Director, Digital Marketing

TBC Corporation•Palm Beach Gardens, FL

About The Position

The Director of Digital Marketing will oversee the daily execution of marketing strategies to drive acquisition and retention for Big O Tires. The position reports into the VP Marketing Merchandising and will lead a team of 4-5 digital marketing specialists. The Director will be responsible for the day-to-day performance of digital marketing channels, including Paid Search, Organic and Local Search (SEO), Affiliate, Display Advertising and Social Media. In addition, the Director will work closely with the digital analytics team as well as cross-functionally with brand marketing, brand merchandising, content & creative, IT and finance.

Requirements

3+ years management experience leading a team of digital specialists
5+ years of experience in a digital marketing role, preferably ecommerce, retail, agency experience, with a proven track record in driving customer acquisition and revenue growth
Strongly KPI oriented: acquisition, conversion, ROI
Exceptional understanding of all aspects of digital marketing and analytics, especially paid search, natural search, affiliate, display, retargeting and social
Excellent written and oral communications. Ability to develop and lead Board and CEO-quality presentations by translating complex digital concepts into digestible content
Experience with marketing attribution concepts and tools preferred
Experience with, and knowledge of, mobile marketing and mobile trends
Strong proficiency in digital trends and best practices
Strong business acumen; strategic and innovative thinker
Robust quantitative skills including forecasting ability and ROI analyses
Demonstrated ability to apply logical thought process to problem solving & deliver recommendations
Proficient MS office user, especially Power Point and Excel (pivot tables, etc)
Strong proficiency in Google Analytics and other web metric systems

Nice To Haves

Bilingual language skills in Spanish / English are a plus

Responsibilities

Grow Digital Acquisition & Revenue: Direct responsibility for driving traffic, conversion and ROI for all digital acquisition channels, including paid search, organic & local search/SEO, affiliate, display advertising (remarketing, programmatic, addressable media, direct-buys), comparison shopping engines and social media.
Manage Performance: Supervise key channels including paid search, organic & local search/SEO, affiliates, display advertising (remarketing, programmatic, addressable media, direct-buys), comparison shopping engines and social. Review and run internal reports to monitor performance and seek improvement opportunities.
Oversee Budgeting, Forecasting & Reporting: Work with Marketing team on annual budgeting process, as well as monthly/weekly/daily forecasting and reporting at channel level for traffic, revenue, spend, ROI and other performance KPIs.
Maintain Constant Level of Optimization: Constantly seek optimization and growth through performance analysis, A/B and multivariate testing, customer segmentation, creative partnership, landing page optimization and more.
Drive Digital Innovation & Shift to Social Media, AI and Generative Search: Serve as internal digital marketing thought leader; helping to identify technology shifts such as the recent AI product enhancements being rolled out across search engines and social media platforms, seek new technologies, evolving best practices, survey competitor activity, and strategize testing opportunities that help drive the business growth.
Support Omnichannel & CRM Strategies: Support digital strategies to drive brand growth from an omnichannel strategy including geo-targeting to boost store traffic, cross-channel purchasing, email acquisition in stores and other omnichannel customer segmentation opportunities.
Other duties as assigned