Digital Experience Manager

As the Digital Experience Manager, you will play a pivotal role in managing and optimizing the accuracy and effectiveness of digital assets for KDP items across various retailer digital shelves. You will collaborate cross-functionally with our brand marketing teams, commercialization teams, internal Omni leads, and occasionally with retail partner tech teams. Your objective is to enhance the shoppers' digital experience across our channel partners. You will also plan, execute, and track item launches, and deliver content that drives conversion. You will need strong strategic thinking and detail-oriented project management skills to develop and implement account-specific content strategies. You will help develop a roadmap of content updates, optimizations, and improvements to enhance Keurig’s brand presence on retail partner websites, build brand awareness among their consumers, and aid in consumer conversion.

The position will be based in our Burlington, MA or Frisco, TX office, reporting to the Digital Shelf Director. You will support multiple stakeholders, including Omni, sales, commercial, and brand marketing teams. Additionally, you will support a range of commercialization actions from the development of retailer digital marketing content strategy to the execution of content development and content KPI setting and tracking. You will work closely with your colleagues in Omni marketing to ensure that the sales team has an integrated view of digital shelf priorities, online catalog availability, and KPIs.

Responsiblities:

• Best Practices: Own our Retail Content Golden Rules (Best Practices) document and communicate updates with internal designers and brand teams.
• Baseline Digital Content: Partner with the brand, commercial, and Omni teams to ensure all new product launches are executed on time and meet baseline pre-defined digital content standards for optimal performance on each retailer website.
• Resources: Collaborate with internal designers and agencies to create digital assets for use on retailer websites to aid in item-level messaging and program-specific conversion.
• Custom Marketing Content: Identify product and program-specific messaging opportunities by brand to support better customer experience (CX) and organic search results (SEO). Develop and manage a content production calendar and asset tracker by brand across supported retail partners.
• Content Compliance: Assist the digital shelf team in tracking retailer digital shelf compliance rates for product content on retailer websites. Ensure accurate product information, identify opportunities, and set action plans to remedy gaps in compliance.
• EMC: Manage enhanced marketing content (EMC, A+) strategy across all retail channels. Determine templates to use and optimizations to make based on data-driven insights from Syndigo EMC tracking and Amazon A+ insights reports.
• Content KPIs: Serve as the point person for monthly Digital Shelf content reporting via Profitero. Define thresholds to meet per category and manage monthly meetings with the Profitero team.
• Content Optimization: Leverage third-party tools to A/B test new or custom content opportunities to drive brand messaging synergies and on-site conversion rates. Create and manage test opportunities, test windows, reporting, and scaling of successful tests.
• Tech Stack: Collaborate with internal teams and external partners to evaluate and recommend new technology and digital merchandising solutions.
• Ratings & Reviews: Work with brands to update & maintain forms and catalogs on brand sites. Own all aspects of review syndication (Bazaarvoice) & associated KPI reporting. Identify Themes in customer reviews to then integrate into content updates.
• Subject Matter Expertise: Attend occasional Omni, Brand, or NRS meetings as necessary to present digital marketing content opportunities; provide digital shelf subject matter expertise and overall consultation on the digital space.

• Bachelor’s Degree in Marketing, Business, Communications, Graphic Design, or a related field. MBA preferred.
• 5+ years of experience and a record of accomplishment in digital marketing, eCommerce, and content management. CPG experience preferred.
• Experience in developing digital assets for use on retailer websites and brand stores.
• Ability to understand the end goal and recommend thoughtful approaches to the design elements based on retailer website templates and functionality constraints.
• MOBILE FIRST! Understanding of developing mobile-friendly visual assets.
• Experience with A/B testing content is a bonus.
• Knowledge of graphic techniques, methods, and technology used in the industry.
• Experience managing projects from the conception of design through completion and A/B testing of variations for optimizing the designs.
• Manage workflow, priorities, and multiple projects simultaneously.
• Creative mindset and passion for digital marketing, eCommerce, and consumer packaged goods.
• Excellent oral, written, and interpersonal skills with all levels of the organization – internal and external.
• Ability and enthusiasm for acquiring new skills and knowledge.
• Ability to work well independently and with a team.
• Extraordinary organizational skills and attention to detail; able to shift priorities quickly and remain calm and focused under pressure.
• 10% Travel.
• Ability to work across multiple levels and functions of an organization to drive improvement in business performance.
• Excellent project management skills.
• Strong interpersonal and collaborative skills to build stakeholder trust in your approach.
• Self-motivated and detail-oriented with the ability to lead thinking in a fast-paced and changing environment.

Keurig Dr Pepper (NASDAQ: KDP) is a modern beverage company with a bold vision built to deliver growth and opportunity.  We operate with a differentiated business model and world-class brand portfolio, powered by a talented and engaged team that is anchored in our values. We work with big, exciting beverage brands and the #1 single-serve coffee brewing system in North America at KDP, and we have fun doing it! 

Together, we have built a leading beverage company in North America offering hot and cold beverages together at scale. Whatever your area of expertise, at KDP you can be a part of a team that’s proud of its brands, partnerships, innovation, and growth. Will you join us? 

We strive to be an employer of choice, providing a culture and opportunities that empower our team of ~28,000 employees to grow and develop.  We offer robust benefits to support your health and wellness as well as your personal and financial well-being. We also provide employee programs designed to enhance your professional growth and development, while ensuring you feel valued, inspired and appreciated at work. 

Keurig Dr Pepper is an equal opportunity employer and affirmatively seeks diversity in its workforce. Keurig Dr Pepper recruits qualified applicants and advances in employment its employees without regard to race, color, religion, gender, sexual orientation, gender identity, gender expression, age, disability or association with a person with a disability, medical condition, genetic information, ethnic or national origin, marital status, veteran status, or any other status protected by law.