Senior Manager, Digital Marketing

The Senior Manager, Digital Marketing is responsible for overseeing and managing digital advertising and direct response initiatives served on social media channels for Gap Inc's portfolio of brands (Gap, Banana Republic, Old Navy, Intermix). The role involves strategic and creative development of digital marketing programs, media planning, and implementation of these initiatives to motivate customers to transact online and in store. The Senior Manager, Digital Marketing will manage the agencies overseeing direct response social media marketing programs and continually improve upon the return on investment of each consecutive initiative. This position sits within Gap Inc's centralized Customer and Strategy team and will work cross functionally with the individual brand marketing teams. The ideal candidate will have strong communication skills, a willingness to work within a highly matrixed organization, and possess a passion and curiosity for digital marketing and media.

Responsibilities

  • Develop the global strategy for direct response marketing programs on social networks with a focus on driving positive, incremental return on ad spend and new customer acquisition
  • Design and implement rigorous test frameworks that measure the incremental impact of social media marketing on online and offline revenue and sales
  • Define a measurement, analysis and reporting framework for direct response marketing initiatives within social media channels
  • Evangelize a "test & learn" mindset within Gap Inc. and amongst our agency partners
  • Identify and address any data, platform or technology gaps that might hinder successful test and learn deployment
  • Write detailed program and test briefs and evolve platform KPIs and reporting, as learnings dictate
  • Develop strong vendor partnerships to shape new opportunities that can enhance Gap Inc's ability to meet revenue goals (e.g. participate in beta tests with publisher partners or new bidding platforms)
  • Synthesize and share campaign results and best practices within Gap Inc.
  • Champion best practices regarding the measurement of ad effectiveness, especially as it relates to marketing effectiveness and multi-channel campaign optimization
  • Provide decision making support for business partners by working with the team to define problems or desired outcomes, determine required information, synthesize findings, and recommend action
  • Collaborate with the Analytics and Strategy team to drive a deeper understanding of direct response social media marketing opportunities and to identify growth areas for the channel

TWO FOLSOM

94105Qualifications

  • Bachelor's degree required. MBA or digital agency experience preferred
  • 5+ years of digital marketing experience, managing digital campaigns to acquire & engage users throughout the funnel
  • 2+ years working knowledge in Paid Social activation, focusing on conversion driving strategies & tactics
  • Experience successfully managing agencies and consultant resources with demonstrated understanding of and proven implementation of analytics best practices
  • Proven track record of developing and implementing rigorous test and control programs
  • Understanding of the interplay between online/social and traditional channels
  • Proven success in utilizing analytics to provide strategic recommendations and drive concrete action
  • Excellent analytical skills with a proven ability to drive the evolution of a program through the application of data insights
  • Able to manage multiple projects simultaneously
  • Excellent communication skills, both written and oral, with an ability to distill complex ideas into easily understandable stories
  • Highly organized and detail-oriented
  • Strong working knowledge of Microsoft Office including Word, Excel & PowerPoint and business intelligence tools
  • Experience with marketing, especially Database, Direct, Email, and Interactive Marketing – Ideally in a multi-channel, retail environment
  • Exhibits intense curiosity, proactively digging beneath the superficial to identify relevant, information-based facts

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