The Challenge
Avery Brewing Co needs a Digital Marketing & Media Manager to own the full digital ecosystem—paid, owned, and e-commerce—and drive measurable growth across all channels. You'll translate data into strategy, optimize every touchpoint, and partner with brand, content, and trade teams to move the needle.
Your Mission
Audit current digital performance across Paid Media, Owned Media, and e-commerce platforms; establish baseline KPIs and identify quick-win optimization opportunities
Define integrated digital strategy with clear channel roles, investment allocation, and success metrics tied to business objectives
Establish relationships with media agencies and platform partners; clarify deliverables, reporting cadence, and performance expectations
Launch first optimized campaign with end-to-end tracking and post-campaign analysis to validate new frameworks and processes
Deliver 15-25% improvement in key performance metrics (ROAS, conversion rate, or CPA) across paid and e-commerce channels through systematic testing and optimization
Build and operationalize monthly KPI dashboard with forward-looking insights and quarterly business reviews with leadership
Develop scalable test-and-learn framework for e-commerce and owned media; execute 4-6 validated experiments with documented learnings
Align brand messaging and content strategy across all digital touchpoints; measure consistency and impact on brand lift and consumer engagement
KPIs You'll Own
Return on Ad Spend (ROAS)
Revenue generated per dollar spent on paid media across all channels; target and optimize by channel and campaign.
E-commerce Conversion Rate & Average Order Value
Percentage of visitors converting to purchasers and average revenue per transaction; key driver of digital shelf success.
Cost Per Acquisition (CPA)
Total marketing spend divided by new customers acquired; optimize across channels to improve unit economics.
Website Engagement & Traffic Attribution
Sessions, bounce rate, time on site, and revenue attributed by source; measure owned media effectiveness and brand storytelling impact.
Campaign Performance vs. Benchmark
Track each campaign's KPIs against predefined targets and historical benchmarks; identify gaps and corrective actions.
Tools & Stack
Your Team
Your Manager
Marketing Director or Chief Marketing Officer (implied)
Current Team
Brand Management, Content, Trade Marketing, E-commerce, and external agency partners
Manager-level role; likely reports to executive leadership and collaborates cross-functionally
The Package
Salary
$95K-$130K base
Remote
On-site, Ann Arbor, MI
Benefits & Perks
Company Intelligence
Avery Brewing Co is a craft brewery based in Ann Arbor, MI, known for innovative beers and brand-driven marketing. They're scaling their digital presence and need a strategic leader to own the full customer journey across paid, owned, and e-commerce channels.
Is This Role For You?
- You've managed digital marketing at scale with measurable P&L ownership and love optimizing across Paid, Owned, and E-commerce
- You're data-driven and fluent in translating analytics into strategy and actionable recommendations for leadership
- You thrive in cross-functional environments, partnering with Brand, Content, Sales, and external agencies to execute integrated campaigns
- You want to own the full digital ecosystem, not just one channel, and have the autonomy to define strategy and drive results
- You're looking for a remote role or hybrid flexibility; this is 100% on-site in Ann Arbor
- You prefer hands-on execution over strategy and leadership; this role is about defining vision and managing teams and agencies
- You're not comfortable with data and spreadsheets; KPI ownership and structured reporting are core responsibilities
Interview Process
Phone Screen
Recruiter or HR confirms background, digital marketing experience, and interest in the role and location
Marketing Director/CMO Interview
Deep dive on digital strategy, past campaigns, KPI frameworks, and how you'd approach the role and team
Cross-functional Panel
Meet with Brand, Content, and Trade Marketing leads to assess collaboration style and alignment on digital ecosystem
Case Study or Strategy Discussion
Walk through a past campaign or hypothetical scenario; present your approach to channel strategy and optimization
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.