Digital Marketing Specialist-Website & App

Summary of Position (Job Purpose) - Major purpose and functions of the position.
This position is responsible for the content planning, execution, analysis, and optimization of Dollar Tree's websites and apps to drive engagement and conversion by translating merchandising product strategies and brand campaigns
The key goal is to maintain and optimize the user experience that drives sales, both online and in-store


The specialist will support new omnichannel programs, personalization strategies, and A/B testing to drive deeper engagement and incremental e-commerce sales and enhance our customers' experience.

The Dollar Tree website and app are a crucial resource for driving traffic into our stores, so optimizing their access to product information, seasonal offerings, and engaging content will also be essential
This includes heavily optimizing critical sections of our websites and app (e.g., homepage, category landing pages, product detail pages, shopping cart, and checkout) for user experience, driving revenue, improving our conversion rate, and increasing revenue per visitor


This role will also help us understand and adhere to our brands and department goals while working closely with merchants and marketing-channel teams across paid media, addressable, and content to ensure the timely execution of omni-channel product strategies and campaigns
The Specialists will also work closely with our product management team and external partners on enhancements to our websites and app, such as personalization, sharing new/emerging trends/opportunities that will help drive our business, and creating competitive advantage


This person will use data to drive decisions that improve the customer experience and support business goals
They will combine strategic direction with hands-on tactical execution, testing, and learning to continually optimize results.

Principal Duties and Responsibilities - Primary responsibilities listed in order of importance
• Support delivery of overall website and app marketing strategy to drive key KPIs such as revenue, conversion, revenue per visitor, bounce rate, and return rate.
• Develop schedules that balance strategic priorities with intake requests from various stakeholders.
• Plan marketing content for website and app for that aligns with department calendars and go-to-market plans.
• Maintain team’s website/app calendar.
• See website and app content through from conceptualization to deployment and analysis, working closely with merchants, designers, copywriters, and web developers for execution.
• Test, schedule, and deploy website and app content, ensuring accuracy at each step.
• Execute A/B testing and personalization strategies for website and app for optimizing KPIs using our toolset.
• Work closely with product management team on new functionality and enhancements to improve user experience.
• Collaborate across the marketing department integrate website and app into omni-channel campaigns and support monetization program on both the website and app.
• Support the analysis of and reporting on website/app performance and/or campaign performance and behaviors and incorporate learnings into current and future planning.
• Track best practices, monitor industry trends, and make recommendations for channel growth.

Minimum Requirements/Qualifications - Summary of knowledge, experience and education required.
• BA/BS or equivalent work experience.
• 3+ years of digital marketing experience.
• Strong problem-solving skills and meticulous attention to detail.
• Excellent written and verbal communication skills.
• Experience leveraging content management systems.
• Experience leveraging customer relationship management systems

• Experience analyzing website data using an analytics tool (i.e
Google Analytics).
• Proven analytical abilities with strategic thought processes and reporting skills.
• Ability to prioritize multiple projects with competing deadlines and a high sense of urgency.
• Proficiency in A/B testing and personalization strategies a plus.
• Technical Skills: Intermediate to advanced working knowledge of Microsoft Office desktop applications, inclusive of Excel, Word, PowerPoint, and Outlook
Intermediate to advanced working knowledge of Adobe Suite, including but not limited to Adobe Photoshop and Adobe InDesign