Position Summary:The Digital Marketing Manager (Brand Experience & Demand Generation) plays a critical role at the intersection of Brand, Media, and Digital Commerce. This position is responsible for driving high-quality consumer demand and shaping the digital brand experience across key touchpoints, ensuring that awareness and consideration efforts translate into measurable business impact.
Acting as a strategic bridge between Brand Marketing, eCommerce, and Media teams, this role focuses on building and activating upper- and mid-funnel strategies that generate qualified traffic and accelerate the path to purchase. The position owns paid media strategy, website experience (TCL.com), and CRM-driven lifecycle marketing to ensure a cohesive and effective consumer journey from discovery through purchase intent.
The successful candidate brings a strong understanding of how modern digital marketing ecosystems operate, with the ability to translate brand and commercial objectives into integrated campaigns, content strategies, and data-driven optimizations that deliver results.
This role is ideal for a marketing professional who is equally comfortable managing media investments and performance metrics as they are shaping digital experiences, content strategies, and consumer journeys.
Duties & Responsibilities:Paid Media Strategy & Demand Generation
- Develop and execute upper- and mid-funnel paid media strategies across Video, Social, Display, and Native channels to drive qualified traffic and build consumer consideration.
- Design and implement innovative media approaches that shorten the path from product discovery to purchase, accelerating the "see-to-buy" cycle.
- Build and refine audience segmentation strategies to effectively engage consumers early in the decision-making process and nurture future conversion.
- Own media execution, including budget allocation, performance optimization, and traffic quality, ensuring efficient use of investment aligned with business priorities.
Website Experience & Content Strategy (TCL.com)
- Own TCL.com as the central hub for brand storytelling, product education, and consumer engagement-not just as a transactional platform.
- Design and optimize end-to-end user journeys that drive engagement and increase purchase intent through intuitive navigation and compelling content.
- Lead SEO and organic growth initiatives by improving site structure and developing high-quality content (e.g., product pages, guides, editorial content) aligned with consumer research behavior.
- Implement traffic routing strategies that align with business goals, optimizing pathways to retail partners or direct purchase flows as needed.
CRM & Lifecycle Marketing
- Develop and manage CRM and email marketing strategies to capture and nurture upper-funnel demand into qualified purchase intent.
- Drive first-party data acquisition through targeted campaigns and on-site lead capture strategies, strengthening direct consumer engagement channels.
- Optimize lifecycle communications to improve engagement, retention, and readiness to convert.
Analytics, Insights & Performance Optimization
- Analyze performance across channels with a holistic view, focusing on traffic quality, engagement, and contribution to downstream conversion-not just last-click sales.
- Develop and refine attribution approaches to better understand the impact of upper- and mid-funnel efforts on total business performance (DTC and retail).
- Translate data insights into actionable recommendations to continuously optimize media mix, content strategy, and user experience.
Business Impact & KPI Ownership
- Define and track key performance indicators including traffic growth, engagement, SEO visibility, media efficiency, and CRM database expansion.
- Drive measurable improvements in qualified traffic, purchase intent signals, and marketing efficiency through disciplined execution and optimization.
- Promote a data-driven, test-and-learn culture to continuously refine strategies and maximize return on marketing investment.
Qualification / Requirements:Must Haves
- 5-10 years of experience in digital marketing, paid media, demand generation, or related roles.
- Proven ability to manage and optimize multi-channel paid media campaigns with a focus on upper- and mid-funnel performance.
- Strong understanding of digital consumer journeys, including content strategy, SEO, and lifecycle marketing.
- Hands-on experience with analytics tools and the ability to translate data into actionable insights and business recommendations.
- Excellent communication skills with the ability to collaborate across brand, eCommerce, and analytics teams.
Nice to Haves
- Experience managing or optimizing brand websites and content hubs.
- Familiarity with CRM platforms and email marketing tools.
- Exposure to multi-channel retail environments (DTC + retail partners).
- Strong analytical mindset with experience in attribution modeling or marketing mix analysis.
- Background in consumer electronics, retail, or high-consideration purchase categories.
Benefits:
- Vacation: Starting at 5 days per year
- Health & Wellness Days: 10 days per year (prorated based on start date)
- Paid Holidays: 12 days per year
- Medical Insurance
- Dental Insurance
- Vision Insurance
- 401(k) & Retirement Plan
Job Type: Full-time
Salary Range: $80,000 - $115,000
