Senior Manager, Digital & Performance Marketing

PRIMARY FUNCTION:

The Senior Manager of Digital and Performance Marketing at Zippo Manufacturing Company/W.R. Case & Sons Cutlery will lead marketing initiatives across our portfolio of iconic American brands. This role owns the strategy, execution, and optimization of paid media (paid social, pay-per-click, and programmatic) along with email and SMS marketing and will be responsible for driving scalable customer acquisition and revenue growth, while also leveraging email as a high-impact owned channel for engagement and conversion. The role will oversee three staff and reports to the Vice President of Global Marketing.

The Senior Manager leads a high-impact function, and team, at the intersection of media, data, and creative—building a modern growth engine that balances brand storytelling with measurable performance outcomes.

PRIMARY DUTIES:

• Define and lead the overarching paid media and email marketing strategy
• Execute on Brand Team strategies for high impact organic content
• Manage and mentor a high-performing internal team and external agency partners
• Establish clear KPIs (CPA, ROAS, revenue contribution from email) and accountability frameworks
• Partner with leadership to align marketing investments with business growth goals
• Build annual roadmaps, including spending plan and revenue forecasting

• Oversee strategy and execution across:
• Paid Social (Meta, TikTok, YouTube, LinkedIn etc.)
• PPC and Search (Google Ads, Performance Max)
• Programmatic and DSP
• Elevate internal capabilities for programmatic/DSP buying
• Drive full-funnel media planning, from awareness through conversion and remarketing
• Optimize budget allocation across channels to maximize incremental revenue and efficiency
• Implement rigorous testing frameworks (creative, audience, bidding strategies, landing pages)
• Identify and scale new customer acquisition opportunities and emerging platforms

• Establish a unified measurement framework across digital channels with assistance from Business Intelligence group
• Lead attribution strategy, including multi-touch attribution and incrementality testing
• Build dashboards and reporting using established Business Intelligence platforms to provide clear visibility into performance and ROI
• Translate data into actionable insights that inform strategy, creative, and budget decisions
• Ensure accurate tracking (pixels, conversion APIs, tagging infrastructure)

• Partner with creative and brand teams to develop high-performing, on-brand organic content
• Ensure consistency across paid and owned channels while optimizing for performance
• Guide creative testing strategies and improvement loops
• Balance performance marketing needs with the heritage and premium positioning of both brands

• Advise on the tools in marketing technology stack with assistance of Marketing Operations group
• Stay ahead of industry trends in media buying, deliverability, automation, and AI-driven optimization
• Leverage first-party data strategies in response to evolving privacy regulations
• Identify opportunities to improve efficiency through tools, automation, and data integration

EDUCATION AND ADDITIONAL ELIGIBILITY QUALIFICATIONS:

• Bachelor’s in Marketing, Communications, Digital Media/Digital Marketing, Data Analytics, or Business Administration, or equivalent relevant experience required
• 4-8+ years of experience in performance marketing, including paid media and email marketing
• Demonstrated Proficiency with Microsoft Office Suite
• Knowledge of Microsoft AX and D365 operating system, Shopify, DOMO, and Monday.com systems preferred
• Proven leadership experience managing teams and external partners
• Deep expertise across paid social, PPC/search, and programmatic/DSP platforms, as well as email marketing platforms and campaign optimization
• Strong analytical mindset with experience in attribution, forecasting, and performance optimization
• Experience managing and scaling media budgets
• Demonstrated success driving efficient customer acquisition and email-driven revenue growth in an eCommerce or DTC environment
• Direct programmatic ad buying experience, utilizing platforms such as TradeDesk, Amazon DSP, StackAdapt, etc.