retail commercial targets.
He/She will lead directly the media agency’s paid search and paid social teams: define the optimal mix of platform and tactics, ensure operational excellence in execution, measure weekly and daily performance to optimize spend mix, and drive the testing & innovation pipeline.
The performance marketing manager is also in charge of establishing, executing and optimizing the email and sms marketing plans including content and audience targeting strategy.
We are looking for an energetic leader who is extremely data-driven and thrives in fast-pace, high-performance culture.
1 direct report, and manage directly agency team of 5-8 FTEs. Reports to the Director of E-Retail Growth Digital & Omnichannel, Americas team.
Key Accountabilities
Manage paid search and lower funnel paid social to drive e-retail growth and client acquisition
- Define program strategy and monthly budgets to achieve commercial targets as well as client acquisition goals.
- Partner with agency to define tactics mix and set specific KPIs for each tactic to achieve the goals
- Manage weekly & daily performance and optimizations, directly leading the media agency team
- Prioritize and implement testing pipeline to improve effectiveness and overall performance
- Manage day-to-day communications and relationship with the media agency, as well as with the key partners: Google, Meta, Snapchat, Tiktok
- Scope includes: paid search, paid social conversion tactics and dynamic product ads
Manage the email and SMS marketing program to drive client engagement and revenue
- Determine the regional email and SMS strategy to achieve commercial goals, as well as improve the client experience making it more relevant and personal
- Establish the calendar of email/SMS including content and target audiences
- Review and approve global email/SMS layouts, brief regional-specific needs
- Track and analyze performance, identify insights on content and audience performance to inform optimizations
- Drive an innovation and testing pipeline, to improve revenue effectiveness and drive more relevance and personalization for the clients
Generate competitive insights and stay on top of digital trends & innovations to pilot first-to-market opportunities
- Gather insights from search and social volume and trends to inform performance marketing strategy but also Americas broader strategy. Identify potential whitespaces and opportunities, as well as competitive threats
- Stay on top of digital trends and innovation. Identify new performance marketing features, channels & functionalities, in partnership with agency, Google, Meta, Tiktok, etc. Prioritize them based on potential impact x feasibility to establish a roadmap of innovative pilot for Tiffany&Co. Lead the implementation and learnings
Requirements
- 5 years+ of performance marketing experience, with experience directly managing performance marketing P&L: budget, tactics mix, measurement.
- Paid search experience required, Paid social experience preferred.
- CRM (Email marketing) experience required, including client segmentation and targeting strategies.
- Strong analytical background. Looking for a data-enthusiast who understands the nuances and challenges of media measurement and will drive effectiveness of the program through constant data insights. Proficiency with SA360, Google Analytics and/or Adobe Analytics.
- Team management experience
- Strong communications and stakeholder management skills
The hiring range for this position ranges from $138,000 - 166,320. The rate of pay offered will be dependent upon candidates’ relevant skills and experience.
