Digital Marketing Specialist-Website & App

Dollar Tree - Chesapeake, VA

Full-time - Mid Level

Chesapeake, VA

General Merchandise Retailers

About the position

The Digital Marketing Specialist for Dollar Tree is a pivotal role focused on the content planning, execution, analysis, and optimization of the company's websites and apps. This position aims to enhance user engagement and conversion rates by effectively translating merchandising product strategies and brand campaigns into actionable digital marketing initiatives. The primary objective is to maintain and optimize the user experience, which is crucial for driving sales both online and in-store. The specialist will play a key role in supporting new omnichannel programs, personalization strategies, and A/B testing, all designed to foster deeper engagement and boost incremental e-commerce sales while enhancing the overall customer experience. The Dollar Tree website and app serve as essential tools for driving traffic to physical stores, making it imperative to optimize access to product information, seasonal offerings, and engaging content. The specialist will focus on optimizing critical sections of the website and app, including the homepage, category landing pages, product detail pages, shopping cart, and checkout processes. This optimization will aim to improve user experience, increase revenue, enhance conversion rates, and maximize revenue per visitor. Additionally, the role involves close collaboration with merchants and marketing-channel teams across various platforms, ensuring the timely execution of omnichannel product strategies and campaigns. In this role, the specialist will also work closely with the product management team and external partners to implement enhancements to the websites and app, such as personalization features and emerging trends that can drive business growth. Data-driven decision-making will be a cornerstone of this position, as the specialist will utilize analytics to inform strategies that improve customer experiences and align with business goals. The role combines strategic direction with hands-on tactical execution, emphasizing continuous testing and learning to optimize results.

Responsibilities

• Support delivery of overall website and app marketing strategy to drive key KPIs such as revenue, conversion, revenue per visitor, bounce rate, and return rate.
• Develop schedules that balance strategic priorities with intake requests from various stakeholders.
• Plan marketing content for website and app that aligns with department calendars and go-to-market plans.
• Maintain the team's website/app calendar.
• Oversee website and app content from conceptualization to deployment and analysis, collaborating with merchants, designers, copywriters, and web developers for execution.
• Test, schedule, and deploy website and app content, ensuring accuracy at each step.
• Execute A/B testing and personalization strategies for website and app to optimize KPIs using available tools.
• Work closely with the product management team on new functionality and enhancements to improve user experience.
• Collaborate across the marketing department to integrate website and app into omnichannel campaigns and support monetization programs.
• Support the analysis and reporting on website/app performance and campaign performance, incorporating learnings into current and future planning.
• Track best practices, monitor industry trends, and make recommendations for channel growth.

Requirements

• BA/BS degree; MBA preferred.
• 3+ years of digital marketing experience.
• Strong problem-solving skills and meticulous attention to detail.
• Excellent written and verbal communication skills.
• Experience leveraging content management systems.
• Experience leveraging customer relationship management systems.
• Experience analyzing website data using an analytics tool (e.g., Google Analytics).
• Proven analytical abilities with strategic thought processes and reporting skills.
• Ability to prioritize multiple projects with competing deadlines and a high sense of urgency.
• Proficiency in A/B testing and personalization strategies is a plus.
• Intermediate to advanced working knowledge of Microsoft Office applications, including Excel, Word, PowerPoint, and Outlook.
• Intermediate to advanced working knowledge of Adobe Suite, including Adobe Photoshop and Adobe InDesign.

Nice-to-haves

• Proficiency in A/B testing and personalization strategies.
• Experience with mobile marketing.