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Toledo, Ohio, United States

Marketing Manager, Digital Content

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Job ID 59400

PURPOSE OF THE JOB

Owens Corning Roofing is committed to be the digital leader in the residential roofing market, driven by increasing awareness/consideration with homeowners, fueled by connections with contractors, that ultimately powers increased sales volume.  Marketing drives growth within Owens Corning, and the Digital Content Marketing Manager transforms the marketing organization’s content acumen and capability. 

This person makes it easy to tell remarkable stories with compelling content.  Through a focus on brand, generating results match the fact that OC is the most trusted brand in the industry, capturing in-market homeowner demand (leads), and driving incremental revenue.  As a member of the Roofing Marketing team, this person drives homeowners through the roofing awareness, consideration, conversion, loyalty, advocacy funnel via content marketing.  In addition, this role increases connection and engagement with contractors.  Awareness, preference, and selection is driven by better presentation and increased awareness of Owens Corning products and systems in digital channels, on our customers and contractors’ digital assets, and in the marketplace.

The Digital Content Marketing Manager will plan, develop, and execute web and other on-line digital projects.  The primary function of this role will be to build content strategy and capability: identifying stories we should be telling, to which audiences, though what channels, using what content.  The role is a mix of strategy and execution, involving other marketing team members and leading outside agencies to generate content.  Measures will be discovering, implementing, testing, and refining the digital levers that drive homeowners through the funnel. This role will be challenged to continuously optimize and modify our digital approach based on measurement and evaluation of the strategies and tactics that we implement.

Reports to:  Roofing Digital Marketing Leader

JOB RESPONSIBILITIES

Operate content capability

  • Implement content marketing initiatives to drive traffic, engagement, and leads that deliver sales and increase contractor loyalty and advocacy.
  • Collaborate with internal teams to create content and optimize the user experience across all channels, utilizing strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points.
  • Participate in portfolio planning to help connect audience desires to our overall goals.
  • Collaborate across teams to deliver an effective content marketing strategy and editorial plan that meets the business objectives.  Major connections are to front-end marketing, analytics & insights, strategic and product marketing, internal digital team, and PR.
  • Create content our audience values and optimize the path to conversion (brand publisher mindset).
  • Establish standards and provide best practices for creation and management of content for internal and external creative resources, including designers, writers, and agency personnel.
  • Identify partners or in-house resources, and process to create compelling content quickly and at the right cost.
  • Write copy or facilitate copy through agency partners, as needed to deliver projects.
  • Maintain the Content creation process & execution through owned properties (OC.com, OC Connect, blog, etc).
  • Collaborate with team members to deliver our content and message on non-owned properties (social, trades, forums, blogs, other web sites).
  • Enhance our capabilities in Search Engine Optimization (SEO) & Copywriting.
  • Build and operate content capability through editorial calendar and organization workflows, through a Digital Asset Management (DAM) system and process - makes creating and re-using content simple.
  • Implement region and market specific content to drive improved share gain results in key areas.
  • Plan, execute, and measure experiments and conversion tests to drive increased engagement.
  • Use analytics for measurement and continuous optimization of the program, with trackable metrics reporting to the leadership team. 

Enhance and create digital customer experiences that drive engagement

  • Act as the portfolio manager for all web projects in the roofing business
  • Collaborate with strategic marketing managers and product management team to optimize online messaging and develop plans to optimize customer experiences.
  • Develop and test hypotheses that deliver exceptional customer experiences and digital journeys for contractors and homeowners.
  • Work with members of the IT team to improve functionality and UX to speed data collection and program management.
  • Demonstrate mastery in digital marketing
  • Connect overall business strategies and digital capabilities (existing and needed).
  • Act as a role model to build the digital acumen across the marketing organizations.
  • Evaluate emerging technologies and provide thought leadership and perspective for adoption where appropriate.
  • Deliver digitally integrated marketing initiatives, acting as the product owner, in addition to providing excellent communication to stakeholders, proactively engaging users/audiences.
  • Eliminate roadblocks to progress.
  • Embrace agile marketing and a learning culture.
  • Anticipate and proactively deliver needs for content. 
  • Establish clear and measurable outcomes and track them to conclusion.
  • Build view of the future with an executable pipeline/backlog.

Operates with metrics, analytics, and insights

  • Utilize multiple digital analytics packages to develop a full view and attribution, and ROI model.
  • Create dashboards and infographics that allow for actionable insights to be placed in the hands of decision makers.
  • Measure and report performance of all digital marketing campaigns and assess against goals (ROI and other KPIs).
  • Identify trends and insights; optimize spend and performance based on the insights

JOB REQUIREMENTS

MINIMUM QUALIFICATIONS:

  • Bachelor’s degree in marketing, business, communications, or journalism
  • 3+ years of marketing experience creating content for digital audiences (preferred experience with homeowners, contractors)
  • Works in complex distribution channels with multiple influencers and customers
  • Experience executing digital / marketing programs
  • Experience with A/B testing and multivariate experiments
  • Experience with WordPress, Google or Adobe Analytics, social channels

KNOWLEDGE, SKILLS & ABILITIES:

  • Mindset that seeks to understand what audiences consume and how to create it
  • SEO understanding, content categorization and structure, content development, distribution and measurement development of editorial governance so content is consistent with our brand voice, style and tone
  • Project management skills and understanding how to manage the priorities of multiple stakeholders in a matrix environment, with focus on the delivery of results
  • Understand the best practices of the main social media channels, and other non-owned properties (blogs, trades, PR, etc.), which content and approaches work on each and why
  • Strong analytical skills and data-driven thinking; ability to analyze determine insights and present content and social performance
  • Highly motivated and results-oriented with a high-energy level and passion for digital marketing
  • Good presentation skills – small groups and large settings.
  • Willing and able to operate "hands on" to get results; shows a can-do-attitude and able to operate under pressure to meet deadlines
  • Articulate, approachable, and candid; shows appreciation for and understanding of the feelings of others; aware of personal impact on others

#LI-KM2

About Owens Corning  

Owens Corning is a global building and construction materials leader committed to building a sustainable future through material innovation. Our three integrated businesses – Composites, Insulation, and Roofing – provide durable, sustainable, energy-efficient solutions that leverage our unique material science, manufacturing, and market knowledge to help our customers win and grow. We are global in scope, human in scale with approximately 20,000 employees in 33 countries dedicated to generating value for our customers and shareholders, and making a difference in the communities where we work and live. Founded in 1938 and based in Toledo, Ohio, USA, Owens Corning posted 2021 sales of $8.5 billion. For more information, visit www.owenscorning.com.

Owens Corning is an equal opportunity employer.

Please note: Applications must be filled out completely—incomplete applications will not be considered. Resumes are welcome, but are not a substitute for completing the application.

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