Digital Performance Manager

SUMMARY
Traditional Medicinals is seeking a Digital Performance Manage r to lead enterprise-level digital performance strategy, measurement, and agency oversight across owned digital channels, retail media, and commerce platforms. This role is responsible for connecting website, content, paid search, retail media, and eCommerce performance into a unified, executive-ready performance narrative that informs planning, forecasting, and investment decisions across Marketing, Retail Media, Sales, and Finance. Reporting to the Director of Omni Channel Commerce Marketing, the Digital Performance Manager owns strategic leadership and accountability for the agencies that manage the TM.com website, brand store, and SEO/SEM programs. In partnership with internal teams and third-party partners, this role oversees website content deployment priorities, guides brand store experience, PDP content, and technical enhancements, and ensures performance measurement rigor across all owned digital touchpoints.

This role plays a critical part in elevating performance marketing capability across the organization by educating stakeholders, refining decision frameworks, and embedding performance insights into Joint Business Planning (JBP) and key partner conversations. By doing so, the Digital Performance Manager helps evolve how Traditional Medicinals evaluates digital and commercial investments across its portfolio and channels, enabling more informed, disciplined decision-making.

ESSENTIAL FUNCTIONS:

Enterprise Digital Performance Strategy & Capability Building

• Own enterprise-level digital performance strategy and measurement across website, content, paid search, retail media, and commerce channels
• Define and evolve standardized KPIs, benchmarks, and performance frameworks that guide investment decisions
• Lead the ongoing development and maturity of performance marketing capability across the organization
• Maximize advertising budget efficiency by evaluating and defining the ROI of all digital sales channels. Report on sales channel performance at both individual and omnichannel levels
• Define appropriate targets for incremental growth and take ownership of achieving them
• Elevate how Traditional Medicinals evaluates digital and sales investments to support more disciplined, mindful decision-making

Performance Marketing Dashboard Ownership & Evolution

• Own the vision, utilization, and ongoing evolution of the Performance Marketing Dashboard
• Ensure the dashboard is not only a reporting tool, but a decision-support system used to guide planning, forecasting, and investment trade-offs
• Continuously refine how performance data is integrated across sales and digital marketing results
• Translate performance outputs into clear insights, implications, and recommended actions

Website Content Deployment & Agency Leadership

• Provide strategic oversight of website content deployment in partnership with internal teams and agency partners
• Partner with internal teams and third-party partners to guide brand store experience, PDP content, and technical enhancements, ensuring updates are prioritized, performance-measured, and aligned to brand and commerce objectives
• Set priorities, success criteria, and measurement standards for content updates and site enhancements
• Ensure website and content performance is measured, interpreted, and connected to broader brand, commerce, and shopper objectives
• Own leadership and accountability for the agencies managing TM.com website execution and SEO/SEM programs

Cross-Channel & Retail Media Integration

• Partner closely with the Sr. Manager, Retail Media and other channel leaders to align performance measurement across channels
• Connect owned digital and content performance to retail media, shopper, and sales outcomes
• Support full-funnel performance measurement across awareness, consideration, conversion, repeat behavior, and Omni Channel Metrics reporting
• Establish learning agendas and test-and-learn frameworks across platforms and partners

Stakeholder Education & Decision Enablement

• Educate key stakeholders on performance trends, insights, and implications across channels
• Incorporate performance insights into monthly stakeholders meetings, retailer meetings, and Joint Business Planning (JBP) processes with key retail partners
• Support internal and external conversations with clear performance narratives that drive alignment and confidence
• Enable leaders to make informed, data-driven decisions across portfolio brands and channels

Strategic Planning & Investment Guidance

• Inform annual and quarterly planning with historical performance insights and forward-looking analysis
• Support budget pacing, reallocation recommendations, and investment prioritization
• Elevate digital marketing and investment strategies across the portfolio to support sustainable growth

REQUIREMENTS

• Bachelor’s degree in business, marketing, analytics, or a related field
• 7+ years of CPG experience in digital performance, analytics, eCommerce, or omnichannel marketing
• Experience operating at a strategic or enterprise level across multiple brands or channels
• Proven experience leading and managing external agencies with accountability for outcomes
• Strong fluency in digital, commerce, and retail performance data
• Experience with tools such as SPINS, Stackline, Numerator, or similar analytics platforms
• Familiarity with Retail Media partner platforms (e.g., Amazon Ads, Walmart Connect, Target Roundel, Instacart, Kroger)
• Experience with paid advertising platforms such as Amazon, Google, Microsoft, Meta, TikTok, etc.
• Ability to connect sales results, digital marketing, and retail media performance into a clear performance narrative
• Experience developing and evolving executive-ready performance dashboards
• Proven ability to translate complex data into actionable insights and recommendations
• Experience supporting planning, forecasting, and investment decision-making
• Understanding of full-funnel measurement across awareness, consideration, and conversion
• Experience overseeing website performance and content deployment through agency partners
• Strong cross-functional collaboration and stakeholder communication skills
• Ability to influence without authority in a matrixed environment
• Excellent communication and data storytelling skills
• Advanced Excel and PowerPoint skills

Travel Requirements :
There will be occasional overnight travel required (up to 5%)

Office Hours/Location:

• This position is based in Rohnert Park, CA. Office hours are Monday through Friday, 8:30 – 5:00 pm. This is a hybrid role offering the flexibility to occasionally work remotely. Expected in-offices days are Tuesday through Thursday. Subject to change.
• Remote candidates will not be considered for this role.

Compensation range is $98,400 – $129,000
Compensation is determined based on non-discriminatory, business-related factors, including but not limited to, training, experience, education and/or professional certifications, geographic location, and market data.

Traditional Medicinals, Inc. and its subsidiaries are proud equal-opportunity employers. We wholeheartedly embrace authenticity, diversity, and people's differences. We acknowledge, celebrate, and support individuality to the great advantage of our consumers, our stakeholders, our products, and the planet. We are committed to building an inclusive workplace for all our people.
We do not discriminate on the basis of race, color, religion, marital status, age, national origin, ancestry, physical or mental disability, medical condition, pregnancy, genetic information, gender, sexual orientation, gender identity or expression, veteran status, or any other status protected under federal, state, or local law.