Online Marketing Manager
Title: Online Marketing Manager
Function: Marketing
Department: Marketing
Reports to: Continental Marketing Manager
Direct Reports: Online Marketing Coordinator
Overall Job Function: Responsible for leading the Online Marketing team and strategically planning the local online marketing calendar and new online initiatives to drive traffic and sales to the online and physical stores.
Job Responsibility including but not limited to:
- Leads and builds up the Online Marketing team to support the online sales and marketing goals.
- Strategically plans local calendar activities and optimizes timing, exposure and commercial idea to drive online traffic and sales and support store activities
- Keeps track of global online and store campaigns as well as global plans for hm.com, newsletters, print marketing, SEM, push notifications and online merchandising activities. Identifies and initiates local adaptions based on the retail calendar and customer behavior in the local market.
- Sets the seasonal and weekly traffic forecasts together with US Sales team, HQ media planner and HQ Sales planner
- Creates, updates and shares the local online commercial and marketing plan with local and global sales teams
- Represents online marketing in commercial meetings to optimize the local execution and activities for each concept
- Responsible for managing the affiliate program, affiliate agencies and setting the publisher strategy for H&M
- Works closely with the HQ Marketing department on the local strategy for SEM, direct mail, newsletters and other online marketing channels
- Responsible for managing activities to increase email subscribers, app downloads and repeat purchase customers
- Provides reports on local traffic, online channels and touch points results and customer behavior online to help optimize activities
- Identifies strategic online partnerships and initiatives to find new ways to drive traffic and sales and increase the online marketing reach
- Works closely with the HQ Marketing department to set and follow up on the online traffic goals
- Provides feedback and input to HQ on local market needs and competitive landscape to optimize online campaigns, tools and processes, online marketing channels and functionality on hm.com
- Educates the local sales and marketing teams on online marketing strategies and best practices
- Proactively seeks updated knowledge of industry trends in advertising, marketing and fashion in order to implement new strategies
Financial Accountability:
- Affiliate budget (est. $1M)
- Shared ownership with HQ of online marketing budget (est. $20M)
Minimum Candidate Qualifications:
- Bachelors Degree, preferably in marketing.
- 5+ years of experience in online retail preferably fashion
- Experience with online media planning/buying
- 2 years of management experience
Competencies:
- Proficient in Microsoft Office
- Working knowledge of the fashion and media business
- Working knowledge of online and social media
- Ability to think and work strategically; able to plan ahead and foresee opportunities
- Ability to communicate clearly and hold high level external meetings
- Able to work independently and be self motivated while still working within a team environment and fostering a strong team collaboration
- Extremely creative and oriented toward problem resolution
- Strong brand ambassador
- Excellent written and verbal skills
- Strong organizational and time management skills
- Leadership Experience
- Availability to travel as needed (up to 25%)
Job Status: Exempt
EEOC Classification: OFM
*LI-US1
