Digital Performance Manager
Traditional Medicinals, Inc., Rohnert Park, CA, United States
SUMMARY
Traditional Medicinals is seeking a Digital Performance Manager 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.
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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.
#J-18808-Ljbffr