Senior Manager, Paid Media (DTC)

ABOUT KATE FARMS

Kate Farms is a company with heart. Our company was founded on the belief that good nutrition leads to good health, and good health opens the door to endless possibilities. That’s why our mission is to make nutrition the cornerstone of healthcare so people can live their best lives. We are a medical food company that makes complete nutrition formulas for people who have a medical need for liquid nutrition. 

Kate Farms works to be the place where a diverse mix of talented individuals want to come, stay, and do their best work. Ensuring a diverse and inclusive workplace where we learn from each other is at the core of Kate Farms’ values. We are an equal-opportunity employer and fully focused on equality; we believe deeply in diversity of race, gender, sexual orientation, religion, ethnicity, national origin, and all the other fascinating characteristics that make us different. We invite you to do the best work of your life with us at Kate Farms.

POSITION OVERVIEW

Kate Farms created the plant-based liquid nutrition category supporting health needs and is the #1 recommended brand today. The Kate Farms nutrition products are primarily available to consumers through KateFarms.com and other online resellers. Those channels continue to grow every year and the company plans to add more Ecommerce platforms in the future.

This role focuses on all the consumer digital demand generation activities for Kate Farms. Today, these include paid search, programmatic, paid social, audio, and affiliate partnerships. The individual will contribute to the development of a vision to maximize all these performance marketing efforts, blending company strategy, consumer insights, and data analytics to deliver positive results.

The right candidate will have a passion for using data to derive insights and drive impactful marketing and business decisions. This person will be growing Katefarms.com and bring thought partnership to how we build a more robust ecommerce business. This person will lead tactical execution of all paid media while also creating a delightful and consistent brand experience across all channels. This role will work closely with other marketing cross-functional partners (ecommerce operations, sales, creative services, brand marketing, business analysts) to execute a comprehensive online sales plan.

WHAT YOU WILL DO

• Collaborate on developing a vision to maximize performance marketing efforts through leveraging data analytics and insights to deliver results.    
• Utilize vision to drive channel mix and investment levels balancing effectiveness with efficiency, profitability, and user journeys across touchpoints.
• Oversee day-to-day advertising operations and continuously evaluate and optimize marketing spend and channel allocation.
• Evaluate effectiveness of all digital demand generation channels and create a strategic measurement framework that supports both operational and longer-term decisions.
• Communicate how the various channels play together, with close audience and targeting management to stitch together insights across all acquisition channels.
• Translate performance marketing information into new ideas, consumer insights, and innovation possibilities.
• Collaborate with Brand Managers to plan and execute high-impact creative and consistent brand voice through the marketing funnel.
• Collaborate with Healthcare Digital Media plans and medical channel sales organization.
• Ideate with the functions across marketing, ecommerce operations, and business analytics to understand results and sharpen activities.
• Evaluate and test new marketing strategies and channels based on industry best practices; identifying and prioritizing improvement opportunities.
• Own affiliate marketing strategy and execution. Deliver results through affiliate channel by balancing growth with ROI while driving rapid experimentation and learning.
• Critically evaluate affiliate partner and audience fit and grow through strategic recruitment of new partners while optimizing existing partnerships.
• Collaborate on annual media planning efforts that build from company growth strategy, marketing / retention KPIs, and brand metrics.

WE ARE LOOKING FOR SOMEONE WITH

• A minimum of 5 - 7+ years of digital marketing experience in consumer goods or related industries.
• In-depth channel knowledge in Google, Bing, Programmatic, Meta, and TikTok.
• Experience managing paid media budgets >$1M/yr, preferably for a DTC company.
• Strong analytical skills, comfortable running intermediate data analyses.
• Passion for using data to derive insights and drive business and marketing decisions.
• Experie