Digital Marketing Specialist

Reporting to the Digital Operations Manager, the Digital Marketing Specialist is the online performance champion responsible and accountable for achieving sales targets and increasing the E-Commerce businesses through integrated digital marketing strategies and tactical plans in line with brand standards. He/she is an effective communicator and presenter, passionate about achieving goals, online advertising, and social media tactics, with a proven ability to grow online business channels. He/she will independently manage the planning and publishing of all digital content, execution of digital ad campaigns, and optimization of campaigns for improved performance while adhering to the digital marketing budget. This individual is results-oriented and displays a razor-sharp accuracy when tracking, analyzing, and reporting on KPIs including but not limited to conversion, ROAS, web traffic and engagement. He/she demonstrates skill in building and leveraging a digital audience on social media channels to achieve online sales goals and increase engagement.

**Strategy & Sales**
- Develops and implements an integrated North American E-Commerce strategy to support Olsen digital properties, including but not limited to SEO, SEM, and social media tactics to drive sales and increase brand awareness.
- Establishes digital road map (Digital Planning Calendar) in alignment with the Retail Planning Calendar, delivery cycles, and global digital initiatives. Ensures tactics and promotional cadence will achieve sales objectives. Solely oversees execution of planned activity, prepares critical paths for cross-functional team members to ensure assets are delivered on deadline.
- Manages online content based on the Digital/Retail Planning Calendar, including amplification of digital content and platform assets. Assumes full ownership of production and execution of all digital advertising, collaborates with the Marketing Coordinator to craft product database copy and with graphic designers on the delivery of images assets to support new collection launches. Consults with the Marketing Director for approval of campaigns.
- Collaborates with Merchandise & Planning Manager to propose online strategies to achieve sales, markdowns, turns, IMO% (percentages) and GM $ (amounts).
- Produces and manages calendar for digital merchandising and content of Olsen E-Commerce channels, ensuring timely product launches, accuracy of products and information displayed, promotional offers, campaign run-times, and other customer-facing details.
- Oversees and regularly refreshes olsen.ca, dictating placement of key messages on the home page, collection pages, and curating categories.
- Ensures accuracy of information presented in the digital marketing space, regularly proofing live content for quality assurance.
- Collaborates with the local and global marketing teams on digital brand strategy, content development, and campaign execution.
- Prepares budgets and forecasts to support sales targets.
- Establishes relationships with expert third party vendors in the digital advertising space to elevate the brand. Manages digital partnerships to meet objectives.
- Defines performance measuring requirements and shares results with stakeholders weekly.
- Actively participates in user experience optimization and platform evolution. Proposes enhancements to digital properties to improve KPIs.
- Proposes ways to gain additional customer insights from the digital space, such as enhanced customer profiles, surveys, digital behaviour analysis, and user tracking.
- Works with Merchandise Analyst to ensure inventories are appropriate according to trends and performance.
- Effectively conducts conversion optimization using data from Google Analytics, Facebook Insights, and other data sources, as well as Google Optimize of other A/B or multivariate testing tools. Runs quick and cost-effective tests to refine campaigns using tools such as Meta (Facebook) Ads experiments or Google Ads experiments.

Maximizes profitability of all paid marketing campaigns on Google, Facebook, Instagram, and other digital media outlets.
- Comfortable working within popular E-Commerce platforms such as Shopify and has used techniques such as A/B testing to help drive revenue.
- Manages and implements a strategic SEO plan and optimizes paid Google Ads. Must understand and be able to monitor/analyze the performance of website properties and other digital campaigns using industry best practices and tools.
- Consistently suggests improvements for the user experience and for increasing sales.
- Previous experience with user behavior analytics tools such as Hotjar and Microsoft Clarity is an asset.

**Social Media & Digital Content Creation**
- A social media expert with advanced knowledge in all relevant social media platforms, leads all content planning, development, and publishing for North American social media platforms.
- Creates inspirational, informative, engaging content that aligns with