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Sleep Number Corporation · 2 weeks ago

Senior Manager, Digital Marketing

Minneapolis, MN

Full-time

Hybrid

Senior Level, Lead/Staff

$124K/yr - $182K/yr

10+ years exp

Sleep Number Corporation is a sleep wellness technology leader dedicated to improving health and wellbeing through quality sleep. The Senior Manager, Digital Marketing will lead the strategy and execution of digital acquisition channels, driving customer acquisition while managing a significant digital media budget and ensuring alignment across various marketing efforts.

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Responsibilities

Command Sleep Number’s SEM, Paid Social, Display, Affiliate, and SEO channel marketing strategy, execution, and optimization

Lead the strategy in partnership with the digital marketing agency

Develop an integrated channel roadmap aligned to acquisition goals, sales seasonality, and performance brand media campaigns

Partner with creative strategy and product marketing to ensure messaging consistency across platforms

Optimize campaigns based on performance data, A/B testing, and customer behavior insights

Manage SEM and SEO strategies to improve visibility and drive qualified traffic

Oversee paid social media strategy and content calendar to deliver on KPIs

Deliver on KPIs including CPL, ROAS, and incremental revenue contribution across paid search, paid social, and affiliates

Regularly report out on performance of channels to marketing team

Ensure digital channels are aligned with offline media efforts and support full-funnel marketing objectives

Translate complex data into clear, actionable insights for both tactical optimization and high-level strategic pivots

Partner with Analytics and Performance Brand teams to assess campaign impact and identify optimization opportunities

Contribute to a test & learn roadmap helping to ideate and prioritize backlog on testing into new channels & platforms and the incrementality of channels & tactics

Monitor competitive landscape and apply best practices from performance leaders

Maintain dashboards and reporting tools to provide actionable insights to stakeholders

Leads the strategy and constantly asks questions to identify opportunities for improvement

Manage day-to-day relationships with digital media agencies, affiliate networks, and key platforms such as Google, Meta, TikTok, etc

Hold vendors accountable to clear SLAs, KPIs, and innovation agendas

Support quarterly business reviews and performance evaluations with external partners

Lead and develop a small, high-performing team responsible for digital marketing

Assist in managing digital marketing budgets and pacing across channels

Ensure efficient spend and contribute to forecasting efforts in partnership with Finance

Support budget allocation decisions based on performance, ROI, and strategic priorities

Qualification

Digital marketing strategyMulti-channel campaign managementBudget managementData analysisE-commerce initiativesBusiness intelligence toolsDigital platforms knowledgeCross-functional collaborationProject managementCommunication skillsTeam leadership

Required

Bachelor's degree in Marketing, Communications, Business, or related field or equivalent experience

10+ years of experience in digital marketing, preferably in retail or direct-to-consumer

Must have experience presenting to leadership and exec team members

Must have experience using media mix models (MMM) and incrementality testing to guide budget allocation

Strong cross-functional team leadership experience

Proven success in managing multi-channel digital campaigns and e-commerce initiatives

Must have experience with managing a budget of $50M+

Hands on experience leveraging business intelligence and visualization tools (PowerBI, Tableau) to generate insights and apply to performance optimization

Strong knowledge of digital platforms, analytics tools (Adobe, Google Analytics), MMM, and CRM systems

Hands on experience with platforms like Google Ads, Meta, TikTok, Pinterest, Microsoft Ads, DV360, affiliate networks (CJ, Impact), Tradedesk, Google Search Console, and SEO tools

Excellent communication, project management, and cross-functional collaboration skills

Ability to manage large budgets and optimize spend across channels

Strong analytical mindset and ability to translate data into actionable insights