Senior - Onsite Growth Digital Marketing

I. GENERAL INFORMATION
Job Title: Senior - Onsite Growth Digital Marketing
Department: E-Commerce
Direct Reports: Head of E-Commerce
II. FBO (What are the primary functional business objectives for this position?)
a. Key Responsibilities:
- What are the 5 - 7 Responsibilities for this position?
- What are the most frequent and most important essential work activities, teams, and outcomes they are responsible for?
1. Onsite Marketing Strategy & Execution:
- Develop and implement onsite growth strategies to increase user engagement and sales.
- Optimize banners, landing pages, product pages, and onsite search experiences.
- Align onsite promotions with overall marketing and business goals.
Monitor and analyze user behavior to identify optimization opportunities.
- Conduct A/B testing on key website elements (CTAs, layouts, messaging) to improve performance.
- Optimize checkout flow and user journeys to reduce friction and improve conversions.
2. Paid Campaign Strategy & Execution
- Plan, set up, and optimize campaigns across Meta (Facebook/Instagram), TikTok, Google Search & Display, YouTube, and emerging channels.
- Define campaign objectives, target audiences, and ad creatives based on funnel stages (awareness, consideration, conversion).
- Manage media budgets daily, weekly, and monthly to achieve KPIs (CAC, ROAS, CTR, CVR).
3. Personalization & User Experience (UX) Enhancement:
- Implement AI-driven recommendations and personalized content to enhance user engagement.
- Utilize customer segmentation and behavioral data to deliver dynamic onsite experiences.
- Work with design and tech teams to ensure a seamless and visually appealing user experience.
4. Data-Driven Performance Optimization:
- Track and report key performance metrics (CTR, bounce, conversion, etc.).
- Use analytics tools (Google Analytics, Hotjar, heatmaps) to gain insights into user interactions.
- Provide actionable recommendations to improve onsite marketing performance.
5. Cross-functional Collaboration:
- Coordinate with Paid Media, SEO, CRM, and Product teams to ensure an integrated marketing approach.
- Work with developers to implement onsite marketing tools and enhancements.
- Align onsite initiatives with email, social media, and paid advertising campaigns.
b. KPIs:
What are the 3 5 Key Performance Indicators will this position be measured against?
- GMV Contribution of Onsite Channel
+ Score 1 80% or Less - Fails to meet expectations
+ Score 2 80% - 89% - Meets some, but not all expectations
+ Score 3 90 - 99% - Meets expectations
+ Score 4 100 - 109% Exceeds expectations
+ Score 5 120% and Higher - Outstanding
- Conversion Rate
- ROAs
c. Interdepartmental communication
- What are the primary people contacts in this job? Marketing team, Finance team
- With whom? Marketing Manager; Chief Accountant.
- What purpose? Scale up Owner E-commerce channels
- How Often? Daily/weekly/monthly/quarterly