Marketing Manager

Job Description

Job Description

1. Goal Setting and KPIs

• Primary Goals:

  • Increase brand visibility: more views = top of mind

  • Drive online and in-store sales:

  • Build a community of loyal customers: Goal is to have a peak “group”

  • Enhance customer engagement and retention: Engagement is king

• KPIs:

  • Sales growth (monthly/quarterly)

  • Email open and click-through rates

  • Social media engagement (likes, shares, comments)

  • ROI on ad spend (Google & Meta)

  • Lead generation: New Customers

2. Planning and Organization

• Monthly & Quarterly Strategy Sessions:

  • Monthly: Review performance metrics from the previous month across all channels (booths, email, social, ads).

  • Quarterly: Set high-level goals, review campaign performance, adjust strategies.

• Weekly Execution Plan:

  • Breakdown of tasks for each channel (booths, emails, social, ads).

  • Set daily/weekly deadlines to ensure timely execution.

3. Gym Booths Strategy and Execution

A. Planning & Setup:

• Venue Coordination: Reach out to gyms and fitness centers to secure booth space for product demos or promotions.

• Booth Design: Ensure that the booth reflects the store’s brand (color scheme, logo, banners, product placement).

• Team Coordination: Assign booth staff with clear instructions on customer engagement, product knowledge, and sales tactics.

B. Execution:

• Booth Days: Schedule for the team to be present, set up, and engage gym members.

  • Have a checklist for booth setup (products, brochures, sign-up sheets, giveaways).

• Lead Generation: Collect emails, phone numbers, and social media handles from visitors.

  • Offer samples, discounts, or free consultations in exchange for contact info.

C. Post-Booth Follow-up:

• Email Campaigns: Follow up with booth leads via a dedicated email (thank you, exclusive offer, product highlights).

• CRM Update: Ensure all contacts from gym booths are added to the CRM system for ongoing marketing.

4. Email Campaign Strategy

A. Planning:

• Audience Segmentation: Segment email list based on purchasing behavior, engagement level, and interaction with gym booth visits.

• Campaign Calendar: Plan a monthly email calendar. Some types include:

  • Weekly product highlights.

  • Bi-weekly educational content (health, fitness, supplement info).

  • Monthly promotions or special offers.

B. Execution:

• Content Creation: Design engaging emails (clear subject lines, product-focused, compelling CTAs).

  • Include personalized offers or recommendations.

  • Use storytelling, testimonials, and reviews to increase trust.

• Automation: Set up automated workflows for welcome series, abandoned cart reminders, and post-purchase follow-ups.

C. Performance Tracking:

• Monitor open rates, click-through rates, and conversions.

• A/B test subject lines, visuals, and offers to optimize performance.

5. Social Media Strategy

A. Platform Selection: Focus on platforms where the target demographic spends the most time (Instagram, Facebook, TikTok).

• Instagram & Facebook: Product features, testimonials, behind-the-scenes, fitness tips, influencer collaborations.

• TikTok: Quick workout tips, supplement reviews, fun challenges, user-generated content.

B. Content Calendar:

• Plan a consistent posting schedule (e.g., 3-5 posts per week).

• Include stories, reels, and live sessions to keep engagement high.

• Collaborate with influencers and brand ambassadors for product features.

C. Content Creation:

• Images/Graphics: High-quality product images in unique places, content from team explaining our mission, transformation stories from customers.

• Video Content: Short-form videos showcasing product benefits, testimonials, and fitness advice.

• User-Generated Content (UGC): Encourage followers to share their results using the store’s supplements and feature them on social media.

D. Engagement:

• Respond to comments, direct messages, and mentions within 24 hours.

• Use polls, quizzes, and engagement stickers in Stories to boost interaction.

6. Google Ads Strategy

A. Keyword Research:

• Target Keywords: Research and select relevant keywords related to supplements, fitness, and health.

• Long-Tail Keywords: Focus on specific products (e.g., "best nootropic for focus") for higher conversion rates.

B. Ad Campaign Types:

• Search Ads: Target people actively searching for supplements, vitamins, or related products.

• Display Ads: Use remarketing ads to target previous website visitors.

• Shopping Ads: Showcase the products directly in the Google Search results.

C. Execution:

• Ad Copy Creation: Write compelling ad copy with clear CTAs and offers.

• Landing Page Optimization: Ensure ads lead to optimized landing pages (fast loading, clear product descriptions, CTA).

• Bid Strategy: Use automated bidding strategies like Target CPA or Maximize Conversions.

D. Performance Tracking:

• Monitor Cost Per Click (CPC), Conversion Rate, and Return on Ad Spend (ROAS).

• A/B test ad copy, keywords, and landing pages for better performance.

7. Meta Ads Strategy

A. Audience Targeting:

• Custom Audiences: Use customer lists, website visitors, and lookalike audiences for better targeting.

• Interest & Behavior Targeting: Target audiences based on their fitness interests, health habits, and supplement usage.

B. Ad Formats:

• Carousel Ads: Show multiple products or benefits of a single product.

• Video Ads: Feature product use, customer testimonials, or gym booth events.

• Lead Ads: Use for generating leads directly from Facebook/Instagram (email sign-ups, free consultations).

C. Execution:

• Creative Design: Ensure that visuals are high-quality and match brand identity.

• Ad Copy: Focus on strong CTAs, benefits of the product, and social proof (reviews, testimonials).

D. Performance Tracking:

• Monitor CTR, Conversion Rate, and Cost per Lead.

• Use Facebook’s A/B Testing tool to optimize ad sets.

8. Reporting and Analytics

• Monthly Performance Review:

  • Create detailed reports on each marketing channel’s performance.

  • Compare performance to KPIs and adjust the strategy if necessary.

• Tools for Tracking:

  • Google Analytics for website performance.

  • Marsello (CRM tool) for email campaign performance.

  • Facebook Ads Manager & Google Ads for ad performance.

9. Team Collaboration & Communication

• Weekly Check-ins: Team meeting to go over priorities, upcoming campaigns, and performance review.

• Project Management Tool: Use a tool like Asana or Trello to track daily/weekly tasks.

• Clear Communication: Ensure transparency and alignment across the team, especially between creative, content, and data teams.