Data-Driven Marketing Manager
Pay: $130,000 base + (70% - 90% Annual Bonus)
Total Compensation: $180,000 – $200,000
Location: Knoxville, Tennessee (Total Relocation Assistance Provided)
Job Description
The Personalized Marketing Manager will lead initiatives that enhance tailored customer experiences across earned, owned, and paid media channels. This role involves executing data-driven, scalable strategies that align with the company’s content plan to deliver exceptional consumer interactions. By utilizing advanced technology and data insights, the Personalized Marketing Manager will improve targeting and personalization efforts.
This role requires effective management across multiple brands and priorities, working collaboratively with cross-functional teams. Strong analytical skills are essential to leverage audience insights, inform business strategies, and refine consumer engagement continuously. The position will also be responsible for overseeing A/B and multivariate testing strategies to drive ongoing optimization. The ideal candidate will be consumer-focused, innovative, and passionate about delivering the right message to the right audience at the right time while advocating for personalized marketing across the company.
Responsibilities
- It is an essential requirement of the job that the employee have the ability to function in a feedback-rich, team-based environment.
- Employees must possess good interpersonal skills and be compatible with co-workers.
- Develop end-to-end consumer segmentation and journey mapping strategy, including learning agendas and testing of creative, messaging, offers, content and product personalization.
- Reach new and existing consumers with relevant messaging at key moments in time.
- Partner with business leads across the company to develop omni-channel communication plans and testing strategies.
- Develop and execute audience acquisition and retention strategies to drive consumer growth and engagement.
- Implement and manage marketing campaigns across various channels to reach and engage target audiences
- Own audience identification and opportunity analysis to develop targeting strategies that drive both short and long term business KPIs, such as household penetration, brand equity, units sold, sales revenue, etc.
- Connect first, second, and third-party data to translate audience attributes into look-a-like segments across multiple channels and platforms.
- Utilize data-driven consumer insights and market research to identify target audience segments, refine personas, and optimize content strategy.
- Work closely with the Business Analytics team to improve user experience and leverage analytics to measure and optimize media engagement.
- Identify opportunities for optimization along the customer journey to drive omni-channel consumer experiences and improved conversions.
- Analyze data to ensure strategies are aligned with goals and objectives and are delivering the most consumer and business value.
- Leverage the latest data trends and cutting-edge technology across the marketing ecosystem to develop segmentation and high value audience identification.
- Work closely with the Information Systems, Technology, and/or agency teams to implement MarTech and AdTech capabilities across the enterprise.
- Leverage machine learning and artificial intelligence to implement personalization concepts.
- Exhibit an innovative mindset and willingness to test new approaches, tools, and technology.
- Collaborate with cross-functional internal teams and business stakeholders (Marketing, Sales, Brand, Consumer Experience, Business Analytics, Market Research, Category & Trade, Finance, Information Systems & Technology, Supply Chain) as well as external agencies and vendors to launch personalization programs.
- Lead cross-functional teams across the enterprise to determine business requirements and write user stories for personalized consumer experiences.
- Partner with brand teams on communication strategies that deliver the right message to the right consumer at the right time.
- Collaborate with data and technology partners to turn ideas into scalable solutions.
- Develop leadership-level presentations and reports to give visibility to recent accomplishments and showcase results.
Qualifications
- Bachelor of Arts or Science required.
- MBA or Graduate Degree preferred.
- 8-10 years of total experience.
- Approximately 4-8+ years of experience in media measurement, audience analytics, targeting, and/or personalization strategies.
Preferred Qualifications:
- Proficient in working with Customer Data Platforms (CDP), Data Management Platforms (DMP), and Customer Relationship Management (CRM) systems.
- Skilled in using Content Management Systems (CMS), Digital Asset Management (DAM) systems, and/or Dynamic Creative Optimization (DCO) tools.
- Experienced in implementing personalization strategies, A/B testing, and decisioning tools like Pega, Adobe Target, Optimizely, Google Optimize, VWO, Evergage, and similar platforms.
- Knowledgeable in first, second, and third-party data strategies.
- Experienced in developing and executing multicultural marketing strategies.
- Background in the food consumer packaged goods (CPG) industry.
- Experience with digital retail and e-commerce platforms.
- Familiar with communication, marketing, and advertising fundamentals.
- Competent in navigating and utilizing marketing technology stacks (MarTech).
- Capable of motivating cross-functional teams and influencing a wide range of stakeholders and partners.
- Adept at conducting A/B and multivariate testing to optimize performance.
- Experience in leveraging machine learning and artificial intelligence in marketing initiatives.
- Skilled in managing relationships with agencies and vendors.
Category Code: JN008
