Director, Digital Experience

Overview

Con-Air Industries, a Filtration Group Company, is on a mission to make the world safer, healthier, and more productive by providing quality air filters for homes and community spaces. The Con-Air team is comprised of a passionate workforce that is driven to help families everywhere breathe better. You can find Con-Air’s quality filters on several e-commerce platforms, available directly to consumers under the Aerostar brand.   Learn more at Conair Industries.

The Director of Digital Eperience will support the Con-Air business unit.  This role will be responsible for driving the company’s revenue growth for owned & operated websites through innovative and strategic marketing initiatives. This role requires a dynamic and results-oriented leader who can develop and execute comprehensive growth strategies across multiple channels. The ideal candidate will possess a deep understanding of conversion optimization, media buying, user experience, paid media and site operations, and will have a proven track record in driving significant revenue growth.

Responsibilities

• Be a cultural champion demonstrating trust, a bias for action and entrepreneurship
• Create & implement annual promotional calendar based on deal moments, seasonality & new launches to increase topline revenue for the Company
• Develop & executive overall email marketing strategy in alignment with business goals- including segmenting audiences, implementing lead nurturing sequences, managing automated email flows & tracking metrics in conjunction with internal stakeholders & external agencies
• Design and schedule newsletters & promotional emails and continuously monitor performance through A/B testing & personalization to optimize conversion & ensure list hygiene and compliance
• Analyze market trends position assortment appropriately across owned & operated sites; including curating on site experience, managing sort & filters, and leveraging cross-selling & upselling tactics in coordination with UX team
• Develop pricing strategy based on margin profiles, conversion rate & AOV & promotional activity to ensure items are priced competitively with the competitive landscape
• Ensure SEO best practices are implemented in conjunction with agency to increase organic traffic and site rank
• Allocate budgets and implement paid media strategies to grow overall market share for the Company through leveraging ad platforms to launch and manage campaigns with defined KPIs for new customer acquisition & existing retention, while optimizing for conversion
• Negotiate and lead affiliate marketing efforts in conjunction with agency to allocate budget for maximum return based on target audience and platform fit
• Create & implement a content calendar aligned with product launches, promotions and seasonal moments to enhance brand visibility, increase engagement, request UGC & build relationships to foster loyalty

• Post product spotlights and set up social campaigns to retarget site visitors and drive traffic back to product pages

• Create dedicated reports to track metrics for all site activities to ensure business has line of sight into overall performance within the business

Qualifications

• Proven experience in a growth marketing role with a strong track record of driving revenue growth
• Expertise in conversion optimization, media buying, UX and site operations
• Strong understanding of funnel creation, affiliate marketing, CRM, social media, and retention marketing
• Proficiency in email marketing, re-targeting, CDJ, customer segmentation, and audience building
• Experience in influencer marketing, project management, team development, pricing, and MARTECH
• Ability to develop and manage strategic partnerships and loyalty programs
• Excellent project management and leadership skills
• Strong analytical and problem-solving abilities

Preferred Platforms:

• Shopify
• YOTPO
• KLAVIYO
• GA4(Google Analytics 4)
• Google Ads
• Meta Ads

More About Filtration Group

Filtration Group is on a mission to make the world safer, healthier and more productive. With a passionate workforce, global footprint and world class engineering and manufacturing capabilities, we are driving innovation and developing solutions across a broad spectrum of applications in the fast-growing and rapidly-evolving global filtration industry. We are committed to maintaining an entrepreneurial culture built on a foundation of trust and in which our leaders exhibit a strong bias for action.   

The Company began in 2009 and has rapidly grown organically and through a thoughtful acquisition strategy to be a global leader in the highly attractive filtration industry. Filtration Group has the broadest portfolio of solutions in the industry and has had a particular focus on building a leading platform of solutions focused on the Life Sciences and Indoor Air Quality end markets which are rapidly growing in the current market environment. Filtration Group produces mission critical products with high replacement rates.  Over 80 percent of the Company’s revenue comes from replacement / consumable products, many of which are specified into customer’s products or processes.  With revenues over $2 billion, Filtration Group is consistently recognized as the fastest growing and one of the largest filtration businesses in the world and has a global footprint of 141 facilities in 28 countries. Filtration Group has over 10,000 employees who are united in their Mission to make the world safer, healthier and more productive.