The VP of Digital Marketing will play the lead marketing role in Company, a fast growing e-commerce business and be a partner on the senior leadership team, reporting to the company’s President. Company.com is a $30mm growing business that serves as an online directory for local businesses in major cities and provides consumers the ability to transact online directly with those merchants. Each completed transaction generates a commission fee for Company.com. A large portion of newly acquired customers will repeat on a frequent basis. Company is an established company with several years experience in four major markets and expanding now to new cities.

VP of Digital Marketing will manage a tightly focused team and be responsible for the hiring and managing of a marketing analyst and a social media/content management manager.

Responsibilities:

The Digital Marketing role is focused on identifying and executing new opportunities to drive rapid revenue growth in new and existing cities. This person will have control over marketing, content (in coordination with Sales), and promotion decisions to improve customer acquisition, conversion and loyalty (repeat usage):


o Site Metrics
o Determine current site usage (# visits, unique, repeat etc)
 Conversion metrics
o Identify and set goals for visits, and optimal # of conversions by markets
o Develop daily weekly, Monthly Quarterly Reports which highlight
 Regional campaign successes
 Costs
 Promotions –Indentify success metrics
 Period Comparisons
 Seasonal trends
 Cardinal events (holidays – regional celebrations etc)
o Develop a clear sales conversion funnel

o Customer Acquisition and Loyalty
• Execute and manage online marketing campaigns across various channels including SEM, display ads, email, referral, and social media
• Design and execute a/b testing to optimize performance of campaigns
• Ensure appropriate tracking mechanisms are in place in order to measure results of campaigns
• Drive viral marketing effort by leveraging social media channels
• Listen, engage, and interact with followers/fans across social media networks and email to drive repeat usage and loyalty
o Understand what the customers want.
o Survey customers. Are our competitors giving it to them? Are we?
• Research and recommend new campaigns, promotions, and tools to improve results and ROI Track and analyze website behavior and product usage to identify optimization opportunities.

• Establish reporting to measure site performance and success of new and existing features and functionalities. Also will determine lifetime value of a customer and determine target acquisition costs

o New Market / City Launch - Develop and manage new market launch strategies including overseeing local PR, grass roots and traditional marketing expenditures.

o New Product Launch/ Website Enhancements
• Work with Product Management to execute quick tests seeking to optimize results at every step of the conversion funnel.

• Work with Product Management to define new product requirements and new features for larger scale improvements and growth initiatives.

The companies website, Company.Com, is undergoing a complete re-design and rebuild. Candidate will work closely with Product Management in establishing requirements and providing design input to the effort.
Qualifications:
While the technical tools of the trade are important to us, an absolute “price of admission” is that our ideal marketing partner will be someone that can demonstrate absolute passion for and commitment to our mission. We are a hard working team with extremely high standards, strong culture for performance, tremendous energy and commitment to our goals, and a strong sense of humor and fun. We embrace open and honest communications. No victims, whiners or political BS in our culture.
Previous hands-on experience is paramount. Candidate must have strong digital marketing experience having been accountable for acquiring new customers through SEM/SEO and social media. Email marketing is also a key component given the heavy repeat nature. eCommerce experience also critical for understanding conversion and can support decisions with strong analytical capability. Approach will be augmented in new cities with some mix of traditional spending to build awareness and timely impulse.

The ideal candidate should have all the following skills:
o MUST have 3-5 years proven experience in online marketing programs and website optimization at a consumer-based Internet company. Familiar with running ad campaigns on Google, Yahoo!, and Ad networks.
o Solid understanding of using Twitter and Facebook for business, as well as the tools available to manage Twitter and Facebook accounts
o Understands how to use customer segmentation strategies to improve performance
o Critical thinker and creative problem solver with a combination of good intuitive judgment and strong analytical skills.

o Demonstrated excellence in hands-on execution. Proven track record of successfully launching frequent improvements.

o Experienced running A/B tests and analyzing results to ensure optimal decision making with respect to key performance indicators

o Energetic self-starter results-focused individual who is ready to dive in and deliver tangible results from the start.

o Flourishes in high paced, demanding environments
o Management experience leading others
Other Qualifications:
o Excellent writing and communication skills
o BS/BA in Marketing, Business, or Communications; MBA a plus