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One of the coolest ecommerce jobs around!

ALLAN’S COMMENTS: In their search for a world-class Digital Marketing Manager, we are working with one of America’s best-loved players in the collectable coin market. This role is 100% remote / WFH. How cool is that?

About the Company

Our client has been making money in the collectibles world for decades. Today the firm makes money in three main ways: a subscription program, a print catalog, and an ecommerce site.

The online business is growing like a weed.

Traditionally, the firm’s best customers have been men over 65 who have money to spend and love the company. These guys respond well to catalogs and don’t mind paying premium prices for quality items. The problem is obvious though; this customer base is literally aging out. The company knows they need to attract younger collectors who shop differently and expect a modern digital experience.

The client is targeting a new cohort eager to start a new hobby and learn all they can: Mostly guys in their 30s, 40s, and early 50s who collected coins as kids and now have money to get back into the hobby. They want to learn more about collecting but need guidance and education. This is completely different from their current customers, so the marketing approach has to change too.

That’s where YOU come in.

Broadly speaking, the collectibles market spiked during COVID: People had more time at home, extra money from not traveling or eating out, and they started buying things online like never before. The online collectibles market hit $2.6 billion last year and is expected to grow to $2.9 billion by 2029. Coins and currency make up the biggest chunk of this market, even bigger than sports cards or comic books.

Across all collectibles categories (coins being only one of them), younger people are getting into collecting. Millennials and Gen Z buyers expect a more modern CX, which may well involve video, social media content, and a richer mobile UX. This creates an opportunity for our client — and in particular YOU — if you how to bridge the gap between the old way and the new way of doing selling collectible coins online.

About the Role

As the client’s new Digital Marketing Manager, you will report directly to the VP of Marketing but will work with practically everyone in the company. We’re talking about regular interaction with the President, Chief Operating Officer, VP of New Revenue Growth, various directors and managers, and multiple marketing teams.

This isn’t a job where you sit in a corner and work alone. You’ll be collaborating across the entire organization because digital marketing touches every part of the business.

You’ll have real responsibility but also real freedom. You’ll directly manage a department or team, which means you’re accountable for results including costs, methods, and personnel decisions. But you’ll also work under general direction with minimal day-to-day oversight. The company will give you policies and general objectives, then basically let you figure out how to achieve them. You’ll really only need to check with your supervisor when you need clarification on company policies or major strategic decisions.

The essential function of this role centers on complete ownership of the website’s performance, content, functionality, development, implementation, and coordination. You’ll be responsible for coordinating, prioritizing, and implementing all website strategies and plans based on company and marketing objectives. Think of yourself as providing oversight for all digital efforts while working cooperatively with others to enhance site performance.

The biggest problem right now is content.

Our client has TONS of great information about coins, collecting guides, product descriptions, and educational material, but it’s scattered everywhere and not being used strategically. You’ll need to to 1./ organize all this content, 2./ create a plan for regularly publishing new stuff, and 3./ make sure it shows up in Google searches. Pretty straightforward.

Next, the website needs help: After a site redesign in 2023, conversion rate dropped. There’s definitely room to improve that metric by making the site easier to use and more appealing to collectors. The new person will be in charge of figuring out what’s broken and fixing it.

Managing people is another big part of the job.

You’ll directly supervise team members and work with about five or six others on the marketing team. The team is loyal and has been there a long time, so we don’t need someone to come in and shake everything up. They need a good leader who can help them get better at what they do.

What Success Looks Like

With six months, Management would like to have a modern, organized, and scalable content strategy along with the ability to tell if it’s driving results. The site’s conversion rate should be back up, and its new digital coin club program should be launched and working well. Additionally, you’ll be engaging those younger customers, and your team should be stronger than before you started.

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, Allan Seibert, at (706) 318-1196 for this info. Or simply use the email link when you apply for the role below.

RESPONSIBILITIES

• Responsible for department annual plans and budgets in accordance with the sales, profit and marketing objectives set forth in the annual marketing plans, and to review proposed budgets and plans with senior management, revising as needed.
• Responsible for implementing plans to meet revenue and profit objectives per the Company’s Long-Range and Annual Plans.
• Responsible for coordination, prioritization, implementation and communication of Digital Marketing plans, overseeing all details involved in the timely, effective and efficient management of all digital projects.
• Responsible for the content marketing strategy across channels (web, blog, email, social media etc.).
• Develop, implement and manage content campaigns to drive traffic, engagement and conversion. Working closely with appropriate parties (internal and external).
• Develop systems to measure and track content performance. Provide monthly reports on content KPIs (traffic, engagement, and conversions).
• Manage social media accounts (Facebook, Instagram, others) to promote the brand and engage with customers.
• Responsible for online customer experience, ensuring key website functions are working, identifying friction points and implementing improvements as needed.
• Conduct user testing and gather user feedback to improve customer’s online experience.
• Manage digital marketing team by establishing objectives, evaluating performance, coaching, counseling, taking corrective action and hiring when necessary. See to all other manager administrative functions.
• Create environment where out-of-the-box thinking and individual accountability occurs.
• Leverage all measurement tools to fully analyze web results for all areas of responsibility.
• Develop and maintain systems for measuring and analyzing website effectiveness and reacting accordingly to meet marketing plan goals and reporting results to senior management.
• Work cooperatively with I.T. to ensure proper website development and project management.
• Responsible for recommending changes to increase length of visit, click-through rates, navigational and functionality improvements, fresh updates to site, etc.
• Keeps current on web technologies for possible inclusion into website.
• Conducts regular website competitor reviews for marketing ideas and opportunities.

EDUCATION/EXPERIENCE REQUIREMENTS:

• Bachelor’s degree, preferably in Business, Marketing, Communications (or a related field).
• 4+ years experience in online marketing.
• 4+ years experience in planning and/or numerical analysis.
• 3+ years experience on developing and implementing content strategy.
• 2+ years supervising employees – proven ability to lead others.
• 5+ years in a professional office environment with limited supervision.

SKILLS/CAPABILITIES:

• Superior Judgement
• Outstanding oral and written communication skills
• Outstanding interpersonal/relationship skills
• Outstanding project management and planning skills
• Strong leadership skills
• Strong math skills and attention to detail
• In-depth understanding of web technology, ecommerce, studies and trends
• Technologically competent

Applications for this ecommerce job are being coordinated by Allan Seibert. To apply, CLICK HERE. Candidates, please be sure to email Allan for additional information that will differentiate you in your candidacy. Due to the intensely competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.