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Director, Digital Marketing

Date: Jan 9, 2022

Location: Downers Grove, IL, US, 60515

Company: Glanbia

An exciting opportunity for an accomplished digital marketer to really shine in a growing, higher engagement CPG category with awesome content development opportunities and cool partners and influencers to work with, and multiple brands to support, to keep it interesting.


As the leader of the digital center of excellence this role partners with the brand business units to recommend and set the digital portfolio strategy and is accountable for the successful execution and results of each individual brand’s digital marketing strategy and plans.


You will define a digital marketing capabilities ecosystem for GPN and a comprehensive performance marketing adoption and activation plan, that establishes current operational standards and a vision for the future. This will incorporate performance marketing and digital analytics throughout, the customer journey across paid, owned and earned assets for a growing portfolio of brands.


This digital leader will expand and optimize target audience reach, engagement and LTV by cultivating consumer awareness, consideration and on-line and in channel interactions at scale, to drive sales and loyalty for the individual brands.


Collate and interrogate all sources of customer data to drive a rigorous performance marketing approach and maximize the return on marketing investment, as well as partnering with the analytics and insights team to optimize data usage and actionable outcomes throughout the consumer journey. 


Reports to VP, Integrated Marketing. Manager of People


Essential Functions:

  • Strategy – Work cross functionally to provide digital expertise across the various brand teams to enhance their digital and overall business performance on a daily basis and annually through the development and execution of annual brand plans. Define and recommend measurable business goals across the individual brands in the portfolio, and deploy capabilities to ensure the successful execution thereof. Use performance tracking to continually optimize ROI and remain agile to adjust plans and tactics as market conditions and competitor activities require.


    Digital and Media – Familiarity with digital media buying, and digital agency management, in all on-line channels, including social, search, display and across the variety of programmatic channels available. Experience with media strategy and media planning for terrestrial TV and other non-digital channels a plus.  


    Customer acquisition and engagement – Profitably broaden and improve GPN’s digital customer acquisition funnel, increasing brand awareness by targeting specific customers and need-states with brands that offer the ideal solution or benefit to their needs. Utilize analytics to measure CPA and engagement across social, web, mobile, SEO, SEM, email and display, incorporating our own and partner/influencer assets. Understand the cost and ROI for all activities and the LTV – of repeat customers and subscription services.


    Content Management – Recommends and oversees the development of a content marketing strategy designed to improve SEO results and rankings using a solid understanding of the type of content and coding format necessary to maximize searchability. Drive awareness of the various brands and engage and educate prospects and consumers about the nutritional benefits of the various GPN brands to increase consideration and repeat purchase over time. Track and monitor the performance of various content elements and make recommendations for strategic and creative adjustments to improve results. Build credibility for the brands and make them a trusted source of nutritional information and an aspirational lifestyle.



    CRM, loyalty and up-sell, cross sell – Manage the execution of all CRM activities to personalize and optimize consumer experiences to increase basket size, make recommendations and increase loyalty and customer satisfaction.


    Analytics and attribution – Ensure every dollar spent on-line is tracked and measured to maximize return on GPN’s digital marketing investment and instill in the business a data led mindset that optimizes to, the ideal customer experience and delivery of sales objectives. Best in class analytics and reporting.


    Consumer journeys and UX – Lead the design and delivery of an exceptional customer experience in the digital channel that is intuitive, seamless and engaging, allowing loyal users and prospects to be educated and inspired to try, and then use more of GPN’s products.  Be thoroughly familiar with web analytics and a test and learn approach to reduce on-line friction and optimize the e-commerce purchase process. Develop digital consumer journey maps for each brand to support a customer acquisition and sales strategy. 


    Digital Merchandising and promotions – Working in conjunction with the brand and sales teams, effectively deploy digital marketplace specific, demand generating promotional merchandising.


    World class digital team – Recruit and build a world class digital marketing team including the development and deployment of tools and processes to be successful.


Education & Experience:

  • BA/BS degree required
  • Minimum of 10+ years of CPG relevant experience




At Glanbia, we celebrate diversity, because we know that our individual strengths make us stronger together. We welcome and encourage interest from a wide variety of candidates, and we will give your application consideration, without regard to race, color, religion, sex, sexual orientation, gender perception or identity, national origin, age, marital status, protected veteran status, or disability status. 


At Glanbia our culture will celebrate individuality, knowing that together we are more.

Nearest Major Market: Chicago