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Digital Marketing Specialist

Why do we need this?

In my opinion, we don't - we are successful without this person. 

 

However, I do believe having a Digital marketing Specialist (referred to as DMS going forward) would be advantageous for multiple aspects of our company and our future growth.

 

Below I will list out the potential roles and responsibilities for this individual, whoever they may be. I'll also put down some of my internal dialogue as I consider why I think we should have this person at our warehouse, or at least some hybrid WFH. Below are some of those responsibilites:

E-commerce Expertise
  • Product Optimization: Collaborate with copywriters and designers to optimize product listings, craft compelling descriptions, and conduct keyword research.
  • Performance Strategist: Partner with PPC specialists to execute and analyze campaigns, monitor abandon carts, and implement conversion-driving strategies.
  • Data-Driven Collaboration: Analyze performance data across channels, provide insights to sales and merchandising teams, and ensure successful product launches.

Social Media Mastery
  • Social Content Architect: Craft compelling and engaging copy, captions, and scripts for social media platforms, tailor-made for different audiences and trends. Collaborate with designers to build a visually striking presence and elevate storytelling across channels.
  • UGC Magnet: Identify and partner with talented creators whose styles align with your brand, curate collaborations, and leverage their content to boost authenticity, reach, and engagement. Manage the entire creator journey from selection to publication.
  • Social Media Visionary: Guide the overall social media direction, overseeing content strategy, platform utilization, and visual identity. Stay ahead of the curve by identifying and incorporating new trends and features to maintain a fresh and effective social presence.

Analytical Insight:
  • Data Detective: Partner with data analysts to interpret data from e-commerce, social media, and website traffic, extract valuable insights, and inform marketing decisions.
  • Campaign Performance Monitor: Work with PPC specialists and content creators to track and analyze campaign performance across all channels, optimize strategies based on data, and ensure continuous improvement.
  • Reporting Architect: Collaborate with stakeholders to generate concise and insightful reports that communicate marketing success and keep everyone informed.

Content Development:
  • Content Collaborator: Partner with copywriters and editors to develop engaging blog posts, articles, and other content that drives website traffic and brand awareness.
  • Copywriting Conductor: Work with copywriters to craft compelling copy for marketing materials, emails, and website landing pages to drive conversions.
  • Visual Storytelling Champion: Partner with graphic designers to create basic visuals and graphics that enhance marketing materials and social media content.

Other Responsibilities
  • Visual Storyteller: Capture light photography (product close-ups, behind-the-scenes snippets) to enhance social media and marketing materials.
  • Warehouse Warrior: Lend a hand during busy periods with light tasks like product packaging or inventory checks.
  • Team Builder extraordinaire: Spark creativity and camaraderie through social events, team-building activities, and fostering a collaborative atmosphere.
  • Give it Back Champion: Contribute to our "Give it Back" program by dedicating volunteer time to causes we care about, strengthening community ties and giving back to society.

How would they help us?

I put some thought into this and I think I have a good idea of how I expect this person to work with us as a team. As it stands, Kelsey is really hands on with everything and that is great, but she is busy 24/7 and I think could use some relief. While Kelsey can still work with the indies, she can also work with the DMS who can manage / own certain aspects, Social being on of them. 

If they prove their worth, potentially Kelsey can begin to dish some things off to them as we focus on other aspects. At somepoint we are going to need to start doing store / broker outreach to land PO's and that will take up Kelseys time. Not to mention supplier communications with Gillian, Eleven etc - this just helps Kelsey have a sub-manager to handle the contractors more directly.
 
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Examples

01.

Find and source UGC directly, and prep any neccesary shipments from the warehouse. This would take all responsibility / time off the warehouse crew, and replace Maxi.

02.

Find & create content for Social media. Again, replaces Maxi and hopefully adds in some graphic design skill.

One example here is I wanted to start utilizing MidJourney, but Kelsey literally doesn't have time for it. The ONE MJ post we did is one of our most liked posts on MMg.

03.

Work with indies like GH on reporting for PPC, and really hyperfocus on social ads / campaigns while Kelsey can focus on more top end stuff (UK/EU expansion, new line creation and samples, overall direction of company etc) while still reporting to Kelsey.

04.

Assist with any light photography that may be needed - for giveaways or random social posts etc.

Salary

Source

Average Salary

Low Range

Median

High Range

ZipRecruiter

$54,00

$33,500

$50,000

$74,500

Salary.com

$60,180

$43,269

$56,791

$73,162

Glassdoor

$66,667

$42,000

$63,000

$87,000

Zippia

$65,179

$44,000

$60,359

$81,000

Indeed

$62,500

$39,000

$59,000

$86,000

Overall Averages:
  • Average: $63,705
  • Low: $39,780
  • Median: $59,830
  • High: $82,320