Customer Acquisition Manager

OVERVIEW:

The Customer Acquisition Manager is a member of the Marketing team and is responsible for driving growth in outbound channels. As the Customer Acquisition Manager, you will be responsible for driving new audiences and customers to Gardener’s Supply and reporting on channel performance, ad dollar efficiency, and general marketing execution. This role will design and implement strategy across paid and search and social channels, display, television and will collaborate with our Social Media Specialist on earned social media. This role is ultimately responsible for driving new customers to Gardener’s supply website and stores and understanding the impact of all marketing efforts on this goal. The Customer Acquisition Manager will require a strong analytical skillset to understand product- and category-level performance, customer source, and ultimately working with the Customer Retention Manager to understand how new customers develop over time. The ideal candidate will bring a strong background in paid social and search, an understanding of organic search, a foundational understanding of big data, and a passion to learn and grow. Collaborative skills will be required as this role will work closely with our content team, customer retention, social media, and retail marketing managers.

RESPONSIBILITIES:

• Budgetary, strategic and P&L responsibility to maximize the demand, profitability and new customer acquisition to its fullest.
• Program manager for our paid search program including but not limited to brand and non-brand paid search and Google Shopping/product listing ads.
• Develop and implement growth marketing strategies across ad platforms including goal setting, measurement, and optimization.
• Create, measure and analyze A/B tests across advertising platforms, work with Social Media team to assist in paid media testing on social channels.
• Collaborate with Customer Retention Manager in managing catalog/print driven customer acquisition and measuring attribution.
• Work closely and collaboratively with the Customer Retention Manager to ensure we measure & maximize retention, rebuy rate and trailing twelve month lifetime value.
• Manage distribution and optimization of outbound product feed in collaboration with IT and Product Manager teams.
• Responsible for relevant partner/vendor tagging of website (aka Google/Bing/Meta ads conversion pixels etc.).
• Deliver on-time and accurate suites of reporting in daily, weekly, monthly, seasonal and annual cadences, with clear year-over-year and other trend indices.

OTHER RESPONSIBILITIES:

• Maintains good relationships with IT, Contact Center & Service, Accounting and Creative and all other departments to help improve corporate and cross-departmental analysis.
• Acts as a member of the marketing team.
• Assist in testing and quality assurance for marketing department programs and channels.
• Stay up to date on emerging advertising platforms and trends, new campaign types and automation opportunities.
• Other responsibilities as assigned.

REQUIREMENTS:

• 5+ years experience in a media/ad buying or management role
• Four-Year college degree or equivalent life experience
• Demonstrated experience in driving strategy across social & search channels
• Proficient in collecting and analyzing marketing data from various digital sources
• Familiarity with response modeling and hold-out testing preferred
• Proficient in Microsoft Office suite, must have strong skills in Excel/Sheets
• Strong project management skills and ability to stay organized and prioritized while managing competing deadlines and initiatives
• Able to craft and implement growth-based marketing strategies
• Ability to work cross-functionally with content providers, business analysts, IT, Customer Care and external vendors