Consumer Digital Marketing Manager / Glen Allen VA

Hamilton Beach Brands - Glen Allen, VA

Full-time

Hybrid - Glen Allen, VA

Electrical Equipment, Appliance, and Component Manufacturing

About the position

The Consumer Digital Marketing Manager at Hamilton Beach Brands, Inc. is responsible for developing and implementing digital marketing strategies that enhance brand awareness and drive consumer engagement across various digital channels. This hybrid role requires collaboration with internal teams to optimize campaign performance and ensure brand consistency, while also managing the Customer Relationship Management (CRM) channel to support sales growth through effective email marketing campaigns.

Responsibilities

• Develops and implements integrated digital marketing plans for consumer brands to support US Consumer business objectives.
• Coordinates with internal creative team and Partner Marketing Manager to source content as needed.
• Ensures brand consistency and optimized investment to increase awareness, consideration, and purchase of branded products and services.
• Directs reports to drive effective strategies optimizing for ROAS in affiliate and paid search channels.
• Owns the Customer Relationship Management (CRM) channel via Klaviyo software to increase engagement with target audiences.
• Builds and executes B2C email marketing campaigns from start to finish, including email creation, segmentation, A/B testing, deployments, QA, and analysis.
• Ensures coordinated and cohesive business strategies between business unit leads, product marketing, sales, customer support, and digital marketing.

Requirements

• Bachelor's degree in marketing or relevant alternative and/or a combination of education and experience will be considered.
• 10+ years' experience in digital marketing channel and campaign management with 3+ years focused on email marketing.
• 5+ years' experience in personnel and budget management.
• Demonstrable knowledge driving business results through effective digital marketing efforts and campaigns.
• Advanced understanding of CRM systems, marketing automation, and email marketing.
• Solid understanding of current and emerging digital marketing channels and consumer paths to purchase.
• Experience managing social media accounts both organically and as paid advertisements.
• Understanding of Affiliate Marketing.
• Experience with Paid Search Advertising including Google Ads and retailer-specific applications like Criteo and Tiekametrics.
• Solid understanding of digital advertising programs/principles including goal and KPI setting/reporting, SEO, SEM/paid search, programmatic display, retargeting, and social media advertising.
• Advanced knowledge and experience with digital analytics and insights.
• Strong project management/process skills and capacity to juggle multiple responsibilities.
• Excellent communication skills (written and verbal) to engage stakeholders and influence outcomes.

Nice-to-haves

• Master's degree in Business Administration.
• Experience using Google Analytics for eCommerce websites and tracking technologies such as Google Tag Manager, Meta pixel, and UTM tags.
• Knowledge of direct-to-consumer ecommerce business models.
• Familiarity with web design, user experience design, systems integration, and ADA compliance design principles.
• Administration of Klaviyo CRM.
• Google Analytics certified.
• Experience using Click-up productivity platform.

Benefits

• Diverse workforce commitment
• Tobacco-free and drug-free environment