JOB SUMMARY:

Firestone Walker’s Digital Marketing Manager is responsible for driving an immersive digital communication strategy across all FWBC channels, including social, SMS, and streaming, driving consumer engagement, conversion, and audience growth through a robust and meaningful experience for our family of brands, including 805 beer, Firestone Walker, and Cali-Squeeze.

ESSENTIAL JOB DUTIES AND RESPONSIBILITIES:

Specifically, the responsibilities of the position include, but are not limited to, the following activities:

• Plan and execute all social media, database marketing, email, community, and promoted strategies in collaboration with brand directors, marketing leadership, and media agencies.
• Lead digital marketing, content, and community strategies by deciphering consumer trends and identifying consumers and their current and future beverage needs and monitoring the competition.
• Drive the strategies that develop a thriving social media presence and content marketing channels that maximize the reach and life cycle of branded content to drive traffic, engagement, brand awareness and ultimately influence purchasing behaviors.
• Oversee consumer sentiment and reputation management, driving interactions with consumers spanning product, customer services, and Q&A.
• Drive audience growth and community through online platforms from Facebook groups to Reddit, craft media partners, and other social platforms and channels.
• Work with creative, product marketing, sales, the brew team, brand ambassadors, and other industry experts to drive owned and earned media reach through content strategies, including blogs, user-generated content, video, photo, and multimedia.
• Develop and manage editorial governance so content is consistent with brand voice, style, and tone.
• Evaluate end-to-end customer experience across multiple channels and customer touchpoints and report the performance of all digital marketing campaigns and assess against goals (ROI and KPIs) through regular presentations to marketing leadership.
• Identify trends, and insights, optimize spend and performance based on performance metrics, and contribute to marketing effectiveness by identifying short-term and long-range opportunities to drive brand affinity and new customer recruitment.
• Manage customer insights efforts and FWBC customer database to measure consumer demographics, trends, and preferences.
• Lead marketing innovation by discovering new and creative growth strategies through digital and emerging platforms and audiences.
• Develop measurable experiments and conversion tests to optimize marketing plans and creatives that are proven winners.
• Identify critical conversion points and drop-off points and optimize user funnels.
• Collaborate with brand, retail, and product teams to manage and optimize the user experience on FWBC digital experiences, websites, and web store.
• Maintains and develops digital marketing staff by recruiting, selecting, orienting, and training staff by providing information, educational opportunities, and experiential growth opportunities.
• Ensure strong SEO for all FWBC editorial initiatives, websites, and digital presence.
• Conduct annual consumer surveys through FWBC and brand databases to understand trends, product interests and consumer demographics.

• 5+ years proven track record in digital and social marketing in a CPG or strong lifestyle brand.
• Demonstrable experience leading and managing SEO/SEM, marketing database, email, social media channels, and content platforms, and/or display advertising campaigns.
• Expertise with Facebook, Instagram, Twitter, YouTube, TikTok, Reddit, and related social, community, streaming and digital channels, as well as email tools including Klaviyo, survey platforms (Survey Monkey) and beyond.
• Experience in optimizing landing pages and user funnels.
• Experience with A/B and multivariate experiments.
• Solid knowledge of website and marketing analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends, SEMRush, etc.).
• Working knowledge of ad serving tools.
• Experience in setting up and optimizing PPC campaigns on all major search engines.
• Working knowledge of HTML, CSS, and JavaScript development and constraints.
• A highly creative taskmaster and innovative thinker with experience in identifying target audiences and devising digital, email, and social media campaigns that engage, inform, recruit, and convert consumers.
• Expertise in social channels and audience growth methodologies, including Meta platforms, YouTube, TikTok, Reddit, email tools (Klaviyo), consumer survey tools, and beyond.
• A deep SEO understanding, content categorization and structure, content development, distribution, and measurement.
• Tactical experience in email marketing and audience targeting, including shopper marketing, retargeting, cart abandonment, and customer shopping journeys.
• A self-motivated team builder who is highly collaborative across creative, strategy, and communications.
• Proficient in marketing research and statistical analysis.
• Financial planning and strategy.

WHAT FIRESTONE WALKER OFFERS:

• Competitive pay rate for an experienced individual with the right skills
• An excellent benefits package including:
  • 100% paid premiums for employee including medical, dental, vision, & life insurance
• Accrued PTO (rate of 13 days per year)
• Accrued Sick Leave (1 hour for every 30 hours worked)
• 401(k) retirement plan including company paid profit sharing & 4% matching
• 9 paid holidays per year

Please submit your work experience when applying. Firestone Walker is an Equal Opportunity Employer.