Overview

Knauf Insulation North America is the world's fastest-growing insulation manufacturer. We are wholly committed to the conservation of the environment while also sustainably developing and manufacturing a comprehensive line of acoustical fiberglass insulation for residential, commercial, industrial, marine, OEM and metal building applications, using post-consumer recycled materials.

We welcome passionate and creative individuals who thrive in an entrepreneurial, collaborative and ever-changing environment. Leads and provides strategic perspective on digital projects including what technology and process to use to achieve project outcome. Proposes, implements, and monitors digital brand/product marketing plans to support sales and marketing for allocated brands/products. Manages and optimizes KINA’s website to continuously improve the online experience. Supports the digital ecosystem. Develops and leads KINA’s media strategy and execution. Supports the administration of tactical programs of KINA brands and products and assists in the development of overall digital marketing plans and programs. Manages projects to support all digital activities and the digital ecosystem. 

Responsibilities

Digital Marketing & Web Management 

• Delivers web experiences that are modern, innovative, and mobile-optimized, are consistent visually and tonally with other site content, and uses our CMS and digital asset management system. 

• Optimizes the customer journey by analyzing prospect behavior and key pathing, identifying and prioritizing enhancement opportunities, and developing hypotheses for testing. 
• Performs content and structural improvements to increase organic traffic. 
• Maintains and optimizes the website and landing pages to promote the brand and drive conversion. 
• Drives key digital projects from start to completion. Ensures projects and daily tasks are completed on time, to a high level of quality, and with proactive communications to stakeholders. 

• Ensures experiences are properly tracked, performance monitored, insights shared, and opportunities for enhancements are discovered. 
• Utilizes strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points. Ability to synthesize and draw conclusions from data to optimize performance. 
• Supports key platforms and tools in the digital ecosystem such as Web/CMS, Asset Management, Translations, Collaboration, PIM, etc.
• Collaborates with external channel and online application partners to better understand the end-to-end consumer journey holistically, align messaging, and seek out optimization opportunities. 
• Prepares brand/product marketing plans for digital consumption. Liaises with internal departments and external agencies to ensure full communication and success of digital marketing plans.
• Reviews technologies and explores new developments in the digital landscape to find ways to more effectively deliver the communication and business objectives. 
• Might contribute to creativity of product packaging, presentation, and promotional activities. Constantly monitors performance of managed brands/products to ensure it meets organization objectives.
• Supports the effective administration of brands/products through marketing proposals, product briefs, and brand plans, etc.
• Supports the identification of new business opportunities for new products, relaunches, packaging changes, and range extensions, and proposes initial plans to exploit these opportunities. 
• Tracks and analyzes brand/product performance and trends in terms of digital marketing and media.
• Maintains close contact with sales and product marketing to attain broad product knowledge.
• Coordinates and/or conducts special studies and promotional projects.
• Contributes to business and marketing plan development and modification. 
• Measures and reports performance of all digital marketing campaigns, and assess against goals (ROI and KPIs). 
• Collaborates with agencies and other vendor partners. 

Media Management  

• This role leads digital media strategy as well as directing an outside agency 
• Develops and executes digital media campaigns, including paid search, social, mobile and programmatic to drive brand awareness and conversion.
• Develops and support the construction of communication campaigns with the task of selecting the support (type of advertising banner, rich media).
• Manages campaigns across multiple platforms- AdWords, Facebook, Display, YouTube 
• Drives campaign performance to meet goals 

• Analyzes key performance metrics and recommend strategies including click-through rates, conversion rates, ROAS, ROI, CPL, CPA, etc.. 
• Implements bid and budget management and keyword builds 

• Performs campaign/program optimizations, reporting, tracking, budget management, analysis and communication 

• Tracks and reports budget pacing, account performance and project tasks. 

Qualifications

Education:

• Bachelor's Degree in Marketing or related field 
• Experience in ecommerce, websites, SEO, PPC, Email marketing, and social media 

Experience: 

• Minimum four (4) years of experience collaborating agencies to perform at expected levels 
• Minimum of three (3) years of relevant experience in digital marketing – project examples to be provided 
• Strong understanding of current online marketing concepts, strategies, and best practices 

Knowledge, Skills and Abilities: 

• Ability to function in a multi-channel environment 
• Excellent verbal and written communication skills 
• Project management skills 
• Networker and high degree of creativity 
• Computer skills in MS Windows environment; Advanced skills with Excel; good skills in Word and Powerpoint (Example products preferred) 
• Deep knowledge of common martech systems, like content management systems, DAM; solid understanding of search engine optimization as well as paid media