Digital Marketing & Experience Manager

Digital Marketing & Experience Manager

Far Bank Enterprises is the parent company of four of fly fishing's most respected brands: Sage, Redington, RIO Products, and Fly Water Travel. Headquartered in Seattle, Washington, we design, engineer, and sell complete fly-fishing solutions and experiences to anglers across the world: from first-time beginners to professional guides.

The Digital Marketing & Experience Manager leads Far Bank's digital presence across three brands - Sage, Redington, and RIO, while supporting Fly Water Travel. This is a brand-building and demand-generation role as much as it is a commercial one: the primary job is to ensure that when an angler discovers fly fishing, research gear, or looks for guidance online, Far Bank is the authoritative, trusted answer, wherever they ultimately choose to buy.

The role has four interconnected responsibilities: owning the site experience across farbank.com and brand properties; building the digital education infrastructure that makes Far Bank the most trusted resource in fly fishing; developing the digital marketing channels and performance marketing to generate demand that flows through the full dealer and direct network; and leading Far Bank's response to the shift toward AI-driven discovery, ensuring the brands are accurately cited, recommended, and represented wherever consumers are seeking answers. The role reports to the Brand Director and works closely with the CMO, Merchandising, and Technology teams.

Key Responsibilities

Site Performance & Conversion

• Own all digital channel KPIs with clear annual targets set at point of hire.
• Lead CRO (conversion rate optimization) strategy: run structured A/B and multivariate tests across homepage, PDP, cart, and checkout.
• Manage the site and features roadmap in partnership with the web development team.
• Working with Dev to ensure site speed, mobile performance, and Core Web Vitals meet best-practice benchmarks.
• Build and drive strategies to build CLV (customer lifetime value) and increase AOV.

AI-Commerce Development

• Manage catalogue data, and recommendation logic in close collaboration with the dev and merch teams.
• Identify new opportunities to use AI to reduce purchase friction, personalize recommendations, gear selection, and increase system bundle attachment rates.
• Monitor and report on AI performance: session engagement, recommendation acceptance rate, and assisted revenue.

AEO / GEO, & SEO

• Own the site's Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) strategy ensuring Far Bank content is cited by AI engines including ChatGPT, Perplexity, and Google AI Overviews.
• Working with dev and merch teams manage implementation of structured data (JSON-LD): FAQ Page, Product, Defined Term, Organization, and Breadcrumb List schemas.
• Commission and brief educational content (buyer guides, glossary, species pages) written and structured for featured snippet and AI citation capture.
• Ensure site is optimized for SEO and technical site health, keyword strategy, and content performance.

Merchandising & Campaign Management

• Execute seasonal campaigns and product launches across the site in alignment with brand and merchandising calendars.
• Manage curated system bundles: pricing, bundling logic, and promotional strategy.
• Develop a category strategy to address replenishment (tippet, leaders, flies) vs. value vs. premium purchasers.
• Brief and review all homepage, category, brand, and landing page creative with the brand team.

Email & CRM

• Inform and support email manager: implement new automation flows, optimize email metrics.
• Collaborate on creating customer segmentation and personalization strategies to fuel email growth.

Reporting & Insight

• Own the digital marketing reporting framework: weekly performance dashboard, monthly board-level report, and quarterly trading reviews.
• Use GA4, and other platform analytics to identify friction points and growth opportunities.
• Present commercial performance, test results, and strategic recommendations to the CMO and senior leadership.

Paid Search & Paid Social

• Own the full paid media strategy across Google, Meta, and YouTube: campaign architecture, channel budget allocation, bidding strategy, and performance against ROAS and CPA targets across all three platforms.
• Manage Shopping and Performance Max campaigns: product feed quality, bidding logic, and seasonal budget pacing aligned to the Far Bank campaign calendar.
• Brief and review paid search ad copy and landing page pairings to ensure message match between keyword intent and on-site experience.
• Report weekly on paid search performance: spend, impressions, CTR, conversion rate, ROAS, and blended CAC.

What You'll Bring

Essential

• 3-5 years in a Digital Marketing management role, owning revenue targets for a DTC or omnichannel brand.
• Proven track record of improving conversion rate and AOV through structured testing and UX improvement.
• Knowledge of working with Shopify or Shopify Plus.
• Strong commercial acumen, you understand P&L, margin, and how digital marketing decisions connect to business outcomes.
• Proficiency in GA4, MarTech tools and A/B testing tools.
• Working knowledge of SEO fundamentals; experience implementing or managing structured data is a strong advantage.
• Excellent written communication, you can brief creative, write performance copy, and present to senior stakeholders.
• Self-starter who operates well in a lean team and owns their outcomes without needing heavy process.
• Proven collaboration skills, specifically partnering with key stakeholder functions.

Desirable

• Experience with AI-powered chat or guided selling tools, prompt engineering knowledge is a genuine advantage.
• Familiarity with AEO/GEO content strategy and the emerging landscape of AI answer engines.
• Experience managing subscription or auto-replenishment programs.
• Background in outdoor, sporting goods, or specialty retail - fly fishing knowledge is a bonus.
• Experience briefing technical web development resources.
• Experience running paid media across Google Ads (Search, Shopping, Performance Max), Meta, and YouTube experience is a bonus.