Web Master (Marketing)

OBJECTIVE:

Web Master must be self-motivated, creative, strategic and tactical thinker balancing the needs of both brand image and retailer/sales.  Must have solid experience with web technology, content management and e-marketing tactics.  Must be a strong verbal, written and visual communicator  Must possess the ability to effectively develop, manage and execute plans with keen attention to strategic goals, detail/accuracy, costs and timing.  Must effectively communicate and partner with numerous stakeholders and lead cross-functional initiatives.  Must be customer-focused (internal and external), a leader and strong brand ambassador. 

 

SCOPE:

Web Master will establish, execute and maintain the strategic vision of the website and will direct the development of design, structure, navigation and content to ensure proper and consistent communication of brand image and to drive/maximize sales opportunities.  Will optimize online marketing initiatives utilizing knowledge of innovative interactive marketing practices, competitive environment, research, and emerging technologies.  Responsibilities include:  annual/seasonal web marketing plan and budget development, content management and updates, online marketing initiatives—email/relationship and advertising campaigns, promotions, etc.—hardware/software resources, domain/search engine registration and optimization, retail customer links and website support, analysis and reporting, production schedule and budget management. 

 

REPORTING RELATIONSHIP:

Reports to:  VP/Chief Marketing Officer  

Works closely with: Marketing (Marketing Communications Manager, Product Managers, Team Managers), Sales (VP, Regional Managers, Reps), Retail Customers, Customer Service, Operations and outside suppliers.

 

DIRECT REPORTS: None

 

PRIMARY JOB RESPONSIBILITIES:

Ø  Annual/Seasonal Planning

· Develop outline/discussion guide and lead web marketing input/strategic planning meetings with sales, customer service and other marketing team members.

· Based on input, business/brand objectives and competitive environment, define customer requirements and develop strategic and tactical web marketing plan, budget and timetables that translates business requirements into compelling site design and functionality.

· Communicate any changes in plan to key stakeholders.

 

Ø  Site Development and Maintenance

· Assess and define in-house vs. external capabilities and scope of services; redefine as needed.

· Manage development of design, structure, navigation, testing and content management system/processes (based on user-centered design where possible). 

· Assess and identify hardware/software needs and platforms that best deliver business goals and maximize ROI.

· Develop and manage relationships with interactive marketing agency (s) to ensure maximization of these resources.

· Register and maintain important domains.  

 

Ø  Content Management / E-marketing Initiatives

· Establish and implement process to work with Marketing team members to determine featured products, offers/promotions, positioning and creative messaging throughout a season.

· Create and maintain monthly content calendar.

· Create and update majority of content; determine what content will be delegated and manage content update process to ensure that all content is clear, accurate and updated on timely basis.

· Manage strategic and tactical email marketing/relationship marketing campaigns best practices and programs; maintain email databases.

· Evaluate online media technology and marketing opportunities and make recommendations

· Develop and manage online advertising/media strategy (if required by plan)

· Identify brand-appropriate affiliations/links

· Develop and implement search engine optimization initiative

· Develop and/or manage online promotions (including online redemption/fulfillment), up-sell and cross-sell strategies.

· Collaborate with Customer Service to build online content and tools to maximize their efficiency and enhance customer service experience

 

Ø  Web-based B2B Sales Initiatives

· Define opportunity for web based sales initiatives (B2B).

· Identify associated technical and operational issues and needs; identify appropriate resources and partners. 

· Lead cross-functional team in implementation.

 

Ø  Administration and Reporting

· Plan and coordinate user/stakeholder interviews to understand and improve user experience, expectations and requirements.

· Continuously analyze and improve the overall web experience based on improved knowledge and insight gained from the various web analytical tools.  

· Maintain targeted URLs, regular reports and evaluation of accurate Web metrics and statistics.

· Use testing and conversion metrics to optimize site usability and increase traffic, retention and conversion rates.

· Timely and consistent communication with all stakeholders.

· Create and manage a cross-functional team to monitor and report on mis-use of company trademarks/brands, violations of MAP pricing and other key issues.

 

 

JOB REQUIREMENTS:

Ø  Qualities:  Passionate, high-energy, flexible, resourceful, self-starter, multi-tasker.  Works well in fast-paced environments and will contribute to building a best-in-class culture of customer responsiveness, constant improvement and teamwork.

Ø  Minimum 2 years web marketing experience in branded, consumer products company or web agency. 

Ø  Minimum 4 year college degree; degree in Online Marketing a plus

Ø  HTML, XML, Java, .NET, flash and other standard programming languages expertise strongly preferred.

Ø  Familiarity, experience and/or expertise in web graphic/user interface design, content management, SEO, CRM and e-commerce.

Ø  Excellent organizational and project management skills; must be able to manage multiple tasks with accuracy and strict attention to deadlines

Ø  Effective and persuasive verbal and visual communicator.

Ø  Excellent writing (copy writing) skills.

Ø  Ability to work autonomously; effective time management skills

Ø  Proficient in Microsoft Word and Excel.

 

For immediate consideration, please apply directly to our website:

 

http://portfolio-americancapital.icims.com/americancapital_portfolio/jobs/candidate/job.jsp?jobid=1559&mode=view