Sr. Manager, Digital Experience

Job Title:                                        Senior Manager of Digital Experience

Title of Supervisor:                       Senior Director of Sales - Digital

Job Location:                                Mooresville, NC

Company Website:                       www.greenworkstools.com

Company Summary:  

Greenworks Tools is the leader in battery-powered outdoor power tools for DIY-consumers and landscaping professionals.  The company distributes Greenworks branded and private label products, as well as products for an extensive network of Original Equipment Manufacturers. Greenworks has a robust line of products, including 24-volt, 40-volt, 60-volt, 80-volt, and commercial grade 82-volt battery-powered outdoor power equipment, a full line of corded equipment, and power tools. Utilizing best-in-class technology, Greenworks tools deliver the power and performance of comparable gas-powered tools without the mess, fumes, aggravating pull cords and noise associated with gas products. For more information, find us on the web at greenworkstools.com.

Position Summary:

As the Senior Manager of Digital Experience, you will be instrumental in shaping the strategy of our Direct-to-Consumer (D2C) e-commerce platform. Your role will be multifaceted, focusing on enhancing user experience (UX/UI), directing SEO strategies, and ensuring the effective integration of content across our digital channels.  In this vital position, you will collaborate with agency partners for content strategy, lead an in-house technical SEO expert, and manage a team of experienced writers and internal UX/UI designers. Your collaborative efforts with the e-commerce Sales, Paid Digital, and Website Development teams will be key in amplifying our brand’s digital presence and engaging our customers.

We invite you to join our team as a Senior Manager of Digital Experience and take a leading role in evolving our e-commerce narrative.  This position is ideal for a strategic thinker and seasoned leader with expertise in UX/UI and SEO, who thrives in a collaborative environment.  Join us in our mission to create exceptional digital experiences that captivate and engage our customers.

Essential Duties & Responsibilities:

Website Strategy and User Experience:

• Develop and execute innovative strategies to enhance the UX/UI, focusing on creating an engaging and seamless user journey on our e-commerce platform. This includes working closely with the Brand Team to build comprehensive journey trees and optimize customer pathways.  Also includes a strong emphasis on Conversion Rate Optimization (CRO), using data-driven techniques to increase the effectiveness of the website in converting visitors into customers.
• Employ a blend of A/B testing, user feedback, and analytics to continuously refine and optimize the website's design, functionality, and content, with the goal of improving conversion rates and overall user satisfaction.
• Collaborate with our agency partners to align and refine our SEO and content strategies, ensuring these efforts contribute to maximized site performance and heightened user engagement.
• Lead a specialized team, including a technical SEO expert and seasoned writers, and work directly with in-house UX/UI designers. Together, you will craft a cohesive and impactful digital presence that supports our omni-channel strategy for both paid and organic reach.
• Be responsible for the continuous optimization of all website experiences, ensuring they are not only aesthetically pleasing and functional but also effectively aligned with our broader marketing and brand objectives.
• Be instrumental in continuously optimizing all website experiences, ensuring they not only elevate user interaction but also robustly support the overarching objectives of both the e-commerce business and the brand identity.

Collaboration and Team Management:

• Proactively engage with the Senior Director of e-commerce and Digital, Senior Manager of e-commerce Sales and the Senior Manager of Paid Digital, ensuring that website strategies are effectively integrated with broader sales and marketing objectives, while maintaining a keen focus on initiatives that drive significant business impact.
• Skillfully navigate and manage interactions across different business units, establishing clear boundaries and priorities that enable your team to work efficiently with minimal distractions.
• Lead and mentor the website team with a strategic mindset, fostering an environment where innovation, creativity, and continuous improvement are at the forefront. Encourage and facilitate team growth, ensuring that each team member has the opportunity to contribute meaningfully and develop professionally.
• Champion a culture of focused execution and agility, empowering the team to respond dynamically to changing business needs and to prioritize tasks that yield the most significant benefits to the company.

Analytics and Performance Measurements:

• Lead a comprehensive analytics approach by collaborating with a big data company for in-depth SEO performance reporting and content strategy effectiveness. This partnership will be crucial in refining our SEO and content approaches based on solid data insights.
• Regularly conduct UX/UI testing, using advanced tools and methodologies to continuously evaluate and improve the online user experience. This ongoing process will ensure our website remains not only user-friendly but also highly effective in meeting business objectives.
• Utilize GA4 and other customized dashboards to track and analyze a wide range of detailed metrics. This robust data analysis capability will enable you to make informed, data-driven decisions that significantly influence our digital strategies across UX/UI design, content, and sales.
• Act as the linchpin for data-driven insights, educating and aligning all stakeholders involved with the website, including the development team. Your role will be critical in ensuring everyone understands the impact of their work on overall website performance and business goals.
• Develop and maintain comprehensive reporting systems that provide deep insights into user behavior, site performance, and the efficacy of different digital strategies. Regularly present these findings to senior management and relevant stakeholders, turning complex data into actionable strategies for continuous improvement and growth.

Market Research and Consumer Insights:

• Utilize advanced market research techniques and data analytics to gain deep insights into consumer behavior and preferences. This information will be pivotal in shaping nuanced website and content strategies that resonate with our target audience.
• Integrate findings from SEO and UX/UI performance data with broader market research, creating a comprehensive view of our market position and opportunities. This will enable you to make informed decisions that align our digital presence with consumer needs and market dynamics.
• Stay at the forefront of industry trends and competitor activities, leveraging a combination of market research and analytical insights. This proactive approach ensures that our strategies are not only reactive to current market conditions but also anticipatory of future shifts.
• Regularly review and interpret complex data sets to understand evolving customer preferences and behaviors. Use these insights to adapt and refine our digital strategies continuously, ensuring our website and content remain relevant, engaging, and ahead of the curve.

Required Education and Experience:

• Bachelor’s degree in Marketing, Web Design, Computer Science, or a related field.  A Master’s degree in a relevant field is preferred, as it would provide deeper insights into advanced digital strategies.
• A minimum of 5-7 years of experience in digital experience management, with a strong emphasis on UX/UI design, SEO, content strategy, and Conversion Rate Optimization (CRO).
• Demonstrated ability in managing complex projects and leading cross-functional teams, with a track record of measurable improvements in user experience and website performance.
• Experience in working with both external agencies and in-house experts, fostering a collaborative environment that drives digital innovation.
• Proficiency in utilizing advanced analytics tools and methodologies for data-driven decision-making and website optimization.

Additional Skills and Qualities:

• Exceptional leadership and communication skills, capable of inspiring and uniting teams across various departments and disciplines.
• Innovative and open-minded, with a demonstrated talent for creative problem-solving, particularly in leveraging data and analytics to overcome digital challenges.
• Highly organized and adept at managing multiple projects and priorities effectively, ensuring that each initiative is aligned with the broader digital strategy and business goals.
• Strong analytical mindset, with the ability to translate complex data into actionable strategies and clear, persuasive presentations to stakeholders.

Compensation and Benefits:

• Health, dental, and vision coverage
• 401k company match plan
• Paid sick, personal, and vacation time