American Outdoor Brands Corporation Digital Marketing - Acquisition Specialist in Columbia, Missouri
Reporting to the E-Commerce Manager (Marksman), the Digital Acquisition Specialist will be a key member of AOB's E-Commerce team. As the Digital Acquisition Specialist, you will oversee the digital acquisition ecosystem (SEO, PPC, Social Media, Email Marketing, Affiliate) for the Marksman brands (Caldwell, Tipton, Frankford Arsenal, Wheeler Engineering). In collaboration with the Brand Manager and E-Commerce Manager you will plan, execute, manage, analyze and optimize digital acquisition campaigns focusing on new customer growth, achieving traffic goals, increasing engagement and pushing conversion limits to their maximum potential.
This position requires you to hit the ground sprinting and the ability to work from experience is critical.
Essential Duties and Responsibilities:
Under the direction of the E-Commerce Manager (Marksman), and in collaboration with the Brand Manager assume all responsibility of digital demand for the Marksman brands.
Brainstorm, develop, execute, and measure digital campaigns that drive awareness, new customer acquisition, engagement and revenue across multiple channels:
Search Engine Display
Develop reports that identify actionable insights based on performance relative to channel specific goals.
At an expert level understand SEO theory and its application. Implement SEO best practices and techniques as part of your acquisition model.
Advanced knowledge of a wide variety of E-Commerce and CMS platforms.
An understanding of Domain Management, DNS, MX Records, etc.
An understanding of Site File Structure.
Ability to perform technical SEO audits and identify and remediate technical website issues (Site Speed, Site Map, Indexing Issues, etc.)
Experience performing SEO Audits.
Experience analyzing and executing competitive SEO analysis.
Experience performing keyword analysis and identifying relative keywords to increase SERP rankings.
Experience in link evaluation and attribution.
Experience with setting up Ad Groups and Account Structure.
Experience performing keyword analysis and identifying relative keywords to bid on.
Implementation of conversion rate optimization techniques.
In collaboration with the Brand Manager help define a content calendar that maximizes customer engagement and uses relevant data gathered from the methods above.
Drive down CPA without sacrificing performance.
Leverage competitive analysis to increase performance.
Copywriting Ads that focus on Quality Score.
Own PPC strategies, execution, and performance across the brand platform (Harvester).
Optimizing (A/B, MVT) PPC campaigns for ROI.
Manage and track PPC budget.
Working in collaboration with the Brand Manager develop online and social communities:
Use Social Media as an acquisition channel.
Implement Social Commerce program.
Develop and implement a strategic plan to grow Social Media accounts (followers, engagement, etc.)
Strengthen our brand position by establishing trust, authenticity and providing relative content.
Establish our websites as a resource for the communities we serve.
Partner with the Affiliate Manager and develop programs to drive affiliate participation.
Execute an email marketing program that applies to your acquisition model:
Grow number of customers in the email database.
Personalize communications to our customers whenever possible.
Automate the consumer journey.
Optimize emails for performance (A/B, MVT) and mobile experience.
Track budget for digital marketing spend.
Responsible for acquisition performance goals.
Advanced understanding of digital advertising platforms (Google Adwords, Bing, etc.) with a proven track record of successfully executing campaigns.
Work safely and report incidents immediately.
Other duties as assigned.
NOTE: This list presents only the principal duties of the position and is not intended to be comprehensive. The duties and responsibilities listed above may be changed or supplemented at any time in accordance with business needs and conditions.
Education and Experience:
Bachelor's degree in Marketing, Business or related field, or 3-5 years of experience.
Must have a passion for the outdoors, hunting and products used for shooting.
Competencies and Skills:
Advanced quantitative skills, including expert level skills in Excel, data validation, and reporting analysis. Must possess the ability to work with large sets of data, extract relevant insights, and build a compelling narrative for a non-technical audience.
Advanced understanding and use of Google Webmaster Tools, Google Search Console, Google Analytics, Google Adwords, Google Tag Manager, and Google Optimize. Must possess the ability to extract useful insights that impact the business.
Working knowledge of: Adobe Creative Suite (Photoshop, Illustrator, Animate, InDesign, Dreamweaver, etc.); Microsoft Office (Word, Excel, PowerPoint)
Self-motivated, good organizational skills, detail-oriented, ability to prioritize, multi-task and meet deadlines.
Regular and predictable attendance is required.
Ability to sit for prolonged periods of time in front of a computer.
Ability to move about facility periodically.
Ability to lift 20 lbs.
Visual and hearing acuity.
NOTE: Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Work Environment and Personal Protective Equipment:
General office environment, with some exposure to plant environment, with fork lift and other general hazards.
Exposure to the outdoors, unstable ground and some climbing.
Equal Opportunity Employer Minorities/Women/Protected Veterans/Disabled