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


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.

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