Role: Engineering Liaison - Digital Marketing
Do you have a passion for data accuracy and a knack for bridging communication gaps? Are you excited by the challenge of ensuring a seamless customer experience across multiple channels? Then this Engineering Liaison - Digital Marketing role is for you!
About the Role:
In this critical role, you will act as a central liaison between the engineering and marketing teams, ensuring the smooth flow of accurate product data across various digital channels, including website feeds, Email marketing platforms, and SMS marketing tools. You'll be responsible for monitoring product feed quality, maintaining data consistency, identifying and resolving technical issues, and ensuring proper tracking and tagging implementation for a successful omnichannel marketing strategy.
Responsibilities:
· Product Feed Management:
o Ensure product feeds pushed to ChannelAdvisor, Email service providers (ESPs), and SMS platforms are complete and accurate.
o Implement alerts for anomalies in feed size, product count, or other data discrepancies.
o Maintain records of outbound feed credentials and access for various partners.
· Data Consistency Across Channels:
o Troubleshoot discrepancies between website inventory, product feeds, and Email/SMS marketing materials.
o Verify consistency between server-side data (seen by bots) and client-side data (seen by users) for all channels.
o Confirm product quantity filters in feeds reflect website watermarks for accurate promotions across channels.
o Resolve price discrepancies between product landing pages, feeds, and Email/SMS marketing content.
o Identify limitations in the current URL structure to accommodate future upcharges and markdowns across all channels.
o Ensure Schema markup on the server-side aligns with both the consumer-facing price on the client-side and the prices reflected in product feeds.
· Communication & Collaboration:
o Notify ChannelAdvisor, ESPs, SMS providers, and marketing partners of data integrity issues and feed delivery delays.
o Facilitate clear and concise communication between technical and non-technical teams regarding website feeds, Email campaigns, and SMS marketing initiatives.
o Translate technical concepts into easily understandable language for non-technical stakeholders.
· Tracking & Tagging (Website & Email/SMS):
o Verify the accuracy and sequence of events within the Data Layer for tracking website, Email, and SMS campaign performance.
o Ensure Data Layer variables are used for their intended purposes, including capturing data for all marketing channels.
o Validate the compatibility of event names and custom variables with website, marketing, Email, and SMS tracking needs.
o Analyze website updates for potential impact on tracking across all channels.
o Utilize tools like Google Tag Inspector for tag validation across website, Email, and SMS campaigns.
o Demonstrate proficiency in GA4, including custom report creation and understanding of default events and tracking parameters relevant to website, Email, and SMS marketing.
· Email & SMS Channel Management:
o Collaborate with vendors, IT teams, and business stakeholders to manage Email and SMS channels effectively.
o Participate in creating user stories and roadmaps for enhancements to Email and SMS marketing functionalities.
Skills & Qualifications:
· General IT & Comp. Sci. Knowledge:
o Experience scheduling jobs with dependencies.
o Familiarity with SFTP file transfer protocols.
o Understanding of ASCII encoding, escaping characters, and regular expressions.
o (Preferred) Basic programming knowledge (If-Else statements, data types, etc.)
· Database Knowledge:
o Understanding of database management and SQL concepts (joins, Booleans, database relationships).
· Web Development Background:
o Understanding of URL structure (subdirectories, query parameters, etc.)
o Knowledge of server-side vs. client-side rendering.
o Familiarity with structured data and Schema markup.
o Ability to diagnose HTTP status codes.
o (Preferred) Experience with HTML, CSS, and JavaScript.
· Tagging & Tracking Knowledge:
o Proficiency in using Google Tag Inspector or similar tools.
o Experience with GA4 and creating custom reports for website, Email, and SMS campaign analysis.
o Understanding of default GA4 events and tracking parameters relevant to website, Email, and SMS marketing.
o Awareness of event sequencing and consent management (OneTrust).
o Ability to analyze the impact of website updates on tracking across all channels.
o Knowledge of organic channel tracking via HTML DOM elements.
o (Preferred) Experience with GTM for an enterprise-level website.
o (Preferred) Experience with GA4 in an e-commerce/retail environment, including applying learnings to Email and SMS marketing initiatives.
Bonus Points:
· Experience working in a fast-paced, e-commerce environment.
· Excellent communication, collaboration, and problem-solving skills.
· Strong attention to detail and a commitment to accuracy
