The Online Marketing Manager (OMM) is responsible for maximizing sales, traffic and profitability of Walmart.com’s pay-for-performance and natural search online marketing efforts. Specific channels include Search Engine Marketing (SEM), Affiliate marketing and Comparison Shopping Engines as well as Search Engine Optimization (SEO). The OMM will be responsible for managing the marketing investment to drive the highest possible returns while meeting monthly and annual traffic and sales goals. The position is based in Brisbane, California.
Responsibilities:
Pay-for-performance marketing (40%)
• Own pay-for-performance marketing campaigns on a day-to-day basis, ensuring that sales and efficiency goals are met or exceeded. Specifically:
• Manage & refine affiliate marketing efforts to further optimize channel. Develop relationships with new affiliates, strengthen existing relationships and manage affiliate agency partner to monitor compliance across network.
• Hands on implementation and campaign management for SEM through our partners and/or internally.
• Manage online marketing budget, forecasting monthly goals and ensuring that they are achieved.
• Develop and execute online marketing strategies and plans to support sales efforts throughout the year as well as during holidays and seasonal pushes.
• Provide reporting & analysis strategy (with support from analyst) and communicate key performance trends to the organization.
• Perform data analysis as needed to problem solve and to identify trends and opportunities.
• Monitor competitive best practices, keep up with industry trends and introduce new ideas for improving performance, developing new partnerships as necessary.
Search Engine Optimization (40%)
• Manage execution SEO business strategy to meet sales and traffic goals.
• Work closely with item-setup team to maximize SEO benefits during content setup process.
• Define SEO on-page and “below the glass” guidelines, including on-page content, URL structures, page titles, meta-data and anchor text.
• Develop and execute internal and external linking strategy.
• Utilize existing reporting tools to systematically track and improve natural search performance.
• Stay abreast of changes to search engine algorithms and adopt/refine tactics to ensure a consistently high natural search performance.
Internal and External Partnership (20%)
• Work closely with CRM and Customer Intelligence teams to uncover customer insights that will help advance online strategy.
• Partner closely with product management & engineering organizations to identify opportunities for technology enhancements to drive SEO results and improve efficiency/scalability of online marketing efforts.
• Partner with category marketing, merchandising, and creative teams to support key product launches, programming, and seasonal initiatives.
• Manage SEM agency and relationship with affiliate network provider and key affiliates.
• Manage additional external vendors and negotiate new vendor relationships as necessary.
• Travel to Bentonville approximately once per quarter
Qualifications:
1) Competencies: Skills, knowledge, & abilities
Functional Competencies
• Very strong analytical and quantitative skills with a demonstrated ability to interpret and leverage data to drive decision making
• Subject matter expert and demonstrated competency in SEO and SEM.
• Strong consumer marketing experience and passion for retail and e-commerce.
• Structured approach to identifying opportunities, defining solutions and executing action plans
• Strong attention to detail combined with the ability to prioritize and meet aggressive targets and deadlines
• Ability to translate strategy into tactics and ideas into action (characterized by solid execution).
• Excellent business acumen and problem-solving skills
• Strong proficiency in Microsoft Office, especially Excel. Knowledge of Microsoft Access a plus.
• Understanding of Wal-Mart’s brand promise and the ability to ensure consistent, on-brand messaging.
Interpersonal Competencies
• Desire to work in a collaborative, cross-functional team environment.
• Strong communication skills, including ability to communicate with both business and technical resources.
• Creative thinker, open to idea exploration with strong problem-solving/analytical abilities.
• Results orientation.
• Customer focus.
• Flexible and responsive; able to perform in a fast paced, dynamic work environment and meet aggressive deadlines.
• Demonstrated strength in creating partnerships and in building relationships with other functions and associates within the organization.
• Energetic and enthusiastic about Walmart.com’s business.
Leadership Competencies
• Ability to own and execute initiatives to meet business goals. Must be a self-starter.
• Ability to effectively partner with other business leaders and cross-functional teams in order to deliver on business goals.
• Understanding of company goals, sales goals, and relationship with Wal-Mart Home Office.
• Ability to prioritize actions and allocate resources.
• Demonstrated integrity, maturity, and a constructive approach to challenges.
• Orientation toward Wal-Mart’s key values:
o Respect for the Individual
o Service to our Customers
o Strive for Excellence
2) Experience:
• Must have 5+ years in relevant online marketing positions. Retail and e-commerce experience preferred.
• Retail and e-commerce experience preferred.
• Experience managing projects within cross-functional teams preferred.
3) Minimum educational level:
College degree required.
• MBA preferred.
