Digital Marketing Manager (7794)

The Digital Marketing Manager will work closely with the Director, Marketing Communications to develop and manage all objectives, strategies, tactics and results for digital marketing programs in the US market.  This includes:

• Leadership of the Marketing Communications Technology Pillar
  • Extend analytics capabilities (laddering up analytics to relevant business building metrics, greater analysis of overall system - campaigns, porschusa.com, porschedealer.com, approach for reporting/optimization of Always On, coordination with digital business platform)
  • Develop and manage future gaming and e-sports initiatives - including collaboration with colleagues within VMM department at our headquarters in Germany (PAG)
  • Update the content and user experience of porscheusa.com and distribution of the Porsche e-newsletter
  • Lead Always On campaign initiative with specific focus on paid search and programmatic advertising
  • Coordinate AR/VR approaches within PCNA and collaboration with PAG (VMK department)
  • Assist Manager, Dealer Marketing with management of porschedealer.com
  • Work with other key stakeholders within the PCNA digital ecosystem (e.g., Digital Business Platform, Corporate Business Development, etc.) to ensure integration across the total PCNA digital footprint
  • Represent PCNA's needs and required inegration with on-going digital innovation topics such as development of DMP, DAM, Porsche Finder and other platforms
• Collaborate with PAG,their agencies and our agency partners in the US to develop digital marketing programs across all Porsche model lines
• Manage advertising agency and internal staff to coordinate creation of advertising campaigns, and provide overall campaign leadership when necessary, which will support all segments of the company's business and which may be executed across multiple media channels.  Drive innovation to ensure PCNA and our media agency are utilizing the most effective targeting and engagement technologies in digital media and ensuring efficient conversion rates (based on program goals).
• Coordinate bi-monthly results/optimization meeting and ensuring campaign results are effectively merchandised within the company
• Guide and manage direct report (Digital Marketing Specialist) to ensure they are learning, growing and their efforts are in alignment with Technology Pillar goals
   
  Roles & responsibilities
  Primary responsibilities:
  Planning
• Develop, along with Director, Marketing Communications, overall objectives, strategy and budgetary needs for US digital campaigns. Create and execute online programs designed to increase site traffic, low funnel actions and sales demand
• Represent PCNA at international digital meetings organized by Porsche headquarters
• Utilize discretionary time to further PCNA's marketing capabilities related to technology and new media
   
  Integration
  Develop strong relationships and integration across disciplines by working hand-in-hand with Manager, Content Strategy, Manager, Dealer Marketing, E-Performance Marketing Manager, Area Marketing Managers, Digital Business Consultants, Corporate Business Development, key agencies (UDG, Shift, C-K, GSC, etc.) and other key stakeholders that engage with the Porsche digital landscape. Work with Agency and other partners to develop and analyze program metrics for effective benchmarking and performance management.  Support other departments with digital and search needs as necessary.
   
  Logistics
• Responsible for managing overall timelines and budgets for production of digital media activities across all models.  Primary point of contact with advertising/on-line agencies, media agency and applicable vendors to ensure effective execution of all tactics.
  • Marketing efforts designed to drive website traffic, leads and sales
  • Manage and merchandise porscheusa.com website and supporting microsites. These activities include site creative development, product promotion, site navigation and user acceptance, lead generation, campaign management and site analytics.
  • Ensure regular program optimization meetings are held to maximize campaign effectiveness and that reporting is regularly distributed and reviewed internally

Budget Management

• Develop a strong partnership with Procurement/Finance in order to finalize in-going annual budget line items and actively manage purchase order/invoicing and on-going budget management systems:
  • Annual budget proposals are accurate and reflect all planned programs
  • All programs are implemented within budget and in the most efficient manner possible
  • All necessary Procurement and Finance policies are adhered to related to program spending approval and execution
  • Maintain monthly budget forecasts
  • Identify and drive ROI improvements

Direct Report Management

• Will ensure that direct report (Digital Marketing Specialist) is performing up to expectations and has adequate growth opportunities within PCNA.  Will be responsible for day-to-day management of Specialist, timely performance feedback and regular reviews.
• Responsible for the proper usage of, awareness of, and compliance with Information Technology, Security, Procurement, Finance and Legal policies at Porsche Cars North America
• Maintains proper retention of electronic documents, confidential information and actively demonstrates an understanding of the need to safeguard competitive information in both electronic and non-electronic formats
   
   
  Qualifications
  Education:
• B.A. degree or higher in a discipline related to marketing, communications or management
   
  Experience:
• Minimum 6 years experience in a digital marketing role (client or agency side)
• Management, project management, analysis, interactive development, SEM/SEO and emerging media)
• Successful team management experience working in a matrix organization
• Knowledge of interactive development procedures and techniques to help guide vendors and agencies
• Knowledge of print and collateral material production processes, graphic art in order to interface effectively with agencies and vendors
• International experience a plus
• Enthusiast Brand / Luxury Brand experience a plus
   
  Skills:
• Ability to work conceptually and strategically - can autonomously construct and deliver strategically sound, intuitive presentations and marketing campaigns
• Understanding of technical implementation of online marketing campaigns
• Excellent project and budget management skills
• Ability to work independently, without frequent directio