Culture Pop Soda
Director of Digital Marketing
This is an opportunity to join an exciting, fast growing brand and a team of people who are reinventing carbonated soft drinks. Culture Pop has built a culture of excellence and we are looking for the next great teammate. Culture Pop is a leader in the growing functional soda category. We are distributed nationally in major chains such as Albertsons, Kroger, Walmart, Meijer, Target and Whole Foods, are sold locally in several regional chains and independent stores and sell directly on Amazon & our own DTC website.
We are looking for a Director of Digital Marketing to lead Culture Pop’s presence across paid and owned digital platforms. The ideal candidate will position Culture Pop at the leading edge of digital marketing, building a digital machine to attract, convert, and retain consumers.
Responsibilities:
- Build a comprehensive digital plan to attract new consumers, deliver an excellent digital brand experience, and retain existing consumers.
- Oversee the full digital presence for Culture Pop across owned and paid channels, including drinkculturepop.com (website and email/SMS), Amazon (listings and advertising), Shopper Marketing (digital marketing on retailer websites and apps, coupon and rebate programs like ibotta, online marketplaces like Instacart), and paid social/digital advertising (Meta, Tiktok, Google, etc.).
- Leverage owned and paid digital channels to optimize the omnichannel consumer journey and shopping experience, understanding where and how consumers want to shop.
- Establish a data stack to capture, segment, and use consumer data across owned & paid marketing channels to increase personalization and marketing effectiveness.
- Directly manage all digital marketing agencies (currently including Amazon agency, Shopper agency, and paid social agency)
- Oversee the Marketing Analytics function, establishing and tracking digital KPIs and continuously reporting on and refining tactics to optimize performance (sales, traffic, ROAS, CAC, CLTV, etc.).
- Collaborate with external agencies and internal creative resources to ensure compelling digital content for owned and paid channels.
- Ensure full digital expression is consistent with brand standards and guidelines and collaborate with brand & creative teams to craft content for digital channels.
- Position Culture Pop at the forefront of what's new and next with digital media, marketing technology, & data analytics
- Manage the Digital Marketing and Consumer Analytics budget, staying on budget and meeting all internal reporting deadlines.
- Build out the Digital Marketing team over time
- Partner with cross-functional teams (Brand, Creative, Social Media, Field Marketing, Sales, Operations) to ensure coordinated go-to-market plans and a seamless consumer experience.
Qualifications:
- 5-7 years of Digital Marketing and Consumer Analytics experience, with a deep understanding of the digital consumer journey
- Experience managing the online presence for an omnichannel brand with distribution across online and physical retail channels, ideally with a beverage/CPG brand
- Experience with all digital marketing tactics, including Direct-to-Consumer sales and marketing, Amazon, Shopper Marketing, paid social, search/SEO, email, and content marketing.
- Knowledge of or experience in media planning & buying
- Strong background in marketing analytics, technologies, and trends
- Challenger brand and calculated risk-taking mindset
- Must be willing to work in office in Waltham 3 days a week
