Senior Marketing Manager, Ecommerce
Ecommerce Strategy & Marketing
Own and advance the ecommerce growth strategy and marketing execution on store.usp.org to drive awareness, elevate USP Value proposition that enhance overall customer experience.
Lead collaboration across cross-functional teams on ecommerce priority plans and initiatives to align with customer needs and USP growth goals and objectives.
Plan, implement, and optimize on-site marketing tactics to support traffic growth, conversion, and customer engagement.
Understand and activate persona(s) and customer segment journeys leading them from discovery to purchase throughout the ecommerce marketing funnel.
Oversee implementation of priority initiatives including new projects, promotional calendars, ad placements, communication and content on the Store.
Ensure consistency and alignment between Store activities, USP brand guidelines, content updates and broader digital marketing campaigns.
Continuously refine tactics based on performance data and customer behavior.
Medium- and Long-Term Ecommerce Improvements
Define and manage a prioritized roadmap aligned with USP division and priority initiatives to deliver seamless connected customer journey that maximizes customer lifetime value (LTV).
Identify opportunities to strengthen conversion, discoverability, personalization, and overall ecommerce performance.
Partner with Digital Experience, IT, Strategy, Customer Success, and other cross-functional teams to plan and deliver enhancements that improve overall customer experience.
Support the integration and evolution of marketing automation capabilities, including linkage to Marketo, Drupal CMS content, and other USP and third-party platforms.
Balance short-term optimization needs with longer-term capability development.
UI/UX Strategy and Optimization
Lead the strategy and planning for UI/UX improvements on the ecommerce Store.
Analyze customer journeys to identify usability gaps and customer friction points.
Design and implement experience improvements related to navigation, functionality, search, product pages, user tracking and personalization.
Analyze search queries in Algolia to surface insights for marketing.
Plan and manage testing and experimentation to validate UX enhancements.
Ensure UI/UX decisions are data-driven and aligned with accessibility and usability best practices.
SEO And AI Discoverability
Drive implementation and execution for search engine optimization (SEO) and answer engine optimization (AEO) for store.usp.org to attract qualified traffic.
Lead optimization of product descriptions, metadata, taxonomy, and on-site content to improve conversions.
Ensure product and content pages are structured to support discoverability across traditional search engines and emerging AI-driven search experiences.
Partner with Marketing, Digital Experience and IT to implement SEO best practices within Oracle and Drupal platforms.
Identify and prioritize opportunities to improve how USP products and content are understood, indexed, and surfaced by AI search tools and large language models (LLMs).
Customer Experience Collaboration
Serve as key steward of the overall Customer Experience (CX) for the ecommerce store.
Incorporate customer feedback and insights into Store enhancements and marketing decisions.
Coordinate initiatives that improve the end-to-end customer journey across touchpoints.
Ensure consistent messaging and communication to drive a high-quality customer experience.
Performance Measurement and Optimization
Define and monitor key ecommerce performance metrics, including traffic, engagement, and conversion.
Monitor customer feedback and leverage Adobe Analytics and related tools to generate insights and recommendations.
Translate data into clear actions and prioritized improvements.
Communicate performance trends, learnings, and outcomes to stakeholders.
Drive customer experience through governance and collaboration with Finance, Sales, Operations, and Marketing leads to analyze digital performance, translate insights into revenue-driving actions, and lead recurring portfolio performance reviews.