[MARKETING] Digital Marketing Manager, Brand Experience and Demand Generation at TCL North America in Irvine, CA, USA

Job description

• The Digital Marketing Manager (Brand Experience & Demand Generation) plays a critical role at the intersection of Brand, Media, and Digital Commerce. This position is responsible for driving high-quality consumer demand and shaping the digital brand experience across key touchpoints, ensuring that awareness and consideration efforts translate into measurable business impact.
• Acting as a strategic bridge between Brand Marketing, eCommerce, and Media teams, this role focuses on building and activating upper- and mid-funnel strategies that generate qualified traffic and accelerate the path to purchase. The position owns paid media strategy, website experience (TCL.com), and CRM-driven lifecycle marketing to ensure a cohesive and effective consumer journey from discovery through purchase intent.
• The successful candidate brings a strong understanding of how modern digital marketing ecosystems operate, with the ability to translate brand and commercial objectives into integrated campaigns, content strategies, and data-driven optimizations that deliver results.
• This role is ideal for a marketing professional who is equally comfortable managing media investments and performance metrics as they are shaping digital experiences, content strategies, and consumer journeys.

Responsibilities

• Paid Media Strategy & Demand Generation
• Develop and execute upper- and mid-funnel paid media strategies across Video, Social, Display, and Native channels to drive qualified traffic and build consumer consideration.
• Design and implement innovative media approaches that shorten the path from product discovery to purchase, accelerating the "see-to-buy" cycle.
• Build and refine audience segmentation strategies to effectively engage consumers early in the decision-making process and nurture future conversion.
• Own media execution, including budget allocation, performance optimization, and traffic quality, ensuring efficient use of investment aligned with business priorities.
• Website Experience & Content Strategy (TCL.com)
• Own TCL.com as the central hub for brand storytelling, product education, and consumer engagement-not just as a transactional platform.
• Design and optimize end-to-end user journeys that drive engagement and increase purchase intent through intuitive navigation and compelling content.
• Lead SEO and organic growth initiatives by improving site structure and developing high-quality content (e.g., product pages, guides, editorial content) aligned with consumer research behavior.
• Implement traffic routing strategies that align with business goals, optimizing pathways to retail partners or direct purchase flows as needed.
• CRM & Lifecycle Marketing
• Develop and manage CRM and email marketing strategies to capture and nurture upper-funnel demand into qualified purchase intent.
• Drive first-party data acquisition through targeted campaigns and on-site lead capture strategies, strengthening direct consumer engagement channels.
• Optimize lifecycle communications to improve engagement, retention, and readiness to convert.
• Analytics, Insights & Performance Optimization
• Analyze performance across channels with a holistic view, focusing on traffic quality, engagement, and contribution to downstream conversion-not just last-click sales.
• Develop and refine attribution approaches to better understand the impact of upper- and mid-funnel efforts on total business performance (DTC and retail).
• Translate data insights into actionable recommendations to continuously optimize media mix, content strategy, and user experience.
• Business Impact & KPI Ownership
• Define and track key performance indicators including traffic growth, engagement, SEO visibility, media efficiency, and CRM database expansion.
• Drive measurable improvements in qualified traffic, purchase intent signals, and marketing efficiency through disciplined execution and optimization.
• Promote a data-driven, test-and-learn culture to continuously refine strategies and maximize return on marketing investment.

Requirements

• Must Haves
• 5–10 years of experience in digital marketing, paid media, demand generation, or related roles.
• Proven ability to manage and optimize multi-channel paid media campaigns with a focus on upper- and mid-funnel performance.
• Strong understanding of digital consumer journeys, including content strategy, SEO, and lifecycle marketing.
• Hands-on experience with analytics tools and the ability to translate data into actionable insights and business recommendations.
• Excellent communication skills with the ability to collaborate across brand, eCommerce, and analytics teams.
• Nice to Haves
• Experience managing or optimizing brand websites and content hubs.
• Familiarity with CRM platforms and email marketing tools.
• Exposure to multi-channel retail environments (DTC + retail partners).
• Strong analytical mindset with experience in attribution modeling or marketing mix analysis.
• Background in consumer electronics, retail, or high-consideration purchase categories.

Skills

Required

• Digital marketing
• Paid media
• Demand generation
• Content strategy
• SEO
• Lifecycle marketing
• Analytics tools
• Data-driven decision making
• Communication
• Collaboration

Preferred

• Brand website management
• Content hub optimization
• CRM platforms
• Email marketing tools
• Multi-channel retail environments
• Attribution modeling
• Marketing mix analysis
• Consumer electronics industry knowledge

Benefits

• Vacation: Starting at 5 days per year
• Health & Wellness Days: 10 days per year (prorated based on start date)
• Paid Holidays: 12 days per year
• Medical Insurance
• Dental Insurance
• Vision Insurance
• 401(k) & Retirement Plan
• Salary Range: $80,000 - $115,000