Marketing B2C/eCommerce Channel Manager

About the Role

The Marketing B2C/eCommerce Channel Manager will serve as the day-to-day owner of B2C/eCommerce channel marketing programs and will be responsible for building and optimizing a full funnel marketing attribution capability. Working closely with the CMO, this individual will own marketing performance across paid media, SEO, GEO, AIO/AEO, website conversion optimization, content marketing, promotions, and customer acquisition initiatives designed to grow Wittern's B2C/eCommerce channels. The ideal candidate combines strong performance marketing, digital marketing, and eCommerce expertise with a deep understanding of marketing attribution.

Responsibilities

• Performance Marketing and Demand Generation:
  • Develop and implement campaigns tailored to target audiences' motivations and needs
  • Create marketing programs that increase inbounds (calls, financing applications and other web forms, chats) and lead quality to meet KPI targets
  • Collaborate with marketing, finance, and sales teams to develop resources and tools that create engagement, drive inbounds, and nurture prospects through the buying journey
  • Own B2C channel KPIs including site users, inbounds (calls, financing applications and other web forms, chats), CPL, CAC, and eCommerce revenue contribution
  • Utilize data and analytics, marketing tools/technologies, and customer feedback to improve campaign performance
• Marketing Attribution and Reporting:
  • Partner with marketing, sales and IT team members to build and optimize a full-funnel marketing attribution capability to measure the impact of marketing investments on inbounds, pipeline, and revenue
  • Establish attribution reporting, performance dashboards, and actionable insights that improve ROI and budget allocation
  • Utilize attribution data, analytics, and performance insights to continuously optimize B2C campaigns, improve conversion rates, and maximize marketing effectiveness and revenue impact
• Event / Tradeshow Marketing:
  • Lead B2C channel tradeshow and event marketing execution and performance and sales support
  • Measure and optimize event ROI through lead generation, pipeline contribution, and revenue
  • Collaborate with sales teams to support post trade show / event follow-up

Requirements

• Bachelor's degree in Marketing, Business, or a related field
• 7+ years of experience in digital marketing, performance marketing, eCommerce and lead generation
• Experience managing eCommerce websites and platforms, including Shopify or WooCommerce
• Experience managing paid media, SEO, GEO, AIO, website optimization, and marketing automation
• Ability to work independently, manage multiple projects or brands, and meet deadlines
• Capable of sitting for extended periods and successfully completing post-offer physical and drug testing

Knowledge and Skills

• Knowledge of digital marketing and performance marketing, including SEO, GEO, AIO/AEO, PPC, email and SMS marketing, CRO, web analytics, and social media marketing
• Experience with Google Analytics 4, Google Tag Manager, Google Search Console, Google Ads, and related performance marketing platforms
• Experience with marketing automation platforms, CRM systems, attribution tools, and CMS
• Experience working with third-party marketing agencies and vendors
• Analytical and problem-solving skills with the ability to interpret complex data sets, evaluate campaign performance, and make data-driven decisions
• Ability to conduct full-funnel marketing analysis and customer journey optimization