American Outdoor Brands Corporation Digital Marketing - Retention Specialist in Columbia, Missouri
Reporting to the E-Commerce Manager (Harvester), the Digital Retention Specialist will be a key member of AOB's Marketing and E-Commerce team. As the Digital Retention Specialist, you will oversee customer retention and loyalty efforts within our digital ecosystem for the Harvester brands (Bog-Pod, Hooyman, Uncle Henry, Old Timer, Thompson Center). Driven by an insatiable desire to understand each step of the consumer journey from awareness to advocacy you will partner with the Brand Manager, E-Commerce Manager, and Customer Service Manager to create campaigns focused on improving customer retention and loyalty, driving down CHURN, and increasing customer lifetime value.
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 (Harvester), and in collaboration with the Brand Manager assume all responsibility for customer retention efforts for the Harvester brands.
Brainstorm, develop, execute, and measure digital campaigns that nurture and engage existing customers, drive loyalty, reduce CHURN, and increase customer lifetime value across multiple channels.
Social Media (listen, analyze and engage with our customers)
Email Marketing (build and maintain calendar, retention, strategies and execution)
Personalize and Automate the consumer journey where applicable:
Optimize emails for performance and PPC campaigns for ROI (A/B, MVT, etc.)
Own PPC strategies, execution, and performance across the brand platform (Harvester) in the areas of retention.
Manage and track PPC budget.
Experience with setting up Ad Groups and Account Structure.
Experience performing keyword analysis and identifying relative keywords to bid on.
Drive down CPA without sacrificing performance.
Leverage competitive analysis to increase performance.
Copywriting Ads that focus on Quality Score.
Strengthen our brand position by establishing trust, authenticity and providing relative content.
Establish our websites as a resource for the communities we serve.
Working in collaboration with the Brand Manager to develop online and social communities and provide exceptional customer service.
Advanced understanding of online customer loyalty programs with a proven track record of executing and achieving serious growth.
At an advanced level understand SEO theory and its application. Implement SEO best practices and techniques as part of your retention model.
Distribute surveys and questionnaires to determine customer satisfaction.
Develop reports that identify actionable insights based on performance relative to channel specific goals.
Track budget for digital marketing spend.
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 the following: 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.
Equal Opportunity Employer Minorities/Women/Protected Veterans/Disabled