directenergy.com

OPPORTUNITY PROFILE

Senior Manager, Digital Product Sales & Conversion

OPPORTUNITY PROFILE │ Senior Manager, Digital Product Sales & Conversion 2

THE OPPORTUNITY

The Senior Manager, Digital Product Sales and Conversion will be responsible for driving website traffic and delivering digital sales target (acquiring new customers). The role will report into Senior Manager, Product Management and Digital Sales and will also have 1 direct report. This is a collaborative role working closely with Product Managers, Marketing, Sales, Digital Management team and third-party vendors to drive new acquisition growth through digital sales.

KEY ROLES & RESPONSIBILITIES

• Drive web traffic and deliver conversions and net sales within planned cost of acquisition budget.

• Build, manage, optimize, and report on paid digital advertising campaigns across Search, Display, Video, and Social. channel and other digital platforms.

• Maintain targeted campaign to maximize ROI opportunities for each campaign and control campaign risks.

• Execute campaign launches: keyword and ad copy creation, analytics, and tracking implementation.

• Daily campaign management: monitor campaign performance against goals, including but not limited to search terms reports, negative keyword lists and keyword quality score audits (landing page experience, ad copy relevancy, estimated click-through rate (CTR).

• Budget management: manage pacing, budgets as well as overall platform allocations.

• Bid management: implement bid strategies and optimization efforts at the campaign, ad group, and keyword levels.

• Daily optimization of all campaigns on Cost per Lead, and Monthly/Quarterly optimization on lower funnel KPI’s (Cost per Sale, Cost per New Acquisition).

• Track conversion rates, cost per conversion (CPC), return on ad spend (ROAS) and cost of acquisition (COA) on various ongoing and new digital campaigns.

• Identify and recommend opportunities in related channels & advertising platforms (Facebook, Instagram, YouTube).

• Develop campaign copy/creative, text-based titles and descriptions; establish keyword creations and mapping to campaign goals.

• Generate performance reports and conduct campaign audits.

ABOUT DIRECT ENERGY

Direct Energy is one of North America's largest retail providers of electricity, natural gas and home and business energy-related services with a history of impressive growth.

The North American Headquarters are located in Houston, Texas, with regional offices across the U.S. and Canada, Direct Energy operates in 50 US states, the District of Columbia and eight Canadian provinces.

• Direct Energy is one of the largest residential energy retailers in North America based on customer numbers.

• Direct Energy Business is one of the largest commercial and industrial retail energy providers in North America, serving more than 240,000 business customers.

• We provide the insights our customers need to make smarter decisions, be more efficient, reduce their energy use, and potentially save money.

OPPORTUNITY PROFILE │ Senior Manager, Digital Product Sales & Conversion 3

• Analyze data to develop actionable insights that can be measured and reported.

• Develop performance metrics to provide recommendations and continually revise campaign strategy and offer proactive budget recommendations.

• Stay abreast of SEM industry trends and platform updates.

• Help manage digital invoices & billing for internal stakeholders (Google, agency, Facebook).

• Manage, maintain and update internal digital marketing tools (A/B Testing sheet, Audience List tracking, etc.)

• Work with other departments to develop campaign tracking codes and parameters.

• Occasional SEO and email marketing support.

THE PERSON

The candidate will have a post-secondary degree, college diploma or equivalent years’ work experience in marketing or a related field. They will have significant and relevant work experience in an ecommerce role or digital marketing role responsible for delivering sales or conversion. They will have significant experience in key word search, internet metrics, analysis, and ad delivery processes. The individual will have first-hand experience in digital media buying and strong expertise in key areas of Paid Search, SEM, Display Advertising with the intent of driving traffic and conversion. The candidate will have the ability to drive traffic and conversion through Paid Social (Facebook/Instagram and LinkedIn, etc.). They will have a demonstrated track record of managing a team and working cross-functionally and managing third-party vendors or agencies. The individual will maintain Google Partner, Bing and Facebook certifications, as well as any other industry relevant accreditations.

The candidate will be Google Ads certified and Google Analytics certified. They will have experience using Google Tag Manager and Adobe Analytics. The successful candidate will have exceptional reporting skills and the ability to track and measure performance (including cost to acquire).

ADDITIONAL KNOWLEDGE, SKILLS AND ABILITIES:

Relationship Management - Builds effective relationships with peers, colleagues, partners. An open management style that fosters teamwork and a respectful, positive work environment.

Well Informed – Stays current with marketing trends and news (e.g., Google updates and changes in algorithms). Proactively identifies new opportunities through betas or known best practices to continuously improve paid media campaign performance. Continuously seeks to stay current and be at the leading edge in their field.

Communication Skills – Excellent written, verbal and interpersonal communication skills including the ability to develop and deliver clear and persuasive presentations. Open, honest, and tactful with all audiences. Is adaptive to diverse stakeholders, including senior management and staff at all levels.

Project Management Skills - Strong project management and organizational skills with the ability to manage multiple priorities and tasks simultaneously. Plans, prioritizes and organizes activities to achieve goals and targets; adeptly manages competing projects and uses time and resources efficiently/effectively. Develops effective strategies and coordinates efforts and resources.

Results Oriented - Proactive and responsive. Recognizes and capitalizes on opportunities. Sets and maintains high performance standards for self and others that support the strategic plan. Holds self and others accountable for achieving results. Approaches responsibilities with a high degree of energy and passion. Focuses resources to achieve personal and organizational goals; committed to continuous improvement.

OPPORTUNITY PROFILE │ Senior Manager, Digital Product Sales & Conversion 4

COMPENSATION

A competitive compensation package will be provided including an attractive base salary and excellent benefits. Further details will be discussed in a personal interview.

FOR INFORMATION, PLEASE CONTACT

Ardyce Kouri or Angela Karwal

Leaders International Executive Search Suite 501 Fox One 10226 – 104 Street Edmonton, AB T5J 1B8

Phone: 780-420-9900

Email: Edmonton@Leadersinternational.com