Display Marketing Manager

Recruiter
Neiman Marcus
Location
New York, New York, United States
Posted
05 Nov 2022
Closes
30 Nov 2022
Ref
23830
Function
Ecommerce
Level
Manager
About Bergdorf Goodman

As the house of extraordinary taste for almost 120 years, w e are New York's original icon of style.
The legendary window on inventive inspiration, discerning since day one, we define the culture of fashion.
We are a community of "creative ingeniuses" cultivating experiences beyond the expected
and nurturing ideas that inspire the joy of discovery.
We thrive on bringing exceptional creative talents together.
We are unabashedly luxury. And luxury is ours to define.
We are Bergdorf Goodman.

The Opportunity

Darcy Penick, President of Bergdorf Goodman and one of the first leaders in pure-play fashion e-commerce, has built a team of industry pioneers who are bringing their collective expertise and commitment to operational excellence to the world of Bergdorf Goodman. As the destination to discover best in class designers, emerging brands and exclusive products, Bergdorf Goodman provides customers with transformative experiences that embody the definition of modern luxury.

Role Summary

The Display Marketing Manager is responsible for developing and executing Programmatic Display strategies across platforms to drive awareness, acquire new customers, increase engagement and drive sales. This is a new role, where you will create the vision, determining opportunities to scale Display efforts across various audience segments through intelligence and automation to drive growth for Bergdorf Goodman.

Responsibilities & Duties
  • Define and plan Display annual forecast, roadmap, calendar and strategies to acquire new customers and drive sales amongst existing customers
    • Create, manage and share campaign calendar with internal teams
    • Drive retargeting and prospecting strategies to efficiently reach monthly sales growth goals within given spend (includes developing the audience strategy, along with marketing technology needs, measurement and creative)
    • Support CoOp and brand campaigns, leading the strategy, execution and optimization
    • Explore, create strategy and lead execution of test opportunities (incrementality, new channels, audiences)
  • Manage Display and DSP partners, coordinating execution of campaigns seamlessly
    • Partner with internal teams, collaborating with the engineering team on site tagging needs, implementing impression/click/creative tagging, ad serving, trafficking and account setup to measure campaign performance
    • Partner with cross functional teams to launch campaigns, including requesting and obtaining creative assets, landing pages, uploading audiences to target and ensuring tracking is in place to measure reporting
  • Act as the subject matter expert for cross functional partners, sharing best practices, industry trends, monitoring competitive activity and developing KPI benchmarks
    • Develop partnerships with platform partners to explore new opportunities, such as betas and tests
    • Explore, test and evaluate Display partners to reach various business goals
  • Build and maintain relationships with Brand Marketing, Creative, CRM, Neiman Marcus counterparts, Engineer and Programmatic Display industry partners to support campaign needs
    • Create new processes as needed to scale Programmatic Display efforts
    • Oversee and partner with Engineers on marketing technology needs, including data privacy compliance, pixels, CRM audiences, partnering with internal teams as needed
  • Closely monitor and optimize campaign performance to meet various KPIs (awareness, engagement, sales)
    • Analyze performance through Omniture, sharing wins and key learnings in weekly, monthly and campaign reporting recaps with partners
    • Manage to monthly spend with Finance partners, ensuring invoices and budgets are within expectations
    • Consistently optimize to monthly forecast to exceed goals for campaigns, proactively shifting spend, tactics and refreshing creative as needed

  • 5-7 years of experience managing Programmatic Display performance marketing in house or at an advertising agency
  • Deep understanding of the Programmatic Display, Native Advertising, Programmatic Video and Audio landscape, including the relationship between DSPs, DMPs, ad exchanges, trading desks, private marketplace, premium buys, ad servers and ad verification tools
  • Experience with programmatic partners such as The Trade Desk, RTB House, Quantcast, Criteo, MediaMath, Simpli.fi, Bluekai, Google Display Network, SA360 and more
  • Understanding of various prospecting targeting tactics (keyword, contextual, affinity, interest), along with CRM based targeting and sharing data across platforms such as LiveRamp
  • Experience ad types (video, dynamic product ads) and campaigns (such as awareness, interest, conversion)
  • Strong analytical skills, understanding of tangible KPIs to meet goals (including when to focus on CPA, ROAS, reach, frequency, view through rate to measure campaign success)
  • Familiarity and comfortable pulling reporting through Omniture and/or Tableau, understanding of multi touch attribution
  • Understanding and adherence around data privacy compliance and industry best practices, including GDPR, fraud and ad viewability
  • Passionate about Display, staying ahead of trends and channel developments to reach new ideas to reach new customers and drive loyalty amongst existing Bergdorf Goodman customers
  • Strong cross functional collaboration and partnership, especially with creative team
  • Strategic, analytical problem solver with the proven ability to structure a data-driven approach to complex business problems
  • Proven oral and written communication skills that keep varying groups and teams aligned and informed
  • Both right brained and left brained, can think big picture and have the ability to execute with great quality in the details
  • Exceptionally organized, able to manage multiple campaigns with various objectives monthly

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