Digital Marketing Manager

About the Role

Key Responsibilities

• Lead development and execution of integrated digital strategies across web, email, social media, paid media, and SMS for TMG and its tobacco brands (Signal, Great Country), as well as petroleum and retail divisions.
• Ensure consistent brand messaging, visual identity, and tone across all digital touchpoints.
• Support audience segmentation, targeting, and journey mapping to improve engagement and conversion outcomes.
• Manage the annual digital marketing calendar, including oversight of all campaigns, product promotions, seasonal pushes, and content flows across business units.
• Execute Email Marketing Beginning-of-Year (BOY) Cadence and nurture sequences across brands and audiences.
• Partner with Brand Manager to support offer deployment, message testing, and A/B experimentation.
• Plan and manage paid media and search campaigns in line with campaign goals and compliance requirements.
• Develop and maintain a website enhancement plan with roadmap, timing, and functional goals for Signal, Great Country, and TMG sites.
• Own execution of website upgrades, coordinating copy, creative, UX, SEO, and platform enhancements in collaboration with internal and external partners.
• Support landing page creation and A/B testing to optimize lead generation, conversion, and user experience.
• Lead the social media content calendar for all brands and retail locations; plan, create, and publish engaging, brand-aligned, and compliant content.
• Collaborate with Brand Manager and Retail team to integrate in-store promotions into digital communications and support hyperlocal outreach.
• Manage day-to-day oversight of retail social media accounts, content production, community engagement, and post-performance analysis.
• Work with creative partners to develop digital assets including web banners, social posts, email templates, and promotional content.
• Ensure all content meets regulatory compliance, tone, and brand guidelines across all channels.
• Define, track, and report on KPIs across email, social, web, and digital campaigns with actionable insights for ongoing performance improvement.
• Present regular updates and strategic recommendations to the Director of Marketing.
• Partner with CRM, sales, and trade teams to inform ongoing refinement of campaign strategy based on consumer behavior and market trends.
• Partner with Sales, Trade Marketing, and Brand Management to ensure alignment between digital and retail strategies.
• Collaborate with external agencies, freelancers, and platform vendors to ensure timely delivery of high-quality work.
• Manage digital projects from concept to completion, ensuring deadlines, budgets, and business objectives are met.
• Support internal stakeholder communication and strategic planning deliverables.

Requirements

• 3+ years of digital marketing experience, ideally within CPG, retail, or regulated industries such as tobacco or beverage alcohol.
• Proven track record executing digital campaigns across web, email, social media, search, and paid media.
• Experience with website strategy, CMS platforms, and user experience optimization.
• Proficient in email marketing automation and lifecycle marketing strategy.
• Familiarity with tools such as Google Analytics, Meta Ads Manager, email platforms (e.g., Klaviyo, Mailchimp), CRM systems, and basic HTML/CSS.
• Excellent written and verbal communication skills and professional presence.
• Strong analytical mindset and ability to translate data into actionable strategies.
• Organized project manager with attention to detail and a track record of delivering on-time campaigns.
• Experience using Microsoft Office Suite; experience with Canva, Monday.com, and PageProof preferred.
• Bachelor's degree in Marketing, Digital Media, Communications, or related field preferred.
• Willingness to travel for internal collaboration and retail support.

Nice to Have

• Experience with Canva, Monday.com, and PageProof.

Qualifications

• Bachelor's degree in Marketing, Digital Media, Communications, or related field (preferred).