Conversion Optimization Strategy Asst Manager - Discount Tire

Here at Discount Tire, we celebrate the spirit of our people with extraordinary pride and enthusiasm. Our business has been growing for more than 60 years and now is the best time in our history to join us. We are opening more locations every year and we are always looking for qualified individuals to join us in our growth. We are a company that promotes from within, both in our retail and corporate operations. 

The OMNI Conversion Strategy Manager leads the charge in establishing, monetizing and growing Discount Tire's digital strategies and web presences. This position focuses on improving conversion and revenue based KPIs across all OMNI marketing and communications platforms, as well as finding opportunities by way of search strategies, UX, and content marketing with the overall objective of improving eCommerce conversion rates via full end-to-end funnel optimization.

A visionary role on the leading edge of the current (and future) digital landscape, this role is tasked with staying on top of and ahead of the latest trends in funnel and conversion rate optimization, SEO, SEM and search intent analysis, user experience design/research, content creation/marketing, and external communications. Ultimately, this position serves as the champion and driving force of Discount Tire’s web monetization efforts, and advocates for the user’s ease of use and ability to transact regardless of their position in the conversion funnel and purchase path.

Focusing primarily on developing strategies that attain and monetize new web audiences through funnel e-Commerce optimization techniques that consider all users and customers of the Discount Tire brand(s), the Conversion Strategy Manager will synthesize how digital interactions fit into broader consumer activities while articulating digital concepts and solutions in a clear and compelling way to stakeholders and subject matter experts of any level within the organization.

This role is responsible for driving content marketing initiatives (including email newsletters, push messaging, A/B testing and content personalization) and search engine marketing strategies, while working closely with UX, SEO/SEM, promotion marketing and communications stakeholders as necessary to increase site traffic and web presence-derived revenue.

The ideal candidate also has a finger on the pulse of the automotive industry and can confidently make quick decisions that capitalize on current and news events as they relate to Discount Tire’s OMNI business initiatives and objectives.

Essential Duties and Responsibilities:

• Increases web conversion rate, transaction quantity, revenue totals, and average order values through true end-to-end funnel optimization of Discount Tire’s customer touchpoints.
  • From user acquisition and customer retention to cart completion, conceptualizes and researches new conversion optimization techniques and technologies with outcomes that yield sustained growth.
  • Mobilizes and manages the contributions of OMNI UX subject matter experts to further the above via their respective specialties.
  • Collaborates with finance business segments on payment technology offerings to support revenue growth.
• Works closely with UX designers and specialists to discover and maximize conversion opportunities; helps identify and prioritize resources and delivers projects with outcomes that yield eCommerce and engagement improvements regardless of the medium or section of the conversion funnel a user is in.
• Conceptualizes, develops, implements, manages digital strategies and content marketing programs for Discount Tire that help successfully identify, attain, maintain and monetize audiences and customer bases. Grows these strategies on a regimented and exponential basis.
• Serves as the architect and editor in chief of the Discount Tire blog; manages and discovers contributors, generates traffic from search engines, Apple News, Google News, Google Discover and other advanced search and topic-based content aggregation feeds.
  • Develops an integrative and evergreen content strategy that combines CRO with SEO, email marketing, A/B testing, push notifications, social media and public relations.
• Deploys pop-up messaging, push notification and content personalization strategies that quickly and accurately get users into the conversion funnel while maintaining the integrity of organic performance.
• Creates, synthesizes, presents reporting on campaign results and ROI in a clear and concise manner, with clear reporting for audiences from department contemporaries to C-suite executive staff or for use in executive presentations. Enlists help of and builds trust with OMNI analyst team.
• Stays current on the latest funnel optimization, web conversion rate optimization, search, digital marketing and communication industry technologies, trends and strategies; integrates findings into areas of responsibility quickly and ahead of the competition.
• Completes work in a timely and accurate manner while providing exceptional customer service.
• Maintains awareness of, responds to and dominates competitors in the general digital communications and digital marketing landscape.
• Creates recursive growth across paid and organic marketing channels and associated subgenres.
• Maintains confidentiality, treats others with respect and models the tenets of Discount Tire’s values.

Qualifications:

• 5 years of direct experience minimum
• 2-3 years of functional management experience required
• Large, multi-location brand and enterprise e-Commerce CRO, communications, digital and search marketing experience.
• Ability to leverage the contributions of and lead subject matter experts across the many described disciplines that impact web conversion.
• Deep understanding of digital and product marketing experiences, as well as an understanding of how they connect brands and consumers.
• Successful and documented track record of fully utilizing and delivering on digital programs, projects, products and services.
• Ability to speak the language of user experience research and design; experience with build QA process and agile-based defect/enhancement processes, A/B testing and queue submission, etc.
• Extensive experience working with creative and/or technical development of web-based solutions, technology and emerging media.
• Successful track record of brokering contracts with vendors, agencies, contractors that maximize value while economizing interdepartmental budgets.
• Exceptional written, verbal and presentation skills.
• Strong strategic, managerial and analytical skills; the ability to analyze data and make thoughtful recommendations or decisions without hesitation while integrating and directing OMNI’s diverse skillsets and disciplines as needed.
• Ability to work in a self-directed, fast-moving, results-oriented environment while managing multiple projects and strategies simultaneously.
• Intermediate level Microsoft Office skills (PowerPoint, Word, Outlook)
• Intermediate level Microsoft Excel skills
• Highly proficient with topic-based research platforms
• Google Discover, Google Trends, Google Analytics, Google Search Console, Google My Business, leading SEO SaaS tools, media listening platforms and techniques
• Advanced writing, editing and document composition skills. Ability to provide instruction and edits to group of OMNI copywriters across communications genres.
• Entrepreneurial spirit and passion for interactive technologies, specifically mobile and online.
• Proven ability to challenge the status quo and deliver innovative ideas that result in improving the bottom line of Discount Tire across digital and storefront experiences.
• Strong project management and business planning skills with the ability to manage deliverables, expectations, budgets and schedules across multiple teams, direct reports, and vendors.
• Proven collaboration, facilitation and negotiation skills.
• The demonstrated ability to build effective relationships with internal and external customers, endorsees, and business partners is crucial.
• Troubleshooting and organizational skills with a can-do attitude and the ability to adjust to changing requirements are essential.
• Actively educates OMNI team members on web conversion opportunities.

Educational Requirements:

Bachelor's degree in Business Administration or related field or equivalent work experience required

Discount Tire provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local law.

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