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Acquisition Marketing Manager – US Petcare

Zoetis

Last Updated: 5/11/22

Job Description

The Acquisition Marketing Manager plays a key role on the Zoetis Petcare Consumer Marketing Team. They will drive the strategy and execution to acquire and engage pet owners into our eco-systems. In partnership with the marketing team, they will be responsible for leading the development and deployment of pet owner portfolio-level acquisition campaigns, optimizing creative, campaigns and digital media for conversion, and reporting insightful analytics to drive continuous improvement. They will be highly collaborative, a strategic thinker, a self-starter, results-driven, a creative problem solver, nimble, and willing to take a hands-on approach.

KEY RESPONSIBILITIES:

The candidate will:

  • Develop the strategy and execute the tactical plan for acquiring pet owners into the Zoetis Petcare ecosystem. Lead the design & development of digital acquisition campaigns, leading the end-to-end process from concept to activation, measurement & optimization, ensuring flawless delivery and execution. Drive database growth through leveraging 1st party data, optimizing channel performance, and identifying new messaging, targeting, and/or digital capabilities. Identify, assess, and launch new acquisition channels, platforms, partnerships, etc. Achieve efficient cost of acquisition across channels and optimize digital media spend.
  • Build and grow pet owner awareness of Zoetis and our brands through advertising, consumer promotions, partnerships, PR, and portfolio-level programs. Develop strong and extendable creative concepts to drive campaigns across owned, paid, and earned channels. Leverage performance marketing and digital media to drive awareness and conversion. Collaborate across the marketing team to ensure a cohesive presence and brand experience with consumers.
  • Drive continuous improvements on our website to convert inbound traffic. Track and improve landing page conversion metrics, enhance content, leverage consumer promotions, etc. to implement best practices. Ensure data layer, user/campaign tracking, and SEO requirements are accurately implemented on site. Recommend and implement efficiencies to improve ways of working and maintain governance documentation. Maintain a detailed roadmap and coordinate implementation with creative, development, and marketing teams.
  • Serve as a liaison and subject matter expert with regard to acquisition marketing. Work collaboratively across the marketing team and external partners on campaigns from concept to execution. Expertly manage cross-functional projects to ensure timely and detailed communications across the team, complete tasks on time, and manage stakeholder expectations. Lead and manage agency relationships for campaign creative, development, and deployment; ensuring alignment with internal stakeholders.
  • Design and implement top of funnel reporting & analytical framework. Take a data-driven approach to inform decision-making. Partner with our analytics team to uncover insights, create experimentation roadmaps, and execute a rigorous testing agenda to enhance campaign effectiveness. Develop attribution models to inform campaign planning and tactics. Share reports/insights regularly, and proactively communicate progress towards goals.

COMPETENCIES & EXPERIENCE

The candidate will demonstrate:

  • Deep experimentation experience and mindset with a proven track record of executing A/B tests (creative, landing pages, etc.), optimizing campaigns and translating data into insights
  • Demonstrated responsibilities managing or collaborating with creative, media & analytics functions
  • Strong understanding of performance marketing, DSPs, paid social, paid search, and programmatic
  • An innate curiosity, and desire to find a better way of doing things
  • Proficiency at problem solving and suggesting workable solutions for every problem
  • Desire and ability to work within a strong team-oriented environment
  • An ability to develop and implement plans with and accountability in achieving results
  • Proven ability to develop partnerships and collaborate across functions
  • Proactive, collaborative, organized, curious, problem solver
  • Demonstrated balance of creative and analytical talent
  • Thrives in fast-paced environments and can adapt quickly to shifting priorities
  • Excellent oral and written communication skills
  • Strong attention to detail

REQUIREMENTS

  • 5+ years’ consumer marketing experience with a focus on lead generation and digital advertising
  • Proficiency with analytical tools (i.e., Google Analytics, Google Campaign Manager 360, etc.)
  • Bachelor’s Degree in Business, Marketing, or a related field
  • Pet industry and/or consumer marketing experience preferred

Full time

Regular

Colleague

Zoetis is committed to equal opportunity in the terms and conditions of employment for all employees and job applicants without regard to race, color, religion, sex, sexual orientation, age, gender identity or gender expression, national origin, disability or veteran status or any other protected classification. Disabled individuals are given an equal opportunity to use our online application system. We offer reasonable accommodations as an alternative if requested by an individual with a disability. Please contact Zoetis Colleague Services at [Register to View] to request an accommodation. Zoetis also complies with all applicable national, state and local laws governing nondiscrimination in employment as well as employment eligibility verification requirements of the Immigration and Nationality Act. All applicants must possess or obtain authorization to work in the US for Zoetis. Zoetis retains sole and exclusive discretion to pursue sponsorship for the acquisition or maintenance of nonimmigrant status and employment eligibility, considering factors such as availability of qualified US workers. Individuals requiring sponsorship must disclose this fact. Please note that Zoetis seeks information related to job applications from candidates for jobs in the U.S. solely via the following: (1) our company website at www.Zoetis.com/careers site, or (2) via email to/from addresses using only the Zoetis domain of [Register to View] In addition, Zoetis does not use Google Hangout for any recruitment related activities. Any solicitation or request for information related to job applications with Zoetis via any other means and/or utilizing email addresses with any other domain should be disregarded. In addition, Zoetis will never ask candidates to make any type of personal financial investment related to gaining employment with Zoetis.



Company Details

Parsippany, New Jersey, United States
Zoetis discovers, develops, manufactures and commercializes medicines, vaccines and diagnostic products, which are complemented by biodevices, genetic tests and precision livestock farming. Zoetis serves veterinarians, livestock producers and people who raise and care for farm and companion animals in more than 100 countries.