Sr Marketing Manager - Website Planning

In this role you will lead our plan to deliver industry-best experiences for Bobcat customers and stakeholders. This person is responsible for the lead role and strategic direction of website planning and KPIs while ensuring customer satisfaction. As a cross-functional leader, the person in this role will craft a vision for the .com roadmap, developing strategies that lead to effective and efficient delivery of content and manage results based KPIs. The ideal candidate will be able to lead conversations at all levels about strategic direction for web implementation projects and is a self-starter who can juggle a variety of competing requests, establish clear priorities, map out and execute a vision, and ensure on-time completion of projects individually and through the leadership of others.

Cross-functional strategy & thought leadership
•    This role will be responsible for the website and how it fits into all stages of the customer journey, using data to guide UI/UX, and seeking ways to deliver better business outcomes and experiences.
•    Serve as a subject matter expert for the .com, this person will manage site optimizations, roadmap planning, and staying on top of emerging trends
•    Develop and drive forward roadmaps aligned with growth goals while successfully delivering shorter term needs.
•    Understand and find synergies across digital channels in partnership with other team members
Performance management & execution
•    Heavy data analysis of Site Optimization program performance
•    Manage site & mobile A/B testing and personalization programs from idea to execution 
•    Perform analysis of digital customer behavior on websites to identify insights and opportunities for optimization & testing; assess business objectives, research competition and develop ROI analysis, materials to support recommendations
•    Assess web analytics tagging and data quality; provide recommendations for web analytics enhancements to improve ability to make key business decisions
•    This role will work digital customer experience, creative/UX and development teams to optimize the website experience and deliver continuous improvements in key performance metrics such as SEO results, visitor engagement, conversions, and lead quality.
Customer relationship management
•    Understand the business/industry and how the .com connects to broader goals
•    Lead development and delivery of customer solutions, including:
    o    Clearly defining program objectives, tactics and KPIs
    o    Developing and delivering internal communication
    o    Leadership of tactical content planning and execution
Team leadership
•    Manage work independently with direction from Director of Marketing Planning
•    Recruit, train and manage new team members

●    Education Required: Bachelor’s Degree in Marketing, Business Administration, Management Information Systems, or related field.
●    7-10 years of experience in site management and digital analytics
●    CMS experience and ability to understand technical issues and communicate with development teams
●    Strong knowledge of e-commerce best practices
●    Digital agency experience or digital lead on the client-side
●    Experience with tag management tools (GTM, Tealium, Ensighten, Signal, or Adobe Launch)
●    Strong analytical background demonstrating an ability to understand business problems, analyze trends, draw conclusions and make actionable recommendations
●    Proven track record of success driving strong positive results within a digital business context
●    Great communication and management skills
●    Sound conceptual and analytical problem-solving skills
●    Exceptional attention to detail
●    Ability to work independently and drive efforts from start to finish
●    Experience working with international teams highly preferred