Senior Digital Marketing Manager

Company Description

Miller® is about building things that matter. We lead the welding industry in building advanced, solution-focused products and meeting crucial needs for welding safety and health.

We’re about the partnership and the work. Our products are designed with our users for manufacturing, fabrication, construction, aviation, motorsports, education, agriculture and marine applications.

Miller Electric Mfg. LLC, is headquartered in Appleton, Wisconsin, and wholly owned by Illinois Tool Works (NYSE: ITW). The company maintains its industry leadership by setting the standard for reliability, quality and responsiveness. Our tagline, “The Power of Blue®,” is inspired by the blue color of Miller equipment.

The company began with an innovation that responded to customer needs, growing from a one-man operation in 1929, to the world’s largest manufacturer of arc welding products. Miller keeps the tradition alive by focusing on its top priority: people.

Job Description

As Senior Digital Marketing Manager, you will be responsible for developing digital marketing frameworks that provide guidance and structure for divisional marketing teams within our decentralized organization. You will support marketing teams across the ITW Welding portfolio in effectively implementing these frameworks while ensuring alignment with business objectives and best practices.

Additionally, you will drive the development and execution of broad strategies to enhance the Miller digital user experience, online brand visibility, customer engagement, and business growth. This includes overseeing website management, SEO/SEM, paid media, social media channels and moderation, ecommerce enablement through distributor relationships, marketing technology utilization and performance measurement. Collaborating with internal stakeholders and external partners will be essential to your success. Expertise in digital marketing strategy, channels, tools, techniques, and optimization is crucial.

Position Located: 1635 W Spencer St, Appleton, WI 54914

What You’ll Do and Impact:

• Framework Development: Collaborate with stakeholders to develop and advance digital marketing frameworks that align with our business objectives and adapt to evolving market dynamics. These frameworks incorporate best practices and provide divisional marketing teams with processes to maximize online visibility and engagement.
• Strategy Development and Execution: Develop and execute broad strategies to optimize the digital user experience across all digital channels, with a focus on the Miller brand while supporting the broader ITW Welding portfolio and international teams. Ensure digital touchpoints provide a seamless and engaging experience for users. Implement testing, conduct research, and analyze data to identify opportunities for improvement. Leverage insights to implement enhancements that drive visibility, engagement, conversion, and satisfaction.
• Public Websites: Oversee management and optimization of public websites for the Miller and Hobart Welding Products brands. Collaborate with cross-functional teams to ensure sites are up-to-date, user-friendly, and aligned with the brand. Implement best practices in website design, usability, and SEO/SEM to drive traffic, enhance user experience, and increase conversion rates. Work closely with IT and external partners to manage and leverage digital platforms and tools.
• Digital Campaigns: Oversee coordination and optimization of digital paid media for the ITW Welding portfolio. Work closely with divisional marketers and agency partners to support planning, execution, and optimization of digital marketing campaigns. Recommend effective utilization of digital channels, tools, and techniques to maximize impact and efficiency.
• Social Media: Oversee management of social media platforms and interactions with the target audience. Analyze trends, conversations, and performance metrics to deliver recommendations for refining strategies and content. Monitor and respond to community messages, fostering positive engagement and building loyalty. Work closely with customer service team to ensure consistent and exceptional digital customer care.
• Ecommerce: Oversee maximization of online sales potential by leveraging Miller distributor partnerships. Ensure integration of ITW Welding products and promotions into online channels and provide support to enhance the purchasing experience. Monitor online sales and customer behaviors to identify growth opportunities. Collaborate closely with Sales, Divisions, and Distributors to implement effective strategies.

Qualifications

What you need to do to be successful in this role:

• Customer-Centric Mindset: Focus on delivering exceptional experiences to end users, as well as internal and external partners.
• Divisional Support: Lead a centralized digital marketing team, providing guidance and support to divisional marketing teams. Foster strong relationships, understand divisional needs, and assist in implementing frameworks for success. Promote effective communication and collaboration between marketing teams and agency partners and leverage their expertise to achieve results.
• Team Leader and Talent Manager: Demonstrate strong leadership skills by effectively guiding and inspiring the team, fostering a collaborative and high-performing environment, and driving towards shared goals and objectives. Possess strong coaching abilities to develop and nurture talent. Always act with integrity, embody ITW values, take ownership, and lead with an enterprise-first perspective.
• Communication and Influence: Effectively collaborate and communicate with internal stakeholders and marketing agencies, with the ability to sell a vision and convey digital marketing concepts and insights across decentralized divisions and up through management.
• Strategic Agility: Ability to move from strategic vision to tactical execution within short timeframes: i.e. moving from the high-level thought process to knowing what and how to get things done on the ground with exceptional execution within a given timeframe.
• Data Analysis:  Utilize data analytics tools to measure, analyze, and report on key performance indicators for both centralized and divisional digital marketing initiatives. Provide actionable insights and implement strategies to improve performance, engagement, and ROI.
• Project Management: Proficient in prioritizing and managing multiple projects, able to lead cross-functional teams, and deliver results through others.
• Best Practices and Knowledge Sharing: Keep abreast of industry trends, emerging technologies, and best practices in digital marketing. Share knowledge and insights with marketing teams to drive continuous improvement and maintain a competitive edge. Encourage a culture of innovation, experimentation, and collaboration.
• Hybrid Work Arrangement: Maintain a hybrid work schedule with at least three days per week on-site in Appleton, WI, and approximately 20% travel.

Required Experience and Education:

• Bachelor's degree in marketing, business, or a related field (Master's degree preferred)
• 7 years of experience in digital marketing, including strategy development, implementation, and optimization
• 7 years of experience in team leadership, strategic decision-making, and budget management
• Strong understanding of website usability, SEO/SEM, social media marketing, online advertising, ecommerce, digital customer care, and digital marketing channels
• Familiarity with digital marketing tools and platforms (ie. Google Analytics, Sprout Social, Sitecore CMS)

Preferred Experience:

• Experience developing digital marketing frameworks or guidelines
• Experience in a decentralized organizational structure
• Experience in B2B and B2C marketing environments
• Experience in a Marketing Agency

Note: This job description is a general overview and may be subject to additional requirements based on specific needs.

Additional Information

All your information will be kept confidential according to EEO guidelines.

ITW is an equal opportunity employer. We value our colleagues’ unique perspectives, experiences and ideas and create workplaces where everyone can develop their careers and perform to their full potential. 

As an equal employment opportunity employer, ITW is committed to equal employment opportunity and fair treatment for employees, beginning with the hiring process and continuing through all aspects of the employment relationship. 

All qualified applicants will receive consideration for employment without regard to race, color, sex, gender identity, sexual orientation, religion, national origin, age, disability, protected Veteran status or any other characteristic protected by applicable federal, state, or local laws.