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One of the coolest ecommerce jobs around!

HARRY’S COMMENTS: We are working with a well-established UV protective fashion apparel brand in its search for a world-class SEM / Demand Generation Manager to work onsite (M-F) at its Wynwood HQ office.

Before I get into the specifics of the job, let’s talk about YOU for a minute. Imagine going to work every day in this neighborhood …

When I was getting established in my career, I spent a few years working in some mighty cool places: Copenhagen. New York City. San Juan. Rio de Janeiro.

And you know what? I’m glad I did. It gave me a very worldly perspective on life, which I think I maintain to this day.

Miami is every bit as cool as any place I’ve ever worked. And Wynwood is the BOMB.

Known for its many colorful murals, Wynwood is one of the city’s most happening districts. Wynwood Walls is an outdoor museum showcasing large-scale works by some of the world’s best-known street artists.

The surrounding streets have converted warehouses housing craft breweries and funky art galleries. A hip young crowd frequents the neighborhood’s chic clothing boutiques, stylish bistros and late-night bars.

Go back and re-watch that video.

That could be YOU strolling around, beer in hand, with a warm ocean breeze in your hair. Lemme ask you: Are you doing anything like that today? WHY THE HECK NOT? This job posting may be just the thing that takes your life in a totally new — and fun! — direction.

Oh, and one more thing: Relo assistance is available. In fact, if you’re from out of town and you want to relocate, they’ll put you up in the company’s apartment at their expense until you get your living situation sorted. BAM!!

About the Company

My client designs, manufactures and markets premium sun-protective clothing and accessories for the fitness, leisure, and swimwear categories. All of its products offer UPF 50+ protection from UV-A and UV-B rays, and it was the first clothing company to earn The Skin Cancer Foundation’s Seal of Recommendation.

Founded in 2002 by an Australian accustomed to the harshest sun climates, the firm has become the international leader in sun-protective apparel. With elegant and fashionable styles ranging from newborn through plus sizes, the company is deeply committed to providing technical, elegant sun protection for people of all shapes, sizes, and genders.

About the Market

As one of fashion’s most crowded categories, sun protective clothing was a $16 billion market in 2020, and analysts expect it to grow to $21 billion by 2025.

Given the market’s size, plus trends like post-Covid “revenge travel” and the ability of platforms like TikTok to huff the flames of trends like tan-through swimwear into a bonfire — the competition among swimwear brands is fiercer than ever.

Bottom line: It’s a highly seasonal category, and consumers tend to buy once or twice (tops) per season. There are dozens of brands competing for limited sales in an industry with low barriers to entry. As a Demand Gen Manager, that’s what you’re dealing with.

About the Role

Currently, the client has its performance marketing outsourced to an agency. With this position, Management hopes to change that, thereby making performance marketing a core competency for the firm. The changeover should take roughly 60 days from this position’s start date.

The firm’s Google Ads accounts are already set up and the client is spending several million dollars per year on them. Yet Management believes that more could be done with Google (and Bing) Ads in terms of …

• Choosing and organizing keywords based on user intent so that the firm’s ads and landing pages are always relevant to the searcher.
• Controlling under which conditions the firm’s ad shows to save money and increase conversion rates.
• Writing ads that increase not just click-through-rates — but profits.
• Monitoring and increasing the firm’s Google / Bing quality scores.
• Setting bids based on ROI, time of day, profits, geography, and more.
• Strategizing and organizing the firm’s PPC accounts based on its brand voice and financial goals.
• Tracking conversion to understand better what parts of the funnel lead to sales.
• Designing, building, and testing ad copy and landing pages.
• Creating action plans to monitor and manage the firm’s campaigns easily.
• and more.

Ideally, we’re looking for someone CURRENTLY managing at least $2 million in client-side ecommerce paid search spend. Additionally, it would be awesome if you have at least some experience with Google’s recently-launched Discovery Ads product.

Unlike display ads, Discovery ads reach those exhibiting high-intent behavior, as determined by Google’s algorithms. They’re great for ecom businesses looking to acquire new consumers and introduce their audiences to products.

Given that this position is in the apparel space, we’ll need you to bring a sense of hustle and intellectual curiosity about anything and everything that might be preventing the customer from buying the product — now and in the future.

For example, if customers are failing to convert, you and the Ecom Team should be able to tease out whether that because of a lack of clear product information and high-quality images; complex or confusing navigation at any part of the funnel; high or unclear pricing; limited payment or shipping options; a lack of trust or few credibility signals; etc.

Basically, we’re looking for a performance marketing gunslinger who isn’t afraid to marshal internal and external resources to solve big problems and grow the business.

You won’t believe how much we know about this search …

I spent a ton of time on the phone with the client teasing out exactly what you’ll need to KNOW and DO to hit the ground running in this role. Some of the things I can share with highly qualified candidates include …

1. The “real” background requirements for this position, along with the top five things all resumes MUST have to be considered for the role.
2. The top five problems that exist due to this position being open. These are the little brush fires you will be expected to put out during your first month on the job. Every ecommerce job has these — and this one’s no different.
3. What your average day/week will look like in this role. There’s what you read in the standard ecommerce job posting … then there’s reality. We’ve got the reality.
4. The leading and lagging KPIs that will determine your success in this role. In a nutshell: How you’ll keep score.
5. The major projects you’ll need to complete by Day 100 to be considered a home-run in this position. We’ve got the lowdown on how you can plug-and-play and drive REAL value in this ecommerce job.

I have a massive amount of proprietary intel to share with qualified candidates. My industry research for this assignment exceeds 100 pages! Be sure to TEXT me, Harry Joiner, at (404) 281-2025 for this info. Or simply use the email link when you apply for the role below.

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RESPONSIBILITIES

• Develop and execute the paid growth media strategy in partnership with the Director of Ecommerce.
• Manage paid acquisition across all existing channels (Google Adwords, Bing, Google Display Network, Performance Max, and Google Shopping).
• Employ a data-driven strategy to optimize campaign efficiency (CPL, CPA, CAC) while delivering against growth targets.
• Ensure successful measurement and attribution to clearly understand our best-performing campaigns and marketing’s overall impact on customer growth.
• Collaborate with the ecommerce team for onsite optimizations such as product recommendations, upselling/cross-selling opportunities, and search improvements.
• Work closely with the content manager and creative team to develop messaging and assets.
• Collaborate with our Product, Creative, and Brand Marketing teams on product launches.
• Stay abreast of new trends, tactics, tools, and partners to deliver a first-class digital strategy.
• Manage and report KPIs (CAC, LTV, etc.) and channel attribution modeling. Build, monitor and report on all paid KPIs, and provide strategic recommendations based on performance metrics
• Partner with CRM on audience development about new customer acquisition.

EDUCATION & EXPERIENCE:

• Bachelor’s Degree required
• 4+ years of direct experience executing paid media marketing and lead-gen/demand-generation campaigns/programs
• Deep knowledge of executing large-scale digital campaigns across Google and Bing
• Proven track record successfully managing acquisition budgets and taking a company through an intense growth period.
• Hands-on experience managing paid search and display campaigns
• Data-driven and analytically focused, you narrow in on the most important KPIs and ruthlessly optimize them with continuous testing and improvements
• Experience with tagging and tracking Google Analytics, Google Tag Manager, and funnel optimization
• Time management skills: the ability to organize, prioritize, and manage multiple projects with overlapping goals and objectives
• Ability to influence and interact with senior management
• Must be fluent in English