Sr. Mgr, Digital Mktg

Tractor Supply Company•Brentwood, TN

About The Position

The Sr Mgr, Performance Marketing, will lead the in-house Search Engine Marketing (SEM) team to drive traffic and create a preference for the Tractor Supply brand. This role has responsibility for developing a clear SEM strategy to improve quality traffic to TractorSupply.com and Tractor Supply stores and help drive basket building and conversion. This role will also lead the affiliate marketing strategy in partnership with the social and OMNI teams. This role is accountable for investment and priority alignment recommendations, with their leadership team and extended leaders across Tractor Supply business team including merchandising, Omni, and IT. Directly manage ~$25M SEM spend focused on enhanced online content and capabilities, but also leads a technology and data feed roadmap to drive site conversion improvements. This role will also partner with Finance and OMNI to forecast investments, build traffic plans and build business cases to yield revenue first while delivering on Revenue and ROAS metrics.

Requirements

Experience: 10+ years of digital marketing or business-related work experience.
5+ years of leadership experience in building and leading search engine marketing strategy and performance media strategy
Education: Bachelor’s degree from an accredited college or university in business, communications, marketing or related field or equivalent preferred.

Nice To Haves

Must have deep understanding and hands-on experience with SEM and the Google & Bing ecosystems
Proven experience leading search strategy
5 years’ experience managing large Paid Media/SEM Budgets
5 years’ experience with Google Ads, Google Analytics and Adobe analytics
2 years’ experience with product feed platforms
5 years’ experience using paid search, preferably within a brick & mortar/Omnichannel retailer
Experience with seasonal products a plus
Ability to work actively with a team and cross-functionally to solve issues and/or create opportunities
Team player with a collaborative approach who shares success

Responsibilities

Lead the development and execution of SEM, including measurement, reporting and optimization
Understands the retail sector and how to prioritize investments across different channels segments of the business seasonally to maximize revenue while yielding Revenue and ROAS. Understands the “art and the science” behind moving dollars to maximize revenue and meet quarterly forecast expectations.
Owns and manages ~$25MM in media budget. Responsible for ensuring campaigns are on time and on budget. Accurately forecasts monthly spend and ensures billing is accurate.
Coordination between SEO and Paid search to harmonize spend to align to growth plans.
Collaborate with broader marketing team to synergize performance channels spends to complement timing of strategic campaigns.
Partner closely with omni channel on affiliate program to engage with key publishers to traffic and conversions TractorSupply.com while maintaining an efficient commission structure.
Explore emerging technologies and channels to continuously optimize performance metrics based on company goals
Be the subject matter expert of SEM and paid shopping media best practices, championing SEM and being a thought leader to brand teams
Own marketing product feed platform relationship with the vendor and work directly with IT on enhancements or corrections as need by the business
Stay up-to-date with new search trends, including social media search and share throughout the team
Works collaboratively and cross-functionally especially across marketing, merchandising, IT/Omni, finance and with other business units.
Manage and develop the SEM team, sharing knowledge, coordinating training sessions, and refining skills sets.