Job Title:Digital Marketing Specialist for BPI Outdoors
Department:Marketing
Reports To:Marketing Manager
FLSA Status:Exempt
Location:Lawrenceville, GA

Position Summary:  This position collaborates with the Marketing Manager and Brand Managers to conceptualize, execute, and deliver engaging content across all digital platforms to support BPI’s brands, products, and sales activities. The ideal candidate will have a broad range of digital skills that they will use to enhance BPI’s web, SEO, e-blasts, content, and communications strategy.

Essential Duties and Responsibilities: 

Website Oversight:

  • Implement content for the CVA, Bergara and BPI Outdoors’ brand websites. This includes creating and maintaining product pages, landing pages, blog articles, dealer locator and contact forms.
  • Perform ongoing keyword discovery and expansion of keyword opportunities
  • Research and implement new search engine optimization (SEO) recommendations
  • Analyze and report on overall website data and trends

Email Marketing:

  • Design, develop, and implement email marketing campaigns and automations for Bergara and CVA
  • Optimize for mobile devices, strategize timing and frequency, organize segmentation and personalization strategy, and craft engaging e-newsletter copy
  • Oversee and monitor Bergara and CVA email lists, identifying opportunities for engagement and growth
  • Ensure prompt, accurate, and error-free communication with customers to build loyal relationships and minimize unsubscribes
  • Manage and report on email marketing campaigns and results; use results to determine ROI, make suggestions for improvements, and establish best practices
  • Report on sales revenue generated from email marketing efforts

Content Creation:

  • Execute digital content strategies across platforms, drive traffic and engagement, have a deep understanding of what types of content perform best on which channels, and consistently evaluate how each campaign performs
  • Design effective blog articles using videos, photos, and written content to engage core customers
  • Research, identify, and examine digital trends and provide recommendations for new content opportunities

Social Media: Manage the Social Media Specialist to execute the following:

  • Develop the social media strategy for the BPI brands
  • Implement successful social media marketing campaigns that increased online awareness and participation
  • Find ways to acquire relevant content to reach the audience most likely to buy from our brands
  • Manage presence on all social media platforms through overseeing implementation of day-to-day campaigns and posts on relevant fan pages and seed content into social applications as needed
  • Monitor effective benchmarks for measuring the impact of social media programs, and analyze, review, and report on effectiveness of campaigns to maximize results
  • Create and implement online promotions that will increase social media interaction and website visits

Graphic Design:

  • Oversee the design, editing and publication of digital projects with external vendors and internal team members to ensure digital ads, catalogs, landing pages, e-newsletters and other digital graphic needs are met for the brands.

Qualifications:  To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

  • Degree in Marketing, Communications, Digital Media or equivalent, or relevant work experience
  • 2-3 years of professional digital marketing experience
  • Proven experience with content management systems (i.e. BigCommerce and WordPress)
  • Experience with Email Management Platform (i.e. Klaviyo)
  • Experience with web analytics tools (i.e. Google Analytics)
  • Strong verbal and written communication skills
  • Accuracy and attention to detail
  • Self-starter and comfortable with confidently making strategy-based decisions from one’s own experience and knowledge
  • Must thrive on working closely with different teams and satisfying multiple stakeholders in a fast-paced environment
  • Proficiency with Microsoft Word, Excel, PowerPoint, and Google docs
  • Knowledge of Adobe Creative Suite programs a plus
  • Passionate about digital content, data, and the outdoor industry
  • Occasional travel opportunities for various events

Language Ability:

Ability to read and comprehend simple instructions, short correspondence, and memos. Ability to write simple correspondence. Ability to effectively present information in one-on-one and small group situations to customers, clients, and other employees of the organization.

Math Ability:

Ability to add, subtract, multiply, and divide in all units of measure, using whole numbers, common fractions, and decimals. Ability to compute rate, ratio, and percent and to draw and interpret bar graphs.

Reasoning Ability:

Ability to apply common sense understanding to carry out instructions furnished in written, oral, or diagram form. Ability to deal with problems involving several concrete variables in standardized situations.

Competencies: To perform the job successfully, an individual should demonstrate the following:

Cooperation – Displays positive outlook and pleasant manner. Establishes and maintains effective relations. Exhibits tact and consideration. Offers assistance and support to co-workers. Works actively to resolve conflicts. Works cooperatively in group situations.

Dependability – Commits to doing the best job possible. Follows instruction. Keeps commitments. Meets attendance and punctuality guidelines. Responds to requests for service and assistance. Takes responsibility for own actions.

Quality – Applies feedback to improve performance. Demonstrates accuracy and thoroughness. Displays commitment to excellence. Looks for ways to improve and promote quality. Monitors own work to ensure quality.

Quantity – Achieves established goals. Completes work in timely manner. Meets productivity standards. Strives to increase productivity.

Safety & Security – Determines appropriate action beyond guidelines. Observes safety and security procedures. Reports potentially unsafe conditions. Uses equipment and materials properly.

Work Environment:

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. The noise level in the work environment is usually moderate.

Physical Demands:

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is frequently required to talk or hear.  The employee is occasionally required to stand; walk; use hands to finger, handle, or feel and reach with hands and arms.  The employee must occasionally lift and/or move up to 50 pounds.  Specific vision abilities required by this job include close vision and ability to adjust focus.

The above job description is not intended to be an all-inclusive list of duties and standards of the position.  Incumbents will follow any other instructions, and perform any other related duties, as assigned by their supervisor.

The above job description is not intended to be an all-inclusive list of duties and standards of the position.  Incumbents will follow any other instructions, and perform any other related duties, as assigned by their supervisor.

If interested, please email a resume to Tricia Kinnard at tricia@bpiguns.com