Digital Performance Manager (Northern Suburbs (Cape) at PEP

Description

• In this role, you will be responsible for driving the overall digital strategy to maximize user engagement, website traffic, and ultimately, omnichannel performance, including e-commerce conversion rates and in-store traffic/sales. This involves hands-on campaign creation, execution, and management across all digital channels, including social media, Google, and PEP’s websites. A core function will be to continuously analyze performance metrics (such as site traffic, engagement, and conversion data), using these insights to optimize content effectiveness, implement A/B testing, digital media targeting, audience segmentation, and champion a 'test and learn' approach to enhance the customer's digital user experience and achieve key marketing and sales objectives.

Requirements
KEY RESPONSIBILITIES 

• Team Leadership: Lead, mentor, and manage a small team of digital specialists, setting performance goals, conducting reviews, and fostering professional development.
• Traffic & Engagement: Drive high-quality traffic to the e-commerce store and monitor metrics like Time on Site, Bounce Rate, and social media engagement across paid, organic, and referral channels.
• Seek out opportunities and maximise traffic to brick & mortar stores
• Conversion Optimization: Implement Conversion Rate Optimization (CRO) strategies, including A/B testing on landing pages, product pages, and the checkout flow, to efficiently convert traffic into sales.
• Retention & CLV: Maximize Customer Lifetime Value and retention through effective post-purchase marketing, focusing on personalization, segmentation effectiveness, and reducing customer churn.
• Performance Marketing: Analyse, Optimise, and report on and make recommendations for Paid Media campaigns (Google Ads, Meta/Facebook/Instagram Ads, TikTok) with a clear focus on achieving target ROAS and managing Customer Acquisition Cost (CAC) for both ecommerce and in-store objectives.
• Budget Management: Manage the digital marketing budget, making data-driven decisions on spending to ensure targets are met with no overspending or underspending. Ensure maximum ROI.
• Collaboration: Work cross-functionally with internal stakeholders (Marketing Managers, Brand Managers, UI/UX Designer, SEO specialist, Data Analysts) and external partner agencies to maximize online revenue.

JOB INCUMBENT REQUIREMENTS 

• Proven track record in managing complex Paid Media campaigns (Google Ads, Meta/Facebook/Instagram Ads, and/or TikTok) with a clear focus on achieving target ROAS/CAC for both e-commerce and in-store objectives, including proficiency in offline conversion tracking and measurement.
• Deep operational knowledge of major Ecommerce Platforms (eg: Shopify), including experience with inventory syncing, third-party app integration, and core platform marketing features.
• Hands-on experience with Conversion Rate Optimization (CRO), including using tools like Google Optimize, Hotjar, execute, and analyze A/B tests on product pages, landing pages, and the checkout flow.
• Analyse and optimise email, SMS and push notification performance.
• Strong analytical proficiency with Google Analytics 4 (GA4) or a similar web analytics tool to interpret traffic sources, measure funnel drop-off points, attribute conversions, and translate data into actionable marketing strategies.
• Experience in SEO and Content Marketing for product-based websites, including keyword research for product categories, on-page optimization, and generating high-quality blog or informational content that drives organic traffic.
• Direct experience managing product data feeds and ensuring data quality for channels like Google Shopping (Performance Max) and social media catalogs.
• Proven experience leading, mentoring, and managing a team of digital marketing specialists, including setting performance goals and fostering career development.
• Demonstrated experience managing external agencies or vendors, including defining scopes of work (SOWs), holding them accountable to KPIs, and optimizing partner performance.

FUNCTIONAL KNOWLEDGE & SKILLS

• Platform Proficiency: In-depth knowledge of how to operate, optimize, and pull reports from core platforms, specifically:
• Web Analytics: Expert-level use of Google Analytics 4 (GA4) (or similar tools like Adobe Analytics) for segmentation, funnel analysis, and conversion tracking setup.
• Ad Platforms: Deep working knowledge of the Google Ads (Search, Shopping/PMax) and Meta Ads Manager interfaces, bidding strategies, creative best practices, and proficiency in setting up and troubleshooting offline conversion tracking and customer match lists.
• Email Service Providers (ESPs): Partner with Email marketing team to execute effective DM campaigns and automated communication workflows, such as abandoned cart and recommended product mailers.
• Project Management/Workflow: Practical knowledge of using project management tools (e.g., Asana, Trello) to coordinate team tasks, track project timelines, and manage campaign workflows.
• Data and Reporting: Ability to clean, manipulate, and visualize data using tools like Google Sheets (pivot tables, VLOOKUPs) and ideally, Data Visualization tools (e.g., Looker Studio) to present performance insights clearly.
• Advanced Measurement and Attribution: Conceptual and practical understanding of incrementality testing, Market Mix Modeling (MMM), and utilizing Customer Data Platforms (CDP) to unify online/offline customer profiles for better targeting and measurement.
• Creative Assets Management: Functional knowledge of the technical specifications required for various ad placements (e.g., image aspect ratios, file sizes, video lengths) and familiarity with basic image/video editing tools or briefing in-house creative teams.
• Function as an internal digital performance expert, supporting and guiding the broader marketing teams.
• Basic Web/Coding Literacy: Understanding of core web technologies to effectively communicate with development teams, including:
• Familiarity with Tag Management Systems (TMS) like Google Tag Manager for event tracking implementation.
• Understanding of site speed optimization best practices and their impact on SEO and conversion rates.
• Search Engine Optimization (SEO) Tools: Practical experience using SEO tools like SEMrush, Ahrefs, or SimilarWeb for keyword research, competitive analysis, technical audits, and monitoring backlink profiles.
• Budget Management: Functional skill in allocating, tracking, and forecasting marketing budgets down to the campaign level and ensuring spending is aligned with target CPA (Cost Per Acquisition) and ROAS goals.