Digital Engagement Strategist Position Available In Bergen, New Jersey

Digital Engagement Strategist Twinings North America Inc Rutherford, NJ 07070 Digital Engagement Strategist Twinings North America (TNA)

• US & Canada As a key member of a team with ambitious growth goals in the exciting wellbeing drinks category, you will be challenged to bring strategic solutions & executional excellence in a collaborative environment.

PURPOSE In partnership with the wider Consumer Experience team, the Digital Engagement Strategist has the exciting task of defining and driving consumer-centric activations that enhance consumer engagement + deliver growth across digital platforms. This role involves leveraging data-driven insights, optimizing user experiences, and driving brand loyalty through digital interactions, overseeing one direct report to ensure alignment and execution of marketing initiatives. It also requires executional project leadership and working collaboratively across internal cross-functional teams and external agencies to ensure cohesive and effective digital marketing strategies and executions. Success in role will require a self-starter with an exceptional command of all aspects of the digital marketing ecosystem with a focus on driving brand engagement and building brand equity. The ideal candidate is an action-oriented individual who is driven by results and leverages a constant state of curiosity to seek out and apply actionable intelligence to drive business growth. CONTEXT Twinings North America (US and Canada) has been identified as a strategic focus for global growth and our ambition is to double the size of our business in the next five years, operating within the exciting wellbeing drinks category. Twinings is a uniquely decentralized business that operates with local autonomy supported by a global partnership. This allows for local consumer centricity and decision making, backed by a global powerhouse that includes global support of our digital transformation. We are culturally in sync with our brand ethos of being a vibrant, wellbeing drinks brand. We are a vibrant and dynamic team that operates with a ‘one team’ mentality, valuing strong collaboration, ethical integrity, and a passion for winning. SCOPE You will be an integral part of our Marketing team, leading the successful implementation of an excellent digital consumer experience. Reporting into the Head of Consumer Experience, this role is highly collaborative and will work closely across total TNA, including our Sales, Finance, Innovation, Consumer Experience and Global Twinings teams. It is expected that this role will build trusting working relationships with cross functional partners and senior stakeholders as well as tap into the wider organization to learn and leverage best practices from around the Twinings group to drive significant growth in line with the investment-level spending to build the brand. In addition, you are responsible for managing and developing a direct report.

ACCOUNTABILTIIES

Includes the following: other duties may be assigned. Ensure consistency of digital marketing with total brand plans and activations Lead the creation and activation of a cohesive and consistent consumer experience across the web and other digital touchpoints. Drive digital experience campaigns that enhance brand perception while achieving commercial objectives. Understand where + how digital activations fit within overall consumer journey and how they ladder up to brand’s content and portfolio pillars. Lead development and execution of US + Canada website strategy, ensuring alignment with brand, marketing, and engagement goals Own end-to-end website experience, from content architecture and user journey mapping to performance optimization and 1P data capture Collaborate cross-functionally with design, content, and technical teams to deliver a cohesive and engaging digital experience that drives user engagement and conversion Monitor competitive SEO performance and trends, identifying opportunities to improve search visibility and organic traffic Develop and implement a comprehensive backlisting strategy, collaborating with internal teams and external partners to build domain authority and improve search rankings Establish and manage a ratings & reviews program, leveraging user-generated content to enhance credibility, trust, and SEO performance Analyze website analytics and user behavior data to inform continuous improvements and strategic decisions Ownership of email marketing strategy + experience Own end-to-end email marketing strategy, from audience segmentation and content planning to execution and performance analysis Work within Bloomreach to create and optimize email content and design in collaboration with creative and content teams, ensuring alignment with brand voice and visual identity Leverage performance data to continuously improve open rates, click-through rates, and conversion metrics Develop and manage automated email journeys and lifecycle campaigns (e.g. welcome series, re-engagement, post-purchase) to drive engagement and retention Ensure compliance with email marketing regulations and maintain best practices for deliverability and list hygiene Integrate email strategy with broader digital campaigns, ensuring cohesive messaging across channels and touchpoints Ownership of Amazon marketing strategy Develop and manage Amazon Advertising campaigns (Sponsored Products and Display) to drive traffic, increase conversions, and maximize ROI Collaborate with Amazon Sales Lead to ensure alignment on strategy for Amazon Brand Store, product pages, and promotional strategies; partner with creative lead to execute Monitor and analyze performance metrics such as ACOS, ROAS, conversion rates, and organic rankings to inform strategy and continuous improvement Lead Consumer Data Analytics + CRM Manage development of Bloomreach CDP/CRM platform as part of global Twinings community of CDP/CRM practitioners to realize and drive platform value for the local business/brand; brief and work with central engineering team to deliver use case development + activation Identify and design high-impact use cases

• for the brand’s always on experience and for campaign experiences
• to build first party data that can be used to improve / deliver the desired experience across all touchpoints and channels Create KPIs to show ROI & adoption of use cases and ensure commercial value is being realized; create regular reports/summaries to showcase use cases and KPIs for key stakeholders Lead and mentor Associate Brand Manager Provide strategic direction, coaching, and performance feedback to support the Associate Brand Manager in executing social media, shopper marketing, and sampling initiatives aligned with brand objectives Ensure cohesive integration of social media, shopper marketing, and sampling programs within the broader brand strategy; collaborate cross-functionally to align execution with business goals and KPIs

EXPERIENCES, SKILLS & KNOWLEDGE REQUIRED

Motivated self-starter with a desire for continuous improvement Consumer centricity

• motivated by a consumer focus and committed to delivering innovative, data-driven, personalized consumer experiences Curiosity
• open minded, loves solving tough problems, constantly challenges and invites challenge to own thinking. Looks outside, brings in new ideas and insights, always looking for the next thing Courage
• challenges the status quo, pushes the boundaries of what’s possible, willing to test new ideas, leads from the front Commerciality
• analytical and commercial rigor.

Fact based, data driven, and able to look across broad/different range of data sets to extract themes and Bachelor’s degree required, MBA preferred Must have a minimum of 7 years of CPG digital marketing experience Experience establishing digital marketing processes across multiple departments and agencies, change management experience preferred Exceptional skills and demonstrated capability in creating reporting systems and strategies with diverse datasets Proficient in Microsoft Office and Shopify; Bloomreach experience preferred Familiarity with key retailer eCommerce operations, platforms, promotional/media vehicles, etc. Demonstrated ability to lead and develop junior team members We are an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.