Content Optimization / eCommerce Manager

Company: Hanes Brands
Location: Lewisville
Posted on: July 15, 2021

Job Description:

HBI is establishing a Product Content Center of Excellence aligned with the implementation of a global Product Experience Management Platform (Salsify).  eCommerce Content Optimization is a key workstream within the Product Content Center of Excellence and responsible for enhancing base content provided by marketing and brand teams, infusing base content with SEO, and collaborating with marketing and brand teams to build and adjust content based off retailer requirements.   The Content Optimization Manager will lead and develop a team of global Content Optimization analysts within the COE.

The eCommerce Content Optimization Manager candidate will partner with Marketing, Brand, and Creative Teams to enhance brand-approved copy for eCommerce purposes.   Responsibilities include but are not limited to:

• Develops strategy for building conversion-focused content from brand-approved “base” copy for use across eCommerce channels.
• Research SEO best practices against emerging trends, supplies keyword lists to Marketing, Brand, and Creative teams.
• Research new content areas (360 shots, AR/VR, etc.) with top-grossing eCommerce retailers and competitors to surface opportunities to increase page-rank with Sales/Marketing.
• Sources SEO keywords for products and is adept at organic keyword insertion.
• Develop “Enhanced Content” templates for repeated usage to deliver a consistent brand-feel online.
• Coordinates with Marketing, Brand, Creative, and Sales teams to document and follow a well-defined process for content development for new products.
• Creates, maintains, and updates best-in-class SEO-enriched content for eCommerce use cases.
• Creates, maintains, and updates below-the-fold content for use on top strategic retailers and internal B2Cs.
• Works closely with eCommerce Syndication team members to implement and review base and enhanced copy for online retail use.
• Track and version control content development and deployment within Salsify.
• Manages team of Content Optimization analyst/associate analysts, including proofing, division of responsibility, and day to day operations.
• Partners with PXM Analytics team to develop content metrics to measure content efficacy across channels/regions.
• Collaborates with Marketing and Brand teams to ensure understanding of global brand strategy, ensuring content optimization is always aligned with brand strategy.

Bachelor’s Degree or Equivalent Experience required.

5+ years’ experience developing best-in-class copy and content experiences for eCommerce.

• Demonstrated ability to lead Global content teams and deploy robust strategic initiatives, proofing content, and providing effective feedback to grow and develop team members.
• Professional understanding of SEO as it pertains to product content, on B2C “owned” sites as well as top retail partners such as Amazon/Walmart/Target.
• Demonstrated ability to source SEO for use through available tools (ex. Google Keyword Planner).
• Demonstrated ability to profile customers and develop personas based off eCommerce channel to assist in developing targeted strategies.
• Prior experience working with a Product Information Management system (ex. Salsify) is highly preferred.
• Outstanding communication skills, written and verbal.
• Strong organizational and time-management skills.
• Mastery of standard spreadsheet, word processing, and presentation software.

To qualify, applicants must be legally authorized to work in the United States and should not require now, or in the future, sponsorship for employment visa status

EOE/AA: Minorities/Females/Veterans/Disabled

Only applicants requiring reasonable accommodation for any part of the application and hiring process should contact us directly:  

Telephone: 877.999.5553

Email: HBI_TA@hanes.com

Keywords: Hanes Brands, Winston-Salem , Content Optimization / eCommerce Manager, Other , Lewisville, North Carolina