Senior Manager – Online Marketing, Thomas Nelson Fiction and Harper Curated Classics (Hybrid)

HarperCollins Christian Publishing is a publisher whose Fiction team develops award-winning content and maintains strong author relationships. The Senior Manager of Online Marketing will oversee and execute paid advertising, affiliate, branded, website, and social media campaigns for Thomas Nelson Fiction and Harper Curated Classics, optimizing performance and reporting ROI to drive book sales and growth.

Responsibilities:

• Develop and implement the Amazon ad campaign strategy and efforts for the fiction team:

• Run all Amazon campaigns so that our overall Amazon performance meets or beats internal and industry benchmarks; monitor the performance of campaigns and stores for efficiency. Manage brand stores and stories, affiliate campaigns, seasonal promotions, Prime Day campaigns, and all Amazon A+ publisher content.
• Establish procedures to track and report Amazon campaign performance; manage overall Amazon budget and invoices

• Execute paid social media ad buys, setup target audiences, budgets, and bids – create, manage, and optimize campaigns on Meta (Facebook/Instagram), TikTok, Google, YouTube, and Pinterest
• Collaborate with teams to execute affiliate marketing campaigns, branded content, and brand partnerships, including ensuring our books are in TikTok Shop and included in overall HarperCollins campaigns
• Coordinate with team members to ensure the assets needed for all paid ads have been created based on ad best practices for each platform, especially videos needed for TikTok, Instagram, and YouTube ads
• Ensure campaign segments, costs, audiences / audience models, and targeting are properly set-up, functioning, and optimized to run efficiently and meet (or surpass) industry standards and benchmarks
• Make weekly/bi-weekly updates to our websites as books release and leverage website templates to create landing pages for each book. Provide updates on website performance. Work with IT and internal teams when website maintenance and functionality updates are needed
• Responsible for the ROI analysis and providing clear and timely reporting – monitor and track progress of campaigns and make real-time adjustments. Provide reporting, recommendations, insights, budgeting suggestions, and updates on performance of all paid campaigns
• Work closely with marketing managers and editorial team to ensure each title has the best Amazon A+ content, metadata, SEO, and keywords
• Serve as the subject matter expert and day-to-day lead on all paid ad campaigns
• Stay on top of digital, consumer, and publishing trends, and develop and execute opportunities based on trends in order to improve performance and ad conversion
• Leverage strong communication skills to participate in meetings and collaborate with others internally, and inform others regarding website and ad strategy, performance, and recommendations
• Other projects deemed necessary for the success of the team and organization – for example, potentially participating in author-facing calls, and webinars/trainings with authors, to occasionally explain the paid ad process

Requirements:

• Minimum of 5 years of experience in ad campaign management, product marketing, Amazon ads, or e-commerce/website experience, and/or related fields
• Possess deep, hands-on paid marketing campaign experience and experience running consumer-facing ads on Amazon, TikTok, Meta, YouTube, Google, and Pinterest, and the advertising best practices for these platforms, in order to convert ads and website traffic to more book sales
• Amazon Marketing Services (AMS) ad platform expertise and best practices
• Understanding of WordPress and WordPress website management
• Understand video ad best practices for Reels, Stories, YouTube, and TikTok
• Bachelor's degree in marketing, digital marketing, or related field, or equivalent experience
• Knowledgeable in paid ads, digital marketing, keywords, ad management and optimization, and analytics best practices
• Understand consumer and product marketing
• Strong analytical and metrics-based decision-making experience
• Proven experience with and enthusiasm for executing paid advertising and managing ad performance, with an emphasis on targeting, budgets, optimization, and analytics
• Experience managing multiple competing priorities, duties, and/or projects
• Functional experience in developing and implementing effective metadata and keyword strategies
• Strong understanding of audience segmentation, including identifying and targeting both warm (aware) and cold (unaware) audiences for successful paid advertising campaigns
• Strong proficiency in Outlook, Excel and other Microsoft and Office applications
• Strong task management skills, with attention to detail
• Possess the skills to self-manage, set priorities, anticipate challenges, and initiate problem solving
• Must be able to work independently, based on the outlined processes and procedures of our department, in order to meet goals and deadlines
• Successfully works cross-functionally with various members throughout a collaborative organization and has a willingness to help
• Possess strong communication skills to articulate needs and effectively explain complex, and sometimes technical, information down to a digestible level – this could include reporting, presenting, providing status updates, and interacting internally and externally
• Experience with product launches preferred
• Book experience preferred but not required
• Skills in video and graphic design and applicable programs, i.e., Canva, Photoshop, Adobe Creative Suite, or other animation or design applications are a plus, but are not required