Job Description

Summary: The Performance Marketing Manager is responsible for driving new customer acquisition and maximizing lifetime value of existing customers through measurable marketing programs in our paid and owned channels. Success in this role will be determined by the ability to drive performance results through efficient allocation, measurement and optimization of marketing investments across all channels, including social, digital, email, blog and traditional media. The ideal candidate is collaborative and results-oriented with experience in data-driven performance management. This role requires the ability to strategically think about complex business objectives and execute marketing initiatives that drive efficient returns to the business. The candidate must be able to work in a fast-paced, results-oriented environment and direct agency partners to deliver performance that exceeds targets.

Responsibilities:

• Translates business and marketing objectives into data-driven marketing strategies (goals, tactics and metrics) across paid and owned channels.
• Demonstrates ability to work collaboratively with clients and business partners, peers and executive leaders to drive performance results and projects to completion
• Measures, reports, and analyzes the performance of campaigns across social, email and digital platforms and translates findings into actionable recommendations; continuously innovates and implements test and learn strategies that deliver results
• Executes deployment of media strategies via hands-on approach, including but not limited to email and social media content development and posting; partners closely with agencies and brand team to ensure content assets are on-brand, channel-appropriate and executed in a timely fashion
• Efficiently deploys the paid media budget and is responsible for optimizing the budget to maximize business objectives and return on ad spend (ROAS)
• Delivers measurable improvement in repeat rate and lifetime value through loyalty strategies and owned channel improvements; reduces reliance on traditional paid media and delivers reduction of new customer acquisition costs while growing overall revenues in excess of budget
• Challenges the status quo and pushes agency resources to continuously optimize and improve ROAS
• Oversees SEO and SEM strategies; ensures optimal utilization of branded and non-branded campaigns and partners with web team to optimize website for SEO ranking
• Consistently monitors marketing trends and competitors, identifying areas of opportunity to test and learn
• Works closely with stakeholders and partners across functions and organizations including PR, Brand, Digital, Contact Center, Analytics, Revenue Management, and external partners and agencies.
• Monitors and reports on brand health, including YouGov data, social listening tools and ad hoc brand health studies
• Synthesizes data across all paid and owned channels into monthly performance report that gets shared with executive management

Required Qualifications:

• S. or B.A. in Marketing, Analytics, Communications, or similar discipline
• 3+ years of proven success in performance marketing
• Expertise with social media platforms and ability to partner with agencies to lead strategy and content deployment
• Experience leveraging online and offline marketing channels to drive B2C customer acquisition, lead generation and/or revenue generation.
• Experience with display, paid search and paid social channels in B2C organization
• Organized project manager able to juggle multiple priorities in a fast-paced start-up environment
• Excellent written and verbal communication skills
• Budget management experience
• Comfortable working independently in a fast-paced, fluid environment with minimal oversight
• Expert problem solver with can-do attitude
• Able to execute day-to-day needs while maintaining a command of overall strategy
• Must exhibit ownership of assigned workload while taking full responsibility for related workflow and deliverables.

Preferred Qualifications:

• Knowledge and experience within the hospitality industry
• Familiarity with linear TV, OTT, DR, OOH and radio media buying and performance measurement techniques
• Agency and/or agency management experience

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities

The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor\xe2\x80\x99s legal duty to furnish information. 41 CFR 60-1.35(c)

Great Wolf Lodge