Marketing b2c/ecommerce channel manager

The Marketing B2C/eCommerce Channel Manager will serve as the day-to-day owner of B2C/eCommerce channel marketing programs and will be responsible for building and optimizing a full funnel marketing attribution capability. This role will be responsible for B2C channel KPIs with an emphasis on driving quality inbounds that meet the company’s B2C/ eCommerce target audience criteria.

Working closely with the CMO, this individual will own marketing performance across paid media, SEO, GEO, AIO/ AEO, website conversion optimization, content marketing, promotions, and customer acquisition initiatives designed to grow Wittern's B2C /eCommerce channels.

The ideal candidate combines strong performance marketing, digital marketing, and eCommerce expertise with a deep understanding of marketing attribution.

What you will do:

Performance Marketing and Demand Generation

• Develop and implement campaigns tailored to target audiences' motivations and needs.
• Create marketing programs that increase inbounds (calls, financing applications and other web forms, chats) and lead quality to meet KPI targets.
• Collaborate with marketing, finance, and sales teams to develop resources and tools that create engagement, drive inbounds, and nurture prospects through the buying journey.
• Own B2C channel KPIs including site users, inbounds (calls, financing applications and other web forms, chats), CPL, CAC, and eCommerce revenue contribution.
• Utilize data and analytics, marketing tools/technologies, and customer feedback to improve campaign performance.

Marketing Attribution and Reporting

• Partner with marketing, sales and IT team members to build and optimize a full-funnel marketing attribution capability to measure the impact of marketing investments on inbounds, pipeline, and revenue.
• Establish attribution reporting, performance dashboards, and actionable insights that improve ROI and budget allocation.
• Utilize attribution data, analytics, and performance insights to continuously optimize B2C campaigns, improve conversion rates, and maximize marketing effectiveness and revenue impact.

Event / Tradeshow Marketing

• Lead B2C channel tradeshow and event marketing execution and performance and sales support.
• Measure and optimize event ROI through lead generation, pipeline contribution, and revenue.
• Collaborate with sales teams to support post trade show / event follow-up.

Knowledge and Skills:

• Knowledge of digital marketing and performance marketing, including SEO, GEO, AIO/AEO, PPC, email and SMS marketing, CRO, web analytics, and social media marketing.
• Experience with Google Analytics 4, Google Tag Manager, Google Search Console, Google Ads, and related performance marketing platforms.
• Experience with marketing automation platforms, CRM systems, attribution tools, and CMS.
• Experience working with third-party marketing agencies and vendors.
• Analytical and problem-solving skills with the ability to interpret complex data sets, evaluate campaign performance, and make data-driven decisions.
• Ability to conduct full-funnel marketing analysis and customer journey optimization.

Requirements:

• Bachelor's degree in marketing, Business, or a related field.
• 7+ years of experience in digital marketing, performance marketing, eCommerce and lead generation.
• Experience managing eCommerce websites and platforms, including Shopify or WooCommerce.
• Experience managing paid media, SEO, GEO, AIO, website optimization, and marketing automation.
• Ability to work independently, manage multiple projects or brands, and meet deadlines.
• Capable of sitting for extended periods and successfully completing post-offer physical and drug testing.