Job of the week: Digital Marketing Director at Bob Evans
EDITOR’S NOTE: Information about applying for this job can be found here.
Statement of Purpose
This position is responsible for the lead development and execution of the Bob Evans restaurant digital and CRM strategies. Build programs to drive loyalty among users as well as leverage internet as a key marketing tool to acquire target consumers.
Designs and develops a best-in-class CRM that will drive customer acquisition, increase customer retention and value, drive sales, and generate ROI in its respective categories.
Social Media Channel Management – Manage and grow our Facebook, Twitter, and YouTube presence – measured in fans/followers, interactions, shares, and video views – and begin building our footprint in other channels. Continuous monitoring and moderating of community discussions that occur on our social media sites. Increase engagement via development of interactive, authentic two-way dialogue.
Develop and maintain a longer online/CRM calendar to (12-24 months) active plan.
Manages involvement of agency and digital partners.
Leads ongoing development and implementation of CRM plans and campaigns that achieve customer growth targets through a combination of customer acquisition, conversion and retention strategies into overall annual and long term marketing plans. Create and communicate analysis of email metrics on weekly, monthly and seasonal basis at the program and campaign level.
Pursue and assess CRM email and online advertising programs; optimizing strategies and new promotions to grow. Maximize paid and organic search engine traffic and conversion, while meeting cost per acquisition targets
Collects and analyze data to evaluate Bob Evans digital activity and consumer/digital trends. Identify and monitor competitors and research market conditions or changes in the industry that may affect Bob Evans.
Discover new paths for growth by uncovering and developing new segments, products, and channels.
Performs other job-related duties as may be assigned or required.
Self-starter with the ability to thrive under pressure managing multiple projects in a fast paced, changing environment. Proven experience in managing email campaigns for a progressive web company or large brand utilizing industry tools.
General knowledge in internet technologies like HTML, gif, flash, email protocols, etc.
Strong email/web/social media and search engine advertising experience
Strong quantitative and analytical skills
Advanced knowledge of social media marketing best practices including, establishing a voice, VOC/listening, reporting and measurement, and engagement
Significant experience managing outside creative services
Solid PC knowledge including Microsoft Office; Word, Excel and PowerPoint
Basic understanding of Photoshop or similar
Excellent communication skills, both verbal and written
Experience leading social media/online viral marketing campaigns with quantifiable results
College degree (BA, in business with graduate degree preferred) or equivalent experience
9+ years of marketing experience
2 year minimum of hands-on experience managing online CRM campaigns (agency or client side)
This position requires some travel.
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
While performing the duties of this job, the employee is regularly required to sit and talk or hear. The employee frequently is required to reach with hands and arms. The employee is occasionally required to stand; walk; use hands to finger, handle, or feel objects, tools, or controls; climb or balance; and taste or smell.
The employee must occasionally lift and/or move up to 10 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to adjust focus.