Digital Marketing Specialist

Digital Marketing Specialist

We're the nationwide leader in home gardening and have been inspiring gardeners for over 150 years. As a privately owned seed, plant, and garden goods company, we reach millions of gardeners each year across retail, direct-to-consumer, and e-commerce channels. At Burpee, we're driven by quality, innovation, and a deep passion for helping people grow successfully at home. Our brand is one of the most recognized and trusted names in gardening, built on generations of expertise and a commitment to excellence. This is your chance to join a company with a rich legacy, a loyal customer base, and a team that takes pride in helping gardens, and careers, grow.

Job Summary:

The Digital Marketing Specialist supports and executes the digital marketing strategy to drive conversion rates and ROI for Burpee's direct-to-consumer (DTC) businesses. This role oversees paid advertising and affiliate marketing for DM, Farmer's Market, and Retail Marketplaces. The specialist manages agency partners for Search, Amazon, and Social ad spend while taking a hands-on role in retail marketplace advertising (Walmart.com). This position identifies digital growth opportunities to enhance Burpee's traffic and conversion rates, ensuring profitability and a competitive edge.

Essential Duties:

• Manage and optimize paid digital advertising across Google, Meta, and YouTube by overseeing agency performance, ensuring ROI targets are met, and providing strategic direction.
• Execute hands-on retail marketplace advertising for Walmart.com, including campaign setup, bid management, keyword optimization, and performance analysis.
• Oversee Amazon Sponsored Ads strategy through the agency, ensuring alignment with marketplace growth goals and ROAS targets.
• Manage the affiliate marketing channels and other revenue-sharing platforms across DM, Farmer's Market, and Retail Marketplaces.
• Measure and report on paid advertising and affiliate campaign performance against ROI and KPIs.
• Establish and maintain monthly budgets for paid search, social, marketplace, and affiliate channels.
• Analyze advertising and marketplace data, including traffic, ROAS, conversion rates, and audience insights to inform optimization decisions.
• Collaborate with the brand team on paid social initiatives, boosting strategies, and co-marketing efforts.
• Conduct monthly and ad-hoc competitive analysis of key competitor advertising programs and marketplace presence.
• Design and implement A/B and multivariate testing for paid campaigns in collaboration with internal and external teams.
• Collaborate with cross-functional teams including CRM, Marketplaces, and Brand to align paid media efforts with broader business goals.

Minimum Qualifications:

• B.S. in Marketing, Business Administration, or related field.
• 4–8 years of experience in digital marketing, paid media, or eCommerce (preferably within CPG or DTC).
• Hands-on, in-platform experience required in one or more of the following: Google Ads, Meta Ads Manager, Amazon Advertising, and/or Walmart Connect.
• Experience managing external agencies and vendor relationships for paid media and/or affiliate programs.
• Strong knowledge of SEM strategies, including keyword research, bidding strategies, and campaign structure.
• Proficient in website and advertising analytics tools such as Google Analytics, Google Ads, and marketplace reporting dashboards.
• Analytical mindset with a passion for data-driven decision making and performance optimization.
• Experience creating, executing, and managing advertising campaign budgets across multiple channels.
• In-depth understanding of current digital advertising trends, retail media networks, and marketplace advertising.
• Excellent written, verbal, and interpersonal communication skills.

Benefits:

• Medical, Dental, Vision
• Health Reimbursement Account
• 401(k) Plan with company match
• Generous Paid Time Off
• Employee Assistance Program
• Tuition Reimbursement
• Training and Development
• Short / Long Term Disability
• Life Insurance
• KASHABLE loan program
• Free garden vegetables from our farm from June to September!