Acquisition Marketing Manager US Petcare

Zoetis - Parsippany-Troy Hills, NJ

Full-time - Mid Level

Parsippany-Troy Hills, NJ

Chemical Manufacturing

About the position

The Acquisition Marketing Manager plays a pivotal role within the Zoetis Petcare Consumer Marketing Team, focusing on the strategic acquisition and engagement of pet owners within the Zoetis ecosystem. This position is responsible for leading the development and execution of comprehensive acquisition campaigns aimed at pet owners, optimizing creative content, campaigns, and digital media to enhance conversion rates. The role requires a collaborative approach, working closely with the marketing team to ensure that all initiatives align with the overall brand strategy and objectives. The Acquisition Marketing Manager will also be tasked with reporting insightful analytics that drive continuous improvement in marketing efforts. In this role, the manager will develop and implement strategies to attract pet owners into the Zoetis Petcare ecosystem. This includes leading the design and execution of digital acquisition campaigns, managing the entire process from concept through to activation, measurement, and optimization. The manager will focus on driving database growth by leveraging first-party data, optimizing channel performance, and exploring new messaging and targeting strategies. Additionally, the role involves identifying and launching new acquisition channels and partnerships, all while ensuring efficient cost of acquisition across various platforms. The Acquisition Marketing Manager will also be responsible for enhancing pet owner awareness of Zoetis and its brands through various marketing channels, including advertising, consumer promotions, and public relations. This includes developing strong creative concepts that can be utilized across owned, paid, and earned media channels. The manager will work to improve the company’s website to convert inbound traffic effectively, tracking and enhancing landing page conversion metrics and ensuring that all digital marketing best practices are implemented. As a subject matter expert in acquisition marketing, the manager will collaborate with internal teams and external partners to ensure successful campaign execution. This includes managing agency relationships and ensuring alignment with internal stakeholders. The role also requires the design and implementation of a robust reporting and analytical framework to inform decision-making, utilizing data-driven insights to enhance campaign effectiveness and share progress towards goals regularly.

Responsibilities

• Develop the strategy and execute the tactical plan for acquiring pet owners into the Zoetis Petcare ecosystem.
• Lead the design & development of digital acquisition campaigns, managing the end-to-end process from concept to activation, measurement & optimization.
• Drive database growth by leveraging 1st party data, optimizing channel performance, and identifying new messaging, targeting, and/or digital capabilities.
• Identify, assess, and launch new acquisition channels, platforms, partnerships, etc.
• Achieve efficient cost of acquisition across channels and optimize digital media spend.
• Build and grow pet owner awareness of Zoetis and our brands through advertising, consumer promotions, partnerships, PR, and portfolio-level programs.
• Develop strong and extendable creative concepts to drive campaigns across owned, paid, and earned channels.
• Leverage performance marketing and digital media to drive awareness and conversion.
• Collaborate across the marketing team to ensure a cohesive presence and brand experience with consumers.
• Drive continuous improvements on our website to convert inbound traffic.
• Track and improve landing page conversion metrics, enhance content, leverage consumer promotions, etc.
• Ensure data layer, user/campaign tracking, and SEO requirements are accurately implemented on site.
• Recommend and implement efficiencies to improve ways of working and maintain governance documentation.
• Maintain a detailed roadmap and coordinate implementation with creative, development, and marketing teams.
• Serve as a liaison and subject matter expert with regard to acquisition marketing.
• Work collaboratively across the marketing team and external partners on campaigns from concept to execution.
• Expertly manage cross-functional projects to ensure timely and detailed communications across the team.
• Lead and manage agency relationships for campaign creative, development, and deployment; ensuring alignment with internal stakeholders.
• Design and implement top of funnel reporting & analytical framework.
• Take a data-driven approach to inform decision-making.
• Partner with our analytics team to uncover insights, create experimentation roadmaps, and execute a rigorous testing agenda to enhance campaign effectiveness.
• Develop attribution models to inform campaign planning and tactics.
• Share reports/insights regularly, and proactively communicate progress towards goals.

Requirements

• 5+ years' consumer marketing experience with a focus on lead generation and digital advertising.
• Proficiency with analytical tools (i.e., Google Analytics, Google Campaign Manager 360, etc.).
• Bachelor's Degree in Business, Marketing, or a related field.
• Pet industry and/or consumer marketing experience preferred.

Nice-to-haves

• Experience with A/B testing and optimizing campaigns based on data insights.
• Strong understanding of performance marketing, DSPs, paid social, paid search, and programmatic advertising.
• Ability to work in a fast-paced environment and adapt quickly to shifting priorities.

Benefits

• Equal opportunity employment without discrimination.
• Reasonable accommodations for disabled individuals.
• Compliance with employment eligibility verification requirements.