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Digital Marketing Manager At King's Hawaiian Bakery West, Inc.

Location: Torrance, California

Job Description

At King’s Hawaiian, we are very fortunate to have a product line-up that our consumers love beyond reason. They talk about the products and how they use them in all kinds of ways. They evangelize for the products to their friends. They shout about the products from the rooftops (well maybe not from the rooftops, but they’re excited). With such a strong product offering and consumers’ love for it, we want to ensure that even more people know about it, even more people are telling their friends about it, and even more people are using the products for all kinds of great food occasions.

For the past 5 years King’s Hawaiian has done this through TV advertising, national promotions and sponsorships, show integrations, events, and in a smaller way, digital, influencer and social media. This has driven tremendous growth, nearly doubling an already large business. As we head into the next 5 years, we are looking to leverage digital (SEO, advertising, digital articles/videos, etc.), social media and influencers in a much bigger way to continue to drive substantial growth and are looking for expertise to help us accomplish this. We are also looking to leverage the expertise of any individual in this role to drive consumers to our ecommerce platform and facilitate trial of new products. This is a major initiative for the company and will have high visibility.

This role will report directly to the Director of Brand, as well as have responsibility for supporting the Head of Innovation.

Responsibilities:

  • Work with brand team to create digital and social media plans (both overarching for the year, as well as detailed monthly content plans). We are all about going BIG and driving BIG success, so the bigger you plan with the brand team the better
  • Work with innovation team to design strategies and create plans to get consumers to the ecommerce platform to try new King’s Hawaiian products. (This is a key focus of the company and will have substantial senior leadership visibility)
  • Work with the creative agency / creative resources to guide the development of all King’s Hawaiian digital content needs, including (but not limited to) kingshawaiian.com, e-mail marketing, and all social assets.
  • Assist with writing / directing web and email copy / design to ensure content and aesthetic is on brand as needed.
  • Work with digital media buying agency to determine where to efficiently spend to drive digital content / plan
  • Spearhead SEO/SEM activity
  • Spearhead social media content calendar creation
  • Lead conversations and activity with digital influencers, in partnership with the Community Manager
  • Appropriately set up digital campaigns so that they are trackable and allow for garnering of consumer insights based on consumer activity
  • Determine ROI on digital activities and optimize accordingly
  • Identify future digital trends and opportunities the brand should be considering