Manager, Digital Experiences - Retail Digital Shelf

Job Overview:

Manager, Digital Experiences - Retail Digital Shelf
As the Digital Experience Manager, you will be instrumental in ensuring the accuracy, effectiveness, and optimization of digital assets for KDP products across retailer digital shelves. This role centers on managing and evolving the content solutions that support our retailer digital content ecosystem.
You will collaborate cross-functionally with internal technology teams, brand marketing, Omni-channel leads, and occasionally with retail partner tech teams to elevate the shopper experience across our retail channels. Your responsibilities include planning and executing item launches, delivering retailer-optimized content that drives conversion, and developing account-specific content and technology support strategies.
Success in this role requires strong strategic thinking and meticulous project management skills. You'll help shape the roadmap for content support that improves Keurig's brand visibility, drive consumer engagement, and support conversion on retailer e-commerce platforms.
This position is based in our Burlington, MA office and reports to the Senior Director of Digital Shelf. You'll support a wide range of stakeholders including Omni, sales, commercial, and brand marketing teams. Your scope will span from developing retailer digital marketing content management strategies to executing content delivery and tracking performance through KPIs. Close collaboration with KDP Technology and Omni marketing teams will ensure alignment on digital shelf priorities, catalog availability, and performance metrics to drive ecommerce growth.

What you will do:

- Strategic Content Guidance:
Collaborate with agencies to create item-level content strategies and templates designed to maximize conversion across retailer websites.

- Best Practices:
Maintain and update the Retail Content Golden Rules document; communicate changes to internal designers and brand teams.

- Baseline Digital Content:
Work with brand, commercial, and Omni teams to ensure timely execution of new product launches that meet predefined digital content standards for each retailer site.

- Resources:
Partner with internal designers and agencies to produce digital assets that support item-level messaging and program-specific conversion on retailer websites.

- Custom Marketing Content:
Identify product and program-specific messaging opportunities by brand to enhance customer experience (CX) and improve SEO. Develop and manage a content production calendar and asset tracker by brand across supported retail partners.

- Content Compliance:
Support the digital shelf team in monitoring compliance rates for product content; ensure accuracy, identify gaps, and implement corrective actions.

- Enhanced Marketing Content (EMC):
Oversee EMC/A+ strategy across retail channels; select templates and optimizations based on insights from Syndigo and Amazon A+ reports.

- Ratings & Reviews:
Ensure retailer PDPs meet established minimum thresholds for review volume and star ratings. Manage sampling programs to achieve these targets, close gaps, and support new product launches. Leverage review insights to guide content development.

- Content KPIs:
Establish and implement key performance indicators for content success. Conduct A/B testing on creative assets when feasible. Evaluate third-party testing opportunities and apply insights to inform creative development.

Total Rewards:

* Salary Range: $97,000 - $120,000

* Actual placement within the compensation range may vary depending on experience, skills, and other factors

* Benefits, subject to election and eligibility:
Medical, Dental, Vision, Disability, Paid Time Off (including paid parental leave, vacation, and sick time), 401k with company match, Tuition Reimbursement, and Mileage Reimbursement

* Annual bonus based on performance and eligibility

Requirements:

What you must have:
- Bachelor's Degree in Marketing, Business, Communications, Graphic Design, or a related field. MBA preferred.
- 5+ years of experience and a record of accomplishment in digital marketing, eCommerce, and content management. CPG experience preferred.
- Experience in developing digital assets for use on retailer websites and brand stores.
- Ability to understand the end goal and recommend thoughtful approaches to the design elements based on retailer website templates and functionality constraints.
- MOBILE FIRST! Understanding of developing mobile-friendly visual assets.

- Experience with A/B testing content is a bonus.
- Knowledge of graphic techniques, methods, and technology used in the industry.
- Experience managing projects from the conception of design through completion and A/B testing of variations for optimizing the designs.
- Manage workflow, priorities, and multiple projects simultaneously.
- Creative mindset and passion for digital marketing, eCommerce, and consumer packaged goods.
- Excellent oral, written, and interpersonal skills with all levels of the organization - internal and external.
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