HarperCollins Publishers

  • Senior Marketing Manager

    Job Locations US-MI-Grand Rapids
    Category
    Marketing
  • Overview

    This position will strategize, execute, and optimize data-driven digital advertising campaigns that drive revenue, as well as analyze retail reporting to identify sales trends and purchase behavior for the children’s and YA marketplaces. He/she will build campaigns on platforms including but not limited to Facebook, Google, Bookbub, and Amazon Advertising, managing the process from start to finish—planning, copywriting, and developing creative, as well as frequently testing, monitoring, and optimizing to maximize conversions and ROI. The position will also utilize retail reporting to identify trends in sales and customer purchase behavior that inform our promotional strategy.

     

    This position will play an integral role in driving revenue growth, proactively seeking creative and innovative strategies, and demonstrating a deep understanding of our audiences—who they are, what they're looking for, what they respond to, and what ultimately converts them into customers—as well as the platform-specific nuances of audience behavior. He/she will work closely with Senior Marketing Director and Senior Marketing Managers to ensure there is alignment and integration for all digital marketing strategies along with plans that support product categories geared for readers ages 18 and under.

    Responsibilities

    The Senior Marketing Manager - Digital Strategist and Content Creator will be responsible for any or all the duties listed below regarding digital marketing.

    • Develop an in-depth understanding of our audience, catalog, and messaging.
    • Responsible for Facebook, Twitter, Instagram and blog strategy, scheduling, and posting and working with Senior Marketing Director, Publicity Director, Senior Marketing Managers, and other marketing and editorial colleagues to curate content for posts.
    • Plan, write, build, and manage campaigns across all digital advertising channels including, but not limited to, Facebook, Bookbub, Google, and Amazon.
    • Analyze the performance of our marketing and advertising channels, programs, and promotional activities as well as sales trends and customer purchase behavior using internal and 3rd party reporting tools; identify and execute optimizations to maximize ROI and enhance promotional strategy.
    • Plan and execute A/B tests frequently, share findings, and incorporate best practices into future campaigns.
    • Collaborate with Data, Design, and Tech teams to develop and enhance reporting tools, creative strategy, and audience targeting and retargeting.
    • Stay current on platform updates, ad and testing technologies, and industry buzz.
    • Drive revenue by working with Senior Marketing Director, Publicity Director, Senior Marketing Managers, and others to develop and execute innovative and effective digital content strategies focused on channel and customer persona, including social media by brand, author, or on a product-by-product basis.
    • Manage and execute email marketing efforts for brands and assigned campaigns, building and reviewing them for best practices, testing subject lines, and overall management of email sends, including KPI and ROI analysis.
    • Work with convention and conference planners to develop name collection strategies and implementation.
    • Responsible for ongoing updates, maintenance, and new content for Zonderkidz.com, BlinkYABooks.com, BeginnersBible.com, and Faithgirlz.com with SEO and SEM top of mind.
    • Responsible for creating product landing pages as assigned.
    • Utilize personal design skills or internal design department to create effective assets that will aid in building and maintaining the Zonderkidz and Blink social media presence and websites.
    • Responsible for effective and timely tracking and reporting of marketing tactics and evaluating net profit of marketing spends.
    • Lead the team in collaborative and strategic efforts to create Zonderkidz, Zondervan YA, and Blink profit achievement and growth with ebook and audio sales promotions while aligning marketing efforts.
    • Manage budgets associated with M&P.
    • Manage tracking links and website events for team websites.
    • Manage team Google Analytics accounts.

    Provide information and materials to facilitate sales

    • Maintain dialogue with key retail chains to determine feasibility and marketability of new products.
    • Manage backlist product promotions for optimum sales for the life of the product by facilitating promo planning meetings with sales representatives.

    Additional Responsibilities:

    • Accountable for projects delegated by Vice President of Marketing.
    • Attend bi-weekly one-on-one meetings to ask questions, answer questions, provide project status and metric tracking, and establish priorities.

    Qualifications

    Work Experience:

    • 5 - 6+ years of marketing experience, with a concentration in digital marketing (social media, search engine marketing, email marketing, etc.).

    Education:

    • Bachelor’s degree in business, marketing, communications, advertising, statistics, or related field, required

    Industry Knowledge:

    • Christian and mainstream children’s publishing and digital marketing knowledge, preferred
    • Experience in paid social and digital advertising
    • Knowledge of publishing or other consumer content-related industry, preferred (music, entertainment, media, digital content, etc.).  Author or talent management experience, a plus.

    Skills:

    • Advanced knowledge of Microsoft Excel (VLookup, pivot tables, charts), Facebook Audience Insights, and Ads Manager; Amazon Retail Analytics a plus
    • Excellent organizational skills, time management, and attention to detail
    • Ability to clearly present ideas, data, and results, and communicate effectively across business teams and with 3rd party vendors
    • Adept analytical skills with proven ability to dissect large amounts of data and turn it into actionable initiatives
    • Strong writing skills
    • Strong photography skills, a plus
    • A knowledge and love of books and reading

    Additional Skills:

    • Team player
    • Highly motivated/self-starter
    • Passionate about Zonderkidz, Zondervan YA, and Blink YA mission and products
    • Integrity
    • Capable of meeting deadlines in a fast-paced environment
    • Mindful of audience in discuss confidential information
    • Able to use emotional intelligence in relationships with authors and agents

    HarperCollins Christian Publishing is an Equal Opportunity Employer.

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