Manager, Paid Digital Marketing

Company Overview

Farmers Business Network (FBN) is on a mission to power the prosperity of family farmers and rural communities around the world, transforming how the world farms with an integrated, technology-enabled agricultural platform.

We offer high ROI farm inputs, fintech and sustainability products and services powered by network data, and farm-tested insights from our global farmer community. Our platform helps FBN members make confident decisions to ensure the economic viability of their farms, while also empowering them to be a part of the solution as the global community confronts its most pressing issues: providing food security for a growing population, transitioning to more sustainable agriculture, and responding to climate change.

We are a dynamic, innovative, and mission-driven AgTech company that offers competitive compensation and benefits as well as boundless career mobility. We are backed by top investors, including Fidelity, ADM, Google Ventures, Kleiner Perkins, DBL Partners, T Rowe Price and Temasek. We have been featured in these articles by the Wall Street Journal and Forbes, and were also named "One of the 50 Most Innovative Companies in the World" by Fast Company Magazine.

Position Summary

The Manager, Digital Marketing will own digital marketing strategy. Drive, develop and execute digital marketing campaigns that improve current and prospective customer engagement with the Company and product across multiple digital channels and that meet or beat specific digital program goals.

The ideal person for this role is passionate about building and executing digital growth strategies. You will lead digital marketing initiatives that are focused on crafting an effortless experience for the user and maximizing digital conversions. You are someone who gets excited about diving into the data, curious about user behavior or trends, using A/B testing to prove concepts and finding creative ways to optimize your digital programs. You will partner with many cross-functional groups across FBN℠ to make these digital strategies a reality. Your success will require a strong understanding of our customer segments and how we engage with them in a meaningful way. You will have the chance to shape a highly visible area of FBN℠ that directly impacts growth of the business.

Responsibilities

• Architect and implement paid digital strategies via Google Ads, Bing Ads, Facebook, and other paid digital marketing channels
• Drive funnel acquisition and optimization through paid digital performance marketing channels
• Develop, implement, and manage performance marketing campaigns globally across all digital channels including SEM, programmatic display, paid social and affiliate marketing
• Utilize marketing tools including; Salesforce, Marketo, Google Ads, Google Analytics, Bing, Facebook Business Manager, and Linkedin Campaign Manager to create world-class digital marketing programs, run reports, turn numbers into action plans and help propel the marketing teams demand generation goals
• Create audience lists to tailor campaigns for targeted audiences across specific market segments, industries, and roles
• Practice data based decision making related to digital campaign management
• Use data analytics and marketing technologies to inform decisions and iterate on marketing campaigns to drive growth and achieve KPIs
• Own the forecasting, monitoring, and reporting of performance marketing budgets
• Develop, execute, and manage A/B testing optimization strategies spanning ad assets, landing pages, targeting, media tactics, and new media channels
• Continuously evaluate emerging media strategies to identify growth opportunities and rebalance our paid marketing channel allocations as appropriate
• In partnership with Brand and Campaign Marketing teams, develop integrated marketing plans and programs that fuel customer discovery, interest, engagement, and retention

Minimum Qualifications

• 4+ years of digital marketing experience in paid search, paid social, programmatic digital, and personalized communications, across both web and mobile platforms
• Experience collaborating with multi-functional in-house teams and external agencies
• Highly analytical mindset with data-driven decision-making within an imperfect or incomplete information environment
• Extensive hands on experience with Google Ads, Facebook, Microsoft Ads, and other digital media platforms
• Comfortable in a fast-changing, fast paced environment with tight deadlines and the ability to multitask and prioritize projects.
• Excellent quantitative and analytical skills with the ability to interpret and translate data into actionable proposals.
• Experience with Sales, Marketing, and Finance leadership to ensure agreement on priorities, adjusting as required by changing market conditions and emerging opportunities
• Leverage analytical and quantitative skills to interpret data, generate insights and translate it into actionable changes
• Implement detailed keyword strategy to be leveraged for both SEM and SEO
• Experience with Google Merchant Center and Google Shopping Ads

Preferred Qualifications

• Experience managing digital growth strategies within the ag industry
• Strong technical acumen and hands-on experience with tools such as Google Analytics, Amplitude, Tableau, Salesforce, and Marketo
• Experience with Google Analytics (incl. GA4) and attribution modeling
• Proven experience in working directly with senior leadership teams with excellent attention to detail, creativity, motivation and communication skills
• Results-oriented mindset with experience building reports and dashboards for reporting on qualitative and quantitative metrics that focus on revenue, conversion, sales, and other marketing goals
• Experience managing call tracking platform integration
• Expert understanding of multiple digital channels and how they work together (SEM, SEO, CRO, Social, Display, etc.)
• Lifecycle marketing strategy and initiatives including end-to-end digital campaign launches, marketing automation and offer strategies that drive digital growth
• Have an entrepreneurial spirit and are excited by the challenges that come along with building a disruptive business

Characteristics

• The successful applicant will be:
• Interested in a fast-paced, startup environment where new opportunities and challenges are around every corner
• Strong communication and interpersonal skills, professionalism and accountability
• Independent, dependable go-getter with a demonstrated ability to proactively manage successful projects from ideation to completion while creatively problem-solving along the way
• Capable of working autonomously, extremely organized, detail-oriented self-starter who enjoys collaboratively working across multiple business units