Digital Marketing Strategy Manager

AAA - Wilmington, DE

Full-time - Mid Level

Remote - Wilmington, DE

Administrative and Support Services

About the position

The Digital Marketing Strategy Manager is responsible for leading the strategy, development, and implementation of comprehensive digital marketing strategies, with a particular focus on search engine marketing (SEM) across all product lines. This role involves designing and executing complex digital marketing strategies and tactics aimed at achieving targeted new sales and revenue goals, in collaboration with product marketing teams. The manager will assess existing programs and recommend strategies and tactics to create broad impact, ensuring scalable and efficient digital marketing strategies that drive growth across the organization. In this position, the manager will evaluate diagnostic metrics to determine necessary optimizations to improve performance, which includes making adjustments to ad groups, keywords, negatives, copy, and landing page selections. Key performance metrics such as website traffic, audience engagement, conversion rates, and ad spend return on investment will be measured to gauge success. The manager will identify customer touchpoints and assess the end-to-end customer experience across diverse digital channels, monitoring actual new business results against plans and responding to trends with revised tactics. Collaboration is key in this role, as the manager will work closely with product marketing teams to align and enhance the overarching digital strategy. This includes working with web developers and marketing teams to implement search best practices effectively. The manager will create and manage campaign plans, forecast trends, budget planning, pacing, and advanced optimization techniques. Analyzing key KPIs to formulate insights and translate them into actionable next steps for performance optimization is also a critical responsibility. Additionally, the manager will indirectly manage and direct ACA Marketing Partners, including product marketing, creative, and account teams, on strategy and day-to-day activities. Building strategic alliances with relevant internal and external organizations and media partners will be essential to optimize the efficiency of marketing efforts. As a member of the larger Corporate Marketing Team, the manager will work to develop partnerships within the team to enhance marketing efforts further.

Responsibilities

• Lead the strategy, development, and implementation of digital marketing strategies with a focus on SEM.
• Design and implement complex digital marketing strategies and tactics to achieve targeted new sales and revenue goals.
• Assess existing programs and recommend strategies and tactics for scalable and efficient digital marketing.
• Evaluate diagnostic metrics to determine optimizations needed to improve performance.
• Measure key performance metrics including website traffic, audience engagement, conversion rate, and ad spend ROI.
• Identify customer touchpoints and assess end-to-end customer experience across diverse digital channels.
• Monitor actual new business results versus plan and respond to trends with revised tactics.
• Collaborate with product marketing teams to align and improve overarching digital strategy.
• Create and manage campaign plans, forecasting trends, budget planning, pacing, and optimization techniques.
• Analyze key KPIs to formulate insights and translate them into actionable next steps.
• Indirectly manage and direct ACA Marketing Partners on strategy and day-to-day activities.
• Build strategic alliances with internal and external organizations and media partners to optimize marketing efforts.

Requirements

• Bachelor's degree in Marketing, Advertising, Business, or related field; equivalent experience may be considered in lieu of degree.
• 7+ years of applicable experience in digital marketing.
• 5+ years of experience specifically in digital marketing.
• Comprehensive understanding of the digital marketing discipline, including principles and functions.
• Demonstrated strong analytics and insights capability.
• Superior written and oral communication skills.
• Ability to manage a variety of projects and tasks requiring significant interaction with others outside the department.
• Flexibility to quickly adapt to changes in priorities.
• Ability to interact with senior management.
• Ability to multi-task and manage multiple projects simultaneously.
• Proven planning and budgeting skills.
• Strong interpersonal and leadership skills.
• High degree of professionalism and integrity.
• Desktop computing skills, including the use of standard business application software.

Nice-to-haves

• Experience with advanced digital marketing tools and platforms.
• Knowledge of emerging digital marketing trends and technologies.
• Experience in a leadership role within a marketing team.

Benefits

• Medical, Dental, Vision and Prescription coverage
• Free AAA Premier Membership
• Health & Wellness Program
• Health Concierge Service
• Short Term/Long Term Disability
• 8 Paid Holidays
• Hybrid Schedule
• Paid time off to volunteer
• Professional development opportunities
• Tuition reimbursement
• 401(K) plan with company match up to 7%