Digital Marketing Manager

Rockville, MD

The Digital Marketing Manager, Nutricia will be responsible for creating and executing the digital marketing engagement strategy for the Tube Feeding and Frailty (TFF) categories. This position works in close collaboration with the Category Director and the wider team of brand managers and Sr. Digital Manager, with a primary focus on the Real Food Blends (RFB) brand.

The role will include setting priorities for the categories’ digital marketing channels, executing digital engagement tactics across key digital channels both owned and paid, as well as continuous digital capability building in line with larger Danone/Nutricia strategy. Digital channels include social media, brand websites, email, mobile, apps, SEM, programmatic and promotions, targeting both consumers and healthcare professionals. The position will collaborate with the wider Danone IS/IT organization and ecommerce role.

This role is for responsible for driving sustainable business growth across both categories with a focus on digital engagement tactics.

Work is conducted in an office environment based in Rockville, Maryland. Fully remote work will be considered.

Essential Functions:

Business and Strategic Planning

Assume co-accountability for topline delivery of tube feeding category and driving sustainable business growth across both categories
Play key role in driving RFB initiations via DTC strategy, including ecommerce approach
Collaboratively set and develop digital engagement strategy across key brand audiences (consumers, consisting of caregivers and patients, as well as healthcare professionals) and key digital channels, both owned and paid, that align with larger business ambition for the TFF categories

Execution of strategy to deliver high growth

Work closely with brand managers to develop, execute and measure impact of key digital campaigns, establishing and tracking digital KPIs across the TFF categories
Work across a range of social platforms including Twitter, Instagram, Facebook, LinkedIn, YouTube, and Pinterest
Lead the digital component of key multi-channel engagement campaigns to ensure consistent brand messaging and execution through all platforms
Work as part of team to plan and execute comprehensive email marketing strategies in support of business goals and objectives
Optimize search strategy and SEO initiatives
Recommend new and better ways to use data (web traffic, financial, customer-centric, and campaign-centric) to improve impact of marketing campaigns
Utilize strong analytical ability to pull and evaluate end-to-end customer experience across multiple channels and customer touch points
Brainstorm new and creative strategies focused on driving deeper customer engagement and product affinity/use

Management of key platforms, stakeholder relationships, processes, and budgets

Manage digital vendors, associated contracts and project budgets for select digital initiatives (eg SEO agency, social media and email partners, etc)
Manage our branded and unbranded digital assets (website)
Copywrite and project manage content development for digital channels as needed
Work with the Senior Digital Manager for Nutricia to develop optimal ways of working and sharing category results and best practices to enhance efficiency of digital marketing and strengthen impact on business results, in collaboration with other Nutricia digital marketers
Collaborate with wider Danone colleagues (NORAM/Global) IS/IT organization to leverage knowledge and resources that can benefit the category
Keep up-to-date on the latest digital trends
Provide support of ad hoc projects as needed

Knowledge, Skills and Abilities:

Ability to manage both strategy and execution well: this role will involve managing agency media buys for one brand while doing the actual media purchasing for another
Strong digital marketing background with tactical execution knowledge of key digital engagement channels - this includes day-to-day management and execution of social media as well as website content
Experience in managing digital vendor relationships and budgets
Strong analytical, writing and presentation skills
Results-oriented
Strong project management skills and understanding of project management lifecycle
Excellent interpersonal and written communication skills and the ability to interact professionally and with a diverse group, ranging from executives and managers with varying knowledge of the digital landscape to subject matter experts
Ability to work in a fast-paced dynamic environment
Proven ability to drive performance effectively and efficiently across a cross-functional team
Ability to develop, measure, analyze and report on key performance indicators
Ability to effectively organize and prioritize tasks to achieve established deadlines
Collaborate well within the organization, have a positive attitude and create credibility with colleagues
Effective time management skills. Set priorities, manage multiple assignments and carry out responsibilities efficiently
Interest in consumer and healthcare professional communication

ABOUT YOU

Minimum Qualifications:

Bachelor’s Degree in business, marketing, data sciences, or related field required. MBA or other advanced degree preferred
5+ of demonstrated experience developing and managing digital outreach campaigns, creating and utilizing content management and reporting tools across digital channels (including brand websites), with a solid understanding of marketing and brand management
Must have strong analytical skills and experience in building a marketing CRM database. Proficiency in Google Analytics, Google Tag Manager and Email Automation tools
Prior experience evaluating, establishing, and managing relationships with technology and channel partners
Experience with paid media buys required
Prior consumer digital and ecommerce experience
Extensive knowledge, experience and understanding of Social listening tools, SEO, SEM
Experience with paid media buys required
Proficiency in mobile app strategic planning a plus

Success factors:

Excellent interpersonal skills with the ability to work efficiently and effectively within a collaborative, cross-functional environment
Exceptional attention to detail, the ability to plan strategically, and to manage multiple tasks and projects in parallel
Ability to create, analyze, and comprehend marketplace data and sales analytics for use in forecasting, production, and communication with others
Experience with product listings, data feeds and web analytics is strongly preferred
Ability to react and respond to customers based on behavioral analytics
Ability to work well under pressure in a fluid, fast-paced team environment while meeting critical deadlines
Ability to present digital plans and initiatives across all levels of the organization including senior management
Collaborative business style. Able to work with team members, cross-functionally in own responsibility scope, as well as toward corporate objectives and initiatives
Sound judgment and recommendations. Possesses well-developed thought processes and ability to support decisions
Creative thinker. Capability to capture and enhance the target market through appropriate tools.

The base compensation range for this position is $110-$125k commensurate with experience. Danone North America additionally offers a performance-based bonus and has a strong benefits package including Medical, Dental, Vision, Prescription Drug Coverage, 401k Plan, Wellness Program, Life Insurance, Tuition Reimbursement, Flexible Time Off, and Paid Parental Bonding Leave, among other benefit plan options.