Northern Tool + Equipment is truly a multi-channel retailer offering a wide selection of products — from consumer goods to industrial and construction equipment — to do-it-yourselfers, contractors and professional shops via catalog, internet (northerntool.com), mobile and retail locations. Our headquarters are in Burnsville, MN, and we have warehouses in Savage, MN, Fort Mill, SC and Arlington, TX. We manufacture North Star, Powerhorse, and several other brands at our facilities in Faribault, MN and Ningbo, China.
PRIMARY OBJECTIVE OF POSITION:
To maximize the effectiveness of Northern Tool’s digital marketing programs, with primary focus on paid social media channels, in order to grow sales, drive new customers, increase market share, spread awareness and improve return on omni-channel advertising investment.
MAJOR AREAS OF ACCOUNTABILITY:
- Lead the strategy development, planning and process, reporting and analysis as well as day-to-day execution for Northern Tool’s Facebook paid advertising program.
- Develop and implement paid social strategies that drive revenue and customer acquisition while meeting program return on investment goals. Monitor and report on campaign performance for continuous program optimization.
- Create, publish, and edit paid social media advertising campaigns and content utilizing Facebook’s Ads Manager platform to ensure success across the lifetime of campaigns.
- Analyze and report on paid social media campaign performance across multiple KPIs and identify areas of opportunity for campaign enhancement and optimization.
- Update daily, weekly and monthly reports for advertising campaigns to help identify opportunities and trends across the key performance indicators of assigned digital marketing programs.
- Collaborate with internal teams, including Marketing Analytics, Creative/Design, IT, Product and Campaign Marketing, merchandising plus Northern Tool’s Facebook Rep to ideate on paid social media campaign creation, testing, technology enhancements and program analysis.
- Moderate and manage social media customer comments and conversations on paid social ads and collaborate with Customer Service and other internal teams as necessary to resolve customer issues.
- Develop, execute and optimize audience/targeting levers, advertising content, campaign structure, and landing pages for each ad campaign using best practices and analytics.
- Help identify and present relevant digital advertising placements to key customer segments including retail-trade, business-to-business (B2B), high lifetime value, new customer acquisition and similar across social media programs.
- Contribute to the development of testing strategies including audience, creative, and content variations.
- Support digital marketing team in day-to-day online marketing tasks including but not limited to, ad hoc reporting, marketing campaign optimizations, competitive reviews, program performance monitoring, and promotional initiatives.
- Stay current with social media trends and platform functionality to ensure Northern Tool continues to develop innovative and authentic paid content that drives engagement, customer acquisition, store traffic and sales.
- Keep up-to-date with industry trends relating to digital marketing best practices and online analytics.
- Keep supervisor and others informed of important developments, potential problems and related information necessary for effective management. Coordinates and communicates plans and activities with others, as appropriate, to ensure a coordinated work effort and team approach.
- Perform related work as apparent or assigned.