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Sr. Digital Marketing Manager - Merrell

Wolverine Worldwide | Rockford, Michigan Job ID 2024-10381

Current employees, please apply in Workday.


For over 40 Years, Merrell has been trying to share the simple power of the being outside with everyone. We believe in the positive benefit of the outdoors to restore individuals and communities. As a result, we want to fuel the growth of outdoor participation through the creation of awesome products and amazing stories that encourages people to get outside everyday whether in the city or on the trail. To help drive this journey and help tell amazing stories, we're looking for a Sr. Digital Marketing Manager to join our team.

This role leads the development and execution of digital marketing programs that support growth and revenue goals across the digital channels. They will focus on digital content ideation, development, execution and measurement across the sales/marketing funnel. This person will drive content development and strategy across Merrell & Chaco’s digital ecosystem including but not limited to organic social, influencer, paid media,,, and CRM.

Job Description

  • Leads the execution of the brand digital content, fully integrated across channels and measurable in market that drives engagement, positive sentiment and conversion.
  • Drives innovation and cross-channel marketing programs that are based on digital marketing principles – specifically leveraging desirable digital content for paid and owned media channels.
  • Engages relevant partners (internal and external) to create appropriate digital assets to execute digital campaigns. Drives media analytical tool strategy and ensures familiarity with key industry tools.
  • Sources and develops engaging content for owned channels, including blog, site and social.  Provides asset manuals to relevant partners.
  • Drive our influencer marketing strategy alongside our external partners to deliver against our earned and paid KPIs. Identify and drive influencer initiatives that will improve audience acquisition, retention, and growth.
  • Owns influencer briefing and content strategy to complement PR influencer activations and maintain relationships and programs.
  • Develops and executes
  • Oversees planning and content development of media partner programs, making sure assets and resources are provided.
  • Develops and executes digital content testing plan.
  • Leads with a data first mindset. Leverages data to inform digital campaign development. Tracks campaigns and be the owner of numbers to identify opportunities for change / growth.
  • Performs duties consistent with the Company’s AAP/EEO goals and policies.
  • Performs other duties as required/assigned by manager.

Knowledge, Skills, and Abilities Required

  • Bachelor’s degree or equivalent experience required.
  • 7+ years of omni-channel marketing experience, including experience with writing and creating original digital content.  Consumer product experience required; experience in the footwear or apparel industry preferred.
  • A deep understanding of digital best practices and earned relationships in the digital space (content creators, agencies etc)
  • Ability to listen, engage and respond to our consumer in a continuous way (always on) to ensure we are driving trial, loyalty and advocacy.
  • Acts as a change agent and supports a culture of curiosity.
  • Proven leadership skills with at least 2 years’ experience in leading and developing a team.
  • Analytical skills with the ability to interpret and translate data into actionable proposals.
  • Ability to build strong cross-functional relationships in order to develop impactful sales and brand equity driving programs.
  • Takes a solution oriented approach and embraces a spirit of continuous improvement.
  • Demonstrated comfort level with public speaking and presenting. Leads meetings with purpose and action.
  • Strong project management skills, time management skills and attention to detail while simultaneously managing multiple projects.


Normal office environment.  Travel may be required.

The above statements are intended to describe the general nature and level of work being performed and are not intended to be an exhaustive list of all responsibilities, duties and skills which may be required.

Wolverine Worldwide, Inc. is committed to creating a company that is as diverse as our consumers. We value the differences in one another and believe our differences make us stronger. Our diverse and inclusive corporate culture starts with the recruitment process. We are committed to being an equal opportunity employer. We aim to create equal opportunities for our associates, customers, and suppliers regardless of race, color, religion, sex, national origin, age, disability, sexual orientation, gender identity, or any other legally protected characteristic.