eCommerce Content Marketing Manager

Generac Power Systems - Waukesha, WI

Full-time

Waukesha, WI

Electrical Equipment, Appliance, and Component Manufacturing

About the position

We are Generac, a leading energy technology company committed to powering a smarter world. Over the 60 plus years of Generac's history, we've been dedicated to energy innovation. From creating the home standby generator market category to our current evolution into an energy technology solutions company, we continue to push new boundaries. The eCommerce Content Marketing Manager will be responsible for developing and executing a comprehensive content strategy across eCommerce channels that aligns with our brand voice, engages our target audience, and drives measurable results. This individual will oversee all aspects of eCommerce channel content creation and management, including but not limited to product detail page content, lead generation page content, email campaigns, retail advertising assets, and more. The eCommerce Content Marketing Manager will develop an eCommerce content strategy across retailers and across the product portfolio to optimize Generac's digital presence and maximize eCommerce conversion. This role will translate content strategy into asset creation, leveraging both an internal creative team and external agency partners. The manager will develop content to serve product detail pages (images, videos, SEO-optimized descriptions, etc.), lead generation pages, email campaigns, retailer advertising campaigns, and more. Additionally, they will support new product launches with eCommerce content strategy and asset development to ensure strong launch performance within eCommerce channels. The manager will also be responsible for managing asset syndication across eCommerce retail partners, leveraging asset management vendors and tools to drive efficiency. They will maintain a channel marketing content calendar throughout the year, analyze content performance results and KPIs, and regularly share insights with cross-functional partners and leaders. By leveraging insights, the manager will optimize future content creation based on past performance and develop improved eCommerce shopper journeys at key retailers, supporting co-development of associated site optimizations. Furthermore, they will own the ratings and reviews strategy and management, reporting on trends and insights and activating amplification programs. Collaboration is key, as this role will work closely with product marketing teams, corporate digital marketing team, third-party vendors, sales, product management, graphics, and other key stakeholders to ensure overall project and business success.

Responsibilities

• Develop eCommerce content strategy across retailers and across the product portfolio to optimize Generac's digital presence and maximize eCommerce conversion.
• Translate content strategy into asset creation, leveraging both an internal creative team and external agency partners.
• Develop content to serve product detail pages (images, videos, SEO-optimized descriptions, etc.), lead generation pages, email campaigns, retailer advertising campaigns, and more.
• Support new product launches with eCommerce content strategy and asset development to ensure strong launch performance within eCommerce channels.
• Manage asset syndication across eCommerce retail partners, leveraging asset management vendors and tools to drive efficiency.
• Maintain channel marketing content calendar throughout the year.
• Analyze content performance results and KPIs and regularly share with cross-functional partners and leaders.
• Leverage insights to optimize future content creation based on past performance.
• Develop improved eCommerce shopper journeys at key retailers and support co-development of associated site optimizations.
• Own ratings and reviews strategy and management, reporting on trends and insights and activating amplification programs.
• Collaborate closely with product marketing teams, corporate digital marketing team, third-party vendors, sales, product management, graphics, and other key stakeholders to ensure overall project and business success.

Requirements

• Bachelor's degree (or equivalent knowledge) in Marketing, Communications, Media, or related field.
• Requires 5 years' experience in content marketing or related roles.
• Background in understanding consumer and market insights and translating them into effective marketing content and messaging.
• Excellent project management skills, with the ability to prioritize tasks, manage deadlines, and work effectively in a fast-paced environment.
• Creative thinker with a keen eye for detail and the ability to think strategically about content planning and execution.
• Strong interpersonal and communication skills, with the ability to collaborate effectively with cross-functional teams.