Marketing Specialist Digital Channel Strategy - Boise, ID

Summary

In this role you will develop and execute the digital marketing channel strategy and track the performance of our digital channels including websites social media SEO email and digital sales enablement platforms. You will ensure our digital content and digital advertising placement is optimized to increase traffic and lead generation to deliver on business growth objectives. You will effectively lead and coach a team that will support in digital execution of the strategy.

Critical to the success of the role is having strong analytical capability and experience in utilizing marketing analytics tools to track key metrics analyze trends and report on channel and campaign performance. You will be able to demonstrate a continuous improvement mindset and ability to collaborate and communicate effectively across brand product and sales teams across the US and other global markets.

Key Responsibilities

Strategic Planning

• Develop and drive the digital marketing channel strategy to optimize the customer journey across web platforms (Contentful) social media SEO marketing automation (Salesforce Marketing Cloud Account Engagement) sales enablement (Highspot) and other digital touchpoints.
• Optimize brand and business value through timely tracking measuring and analytics reporting on all digital executions.
• Acquisition: Grow existing & build new channels to reach new audiences
• Conversion: Coach the reporting team to create report and optimize engagement campaigns (eg. Salesforce Marketing Cloud Account Engagement) to drive lead generation.
• Retention: Coach the reporting team to manage automated campaigns and initiatives to upsell and cross-sell existing customers in Foodservice.
• Work with agency partners to leverage best practice industry thinking and support in developing a Simplot digital playbook that can be shared with digital and marketing teams in other country markets

Lead Content Development

• Coach and lead the Marketing Activation Specialist (sales-focused) and Digital Marketing Coordinator (customer-focused) in developing best-in-class content that aligns with key objectives in campaign briefs and brand plans.
• Develop guidelines and standards for Digital Channels: Create comprehensive guidelines for digital channels. Develop rules for how core assets and templates are leveraged. Establish in conjunction with the Brand and Comms team workflow for requesting creating editing publishing and retiring content.
• Provide feedback and direction to design and marketing teams to ensure intuitive and innovative solutions that follow established design principles guidelines and patterns.
• Work with agency partners to leverage expertise and best practice

Performance Analytics

• Manage and optimize an analytics dashboard to track channel content performance.
• Identify and share key insights with cross-functional teams and provide actions to optimize digital content to drive lead generation and improve ROI.
• Review insights from GA4 Hotjar and surveys to optimize the customer journey. The ideal candidate will have a solid foundation in GA4.
• Track analyze and report on all social media & digital ad performance. Ensure effective campaign and content reporting & optimization with the content team and any external agencies.
• Develop and continuously manage A/B testing of messages and creatives across multiple digital channels.
• Collaborate with the Digital Content Manager to analyze email campaigns and identify opportunities and recommendations to meet business KPIs.

Technical capability

• Lead and influence global adoption of best practices to drive Simplot brand performance across all markets
• Educate the marketing teams on best practice methodologies and changes to the digital landscape that requires adaption of communication opportunities and content

Team Leadership

Builds an effective team through recruitment selection coaching development training and modeling effective management techniques. Establish accountability with and monitor progress of direct reports

Typical Education

Bachelors degree (B.A. or B.S.) from 4 year college or university; 5 years related experience and/or training; Relevant tertiary qualification with subsequent relevant experience or equivalent competence gained through any combination of education training and experience

Relevant Experience

Other Information

The ideal candidate will have:

Superior written and verbal communication skills and proven ability to influence senior management and liaise effectively with a range of stakeholders to ensure successful outcomes alongside a high-performance mindset

Ability to lead and coach a small team of content editors.

Proficiency in interpreting data and insights and reporting on content effectiveness using tools such as Google Analytics.

Experience executing digital engagement through various channels and platforms including email marketing social media (including Linkedin) web scheduling tools (e.g. Hootsuite) and other tools.

Extensive knowledge of Salesforce Marketing Cloud Account Engagement and other marketing automation tools.

Experience with Highspot or similar sales enablement platforms.

Demonstrated experience in developing and delivering strategic digital content campaigns across multiple digital channels and platforms.

Confidence and interpersonal agility to liaise at all levels of internal and external stakeholders and apply influence to achieve desired outcomes.

Proven organizational skills and the ability to operate autonomously while demonstrating strong initiative and a proactive approach to deal with multiple tasks establish priorities and meet deadlines.