ECOMMERCE MARKETING MANAGER (Remote/Hybrid) (Marketing)
At Kent Pet Group (KPG) we like to say that Pets Make Us Better People, which is why we're passionate about our mission of making life more fulfilling through the pet-human bond. As we continue to proudly invest in future generations of innovators, KPG is looking for an eCommerce Marketing Manager! The primary goal of the eCcommerce Marketing Manager position is to deliver strong business performance by accelerating our business growth and drive brand penetration within the e-commerce channel, efficiently. In addition, this critical new role will partner with Brand Management, Category Management, Innovation, Sales, the E-Commerce Hub and cross functional teams to identify opportunities and execute initiatives to accelerate growth and strengthen our brands.
- This opportunity is eligible for remote work at the discretion of the hiring manager and applicant qualifications.
- This position requires the ability to travel to our Muscatine, Iowa headquarters in a single day.
PRIMARY DUTIES & RESPONSIBILITIES:
Strategy Setting and General Management
- Own the development of annual eComm strategy for Kent Pet Group, defining initiatives for key customers and brands.
- Recommend eComm budget allocation in order to deliver business objectives and strategy.
- Act as liaison between Kent Pet Group functional stakeholders (Sales, Mktg, etc) and the Central E-commerce Hub to align & drive strategic priorities, plans and executional excellence.
Assortment Prioritization
- Define brand/product portfolio for eComm customers to increase conversion (including exclusive offerings, cross-sells, bundling, etc).
- Monitor eComm SKU performance and re-assess priority SKUs in collaboration with Sales and Marketing.
- Advice price positioning and guardrails ( to drive volume, share and margin enhancement)
- Identify and drive eComm focused innovation (new products, adjacent categories, line extensions, and packaging) to drive sales growth and margin expectations.
Digital Shelf Content Development
- Define and deploy a best-in-class content strategy that strengthen our Brand Equities and product sales @ E-Com platforms (leveraging agencies, competitive benchmarks, etc).
- Develop, and continuously optimize brand and product content for eComm digital shelf in partnership with marketing team, E-Commerce Hub, and agencies.
- Define and track content KPI's, and content strategy (Assets, A+ content, etc) for key customers, to increase brand/product awareness, consideration, conversion and repeat.
Marketing/ Brand Development
- Collaborate with Marketing and Ad Agencies to maximize eComm (whole funnel) & off platform upper funnel initiatives integration and results (social, brand campaign initiatives).
- Lead the development of compelling content assets, and promotions to drive share of search, consideration, and conversion. Lead content testing and optimization with agency partners and the E-Commerce Hub.
- Brand steward on eComm platforms, ensuring our brands presence on e-tailers is according to brand strategies.
- Recommend allocation for eComm marketing budget by customer platform, brand and/or SKU; interface with E-Commerce Hub executing against lower funnel spend.
- Lead for marketing analytics including competitive tracking, POS (IRI/Nielsen) data analysis and ecommerce analytics. Make fact-based decisions and recommendations.
- Monitor eComm technology trends, evaluate business opportunities, recommend, and execute new initiatives.
- Leverage insights to develop, execute, and analyze retail marketing test and learn strategies as well as promotional plans.
- Coordinate and execute A/B testing on retail marketing, content, and promotional plans to make performance-based decisions and recommendations for conversion optimization.
Customer Engagement
- Collaborate with Sales and the E-Commerce Hub to define engagement model with omni-channel and pure-play customers on priority accounts defined by Marketing and Sales.
- Continually evaluate results of key eComm players and identify investment opportunities.
- Participate in development of an Integrated (offline + online) strategy and presentations for Priority Omni-channel and Pure Play JBP agreements.
- Partner with Sales, Mktg and E-Commerce Hub in the development of eComm customer selling stories.
EDUCATION:
- Bachelor's degree in Business, Marketing or equivalent relevant discipline. MBA preferred
EXPERIENCE & QUALIFICATIONS:
- Minimum 5 years Marketing experience required.
- Ideal blend of relevant experience: 3+ years of brand management/Marketing experience. AND
- 2+ years of eCommerce experience ideally managing CPG brands/products in platforms like AMZ and Omni-channel customers (I.E : WalMart.com, Target.com, etc).
- Understanding of Syndicated or Custom Point of Sale Systems (Examples: IRI/CIRCANA, Nielsen).
- Skilled in Microsoft Office Products
TRAVEL:
- 10 – 20 % estimated travel time
OTHER:
- This position requires strong analytical skills with demonstrated ability to synthesize data into action.
- The E-Commerce Marketing Manager will participate in and assist with primary research projects and will utilize syndicated POS and ecommerce data to assess business performance and identify opportunities for growth. This role will also assist in the budget, planning and forecasting process.
- As a leader of internal and external teams, the E-Commerce Marketing Manager must be an excellent communicator and leader of people with the ability to champion brand plans, priorities, and strategies effectively.
