The Digital Marketing Manager (DMM) is responsible for the implementation and execution of overarching digital marketing strategy including social media. The DMM ensures digital elements and systems are integrated into brand campaigns, product launches, and promotions across all digital/social channels. The DMM leads the website experience and is the primary point of contact for digital-centric vendors and agency partners.
Measures the website user experience based on marketing goals. This includes conversion rates, dealer locator proxies, time on site, bounces, user journey, and advocacy measures.
Optimizes and maintains the website; leads Best in Class (BIC) optimization to increase efficiencies and effectiveness in establishing success criteria. Ensures proper maintenance and prevention measures.
Manages the database to support and lead consumer base communications, sweepstakes initiatives, segmentation, dealer promotions, CRM, and eStore revenue growth.
Manages BIC social media practices across all appropriate channels; leads and develops social media Key Performance Indicators (KPIs) and execution in collaboration with creative content development.
Designs and executes digital marketing elements for all product launches across pistol, rifle, and accessories, to include promotions, specials, and internal/external partnerships.
Establishes success criteria, KPIs, and expected Return on Investment (ROI) for all assigned initiatives and across the holistic digital ecosystem of the FN brand.
Establishes planning and project management for all assigned tasks and establishes timelines and workflows to deliver against objectives and timing requirements.
Manages and leads the budget elements specific to digital ecosystem.
Assists with the development of annual marketing plans, including the assessment of marketing mix elements (i.e., traditional advertising, promotions, direct marketing, etc.) by channel (Military, Law Enforcement (LE), and Commercial).
Conducts and analyzes market and digital trends to determine growth opportunities for pistol/rifle, target audiences, needs by target audience, and product messaging focus specific to digital channels.
Leads, champions, and grows the digital experience for FN at retail and within the FN eStore.
Leads and manages internal and external teams as assigned to efficiently and effectively implement projects according to objectives and specifications as appropriate.
*Other duties as assigned by management.
Typical office environment with some travel between buildings and to other locations required. May be exposed to loud noises, toxic chemicals, and dangerous machinery when on the plant floor.
All FN America employees have a responsibility to participate in the development of a safe and healthy workplace and to comply with instructions given for their own safety and health and that of others.
Equal Employment Opportunity/M/F/disability/protected veteran status
FN America, LLC is committed to working with and providing reasonable accommodation to individuals with physical and mental disabilities.
If you need special assistance or an accommodation while seeking employment, please email HR@FNAmerica.com or call: 803-736-0522. We will make a determination on your request for reasonable accommodation on a case-by-case basis.
VEVRAA Federal Contractor
Bachelor’s degree in Marketing or related field is required.
5+ years’ digital marketing and digital-centric experience required.
Skills and Competencies
All FN America employees are expected to demonstrate accountability, collaboration, communication, customer focus, and innovation. Additional skills required include:
Ability to operate and work within web platforms and digital environs
Ability to work with mathematical concepts such as probability and statistical inference.
Understanding of plane and solid geometry and trigonometry.
Ability to apply concepts such as fractions, percentages, ratios, and proportions to practical situations.
Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists.
Ability to interpret a variety of instructions furnished in written, oral, diagram, or schedule form.
Exceptional knowledge of digital BIC practices, ability to implement, ability to optimize, and evolve current digital systems.
Microsoft Office Suite
Internal Number: 481
About FN America, LLC
FN America, LLC is a U.S. subsidiary of FN Herstal, S.A., a global leader in the development and manufacturing of high-quality, reliable firearms for military, law enforcement and commercial customers worldwide. Headquartered in McLean, Virginia with manufacturing operations in Columbia, South Carolina, FN America is passionately committed to providing its customers with a portfolio of FN-branded products, training and support services that enhance user performance and safeguard their lives. For more information, visit us at or follow us on Facebook, Twitter and Instagram.