Director of Marketing Analytics

Atlanta
Marketing
Full Time
Walker & Company Brands is reinventing the way consumers of color learn about, purchase and enjoy health and beauty products. We’re starting with a focus on the $50 billion personal care segment. Personal care manufacturers and traditional retailers are neither building brands nor merchandising experiences which cater to the uniquely differentiated needs of black, latino and asian consumers --- three of America’s fastest growing and most culturally influential demographic groups.

Our aim is to build the world's most consumer centric health & beauty products and services company.

The Director of Marketing Analytics will be responsible for planning and executing paid media, digital media, and SEO, and will assist the VP of Marketing in ROI reporting, budgeting and strategy planning processes. This position will be based in Atlanta.

QUALIFICATIONS:

    • 3-5 years experience in brand marketing with specialized experience in digital marketing (paid social, search, display), marketing analytics, and strategic planning
    • Preferred experience the personal care & beauty space
    • Advanced Excel modeling skills
    • Understanding of KPIs including CPM, CTR, RoAS, CPC, etc.
    • Analytic mindset paired with an ability to work creatively
    • Understanding of the Bevel, Form, and Walker & Company brand identities
    • Team-centered and collaborative attitude
    • Desire to learn and grow
    • Interest in developing others on the team
    • Support in retail marketing ROI reporting
    • MBA preferred
    • Consulting experience preferred

RESPONSIBILITIES:

    • Strategic planning in partnership with the VP of Marketing including budget, campaign and activation planning
    • Ownership and execution of tasks, KPIs, and budget in alignment with fiscal year strategies
    • Ownership of a segment of the Marketing Dashboard, working with the VP of Marketing to build and maintain the structure, proactively identifying KPIs that should be tracked, and reporting weekly on KPIs

SOCIAL ADS

    • Work with agency to optimize Facebook and Instagram ads to RoAS goals
    • Working closely with agency to identify and optimize A/B tests on a monthly basis
    • Integrating data feeds from partner agencies
    • Advanced audience modeling and targeting strategies

SEARCH ADS

    • Work with agency to optimize Google search ads (branded and non-branded) to reach RoAS goals
    • Audit and improve keyword search terms in alignment with brand objectives

DISPLAY ADS

    • Work with agency to optimize Google and other search ads to reach RoAS goals
    • Work closely with agency to optimize page placements and manage frequency
    • Collaborate with creative team to identify best creative to drive RoAS goals
    • Work closely with engineering team to install pixels, update Google Tag Manager, and manage reporting through Google Analytics and Google Data Studio
    • Understand and advise on data architecture with engineering team
    • Planning and executing tasks within planned budget
    • Analysis and reporting on KPIs

SEO

    • Identify and onboard agency for SEO work
    • Set page rank goals for key terms and execute to achieve KPIs
    • Work closely with Bevel/Code team to improve keyword indexing and back linking to site
    • Build skyscraper articles on key topics such as razor burn, shaving irritation, etc.
    • Planning and executing tasks within planned budget
    • Analysis and reporting on KPIs

PAID MEDIA

    • Own and execute other paid media initiatives, including but not limited to: podcasts, digital radio, direct mail
    • Planning and executing tasks within planned budget
    • Analysis and reporting on KPIs

Why work at Walker & Company Brands?

    • It's an opportunity to join a small, agile company chasing a large, underserved market opportunity.
    • Great exposure to building vertically-integrated e-commerce brands.
    • More benefits! Amazing health and dental plans for individuals and dependents (we pay 100% of the premium costs), commuter plans, generous vacation and personal days as needed.
    • We dream big. We love to compete. We like to have fun. Feel free to reference check us on that.