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Hallmark eCommerce Content Strategist in Kansas City, Missouri

eCommerce Content Strategist

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Date: Feb 23, 2021

Location: Kansas City, MO, US, 64108

Company: Hallmark

reqid: 82806


Come join us. You’ll add value to one of the world’s most iconic consumer brands and be part of our company with a life-affirming purpose to inspire meaningful connections. Our products, content and experiences aim to enrich all lives by making a genuine difference in every life, every day, and our business is focused on bringing the value and relevance of Diversity and Inclusion to every brand, product and person we touch. Our overarching enterprise D&I Framework and plans demonstrate our belief and value in having a diverse and inclusive workforce. Hallmark’s D&I efforts will continue to represent ongoing progress and reinforce our commitment, as will our intentional focus on bringing more diverse talent into our business and onto our teams. Hallmark has been recognized as one of Forbes and Statista 2020 Best employers for Diversity, Women and New Graduates.

The eCommerce Content Strategist (Amazon) leads the formulation and implementation of digital marketing and content strategies for Amazon and other ecommerce platforms selling Hallmark products. Responsible for developing strategies to optimally market Hallmark products based on consumer insight and data. Incumbent is proficient with Amazon and Search Engine Marketing/Search Engine Optimization (SEM/SEO) strategies, can write content (titles and product descriptions) and spots trends that are critical to consumer’s lives. Develops and evolves ideas with cross-functional teams to bring together category strategies and tactics, business objectives and consumer needs. The role will have responsibility for:

Marketing and Content Strategy:

  • Creates digital marketing strategies and is responsible for marketing campaigns and execution of plans for Amazon, and other ecommerce businesses. Ensures Hallmark products are eligible for benefits that drive customer demand. Develops Hallmark’s marketing offerings to ensure successful SKU expansion campaigns, optimized traffic, strong revenue growth and competitive margins.

  • Writes content (titles, product descriptions, editorial for social posts, Brand Store, and A+ content) for Hallmark’s ecommerce products. Ensures Hallmark products are positioned to gain page one organic placements throughout our ecommerce sites. Develops Hallmark’s content strategy to ensure successful new product introductions while driving sales of existing ecommerce products.

  • Partners with Product Managers in the development of strategies that drive impact through promotions, product, and partnerships.

  • Directs new approaches and strategies utilizing knowledge about consumer behavior information, shopper insights, trends, and competitive information. This includes geotargeted, customized, and/or personalized content and experiences on the site. Optimizes spend and performance based on these insights.

  • Leads and manages Amazon SEO/SEM, marketing database, email, social media and/or display advertising campaigns for ecommerce businesses. This position ensures marketing is aligned, linked and transparent with key business partners (internal & external) so that marketing investment choices can be assessed and planned with overall marketing budget; to ensure business goals can be met; and to build credit and support from customer teams.

  • Establish best practices in digital marketing and content for e-commerce.


  1. Utilize strong analytical ability to evaluate end-to-end customer experience across channels and customer touch points. Main contact for Vendor Central, Amazon’s web interface for distributors. Power-user of analytics to guide priorities and efforts. Develops channel shopper insights, channel implications, and action plans for digital ecosystem and Omni channel environment.

  2. Manages tracking, attribution, measurement, and reporting of marketing tactics/campaigns and access against ROI and KPIs. Conducts detailed analytics of sales and operational metrics, traffic, and geographic sales analysis.

  3. Analyze web traffic metrics and suggest solutions and identifies key trends, issues and root causes that will boost web presence; proactively suggest new campaigns.

  4. Leverage analytics & experimentation/tests to constantly inform program strategies and measurements to increase traffic. Develop new shopper data technology and work-process capabilities to increase program impact and operational efficiencies and automation.

Creative Development:

Develops communication and creative briefs and leads creative and content development.


  1. Acts as liaison with Agencies, Marketing, Sales, Customer teams, Product Managers, Creative and Supply Chain to increase strategic opportunity, optimize customer experience and ensure brand consistency. Create, affect and improve current and new workflows that streamline the transaction cycle without impact to customer experience.

    1. Provides business and financial justification on complex projects, initiatives, and enhancements. Outlines project KPIs for business partners.
  2. Collaborates with Third parties through Amazon and key partnerships to maximize opportunities for Omni channel revenue growth.


To be considered an applicant for this position you must show how you meet the basic qualifications of the job in a resume or document you upload, or by completing the work experience and education application fields. Accepted file types are Microsoft Word (DOC or DOCX), PDF, HTML, or TXT. Individual file size attachment limit is 10 MB.

Basic Qualifications

  • Bachelor’s degree in Marketing, Advertising, Finance or 4 years professional work experience

  • Minimum of 3 years of work experience in digital and product marketing in Amazon or an e-commerce environment.

Preferred Qualifications

  • Proven work experience in digital marketing strategy

  • Experience in creatively identifying target audiences and devising informative and engaging digital campaigns. Working knowledge of ad tools (e.g., DART, Atlas)

  • Direct experience with online marketing tools and practices, optimizing landing pages and user funnels. Experience implementing/optimizing Amazon and Google AdWords campaigns preferred.

  • Demonstrable experience leading and managing SEO/SEM, marketing database, email, social media and/or display advertising campaigns and working with SEO/SEM and CRM software Familiarity with web design and HTML.

  • Solid knowledge of web analytics tools - Google Analytics, NetInsight, Omniture, WebTrends

  • Working knowledge of HTML, CSS, and JavaScript development and constraints. Experience with A/B and multivariate experiments

  • Strong vendor management as well as cross-functional management experience

  • Excellent verbal and written communication skills

  • Strong analytical, project management, statistics/testing methods skills

  • Strong spreadsheet modeling and PPT presentations creation skills

  • Strong multi-project and deadline management with adaptive workstyle in fast paced environment.

In compliance with the Immigration Reform and Control Act of 1986, Hallmark Cards, Inc. and its subsidiary companies will hire only individuals lawfully authorized to work in the United States. Hallmark does not generally provide sponsorship for employment. Employment by Hallmark is contingent upon the signing of the Employment Agreement, signing of an agreement to arbitrate in connection with the Hallmark Dispute Resolution Program, completing Form I-9 Employment Eligibility Verification, passing the urinalysis drug screen, education verification and satisfactory reference and checks.

Hallmark offers competitive benefits and work environment aligned with our brand focus of enriching all lives.

Hallmark is an equal opportunity employer. All qualified applicants will be considered for employment without regard to race, color, religion, sex, age, pregnancy, national origin, physical or mental disability, genetics, sexual orientation, gender identity, veteran status, or any other legally-protected status. Principals only please.

Nearest Major Market: Kansas City

Job Segment: Content Strategy, Advertising, SEM, Product Marketing, Online Marketing, Marketing

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