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Commonwealth of Pennsylvania |
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POSITION DESCRIPTION FOR JOB POSTING |
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Position Number: 50365901 |
Description Activated On: 7/1/2025 8:45:56 AM |
Position Purpose: Describe the primary purpose of this position and how it contributes to the organization’s objectives. Example: Provides clerical and office support within the Division to ensure its operations are conducted efficiently and effectively. Direct and manage the Bureau of Marketing Communications, Branding & Design’s (MCBAD) Digital & e-Commerce Marketing efforts including web content, digital promotions, email and social media and supervising staff. This position is responsible for overseeing the email marketing program, the social media program and e-commerce site content including product images, promotion development and implementation and content accuracy. |
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Description of Duties: Describe in detail the duties and responsibilities assigned to this position. Descriptions should include the major end result of the task. Example: Types correspondence, reports, and other various documents from handwritten drafts for review and signature of the supervisor. Perform a full range of supervisory duties over the FW&GS Digital & e-Commerce Marketing Division and manage human resources functions such as creation of performance standards, defining position descriptions, performance reviews, leave oversight, expense review and approval and other duties as assigned. Develop overall digital marketing plan, in coordination with the FW&GS advertising partner as appropriate and oversee execution of such plan to drive conversions and increased consumer engagement on FWGS.com, on social media, email marketing and in stores. Coordinate the development of benchmark ROI metrics and set goals for growth based on high-level business goals. Participate in brainstorming sessions to develop potential promotions and supporting digital marketing. Analyze promotions and digital marketing tactics to identify opportunities for improvement, enhanced efficiencies and increased ROI. Measure success of campaigns and make recommendations for future improvements. Review and approve promotions in coordination with the E-commerce Director, IT, Product Management, Supply Management and other groups as appropriate – and oversee implementation to meet e-commerce growth goals. Review results and offer recommendations to increase engagement and sales. Analyze FWGS.com website metrics and recommend site modifications and enhancements to meet or increase previously identified benchmarks. Analyze FWGS.com traffic and recommend modifications to digital marketing plan to maximize website metrics including conversions and customer engagement. Develop and maintain an annual promotional plan and calendar that comprehensively and accurately details all digital marketing efforts in different channels to ensure alignment with overall FW&GS goals. Analyze product sales reports and other pertinent information on a monthly basis to make recommendations on specific products or product lines to target for digital promotion. Work with internal stakeholders, third-party agencies and vendor market research teams to make strategic digital and promotional recommendations. Review and approve paid digital advertising schedules and budgets created by external media-buying partner. Review report on overall performance of digital marketing effectiveness and recommendations presented by third-party marketing agency and make recommendations to deliver FW&GS goals. Coordinate digital marketing projects and collaborate with internal teams and external partners to determine timelines and ensure they are met. Develop and communicate comprehensive written digital marketing plans to define deliverables and run dates for repetitive, evergreen and one-time special promotions. Supervise the Email Marketing Manager and oversee email marketing to ensure growth of the agency’s email databases and optimization of email communications to our target audiences. Develop, evaluate and oversee the implementation of A/B testing and procedures for email. Supervise the Website Content Manager who oversees website content and promotions to ensure growth of FWGS.com. Supervise the Social Media Manager and oversee FW&GS social media channels, including Facebook, X, Threads, YouTube, Pinterest and Instagram to ensure growth and increased engagement. Coordinate with Advertising & Promotions Division Chief on creative execution for digital promotions including timely delivery of creative content. Collaborate with the Bureau of Product Management and Advertising & Promotions Division Chief to select special programs to be promoted via digital marketing channels. Analyze SEO results and provide recommendations to internal stakeholders and outside partners to improve SEO and ensure FWGS.com, social media channels and email marketing and in coordination with Department of e-Commerce are aligned with SEO best practices and usability. Supervise the Digital Asset Manager and assist in developing processes to improve the acquisition of timely images for FWGS.com. Manage communications, process changes and services related to digital marketing. Develop new processes and make recommendations on potential improvements to existing email marketing, social media, digital promotions and acquisition of bottle shots processes. Other duties as assigned by the MCBAD bureau director. |
Decision Making: Describe the types of decisions made by the incumbent of this position and the types of decisions referred to others. Identify the problems or issues that can be resolved at the level of this position, versus those that must be referred to the supervisor. Example: In response to a customer inquiry, this work involves researching the status of an activity and preparing a formal response for the supervisor’s signature. Work is performed with independence, but is subject to review by the supervisor. Work is reviewed for accuracy, timeliness, effectiveness and adherence to performance standards. |
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Requirements Profile: Identify any specific experience or requirements, such as a licensure, registration, or certification, which may be necessary to perform the functions of the position. Position-specific requirements should be consistent with a Special Requirement or other criteria identified in the classification specification covering this position. Example: Experience using Java; Professional Engineer License Experience: Experience using Oracle Commerce Cloud or a similar web platform and Adobe Creative Suite. Licenses, registrations, or certifications: 1. N/A 2. N/A 3. N/A 4. N/A 5. N/A 6. N/A |
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Essential Functions: Provide a list of essential functions for this position. Example: Transports boxes weighing up to 60 pounds.
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