Ecommerce Marketing Manager (Wellmore)

About Wellmore Holdings 

Wellmore Holdings owns and operates a portfolio of clean, fast-growing brands across several health and wellness categories, including sports nutrition, plant-based protein, collagen, teas, and superfoods. Owned by WM Partners, the WellMore portfolio of brands includes Vega, Great Lakes Wellness, Jade Leaf Matcha, and FGO (From Great Origins).  

Wellmore is committed to making clean, great-tasting products that improve the health and wellbeing of our consumers and the planet! It is the people that make us who we are: a diverse community of ambitious humans working tirelessly to make a positive impact on the planet, on people, and on the communities, we live in. Learn more at getwellmore.com   

About the Role 

As the Ecommerce Marketing Manager, you will play a key role leading our DTC marketing efforts, with a focus on both Retention and Acquisition. This role will oversee customer loyalty, lifecycle marketing, subscription; as well as managing strategy for search and social paid media. This role is pivotal in driving the consumer and brand experience, while supporting the portfolio business needs. You will be responsible for developing and executing customized strategies that help optimize customer experience, maximize lifetime value, and reduce customer churn. The ideal candidate will have a proven track record in developing and executing successful marketing strategies, while delivering on core business OKRs and KPIs. 

What You’ll Do 

Retention Tactics: (30%) 

Loyalty Programs: 

• Develop and execute customer loyalty programs to enhance customer retention and lifetime value. 
• Implement strategies to incentivize repeat purchases and foster brand advocacy. 

Lifecycle Marketing: 

• Create and optimize lifecycle marketing campaigns to engage customers at various stages of their journey. 

• Develop personalized and targeted communication strategies to drive customer satisfaction and loyalty. 
• Track and report out on business KPI, share results with stakeholders 
• Maintain business balance between email/sms flows and standalone campaigns 
• Provide understanding of segmentation strategy and CPM  
• Manage promotional code usage and margin impact 
• Develop strategies to increase subscription sign-ups and retention rates. 

Email Marketing: 

• Oversee the planning, execution, and optimization of email marketing campaigns. 
• Develop compelling content, segment audiences, and utilize automation for personalized customer experiences. 
• Manage health of newsletter subscriber list growth, collaborate with CRO on optimization testing  
• Manage day to day in marketing platform  
• Manage email agency  

Subscriptions: 

• Manage subscription programs, ensuring a seamless and delightful experience for subscribers. 
• Evaluate subscription offering, upsell opportunities, and margin impact 
• Consistently review subscriber rate of churn, suggest strategies to reduce risk 
• Manage LTV of subscribers, and impact to business 
• Provide forward looking unit forecast to manage inventory appropriately 

Acquisition (30%): 

Search and Social Paid Media: 

• Plan, execute, and optimize search and social media paid campaigns to drive customer acquisition. 
• Conduct ongoing keyword research to identify relevant terms for paid search campaigns. 
• Refine and expand keyword lists based on performance data and industry trends. 
• Develop comprehensive paid search campaigns aligned with business objectives. 
• Develop social media paid campaigns in alignment with overall marketing and business strategies. 
• Identify target audiences and tailor campaigns for optimal reach and engagement. 
• Utilize advanced audience targeting options to segment and reach specific user groups. 
• Leverage data insights to refine audience targeting for improved campaign performance. 
• Write and project manage brief for creative assets  
• Liaise with Media agency for execution 
• Stay updated on industry trends and best practices in paid media for continuous improvement. 
• Regularly analyze campaign performance data to derive actionable insights. 
• Identify trends, areas for improvement, and opportunities for scaling successful strategies. 
• Design and execute A/B tests to optimize ad creatives, messaging, and targeting. 
• Implement learnings from tests to continually improve campaign effectiveness. 

Analytics and Strategy (40%): 

Analytics: 

• Utilize data analytics to derive insights and measure the performance of marketing initiatives. 
• Develop a deep understanding of customer behavior to inform business needs 

Strategy Building: 

• Build and execute comprehensive marketing strategies aligned with business goals. 
• Collaborate with cross-functional teams to ensure alignment between marketing efforts and overall business strategy. 

OKRs and KPIs: 

• Define and Track Key Metrics: 
• Establish and track OKRs and KPIs to measure the success of marketing initiatives. 
• Regularly report on performance and adjust strategies based on data insights. 
• Contribute insight on impact to LTV and revenue, and reflection of business results 

Requirements

• Bachelor's degree in marketing or a related field 
• 5+ years of experience marketing as a manager in e-commerce; CPG industry experience preferred 
• Strong understanding of email marketing, SMS marketing, subscription programs, and loyalty programs 
• Experience leading initiatives across the customer journey — from acquisition to retention 
• Experience working collaboratively with an email marketing agency on media and acquisition 
• Demonstrated experience utilizing marketing analytics to drive revenue 
• Proficiency in email/SMS marketing platforms like Klaviyo and Yoptpo, with a strong track record in driving successful marketing initiatives 
• Experience with Shopify, Google Analytics 4, Google AdWords & Facebook 

• Hands-on marketer with experience working cross-functionally in a fast-paced environment. 

Benefits

Join us in helping people be well, more! You will have the opportunity to work with sharp, motivated humans working to make a positive impact on the planet, on people and on the communities, we live in. Some of our benefits & perks for full-time employees include: 

• Medical, Dental & Vision coverage to fit your needs 
• Telemedicine (US) & Employee Assistance Program (EAP) resources 
• Generous Paid Time Off and Holidays 
• Paid Parental Leave (primary & non-primary)  
• Short-term and long-term disability  
• 401K + match (US)  
• Education, Fitness & BeWell Flex Funds  
• Bucketlist Rewards Program  
• Employee Referral Program  
• Free Product!  

Applicants for employment in the US must have work authorization that does not now or in the future require sponsorship of a visa for employment authorization in the United States.  

Wellmore does not accept unsolicited agency resumes and is not responsible for any agency fees related to unsolicited resumes. 

Wellmore is proud to be an Equal Employment Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, protected veteran status, disability status, age, sexual orientation, gender identity and expression, marital status or any other legally protected factor. Wellmore Holdings is committed to providing reasonable accommodation to job applicants with disabilities.