Digital Marketing

Other duties may be assigned. Digital Strategy & Channel Leadership - Lead the development of integrated digital strategies across Paid Media, Owned Media, and E-commerce - Define the role of each channel within the consumer journey and overall brand strategy - Translate business objectives into clear digital plans with defined KPIs and success metrics - Provide recommendations on investment allocation and optimization based on performance and business priorities Performance Management & KPI Ownership - Own the definition and tracking of KPIs across all digital channels (monthly and yearly) - Ensure performance is measured against clear targets and benchmarks - Identify performance gaps and proactively recommend corrective actions - Deliver structured, decision-oriented reporting with insights and forward-looking recommendations Campaign Planning, Execution & Optimization - Lead the development of end-to-end communication plans for key campaigns - Ensure each campaign includes clear objectives, target audience, channel roles, and KPIs - Oversee campaign execution across Paid Media, Owned Media, and E-commerce - Monitor in-flight performance and drive ongoing optimization and adjustments - Conduct post-campaign analysis and apply learnings to future initiatives Content & Consumer Experience Alignment - Ensure consistency of messaging and storytelling across all digital touchpoints in collaboration with the Brand Management team - Define content needs by channel and work with internal teams and agencies to deliver required assets - Align paid, owned, and earned media efforts to create a seamless consumer experience E-commerce & Digital Shelf Optimization - Lead digital strategy and performance tracking across key e-commerce platforms (e.g., Instacart, DoorDash, etc.) - Define KPIs and success metrics tied to business outcomes (e.g., sales, ROS, conversion) - Develop and implement test-and-learn frameworks to optimize performance and investment - Collaborate with Trade Marketing and Sales teams to align digital efforts with commercial priorities Website & Owned Media Management - Define the role and strategy of the website and owned digital platforms within the ecosystem - Establish KPIs and success metrics aligned with business objectives - Oversee performance tracking, content updates, and continuous optimization - Ensure the website effectively supports engagement, conversion, and brand storytelling Agency & Vendor Management - Lead day-to-day management of media agencies, platform partners, and digital vendors - Ensure deliverables meet expectations in terms of strategy, execution, and performance - Challenge and guide partners to continuously improve outcomes and efficiency - Lead agency active search and continuous improvement AI, Data & Digital Innovation - Identify opportunities to leverage AI tools and technologies to enhance consumer engagement, content effectiveness, and overall digital performance across Paid Media, Owned Media, and E-commerce - Support the development of an AI readiness approach, ensuring digital touchpoints (website, media, e-commerce platforms) are structured to enable better data utilization and optimization - Partner with internal teams and external partners to explore how AI can improve targeting, personalization, content generation, and campaign performance - Ensure digital assets and platforms are optimized for emerging AI-driven discovery (e.g., AI search, recommendation engines, retail media algorithms) - Evaluate and test new AI-driven tools or capabilities that can improve efficiency, insights generation, and decision-making Cross-Functional Collaboration - Partner with Brand, Creative, Trade Marketing, and Sales teams to ensure alignment - Support integrated planning across campaigns, content, and commercial initiatives - Communicate digital strategy and performance clearly to internal stakeholders QUALIFICATIONS, SKILLS, KNOWLEDGE & EXPERIENCE To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. A.) - While performing the duties of this Job, the employee is regularly required to stand; walk; sit and talk or hear.