The Marketing Manager, Brand Strategy and Growth develops and leads the digital roadmap across SEO, CRM, e-commerce, and loyalty, translating brand goals into consumer-centric strategies. This role is less about daily execution and more about identifying high-impact opportunities, managing cross-functional teams and vendors, and driving innovation that deepens consumer relationships and loyalty.
Customer Experience & Loyalty
- Lead CRM segmentation and campaign frameworks to boost engagement, retention, and lifetime value.
- Conduct end to end journey audits (search first purchase post service) to pinpoint friction points; convene cross functional "fix squads" that prioritize high impact CX defects and close them within clearly defined SLAs.
- Design and maintain a lifecycle matrix that maps every major touchpoint (welcome, usage, replenishment, win back) to the right mix of content, offers, and service cues, ensuring each stage measurably lifts engagement, NPS, and repeat purchase rate.
- Build dashboards that blend operational metrics (CSAT, first response time) with loyalty health (enrollment velocity, tier migration, churn risk); socialize insights in executive business reviews to secure funding for ongoing CX innovation Digital Strategy & Roadmap
- Define and evolve the digital strategy across SEO, CRM, loyalty, and e-commerce to align with brand and business priorities.
- Leverage consumer and performance insights to identify growth opportunities across new and existing customer segments.
- Ensure all digital initiatives contribute to a cohesive, high-performing consumer journey.
- Research and analyze organic search behavior and on site engagement patterns to shape a data driven content roadmap; translate those insights into measurable SEO objectives for blogs, service line pages, location pages, and other high value sections, and continuously track performance against defined organic traffic and conversion KPIs
- Build an impact vs. effort matrix for roadmap candidates, incorporating TAM, incremental revenue potential, and consumer pain point severity to rank initiatives objectively.
SEO & Organic Growth
- Manage Google Business Profiles, local landing pages, and directory data hygiene; identify geo targeted opportunities and review generation tactics that defend share of voice in every branch or franchise market.
- Develop strategies for featured snippets, People Also Ask boxes, voice assistants, and image search to future proof organic visibility beyond classic blue links.
- Maintain an "early warning system" for algorithm changes, competitor rank movements, and emerging topical gaps; translate insights into sprint ready action items.
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Performance Oversight & Innovation
- Guide team members (e.g., CRM Coordinator, Data Insights Specialist) and align their outputs to support the digital roadmap.
- Collaborate with Brand, Integrated, and Creative to ensure unified execution across campaigns and programs.
- Manage external partners (SEO, CX, loyalty) with clear KPIs, strategic alignment, and regular performance reviews.
- Report on strategic progress, roadblocks, and key performance metrics to senior stakeholders.
- Lead weekly business insights meetings for the department, reviewing state of the business, performance trends, and additional findings that inform strategic pivots.
- Architect automated pipelines that pull GA4, GSC, and CRM data into unified dashboards; reduce manual reporting time while increasing insight frequency for stakeholders.
Qualifications:
- Bachelor's degree in Marketing, Digital Strategy, Information Systems, or a related field required; Master's degree preferred.
- 5-7 years of experience in digital strategy with direct responsibility for SEO, CRM, loyalty, and customer journey optimization.
- Proven experience leading digital innovation through consumer insight, analytics, and testing frameworks.
- Advanced knowledge of GA4, GSC, CRM platforms, and data visualization tools to enable performance tracking and real-time optimization.
- Demonstrated ability to manage cross-functional digital projects with multiple internal teams and third-party partners.
- Experience with budget management, vendor performance reviews, and agile roadmapping processes.
- Strong grasp of lifecycle marketing tactics including segmentation, win-back, loyalty reinforcement, and personalization.
- Familiarity with marketing compliance and data governance to ensure consumer-first digital programs.