Web Marketing Manager

Overview

POSITION SUMMARY

The Web Marketing Manager is responsible for full-cycle project management, from initial research and recommendations to strategic planning, technology assessment and selection, UX and design, development, content preparation, launch, quality assurance, analysis, and ongoing performance monitoring of projects creating superior user experiences in support of research, education, shopping, and purchase of Taylor products.  The Web Marketing Manager’s key areas of focus and demonstrated expertise include strategic planning, direct financial responsibility, leadership of agencies and technology providers, testing and optimization, analytics, SEO, GEO, full-funnel performance marketing, lead generation and acquisition, and marketplace commerce to create digital reach, brand awareness, and sales growth online.

Web Marketing Manager Salary Range:

Responsibilities

ESSENTIAL DUTIES & RESPONSIBILITIES

Reasonable Accommodations Statement

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. Reasonable Accommodations may be made to enable qualified individuals with disabilities to perform the essential functions. Essential Functions Statement(s) 

• Collaborates with team from conceptualization through execution for digital experiences that effectively, consistently, and accurately draw attention of retailers’ audiences to Taylor product offerings.
• Recommends and develops strategic and creative web solutions that are on-brand and response-oriented, supporting Taylor Guitars’ acquisition and lead generation efforts.
• Applies best practices to guide experience design and UX, feature enhancements, conversion optimizations, and tracking/analytics across consumer and dealer-facing digital properties and business units.
• Applies technical skills to help recommend achievable solutions, explain complex ideas/alternatives/risks clearly, communicate a project vision, and satisfy requirements.
• Collects and documents functional requirements and specs for projects, and concept and create wireframes and prototypes to demonstrate functionality and generate internal agreements, buy-in, and approvals.
• Collaborates with UX, design, copywriting, photo, video, content, SEO/GEO, CRO, AR, and other personnel to develop strategic direction, outline user flows, and optimize messaging strategy.
• Coordinates closely with production, development, and engineering personnel to ensure accurate feature and functionality development and performance.
• Manages agencies, tech platform providers, and other external partners in the development and execution of project deliverables while meeting timing, budget, and quality expectations.
• Coordinates with Sales to assist with product and content audits, changes, and needs across Taylor websites and digital properties.
• Attends regular Sales and other internal team meetings to provide updates and input into sales performance-driving marketing strategies.
• Serves as the measurement and analytics expert for web projects, identifying KPIs, managing the tracking implementation, and consistently monitoring, evaluating, and sharing performance along with actionable insights to generate business growth.
• Assists in closely managing assigned budgets, keeping team members informed on actual and forecasted spends and providing reporting as assigned.
• Works within Taylor creative and development guidelines/standards to ensure cross-device and cross-browser compatibility with consistent and maintainable branding, style/tone, and code.
• Troubleshoots website system problems and performance issues, actively identifying and recommending improvement and optimization opportunities.
• Stays current on interactive and ecomm trends, best practices, emerging technologies, and consumer behaviors.

COMPETENCIES

• Customer Focus - Knows who internal customers are.  Identifies opportunities that benefit the customer (internal and external).  Establishes and maintains effective relationships.  Delivers products that meet customer expectations, educate, and tell great stories.
• Leadership – Proven success in leading, motivating, fostering, and influencing teams to do great work, produce inspired digital experiences, and deliver needle-moving results.
• Strategy – Strong strategic and conceptual thinker able to create both ideas and executions alike, with a user-focus and considerations for both experience and design.
• Results Oriented - Works as a productive and cooperative member of a cohesive group.  Persists in accomplishing objectives despite obstacles and setbacks.  Pushes self and helps others achieve results.  Solution vs. problem oriented.  Demonstrates ability to adjust when obstacles arise.
• Communicates Effectively - Communicates proactively and with purpose and professionally, in a concise and straightforward manner.  Excellent presenter.  Attentively listens to others.  Communicates to those involved, especially if agreements cannot be kept.
• Team Oriented – Ability to work with cross-functional departments such as product development, accounting, sales, marketing, and IT.
• Accountability - Takes personal responsibility for decisions, behaviors, actions and failures, and commits to necessary corrective action.  Able to admit limitations of knowledge, yet demonstrate a willingness to do what is needed to improve.  Proactively seeks feedback without being defensive.  Does what is right because it is the right thing to do.  Leaves personal circumstances outside of work in order to remain engaged in the task at hand.  Maintains a positive attitude despite adversity.
• Reliability - Demonstrates reliable and predictable attendance and punctuality.
• Website Administration – Demonstrated experience with administering, developing new website features, maintaining website functionality, and creating/updating website content for B2C and/or B2B websites for major brands across Drupal, Shopify, WordPress, and other site CMS platforms.
• Technical Aptitude – Apply technical skills to recommend solid, achievable solutions, explain complex ideas/alternatives/risks clearly, communicate a project vision and satisfy requirements
• Project Management – Proven ability to drive projects forward from concept to execution, create project schedules/milestones, and work with a comfort for handling numerous projects and tight deadlines.
• Analytics - Excellent command of Google Analytics with a passion for making data-driven decisions and using both quantitative and qualitative data to continually monitor KPIs, analyze/interpret online behavior, inform team thinking, identify opportunities/shortcomings, adjust strategy, and align tactics.  Excellent command other analytic tools and data visualization platforms like Google Tag Manager, Google Optimize, Google Data Studio, Google Search Console, Shopify Analytics, Hotjar, Moz, Semrush, Tableau, and more will be definite pluses.

Qualifications

POSITION QUALIFICATIONS

Education & Experience: 5+ years experience in developing and managing shopping websites, digital experiences, and corresponding digital marketing programs for integrated, digitally-native, CPG, or lifestyle D2C brands.  Bachelor’s degree in a related field is a plus.

Other Requirements: Passion and experience playing acoustic and electric guitar is required.  Knowledge and understanding of the Taylor Guitars brand is preferred.  B2C and B2B experience is preferred.  Ability to travel domestically and internationally as necessary is required.

Computer Skills:

• Proficiency with Google Analytics, Google Tag Manager, Google Optimize, Google Data Studio, Google Search Console, Hotjar, Moz, Semrush, and similar are highly preferred.
• Thorough working knowledge of Drupal CMS, Drupal modules, and Pantheon are highly preferred.
• Thorough working knowledge of Shopify CMS, and Shopify templates and themes are highly preferred.
• Thorough working knowledge of WordPress CMS and WP themes are highly preferred.
• Proficiency with MS Office applications including Excel, Word, PowerPoint, Outlook, and Teams highly preferred.
• Thorough working knowledge of HTML, CSS, PHP, and JavaScript preferred.
• Thorough working knowledge of SEO and GEO ranking and optimization factors, standards, best practices, and key algorithm updates preferred.
• Known and anonymous web tracking experience, and web/content personalization experience, are preferred.
• Proficiency with AI tools such as ChatGPT, Claude, Google AI and Gemini, and Zapier are preferred.
• Proficiency with Team Communication platforms including Slack and Airtable are preferred.
• Proficiency with project management software such as Asana and Jira are a plus.
• Proficiency with Adobe Creative Cloud applications including InDesign, Photoshop, and Illustrator are a plus.
• Proficiency with UX software such as Figma, Adobe XD, Canva, Balsamiq, and Sketch are a plus.
• Thorough working knowledge of Syspro is a plus.
• Experience in global or multilingual web environments is a plus.

Other Requirements:

• Excellent attention to detail and enthusiasm for pixel-perfect work.
• Ability to speak/articulate confidently and listen exceptionally.
• Thorough understanding of digital UI design principles including layout, color, typography, etc.
• Strong understanding of information architecture and usability principles.

PHYSICAL REQUIREMENTS

Physical Demands

Lift/Carry

Stand

O (Occasionally)

10 lbs or less

O (Occasionally)

Walk

C (Constantly)

11 - 20 lbs

O (Occasionally)

Sit

C (Constantly)

21 - 50 lbs

O (Occasionally)

Handling/Fingering

C (Constantly)

51 - 100 lbs

N (Not Applicable)

Reach Outward

F (Frequently)

Over 100 lbs

N (Not Applicable)

Reach Above Shoulder

O (Occasionally)

Push/Pull

Climb

O (Occasionally)

12 lbs or less

N (Not Applicable)

Crawl

N (Not Applicable)

13-25 lbs

N (Not Applicable)

Squat or Kneel

N (Not Applicable)

26-40 lbs

N (Not Applicable)

Bend

N (Not Applicable)

41 – 100 lbs

N (Not Applicable)

N (Not Applicable): Activity is not applicable to this occupation.

O (Occasionally):   Occupation requires this activity up to 33% of the time (0 - 2.5+ hrs/day)

F (Frequently): Occupation requires this activity from 33% - 66% of the time (2.5 - 5.5+ hrs/day)

C (Constantly): Occupation requires this activity more than 66% of the time (5.5+ hrs/day)

Other Physical Requirements

Vision (Near)

WORK ENVIRONMENT

Working conditions are normal for an office and factory environment. There is frequent exposure to a variety of wood types, wood dust, finishing chemicals and finish dust. The noise level in the work environment ranges from quiet to loud.

This position description is not exhaustive of the duties that you may be required to perform. Taylor Guitars reserves the right to revise this position description at any time and may require you to perform other duties as circumstances or conditions of its business, competitive considerations or work environment change.