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, DoorDash, 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 (e.g., AI search, recommendation engines, retail media algorithms)
- Evaluate and test new AI-driven tools or capabilities that can improve efficiency, insights generation, and decision-making
Cross-Functional Collaboration
- Partner with Brand, Creative, Trade Marketing, and Sales teams to ensure alignment
- Support integrated planning across campaigns, content, and commercial initiatives
- Communicate digital strategy and performance clearly to internal stakeholders
QUALIFICATIONS, SKILLS, KNOWLEDGE & EXPERIENCE
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- Bachelor's degree (B. A.) from four-year College or University, preferably in Communications or Marketing.
- 5 years experience in managing digital platforms (Website, Newsletter) and social media channels (Facebook, Twitter, Instagram, TikTok) for a mid to large corporation.
- Experience managing paid media, digital platforms, and e-commerce environments for a mid to large corporation.
- Experience managing PR and content campaigns.
- Integrates analysis, intuition, and future orientation to make strategic, creative, and well-reasoned recommendations:
- Strong analytical mindset with the ability to interpret data and drive decisions
- Ability to develop clear strategies and translate them into execution
- Strong organizational and project management skills
- Effective communication and stakeholder management
- Proactive, solution-oriented, and comfortable working in a fast-paced environment
- Alcohol beverage industry experience with an existing interest in craft beer preferred.
- Proficient in Microsoft Office Suite.
- Positive attitude, infectious personal drive that energizes others.
- A valued team player that is a role model for collaboration.
- Communicates clearly and succinctly; makes complex issues easy to understand.
- Consistently achieves desired outcomes on time and with a minimum of avoidable errors and issues.
Physical Demands
- The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- While performing the duties of this Job, the employee is regularly required to stand; walk; sit and talk or hear.
Work Environment
- The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- The noise level in the work environment is usually quiet.
Compensation & Benefits:
- Competitive Salary Range
- Health, dental, vision, and other coverage for all employees starts date of hire.
- 401(k) matching
- Paid time off, volunteer time, and floating holidays
- Employee Assistance Program
- Paid sabbaticals with tenure
- Paid parental leave for all employees
