Senior Digital Marketing Manager (HarperChristian Resources) Hybrid

HarperCollins Publishers - Grand Rapids, MI

Full-time - Mid Level

Hybrid - Grand Rapids, MI

Warehousing and Storage

About the position

The Senior Digital Marketing Manager at HarperChristian Resources (HCR) is a pivotal role that combines strategic oversight with tactical execution in the realm of digital marketing. This position is responsible for planning and executing comprehensive digital marketing programs for HCR titles across various platforms, ensuring that the marketing efforts align with the mission of creating impactful Christian resources. The Senior Digital Marketing Manager will lead the development, execution, tracking, and reporting of integrated digital marketing campaigns, catering to both frontlist title marketers and authors, while also managing the backlist program. In this role, the manager will oversee the creation of online advertising strategies, consumer targeting initiatives, and SEO and keyword strategies for approximately 40-50 frontlist titles each year. The responsibilities extend to developing seasonal marketing campaigns for backlist titles, managing the HCR website, and executing email and social media strategies. The manager will monitor the performance of advertising campaigns, ensuring they meet key performance indicators (KPIs) from planning through to reporting and optimization. This includes conducting weekly and monthly analyses of return on investment (ROI) for each campaign and platform. Collaboration with other marketing team members is essential to enhance awareness and engagement with HCR titles and authors. The ideal candidate for this position is a seasoned digital marketing leader who is well-versed in the dynamic digital marketing landscape. They should be data-driven, capable of leveraging marketing budgets and insights to effectively reach target audiences and achieve sales goals. The candidate should also possess innovative marketing skills that inspire confidence among internal and external stakeholders, while managing multiple projects at various stages of the marketing cycle with enthusiasm and expertise. This hybrid position is based out of either the Nashville, TN or Grand Rapids, MI offices, and candidates are encouraged to express their passion for the role and the company in their cover letters.

Responsibilities

• Develop, implement, and maintain cross-channel digital advertising operational processes.
• Collaborate with stakeholders using data to identify trends and opportunities for automated campaign activation.
• Develop and maintain advertising reporting dashboards to provide internal customers with campaign insights.
• Develop advertising strategy, manage advertising budget, achieve ROAS/ROI targets, and develop weekly analytics reporting for HCR campaigns on key platforms such as Amazon, Google, YouTube, and Meta.
• Develop, maintain, and report on HCR's Amazon brand ads, brand stores, and product promotions.
• Monitor and track progress of digital ad campaigns and make real-time adjustments.
• Measure success, trends, and ROI of marketing initiatives.
• Manage fiscal year digital marketing budget for assigned projects.
• Perform research to identify advertising platforms and/or advertising technology that may be useful to the business.
• Maintain HCR's website and curate content to increase domain authority, site traffic, email capture, time on site, conversions, referral sales, and backlinks.
• Manage HCR's email list and curate content to increase list size, opens, clicks, and conversions. Build, test, schedule, analyze, and report on results for weekly email sends.
• Curate HCR's Meta content, optimize content for engagement, and grow follower count.
• Consult on best practices for HCR's YouTube channel, optimizing for views and subscriber growth.
• Proactively participate in weekly brand marketing meetings.
• Collaborate with Audio team and key Retail sales reps to develop channel-specific strategies to increase HCR reach and sales in retail channels.
• Develop weekly and on-demand reports on ad performance, advertising spend, and KPIs for website, email, YouTube, and social media.
• Lead ongoing development and implementation of processes to assist Marketing teams with planning and managing cross-channel digital advertising campaigns for frontlist products.
• Oversee management of metadata projects (SEO & keyword strategy) with Editorial team.
• Collaborate with HCCP Direct-to-Consumer brands ChurchSource, FaithGateway, and Study Gateway on shared initiatives like Shopping ads, catalogs, emails, promotions, affiliates, and referral sales.

Requirements

• 6+ years in a marketing or related role
• Google Certification in Search, Display, Video, and/or Shopping ads
• Experience with Meta advertising
• Amazon advertising experience is a plus
• Proficiency in email management software
• Website content management and basic HTML skills
• Experience with social media management software
• Familiarity with project management software
• Proficient in Microsoft Office products including Excel and PowerPoint
• Basic design capabilities in Canva
• Bachelor's in Marketing or related field
• Knowledgeable in digital advertising & analytics best practices
• Understanding of brand management and audience development.

Nice-to-haves

• Experience in a client-service role
• Familiarity with book publishing
• Understanding of the church leadership world, pastor and church leader felt needs and mindset.