Senior Growth Marketing Manager

The Senior Growth Marketing Manager reports to the CRO with accountability to the CEO and CMO. It requires a creative, ambitious growth mindset. This role directly contributes to Bookshop.org’s omnichannel strategy and will involve hands-on management of all our paid digital channels.

The role will be an essential part of Bookshop.org’s online growth. Successful performance will be achieved by optimizing our performance and ROAS for all paid channels, including internal campaigns and external advertiser promotional campaigns. 

 The Senior Growth Marketing Manager is responsible for achieving ecommerce revenue and profit goals for all paid campaigns, as well as targets for CTR, CPC, ROAS, conversions, AOV and other KPIs. This position will recommend and make decisions for advertising mix and budgets, promoted content strategy, digital campaigns, display, remarketing, affiliate, social commerce and email. The manager will work with both the  sales team and the marketing team to track, analyze and report on performance across all digital channels. This role will optimize our paid marketing and increase our growth via established and emergent digital media channels.

Responsibilities

• Responsible for driving customer acquisition and sales growth by leading our paid media strategy
• Develop and manage paid campaigns, including creating landing pages and ads, managing a/b tests, and measuring and optimizing performance
• Work with internal and external stakeholders on internal and sponsored digital advertising initiatives including social, display, and search campaigns
• Manage all paid channel activity, optimizing for traffic acquisition, conversion, and ROAS, including a/b testing and reporting
• Oversee digital marketing channels across PPC, SEO, Display, Affiliates, and Email marketing.
• Generate brand recognition and sales via creative optimization and programming on online channels such as Google, Bing, Facebook, Instagram, YouTube, Pinterest, TikTok, email, and emerging platforms.
• Develop a lead generation strategy by identifying potential channels for new customer acquisition and leading them through touchpoints to convert them into paying customers, on our native site as well as channels like Google Merchant Center
• Management of digital marketing budget to ensure positive ROI across platforms
• Monitor and iterate on paid and organic online media campaigns to optimize for effectiveness
• Segment customers based on behaviors and acquisition channels.
• Generate or partner with the team members to generate high-converting creative imagery, video, and copy.
• Collaborate cross-functionally to integrate paid search with omni-channel strategy and plans.
• Use Google Analytics and other tools to monitor and measure performance and optimize digital marketing campaigns, email marketing, display, and search advertising.
• Measure online conversion and identify tactics to improve conversion rates.
• Identify and test optimization tactics across key levers like bidding, creatives, landing pages, ad copy, audience targeting, and keywords to unlock growth
• Monitor competitor advertising and marketing initiatives to help convert customers of large internet retailers into local-business supporting independent bookstore customers.
• Develop an in depth understanding of the customer requirements for all book buying categories, reviewing category growth opportunities, trends, and KPIs.
• Lead strategic initiatives to evaluate and capitalize on new channels
• Review market trends and create target audiences 
• Manage timelines and deliverables 
• Adhere to established company brand standards to promote and maintain the company’s brands to generate business across multiple digital platforms

Requirements

• 3-5 years experience in B2C ecommerce advertising: PPC, social media advertising, and audience analysis.
• A deep understanding of the technology and trends in digital marketing.
• Expert in Google Adwords and Ad Manager, Tag Manager, Search, Display, Google Merchant Center, Facebook ad manager, other shopping ad platforms, and Google Analytics
• Solid E-commerce experience: SEO, web design principles, best practices, and A/B testing strategies, conversion optimization and upsell techniques.
• Ability to create & edit imagery, text, and/or short video for advertisements.
• Experience in all aspects of creating and growing digital marketing strategies to maintain a growth trajectory.
• Experience in developing and executing new customer acquisition programs as well as cross-sell, upsell, and retention campaigns.
• Experience with Social/Digital Analytics, CRM, SEMrush, Similarweb, ahrefs, and other e-commerce systems and tools.
• Outstanding analytical skills, strong experience interpreting test results and drawing conclusions
• KPI and ROI-focused mindset, with the ability to evaluate detailed metrics and improve campaign performance

Salary and Benefits

The yearly salary range for our Senior Growth Marketing Manager based in the US is $80,000 - $104,000 USD depending on experience. Note we are open to director-level applicants at a higher salary range for the right candidate with 4+ years experience. The position is fully remote. Paid time off is 4 weeks (20 business days) plus all US bank holidays, as well as paid sick leave. Benefits include medical, dental, and vision insurance and a 401K with company contribution.

To Apply

Please send a resume and cover letter to [email protected].

About Bookshop.org

Bookshop is an online bookstore with a mission to financially support local, independent bookstores.

We believe that bookstores are essential to a healthy culture. They’re where authors can connect with readers, where we discover new writers, where children get hooked on the thrill of reading that can last a lifetime. They’re also anchors for our downtowns and communities.

As more and more people buy their books online, we wanted to create an easy, convenient way for you to get your books and support bookstores at the same time.

By design, we give away over 75% of our profit margin to stores, publications, authors and others who make up the thriving, inspirational culture around books!

Equal Employment Opportunity

Bookshop.org is committed to fostering, cultivating, and preserving a culture of diversity, inclusion, and equal opportunity. We are engaged in the ongoing development of a work environment built on these principles—one that enforces respectful communication, encourages teamwork and participation, and supports employee’s varying needs through policies supporting work/life balance, accomodation, and flexibility. We know that our business benefits immensely from its diverse team, and that our individual differences, life experiences, knowledge, and talents make our company stronger and better. In recruiting, we prioritize and welcome the contributions of a diverse staff.

Being an equal opportunity employer means that Bookshop.org provides the same opportunities for hire, advancement, training, and benefits to everyone, without discrimination due to protected characteristics such as age, race, color, sex, gender, sexual orientation, ethnicity, nation of origin, religion, disability, genetic information including medical history, or other protected status.