Digital Marketing Manager

Tillys - Irvine, CA (30+ days ago)3.6


Someone who understands and represents the Tillys brand and connects with consumers in relevant ways will make the best fit. The Digital Marketing Manager must have a good understanding of the Tillys lifestyle, pop culture, action sports, fashion, art and music.

ESSENTIAL DUTIES AND RESPONSIBILITIES:
Social Media Responsibilities (75%):
Define and manage all aspects of Tillys social media and viral marketing initiatives
Establish a strategic vision for all channels and collaborate with team to determine KPIs
Conduct market research of customers for each specific platform
Develop a channel specific strategy that is innovative and engaging to take advantage of each outlet’s strengths
Develop a strong Content Calendar based on demand and seasonality across Facebook, Instagram, Twitter, Pinterest, YouTube, Reddit
Produce story driven content that resonates with our customer across all platforms and execute product flats
Update social media channels regularly to ensure content is on brand; develop a superior and trusted reputation
Build brand credibility by engaging and responding to inquiries, requests, and customer service questions
Manage influencer relationships with product campaigns, collaborations/events, and micro-influencer program
Execute blogger outreach through mailings, gifting, and 360 marketing initiatives; proactively track posts
Manage and develop the Social Media Coordinator
Utilize Google Analytics to help build trend and awareness of successfully performing posts
Understand and translate analytics to optimize content; analyze data to compile weekly/monthly reports
Manage budget for sponsored content and boosts to grow audience and engagement
Manage social media execution at Tillys sponsored events
Work closely with Field Marketing team on events- ranging from local grass roots events to national events such as working with schools, action sports events/contests, music festivals, concerts, etc.
Partner with Store Ops to support the announcement of store remodels and new store openings

Digital Marketing Responsibilities (25%):
Define and manage current and future digital marketing initiatives- social media, email marketing, rewards program, and blog
Create frameworks to drive consistency and relevancy of digital assets across all channels
Drive the direction and evolution of the Tillys Rewards Program- collect and analyze data to define plans for growth
Partner and collaborate with vendors to identify trends and insights in order to implement online campaigns while evaluating end-to-end customer experience
Manage the design, development, and content creation for website updates (including new blog content, homepage refreshes, and category banner updates)
Monitor homepage performance and proactively seek opportunities to optimize and improve site user experience and sales based on site analytics
Standardize a strategy for product pages to ensure cohesiveness across the site, measure and improve conversion and usability

QUALIFICATION REQUIREMENTS:
Experience in building all social platforms and growing social media audiences
Exceptional communication skills, including presenting and training abilities working well under deadlines
Independent self-motivator, proactive, creative and team player
Ability to cultivate team environment effectively communicating with all levels of staff
Strong understanding of retail culture
Lives and represents the Tillys Brand
Proficient in the use of Photoshop, Illustrator and Mac

EDUCATION and/or EXPERIENCE:
Bachelor’s Degree in Digital Marketing or related field preferred
Master’s Degree preferred
Minimum 3 years management experience
Minimum 5 years digital marketing experience

“Tillys will consider applicants with criminal histories in a manner consistent with the requirements of the Los Angeles Municipal Code, Chapter XVIII, Article 9 (Los Angeles Fair Chance Initiative for Hiring (Ban the Box).”