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Digital Marketing Manager

 

 

WHEN

February 2019 - June 2019

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WHAT

Protein Packed Products

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WHERE

Westminster, CO

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Continued with all responsibilities of E-Commerce & Digital Marketing Coordinator, while also managing the following:

  • Amazon Advertising

    • Experienced in setting up/manipulating/adjusting PPC campaigns

    • Established a daily system to monitor keyword/product rankings and research new keywords for products

    • Optimized product pages regularly by plugging high-ranking keywords into product titles, bullet points, backend keywords, and descriptions.

    • Skilled at ad placement/copy/image selection to target specific audiences

    • Improved the FlapJacked brand block for branded searches (sponsored brand headline search)

    • Analyzed ACOS and related metrics to determine success of campaigns based on specific campaign goals

    • Established and maintained a Defend/Reach/Convert system for sponsored product ads

    • Demonstrated understanding of sales cycle and COGs when determining success of campaigns

    • Well-versed with multiple 3rd party tools to understand the full picture of the Amazon business and make decisions accordingly (Ex: Sellics)

    • Developed organizational systems for ad campaigns to help make tracking and reporting easier and more insightful

  • Amazon Operations

    • Trained in basic forecasting and projections

    • Understood importance of developing and building product case packs

    • Comprehension of inventory management (FNSKU, retail arbitrage, co-mingled inventory)

    • Well-versed in Seller/Vendor support and case escalation

    • Considered dimensions/weight of items to find most efficient way to ship

  • Additional marketing needs

    • Set-up/managed all email communications through MailChimp (segmented list and tracked key metrics)

    • Set-up/managed advertising for Kroger Promote IQ

    • Designed promotional offers from idea to execution, conceptualized promotion tracking with tags, and created sampling programs to encourage product trial

    • Assisted with photo shoot execution, content creation & content planning

    • Set up Google Ads and Facebook Ads (on occasion)

  • Reporting

    • Daily monitoring of units sold/revenue

    • Update monthly reports (and design new reports as needed)

    • Compile reports into monthly presentation

    • Utilized both Amazon and Google Analytics to pull data

E-Commerce
& Digital Marketing Coordinator

 

 

WHEN

January 2018 - February 2019

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  • Amazon product catalog (United States & Canada): 

    • Updated and made edits to product listings on both Seller & Vendor Central

    • Wrote & updated copy for product pages

    • Ensured that all product photos were displaying correctly and tested user experience

    • Managed parent/child variations and used bulk templates to update and add new products

    • Experienced with how to build & develop A+ pages (Enhanced Brand Content), Amazon Storefront, feedback emails, promotions, coupons & lightning deals

    • Assessed other brands to identify gaps and areas for improvements with our own products

  • Shopify website management

    • Coordinated with web developer to build pages/features on site as needed

    • Skilled at using HTML to update website

    • Proactively monitored and optimized product listings according to e-commerce best practices

    • Managed and optimized SEO across multiple channels

    • Identified and bridged gaps in product copy

    • Maintained a thorough understanding of legal claims, ingredients and product details to make sure most up to date information was always on the website (including updating FAQs)

    • Managed subscription order system

    • Identified wholesale account prospects

    • Troubleshot web process, added apps as needed, and tested/streamlined customer user experience

    • Compiled and analyzed monthly data on FlapJacked’s digital marketing programs and sales performance (Amazon & Shopify)

  • Customer Experience

    • Responded to customer inquiries and comments on Amazon.com in a timely manner.

    • Helped to create and manage contests, blogs, email newsletters, photos/videos, recipes and more.

    • Identified and utilized marketing tools to drive FlapJacked’s online reviews and ratings

  • Trade Shows

    • Participated in both B2B & B2C trade shows (Boston Marathon, Crossfit Games, FNCE, Outdoor Retailer)

    • Acted as a lead representative, made sure all show needs were met to ensure an excellent customer perception of the brand

    • Identified/funneled leads to correct contacts within FlapJacked

    • Designed promotions to reengage with customers post show and encourage them to convert on our site

Creativity

As part of a small, family business, it was incredibly important to think outside the box when it came to producing content in a cost effective manner. 

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I worked closely with our designer to brainstorm the type of lifestyle imagery we needed across a variety of platforms, schedule out a content calendar, create a shot list and often help with the photo shoot execution (or act as model, like to the left).

 

Although having the time to plan content is always the goal, a lot of times we needed to create on the fly to stay current with events that were going on. That’s why it was so important to me to keep an eye on trends within social and email creative throughout the industry.

 

By doing this I was able to quickly identify what key visuals would be useful for our brand and then utilize methods of delivery that I had seen demonstrated by other well-respected brands. 

Logical Problem Solving

Due to being a very small team, it was so important to thoroughly understand how our website worked, the proper ways to troubleshoot customer issues, and really take the time to design our promotions in a way that was logical and provided an excellent customer experience. 

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What I found most helpful was to run a full test of our website each week to try and understand how customers were seeing our site, what potential issues they may be having, and if there was any messaging or prompts that may be confusing. If I came across something that I thought was an issue, I would take the time to understand where the source was and work backward from that to either learn how to fix it myself or reach out to the appropriate resources for help.

Empathy

I was very fortunate to have the opportunity to attend multiple consumer events during my time with FlapJacked. The Boston Marathon, Crossfit Games, FNCE conference and Outdoor Retailer Expo offered me the chance to talk face to face with both loyal customers and people who had never heard of our products before. 

 

But my biggest takeaway from these shows often had to do with my coworkers. Trade shows can be incredibly stressful - between reserving the space, shipping product and booth materials, making sure everyone is on the same page with messaging, and then just the sheer exhaustion from traveling and long days in a booth.

 

I found that things were always more productive if I took the time to see things from my coworkers point of view. Acknowledging the work they were putting in and voicing things that may be frustrating allowed us to work through those things before they became an issue. Not only were we able to execute more efficiently, but we also fostered such genuine respect for each other that I know they will be trusted confidants in my life for a long time.

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