Digital Marketing Manager

Workwear Outfitters has a strong legacy of building innovative and authentic market-right products and is a leading supplier of work apparel and footwear for diverse occupations in industries such as automotive, manufacturing, oil and gas, utilities, government, food services, telecommunications, hospitality, and many more. Workwear Outfitters is based in Nashville, Tennessee with more than 5,800 employees in facilities spanning the globe.

Brands under the Workwear Outfitters umbrella include Red Kap, Bulwark, Image Authority, Kodiak, Terra, Walls, Liberty , Work Authority, Workrite Fire Service, Chef Designs, Horace Small, and CritiCore. Workwear Outfitters is also the exclusive licensee for Dickies apparel in the B2B channel.

Our Purpose: "We champion and empower workers who make our world work better"

Major benefits include medical, vision and dental, Life and Disability coverage.

Other benefits included: 401K, Tuition reimbursement, Employee Assistance Program, Flexible Spending Accounts, and many others.

What You Will Do as a Digital Marketing Manager:

Red Kap is looking for a Digital Marketing Manager for our DTC workwear business who will utilize best practices to drive customer traffic and new customer acquisition through the development of innovative marketing campaigns and content. You will provide a working knowledge of digital marketing strategy, analysis, and optimization and will be accountable for developing, implementing, forecasting, and measuring all digital marketing strategies and related budgets.

You must be capable of making decisions, driving results, and working both independently and with a team, while meeting aggressive revenue goals. Success is measured by contributing to best-in-class customer experience, increasing quality website traffic, driving sustainable new customer acquisition growth, and enhancing brand awareness and engagement.

How You Will Make a Difference:

• Develop & Oversee:
• Digital Acquisition Strategy focused on driving quality traffic and new customer acquisition across all paid media channels while ensuring profitability and long-term customer value. Drive continuous improvement in targeting, investment, and platform innovation. Create related financial budgets and sales forecasts for financial planning.
• SEO strategy focused on building authority, trust and credibility.
• Seasonal Marketing Campaign Briefs and Related Content informed by the annual brand marketing calendar, developed in partnership with the Director of Marketing and Brand Marketing Manager. Outputs of these seasonal marketing campaign briefs include:
• Performance Media Campaign Plan focused on driving increased ROI with direct accountability for testing and optimizing campaign messaging & creative in partnership with creative and digital media agencies.
• Social Media Plan focused on building an engaged online community with the brand's core target audience
• Customer Journey Content Plan focused on delivering the right message, to the right person, at the right time
• Track & optimize the brand's Customer Lifecycle with focus on cost-per-acquisition targets and customer lifetime value models.
• Ensure that processes and resources (budgets, tech, people) align to meet performance KPIs (metrics include Return On Ad Spend (ROAS), Profit Per New Customer (PPNC), Customer Acquisition Cost (CAC), and cohort performance) and cross-functional project deliverables.
• Oversees actionable analytics and reporting development for media and digital marketing plans. Share weekly/monthly/quarterly/yearly reports with leadership team and peers, working closely with internal resources and external partners. Interpret and report to interested parties and leadership.
• Advocate for technologies such as AI-driven marketing tools, programmatic advertising, and other innovations to enhance targeting and efficiency.
• Own & manage annual digital marketing budget, effectively prioritizing and allocating resources..
• Build, lead & inspire a team of Digital Marketing professionals focused on a best-in-class digital customer experience.

Skills for Success:

• Minimum of 5 years of digital marketing & e-commerce experience, preferably with a start-up brand or company
• Bachelor's degree in marketing, business or other related field
• Knowledge of how marketing impacts company financial goals (P&L)
• Experience leading creative and campaign development processes
• Outstanding analytical skills, strong experience interpreting test results
• Proficiency in tools like Google Ads, Meta Ads Manager, and marketing analytics tools like Google Analytics/Tag Manager
• Ability to switch between strategic thinking and tactical execution
• Excellent communication and collaboration skills; strong presentation skills and plus
• A willingness to fail forward, learn and grow