Digital Marketing & Media Manager

Please note:
This role is located in Grand Rapids, MI.

SUMMARY

The Digital Marketing & Media Manager is responsible for leading the development, execution, and performance management of digital marketing across Paid Media, Owned Media and E-commerce platforms.

This role ensures that all digital touchpoints are aligned within a cohesive consumer connection strategy, with clear objectives, structured KPIs, and data-driven optimization. The Manager partners closely with Brand, Content, Trade Marketing, and external agencies to deliver integrated campaigns and measurable business impact.

A key focus of this role is to translate data into actionable insights, define clear strategies, and ensure that all digital investments are effectively planned, tracked, and optimized.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Includes the following. Other duties may be assigned.

Digital Strategy & Channel Leadership

• Lead the development of integrated digital strategies across Paid Media, Owned Media, and E-commerce
• Define the role of each channel within the consumer journey and overall brand strategy
• Translate business objectives into clear digital plans with defined KPIs and success metrics
• Provide recommendations on investment allocation and optimization based on performance and business priorities

Performance Management & KPI Ownership

• Own the definition and tracking of KPIs across all digital channels (monthly and yearly)
• Ensure performance is measured against clear targets and benchmarks
• Identify performance gaps and proactively recommend corrective actions
• Deliver structured, decision-oriented reporting with insights and forward-looking recommendations

Campaign Planning, Execution & Optimization

• Lead the development of end-to-end communication plans for key campaigns
• Ensure each campaign includes clear objectives, target audience, channel roles, and KPIs
• Oversee campaign execution across Paid Media, Owned Media, and E-commerce
• Monitor in-flight performance and drive ongoing optimization and adjustments
• Conduct post-campaign analysis and apply learnings to future initiatives

Content & Consumer Experience Alignment

• Ensure consistency of messaging and storytelling across all digital touchpoints in collaboration with the Brand Management team
• Define content needs by channel and work with internal teams and agencies to deliver required assets
• Align paid, owned, and earned media efforts to create a seamless consumer experience

E-commerce & Digital Shelf Optimization

• Lead digital strategy and performance tracking across key e-commerce platforms (e.g., Instacart, Door Dash, etc.)
• Define KPIs and success metrics tied to business outcomes (e.g., sales, ROS, conversion)
• Develop and implement test-and-learn frameworks to optimize performance and investment
• Collaborate with Trade Marketing and Sales teams to align digital efforts with commercial priorities

Website & Owned Media Management

• Define the role and strategy of the website and owned digital platforms within the ecosystem
• Establish KPIs and success metrics aligned with business objectives
• Oversee performance tracking, content updates, and continuous optimization
• Ensure the website effectively supports engagement, conversion, and brand storytelling

Agency & Vendor Management

• Lead day-to-day management of media agencies, platform partners, and digital vendors
• Ensure deliverables meet expectations in terms of strategy, execution, and performance
• Challenge and guide partners to continuously improve outcomes and efficiency
• Lead agency active search and continuous improvement

AI, Data & Digital Innovation

• Identify opportunities to leverage AI tools and technologies to enhance consumer engagement, content effectiveness, and overall digital performance across Paid Media, Owned Media, and E-commerce
• Support the development of an AI readiness approach, ensuring digital touchpoints (website, media, e-commerce platforms) are structured to enable better data utilization and optimization
• Partner with internal teams and external partners to explore how AI can improve targeting, personalization, content generation, and campaign performance
• Ensure digital assets and platforms are optimized for emerging AI-driven discovery…