Sr. Manager Performance Marketing

Date:  Nov 22, 2022
Location: 

Palatine, IL, US, 60067

At Weber, grilling is a passion that’s reflected in everything we do. Our goal is to share this passion and spark inspiration with the people who matter most – our grilling community. Weber has been the world’s premiere manufacturer of charcoal and gas grills and accessories since 1952. If you have the desire to work for a company that is recognized for exceptional quality products and high customer satisfaction, employment with Weber may be right for you. We provide a friendly working atmosphere with an environment of growth and opportunity through innovation, pride, and excellence.

 

Weber is committed to inclusive, equitable and diverse Hiring practices. Our goal is to create a workforce which resembles the diverse rich communities we live, play, and support every day. 

 

Discover What’s Possible with a career, at Weber.

 

Summary:

Reporting to the Vice President – Americas Marketing & DTC, this role will partner with the team to develop and execute a performance marketing plan for the US business, inclusive of paid media and affiliate marketing activities. Proven experience working with internal and external teams and agencies to deliver against an insightful, well-coordinated integrated marketing plan is essential to being successful in this role. The person in this role should be prepared to flex both their creative and analytical muscles in the following areas:

  • Media Strategy: Partner with VP and marketing channel owners to understand financial and brand development goals at the company, category and strategic product level; identify existing and new online and offline channels to help meet and exceed company goals, exceed customer and consumer expectations, and stand out among competitors.

  • Channel Planning: Work with internal and agency partners to understand and interpret campaign creative across the consumer journey; ensure always-on, holiday, and peak season investments are planned with consideration of the full-funnel experience across online and offline channels.

  • Execution and Optimization: Ensure creative and media teams are coordinated to deliver awareness, consideration, engagement and purchase driving placements that support campaign and other media strategy investments; partner with agencies and internal resources to drive thoughtful, responsive optimization of placements as results and insights emerge.

 

Primary Responsibilities:

  • Paid Media Strategy and Planning 

    • Partner with US media agency to translate marketing objectives into media objectives and actionable strategies using consumer, customer, channel and competitive insights

    • Manage the paid media plan and campaign-level executions to increase lead generation and achieve optimal ROAS; track quarterly investment priorities and cadence to achieve plan

    • Partner with VP  to establish and achieve CAC:LTV goals; oversee and track all performance marketing efforts including acquisition and retention KPIs

    • Regularly review product support plans to ensure adherence to both global imperatives and US-centric brand objectives

    • Connect all available touchpoints across the customer journey at retail with key insights including shopper missions, motivations, and brand/product attributes to help influence behavior and drive demand

    • Be the key company resource in the digital paid media space demonstrating knowledge and understanding of marketplace trends, new technologies/vendors, and partnership opportunities through regular updates

  • Paid Media Execution and Optimization

    • Lead campaign launches, optimization, and reporting inclusive of guiding paid media agency on campaign setup, audience targeting, and budget management

    • Lead day-to-day media plan oversight and optimization to ensure targets are being met and refinement opportunities are communicated back to teams to hone audience, copy, creative and channel efforts

    • Partner with internal analytics and marketing teams and external agency partners to identify A/B and multivariate testing opportunities, analyze data, and inform funnel optimizations

    • Own brand financial document - includes flowchart, campaign execution and overall budget monitoring. Work closely with media agency to ensure financials are clear, accurate, and shared with leadership on a monthly basis.

    • Work through automation, tagging, and data integrity issues with cross functional partners in Product, IT, and Analytics as needed

  • Retailer Media Planning and Execution

    • Ensure e-tailer digital media plans are conceived and considered with an omni-channel mindset; identify opportunities to amplify efforts through integrated marketing including digital (online, in-app), influencer, and ecommerce integrations

    • Over time, manage retailer media plans, execution, and reporting in partnership with channel marketing and e-commerce leads.  Current model would be to co-lead these efforts with Sales and Retailer Marketing teams.

    • Collaborate with internal creative team to develop media to fit specific retailer initiatives and digital advertising materials

  • Affiliate Marketing

      • Build upon year 1 launch of the Affiliate Marketing strategy to significantly enhance program

      • Identify external partners necessary to deliver plan and manage these agency relationships over time

      • Expand both the breadth and quality of the company’s affiliate partners

      • Seek additional ways to accelerate Affiliate Marketing success, including optimization of overall consumer and affiliate experience, improved conversion rates and enhanced content

  • Organic Search

    • Co-lead priorities and efforts of organic search agency

    • Co-Lead SEO agency partnership to identify and work with cross functional partners to implement changes to site architecture, content, linking and other factors to improve SEO positions for target keywords

    • Evaluate organic search performance on an ongoing basis, identify appropriate levers, and determine key methodologies and reports to gain critical insight on SEO performance. Continue to build and evolve knowledge of organic search trends and best practices

 

Requirements:

  • At least 4+ years in direct, hands-on management in paid digital media (search, olv, display, social), either at an agency or in-house; experience with traditional marketing channels such as TV, radio, OOH is a plus

  • Experience managing relationships with media agencies and managing media budgets, juggling and adapting budgets in line with strategic/tactical changes

  • Experience managing towards brand & performance-oriented marketing goals, including digital marketing metrics such as CPC, CPM, CPA, LTV and ROAS

  • Have high familiarity with attribution and how to leverage it to track marketing efforts

  • Demonstrated understanding of integrated marketing and the role paid media plays in the overall marketing mix

  • Strong ability to present recommendations and make decisions around investment alternatives that mitigate risk and maximize return

  • Excellent project management skills; delivers results on time and on budget 

  • Demonstrates resourcefulness, accountability, initiative, and ability to work independently

  • Works well within a team and be prepared for a fast-paced and detail-oriented environment

  • Proficient at tools such as Google Adwords, Facebook Ad Manager, etc

 

Our Benefits:

  • Competitive Healthcare Benefits
  • Flexibility & Remote Work
  • 401(k) plans with company match
  • Flexible Spending Account (FSA)
  • Paid holidays
  • Maternity & Paternity leave
  • An unmatched employee discount
  • New hire grill credit
  • State-of-the-art Grill Academy located at Headquarters
  • Fitness Center at Headquarters
  • Tuition assistance

 

Weber-Stephen Products LLC is an equal opportunity employer and considers qualified applicants for employment without regard to race, color, creed, religion, national origin, sex, sexual orientation, gender identity and expression, age, disability, or Vietnam era, or other eligible veteran status, or any other protected factor.

 


Nearest Major Market: Chicago