Digital Marketing Manager in Birmingham, AL at Books-A-Million, Inc.

Date Posted: 9/19/2019

Job Snapshot

Job Description

The largest opportunity for revenue growth is through Digital Marketing.  Reporting to the VP of Ecommerce the Digital Marketing Manager is responsible for management of all online advertising programs and partnerships and for meeting all revenue goals for each program.  The position is also responsible for the online advertising budget and optimizing spends for growth and profitability. The Digital Marketing Manager will utilize promotions to drive sales through various marketing channels, while growing our customer base.  The position will direct & develop a digital marketing team of two with the opportunity to grow the team in line with our digital marketing sales growth. The position will manage multiple strategic partnerships through continuous collaboration and have hands-on program expertise & management in paid & natural search, affiliate marketing, display advertising, social marketing and email and mobile marketing.  


Daily Responsibilities:

Digital marketing will be critical for’s growth in traffic, sales and new customer acquisition.  This role will lead the development, execution and expansion of new and existing online marketing programs for

  •  Lead the development and execution of strategies to grow traffic, sales, profit, and new customers from affiliate and display advertising, which includes banner ads, text ads, dynamic product ads, and mobile ads
  •  Develop online marketing plans based on the merchandising, digital, and print programs to support integrated marketing efforts
  •  Manage a large scale online marketing agency relationship to prioritize resources and meet the sales/spending/efficiency goals
  •  Prepare and deliver presentations to senior leadership to explain results and evangelize digital marketing programs
  •  Forecast and budget the spending to meet the sales and efficiency goals.
  •  Develop strong analytics and reporting by partnering with finance, web analytics and CRM groups to effectively measure program performance and maximize ROI
  •  Consolidate company initiatives and brand support requests to develop the digital marketing calendar to meet sales goals
  •  Partner with creative resources to ensure that BAM has compelling and engaging content for the digital marketing ad space
  •  Consistently focus on innovating programs for continual improvement as well as to test and leverage emerging capabilities in the digital landscape
  • Lead the development and execution of BAM’s multi-channel email program

Paid Search

Strategic, hands on management & optimization of company’s paid search program through our current Digital Advertising Agency. Work with the Agency to optimize search campaigns daily to meet budget requirements & return on investment goals, while continuing to aggressively increase paid search revenue.  Assist Ad Agency in managing relationships with major search engines, testing & monitoring all programs for driving qualified traffic to the site through various paid search programs.

Search Engine Optimization

Manage & Direct SEO efforts to improve overall site page rank as well as increase revenue through natural search.  Partner with our current Digital Advertising Agency and BAM Tech Team to identify opportunities for continued growth from natural search both on page and technically. Optimize Meta data and develop on page content. Work closely with our technical team to implement SEO best practices recommendations from our Ad Agency. Monitor and report growth in natural search revenue.

Display Advertising

Manage Google display remarketing and dynamic remarketing programs through our current Digital Advertising Agency. Optimize daily based on BAM’s promotional calendar for successful ROI. Work directly with Ad Agency and Google to fine tune standard remarketing as well as dynamic remarketing for Targeting and remarketing users/audiences, optimizing toward a cost/acquisition ROI metric.

Affiliate Marketing

Oversee affiliate marketing partnership with Commission Junction. Develop strategic partnerships through these networks including but not limited to deal sites and loyalty programsAffiliate sales represents one of the largest opportunities to aggressively grow revenue for

Social Marketing

Oversee paid social marketing programs, budget & overall profitability in partnership with our current Digital Marketing Agency.  Offer strategic planning/advise for all paid social marketing initiatives including advertising, engagement and revenue growth. 

Web Analytics

Utilize Google Analytics to monitor key performance metrics for all digital marketing programs and campaigns and develop actionable insight & strategies to help improve sales and conversion.


Lead in enhancing existing email program and developing new programs with a significant focus on segmentation, testing and dynamic customization.  Manage the overall email lifecycle – including customer reactivation and retention programs.  Leverage analytics data to gain insights into program performance. Ensure effective communication of program results and key metrics/KPI’s to senior management.  Lead the scoping and definition of new program initiatives including mobile.


Job Requirements

Qualifications and Education Requirements

  • Bachelor’s degree in Marketing, Business or similar program
  • 2-4 years of email marketing experience
  • Experience with SEO, Google Analytics, Google Adwords and Google My Business is a plus as well as exposure to Email Programs and Affiliate Programs

Preferred Skills

  • Detail oriented with the ability to meet deadlines
  • Ability to manage multiple task simultaneously
  • Self-Starter and manager
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