Digital Marketing Manager

Merrithew Health & Fitness - Toronto, Canada Area

Position Overview

The Digital Marketing Manager is responsible for developing and implementing the company’s strategic digital marketing plan that drives significant growth of www.merrithew.com visits and web store sales, generates and converts leads through online tactics such as SEO, SEM, targeted campaigns and Affiliate Marketing programs.

In conjunction with internal stakeholders and our external agency, this person will develop and execute online marketing and merchandise initiatives to drive revenue and profitability, acquire new customers, strengthen retention rates and grow customers’ lifetime values, all while improving the overall customer experience. This position reports to the Vice President, Marketing & Communications.

Areas of Responsibilities

Growth of Merrithew.com

• Work cross functionally with various internal groups to develop and maintain the merchandising calendar using creative promotional strategies to maximize sale and margin within the channel.
• Analyze and assess user paths, sales patterns to enhance web store experience, cross-promote relevant products and grow customers’ lifetime values.
• Work cross functionally with other members of the marketing team to implement content and functionality enhancements that drives traffic, converts leads and improves the overall user experience.

SEO & SEM Optimization

• Manage the day-to-day search marketing activities including planning and implementing paid search campaigns that include campaign planning, implementation, budget management, performance analysis and optimization.
• Oversee global SEO efforts for Merrithew.com by staying abreast of trends/practices, analyzing traffic, keywords and developing on- and off-page strategies that increases organic traffic.
• Keyword research, reviewing and editing SEO content, analyzing web performance data that inform online and offline marketing activities and support the marketing department’s objectives.
• Manage outside SEO and SEM vendors.

Promotions, Analytics & Optimizing Conversions

• Through interpretation of market, consumer and category data, collaborate with key stakeholders from the retail, commercial and education departments to develop, publish and iterate the web store promotions calendar.
• Establish and monitor KPIs to increase promotions revenue and profits.

E-Mail Marketing Management

• Work closely with internal stakeholders to maintain the company’s contact database, supporting data integrity issues and following email marketing best practices and database marketing regulations.
• Evolve the organization’s email marketing strategy while establishing email best practices, increasing the base size, response rates and maximizing revenue.

Social Media

• Working closely with our Brand Journalist and Marketing & Communications Coordinator, the Digital Marketing Manager will develop a social media strategy that effectively grows our global community of customers, LTCs, hosting centres, partners and media.
• Oversee all of the company’s social media channels and develop systems for community management, engagement measurement and channel effectiveness.

Affiliate Programs

• Review and overhaul the company’s affiliate program.
• Develop an affiliate program strategy that supports corporate objectives and execute the program via our LTCs, the fitness community and other “friends & family” partnerships while providing regular metrics on affiliate growth, ROI and revenue.

Digital Marketing Strategy

• Working closely with the Vice President, Marketing & Communications, develop an annual digital marketing strategy and tactical plan that aligns with the company’s overarching marketing strategy and business plan objectives.
• Stay abreast of the evolving digital landscape and regularly gather competitive intelligence to ensure Merrithew Health & Fitness’ digital assets reflect and support the company’s global leadership position.

Desired Skills and Experience

Qualifications & Experience

• A minimum of 7 years experience in a digital marketing / senior digital marketing role
• Expert knowledge of website development and digital marketing including Search Engine Optimization (SEO), Search Engine Marketing (SEM), Email & Acquisition Marketing, Social Media Marketing, Affiliate Marketing and other online advertising
• Bachelors degree in Business and/or Marketing is required.  Post-graduate courses / certificates in Digital Marketing or related field is an asset.
• Strategic thinker who can quickly discern business objectives, understand constrains, provide solutions and develop concise strategies and implementation plans
• Significant hands-on experience and a deep understanding of how to profitably grow an ecommerce business with a clear understanding of ecommerce industry best-practices
• Strong business judgment and decision-making skills; ability to identify, prioritize and articulate highest impact initiatives
• Strong CRM background with advanced analytical skills and ROI-performance orientation
• Ability to design and manage complex testing plans
• Strong analytical skills demonstrating an ability to collect data, analyze trends, draw conclusions and make recommendations
• Expertise using web analytics platforms and optimization tools such as Google Analytics, etc.
• Excellent writing, communication and presentation skills
• Excellent organizational skills, with the ability to prioritize and handle multiple tasks and deadlines
• Solid relationship-building skills
• Customer focused with a strong attention to detail and quality
• Experience working in global marketing teams and leading digital marketing programs for global companies considered an asset

Please read the complete job description at www.merrithew.com/careers.

If you feel this describes you, please email your cover letter, resume and salary/compensation expectations to jobs@merrithew.com. We thank all applicants, however, only those chosen for an interview will be contacted.