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Paid Media Manager

Detroit, MI

About us 

At Shinola, we make beautiful, enduring, handcrafted goods that are built to be lived in, worn out, and well-loved.  Our thoughtful craftsmanship, timeless design, and spirited stories inspire our customers to live well, with confidence & joy—in a style that is uniquely their own!  Because we are a growing and evolving company, each employee is a key stakeholder, making decisions every day that directly impact our overall vision and direction. At Shinola, you’ll have the opportunity to make a significant contribution at the start of what we believe will become an iconic American brand.  

About the Role

As our Paid Media Manager, you will work hand in hand with the Director of Marketing to both define and drive business through paid media channels. The job is a healthy mix of media strategy, data analytics, creative testing, seasonal planning, and blue sky thinking across online and offline media channels. This role sits on an integrated marketing team; you will work closely with our Ecommerce, Email/SMS, SEO, Organic, Creative, Retail and Wholesale teams.  We are looking for a candidate who has experience delivering cohesive campaign storytelling across all channels – who understands the big picture and knows where/how Paid Media (Brand + Performance) can & should play a part. In this role, you will own and drive forward our relationship with our media agency. Monitoring daily performance, identifying insights and optimizations – channel / audience / creative – based.

Responsibilities

We are looking for a proactive, passionate team player who is a data-driven media strategist at heart.  The ideal candidate values the importance of consumer insights, measurement, and optimization – continuing to accelerate Shinola’s DTC business through Paid avenues.   

  • Define the Performance Marketing agenda, setting and measuring against business (ROAS) and channel level (CAC/CPP) targets.
  • Proactively identifies new channel / placement / audience / creative opportunities to deliver improved efficiencies and effectiveness. 
  • Seamlessly integrates into a team to deliver full-funnel journeys for always on and seasonal campaigns. 
  • Deliver channel excellence across (1) Paid Social – Meta, TikTok and Pinterest (2) Paid Search – Google AdWords inc. experience with Pmax and YouTube (3) Programmatic (Display, Native, CTV) – DSP experience with The Trade Desk, Stack Adapt, etc. is preferred. 
  • Evaluate all partners through test/learn programs, ability to develop roadmaps, with the know how to scale our campaigns, and improve our return. 
  • Be audience obsessed – help to develop our CRM segmentation approaches, optimizing to LTV and plugging into the seasonal merch priorities. Experience with Klaviyo is a plus.   
  • Push our digital creative agency forward, coordinate creative briefs to ensure we’re running the right volume and mix of assets (video and static) at the right frequency to maintain effectiveness. 
  • Be on the forefront of the latest ad-technology and offer new insights on how to drive business value with existing tools, while making recommendations for new ones. 
  • Own the paid media relationship – driving weekly agendas, asking the right questions to ensure our agency is always delivering to the right KPIs, identifying insights hand in hand with agency partners - knowing how to interpret and apply data from live quant dashboard – sharing actionable takeaways with Marketing Director and Leadership Team on a weekly basis. 
  • Capturing learnings in Post Action Reports – fueling seasonal campaign planning. 

Qualifications

  • Bachelor's degree in Marketing, Communications, Public Relations, or related field 
  • Past experience working in Performance Media for a retail or luxury brand
  • Strategic and creative 
  • Articulate with strong interpersonal and writing skills. 
  • Ability to multi-task 
  • Team – focused, self-starter. 
  • Organized with extreme attention to detail. 
  • Flexible with change in a fast-paced work environment.   

At Shinola, we're committed to growing and empowering an inclusive community within our company and industry. This is why we hire and cultivate diverse teams of the best and brightest from all backgrounds, experiences, and perspectives across our organization. Research shows that oftentimes women and other minority groups only apply to open roles if they meet 100% of the listed criteria. Shinola encourages everyone to apply for our available positions, even if they don't necessarily check every box on the job description.  

Note: This job description is not meant to be all-inclusive. You may be required to perform other duties to meet the ongoing needs of the organization.

 

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