What are the responsibilities and job description for the Senior Manager of Performance Marketing position at HANSONS?
Purpose, Scope, & Dimension of Job:
The Senior Manager of Performance Marketing owns the end-to-end Go-To-Market (GTM) strategy for assigned product lines, integrating product positioning, pricing strategy, creative execution, and brand stewardship.
This person works with agency partners to align on segmentation, unique selling proposition, as well as creative and media execution — accountable for how each offering wins in the market. This work includes defining the customer, crafting the story, aligning the message, and ensuring agency, marketing, and sales execute in a brand consistent fashion.
The role requires a unique blend of strategic thinking and hands-on execution, bridging insights, creative development, and commercial outcomes. The role ensures that 1-800-HANSONS’ campaigns not only reach the right audiences but also convert efficiently, profitably, and consistently.
Essential Duties/Major Accountabilities:
- End to End Program Ownership:
Design, implement, and continuously optimize full GTM programs for assigned product lines — including creative strategy, pricing approach, and campaign architecture.
- Cross-Functional Collaboration:
Partner with the agency and internal resources to align media mix and execution with product-level goals, and collaborate with creative and agency teams on concept development. Work with internal teams to execute a creative calendar including offers that may change throughout the year. - Customer & Market Insights:
Develop and maintain a deep understanding of customer personas, behaviors, and motivations. Identify product features, and benefits that resonate in each market. - Market & Branch Strategy:
Identify the right mix of product lines for each market/branch and prioritize marketing investment accordingly taking into consideration ROAS, Net Sales Lead Issued, and the competitive landscape. - Sales Enablement:
Partner with the marketing team to ensure the sales organization has the right sales enablement material to win in the home with customers. - Competitive Intelligence:
Track competitors’ strategies, pricing, and messaging. Use these insights to sharpen 1-800-HANSONS’ positioning and maintain category leadership. - Program Measurement:
Collaborate with analytics to measure Net Sales and ROAS by product line, identifying opportunities for continuous improvement. - Budget Management:
Partner with the CMO on budget forecast and report weekly on actual budget execution.
Key Performance Indicators (KPIs)
- Net Sales per Product Line
- ROAS by Product Line
- Market Penetration by Product
- On Budget Execution
- Equity and Awareness Tracking By Market
Core Values:
The person in this position must have a commitment to reflecting the Company’s core values, which include:
Physical Requirements:
Hours/Schedule:
Full-time, 40 hours per week/52 weeks per year. Standard hours are M – F, 8:00 – 5:00 but due to cyclical nature of position, some overtime, including evening and weekend hours, may be required to complete projects under deadlines. Some local and statewide travel may be required.
No formal supervisory responsibility.