Digital Marketing Manager

Essity is the leading global player with over 5000 employees in Business Unit Health and Medical Solutions (HMS) and we manufacture, market and sell Incontinence Products and Medical Solutions. Our mission is to empower consumers, patients and caregivers with products and solutions to support healthy and active lives. We have sales and a strong presence in all relevant channels e.g. retail, pharmacies, medical device shops, online, home delivery, nursing homes and hospitals.

Overview:

Essity Health and Medical Solutions (HMS) North America Inc. is currently looking for an experienced Digital Marketing Manager for the North America Retail business. Lead the digital and eCommerce activation strategy for the Essity HMS North America Consumer Team. You will be the team’s expert on paid search, digital media and eCcommerce activation, setting the strategy and KPIs, leading optimization initiatives and making strategic recommendations to improve performance in line with the marketing objectives and priorities of the Essity HMS North America Consumer business unit.

We’re looking for people who embody our values, aren’t afraid to challenge, innovate, experiment, and move at a fast pace. We’re always looking for ways to improve our products and ourselves. If this is you, we’d love to talk.

Responsibilities:

Consumer, Shopper and Customer Understanding

  • Digital lead for all meetings and planning discussions with customer media groups and national media agencies
  • Work with sales and data partners to analyze omnichannel trends and generate actionable insights
  • Analyze shoppers, end-users and consumers – Understand and analyze market and channel differentiations, interpret data, and identify areas of opportunity and growth

Strategy & Planning

  • Create a vision for category growth and translate vision into aligned action plans – Lead paid, owned and earned media and marketing planning and execution
  • Lead the digital activation strategy to support the DTC business and overall brand, tactics including but not limited to paid search, paid social, media, and affiliate marketing; set the KPIs and optimize performance
  • Lead and optimize paid search, social and media campaigns at various NA customers, including but not limited to Amazon, Walmart, Target and Walgreens
  • Lead the strategy for owned media, including but not limited to email marketing and social media channels
  • Own digital content strategy, process and development – DTC and eCommerce; liase with Global Communications, Innovation, Product and Brand Managers to ensure communications are aligned with Global Brand Guidelines and assets

Innovation

  • Identify brand growth opportunities and ideas based on sound data and research
  • Drive digital activation strategy for global and local product launches

Activation & Performance Measurement

  • Develop clear KPIs for all digital activation and set optimization strategy for each touchpoint
  • Evaluate and implement new digital test and learn programs based on research and past campaign learnings
  • Build brand equity and sales with integrated go-to-market propositions – report out post event/campaign analysis including ROI and sales lift for key programs and make recommendations for future campaigns and strategy

Qualifications:

  • 5+ years of experience in digital marketing and/or eCommerce
  • Bachelor’s degree in Marketing or equivalent
  • Ideally candidate would have professional experience in/with:
    Paid Search and other Paid Media campaign management (Amazon Advertising, Walmart Search/Media, Google Ads a plus)
  • Social Media Management, Paid and Organic (Facebook, Instagram)
  • Content Management Systems/PIM Systems; ability to create best-in-class content strategy
  • Email marketing a plus
  • SEO experience a plus
  • Proven ability to create a comprehensive digital strategy spanning paid, owned and earned media touchpoints; highly experienced in setting KPIs and optimizing plans
  • Data-driven and analytical in nature – Experience with Google Analytics, Google Search Console, Facebook Manager, SEMRush a plus
  • Strong relationship building and agency management skills – Experience managing customer media groups, media agencies and related tools/dashboards (Stackline, Kenshoo and Walmart Connect a plus)
  • CPG experience a plus
  • Previous budget management experience required
  • Strong collaboration skills – ability to liase with cross-functional teams (sales, marketing, product, e-business, Global Communications teams)
  • Strong problem-solving skills and ability to adapt to change
  • Understanding of Consumer/Shopper, marketing vehicles (mass, in-store, digital, etc.), and interest in digital marketing, platforms
  • Detail-oriented and forward-thinking – strong planning and organization skills
  • Excellent communication skills (oral and written); comfortable presenting to Leadership

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