Digital Marketing Manager

Digital Marketing Manager

South Carolina Office - Greer, SC 29651

Salary Range $85,000.00 - $115,000.00 Salary/year Level Management Position Type Full Time Job Shift Any Education Level 4 Year Degree Travel Percentage Negligible Category Marketing

Position Summary:

The Digital Marketing Manager leads the digital marketing function for Dunlop Racket Sports in North America, developing and executing strategies that strengthen brand awareness, drive customer acquisition and retention, and support profitable business growth. The role oversees digital channels and customer engagement programs, ensuring marketing investments align with brand and commercial objectives.

This hands-on role manages the planning, execution, optimization, and measurement of digital marketing programs across email, SMS, paid media, website content, marketing automation, and other customer engagement initiatives. Using data and insights to guide decision-making, the Digital Marketing Manager drives continuous improvement in marketing effectiveness and business performance. The role also leads and develops the Marketing & Communications Coordinator and partners cross-functionally to deliver integrated campaigns and consistent, engaging brand experiences.

Key Responsibilities:

Digital Marketing Strategy & Planning

• Develop and execute the annual digital marketing strategy aligned with overall brand, marketing, and commercial objectives.

• Build integrated digital marketing plans supporting product launches, seasonal campaigns, retail initiatives, sponsorship activations, and other key business priorities.

• Partner with the Director of Marketing and cross-functional stakeholders to align digital initiatives, priorities, and budgets.

• Identify opportunities to improve customer acquisition, engagement, retention, and lifetime value.

• Monitor emerging digital marketing trends, technologies, consumer behaviors, and best practices to identify opportunities for innovation and growth.

Email & CRM Marketing

• Lead the strategic planning, execution, optimization, and reporting of B2C and B2B email marketing programs.

• Develop audience segmentation and customer lifecycle strategies to support acquisition, engagement, retention, and re-engagement.

• Build and optimize automated email journeys, including welcome programs, product launches, promotional campaigns, retention programs, re-engagement initiatives, and dealer communications.

• Manage database health, deliverability, compliance, subscriber growth, and data quality.

• Use campaign performance data to improve messaging, engagement, and conversion.

SMS Marketing & Automation

· Develop and manage SMS marketing programs and automated customer journeys.

• Drive subscriber growth through digital campaigns, events, website initiatives, and promotions.

· Optimize audience targeting, timing, messaging, and campaign performance.

· Ensure SMS programs comply with applicable regulations and industry requirements.

Paid Media & Social Media

• Develop and manage paid media strategies across platforms including Meta, Google, YouTube, TikTok, LinkedIn, and other relevant channels.

• Develop and execute organic social media strategies that support brand awareness, audience engagement, customer acquisition, and commercial objectives.

• Manage audience development, targeting, retargeting, testing, and campaign optimization across paid and social channels.

• Manage media and social advertising budgets, recommending allocation and investment strategies based on performance and business priorities.

• Analyze paid and organic social performance and translate insights into actionable recommendations and continuous improvement initiatives.

Website & Digital Commerce

• Oversee website content strategy and the digital consumer experience, ensuring content is current, accurate, engaging, and aligned with business objectives.

• Drive ongoing optimization of landing pages, conversion pathways, product presentation, user experience, and SEO performance.

• Partner with eCommerce, marketplace, and agency partners to improve traffic, conversion rates, average order value, customer acquisition, and digital revenue.

• Support the growth and performance of owned and third-party digital commerce channels, including key internet retailers and Amazon, through customer journey, content, promotional, and conversion optimization.

Content & Campaign Management

• Lead the development and deployment of integrated digital marketing campaigns across relevant channels.

• Coordinate digital support for product launches, sponsorship activations, athlete and influencer programs, retail promotions, dealer communications, and brand initiatives.

• Ensure consistent brand messaging, creative execution, and customer experience across digital touchpoints.

• Collaborate with global marketing teams to localize and deploy global campaign assets.

Analytics, Reporting & Performance Management

· Establish and monitor key performance indicators across digital marketing channels and programs.

• Analyze website, email, SMS, social media, paid media, customer acquisition, retention, and marketing-attributed revenue performance.

• Develop dashboards and reporting processes that provide actionable insights into digital marketing effectiveness and business performance.

• Present performance results, trends, and recommendations to leadership and key stakeholders on a regular basis.

• Use data and insights to identify opportunities for optimization, growth, and improved return on investment.

Team Leadership & Development

· Lead, coach, and develop the Marketing & Communications Coordinator.

• Establish priorities, workload plans, and performance expectations for direct reports.

• Delegate responsibilities effectively while maintaining accountability for team and individual outcomes.

• Develop processes and workflows that improve team efficiency, consistency, and scalability.

· Foster a culture of accountability, collaboration, continuous learning, and high performance.

Cross-Functional Collaboration

· Serve as the digital marketing leader for the Racket Sports business.

• Partner with Marketing, Sales, Customer Experience, Product Management, Business Technology, Global Marketing, Commercial Systems, and third-party agencies to support business objectives.

• Partner with Business Technology and Commercial Systems to improve marketing data quality, customer segmentation, reporting capabilities, marketing automation, and digital processes.

• Identify opportunities to improve cross-functional processes, operational efficiency, and the effectiveness of digital marketing programs.

Training Compliance

• Complete all required role-specific and company-wide training by assigned deadlines to remain compliant and job-ready.

• Ensure team members complete required role-specific and company-wide training on time, support time allocation for training, and follow up on any overdue training.

Safety Compliance

• Adhere to all company safety policies, procedures, and guidelines, even in a remote work environment.

• Ensure compliance with data security and confidential information.

• Expected to participate in meetings related to safety topics and attend safety training sessions related to this role, department, and the company.

• Report any safety concerns, incidents, or hazards immediately.

Qualifications

Education & Experience

• Bachelor's Degree in Marketing, Business, Communications, or related field.

• 5+ years of progressive digital marketing experience.

• 2+ years of experience leading projects, agencies, or team members.

• Experience in sporting goods, consumer products, retail, or lifestyle brands.

• Experience supporting both B2C and B2B marketing initiatives.

• Experience developing, managing, and optimizing digital marketing programs across multiple channels.

Skills