Roumage
Shopify Store Build + Marketing Manager
Summary of Role
My role is to help revamp the Roumage website and brand, to build a new home that will showcase the Roumage products in all their glory to future customers.
Help establish and grow the Roumage online community via relevant social media platforms.
...and finally, to set-up email marketing campaigns and automations that help Roumage connect with customers and subscribers, tell the brand story, showcase beautiful products... and increase sales.
Responsibilities
Website
Shopify Theme:
- Research Themes to present to Nikki for new Roumage website
- Set up chosen Theme
Products / Categories
- Set up all products and categories within the new theme (including category descriptions and SEO)
- Values displayed on product pages clearly
- Tags: sizing, colour variants, values, etc
- Search (Navigation)
- Product descriptions
Content Pages & Copywriting
- Create engaging content pages
- Values Page
- About the fabric/materials
- About Roumage
- Draft all copy for the website, ensuring brand tone of voice is consistent throughout
- Ensure website copy is in line with SEO strategy
SEO
- SEO metadata, titles, and descriptions for each webpage, product, and category
- Track organic reach via Google Console and Analytics. Tweak as required
Apps
- Install and set up any Shopify apps that will enhance the Roumage website in consultation with Nikki
Static Legal Pages
Privacy Policy
T&Cs
Shipping,
Returns & Exchanges
FAQ’s
Social Media
Channel Management.
- Manage Roumage social media platforms including Instagram, Facebook and Pinterest
- Identify areas for growth (i.e. what platform is your customer/client engaging with most - age/location)
Content Creation and Planning.
- Develop monthly content plans for Roumage social channels (Instagram, Facebook, Pinterest) to drive brand engagement and growth.
- Create highly engaging content including posts, stories, IGTV, reels, GIFs, etc.
- Management of the day-to-day content schedule ensuring all content is relevant to coincide with Rpumage marketing campaigns, calendar dates, and events.
Implementation
- Recommend and set social media targets and metrics for campaigns.
- Stay up-to-date and plan content around promotional calendars, holidays, local events, etc.
- Influencer engagement and management.
- Repurpose evergreen content (blogs, video content, photography, customer content etc)
Analysing and Reporting
Develop strategic and tactical campaigns based on insights..
Email Marketing
Create an email marketing plan.
- Define your audience using segmentation
- Signup sources
- Write content for your emails-
- Help you establish your sending frequency and goals
- Create a content calendar for email marketing campaigns
Design emails.
- Create Templates for different types of email marketing campaigns
- Automations: Welcome Series, Abandoned Cart Series, Purchase Confirmation Series, Customer Winback,
- Campaigns: Product Showcase, Product Launch, Promotions and Sales)
Test emails
- Test in different email clients and Internet Service Providers
- Send test emails
Set up marketing automation.
- Welcome Series (Abandoned Cart Series- Purchase Confirmation Series - Customer Winback)
Measure performance.
Review the analytics data collected in the Roumage marketing platform to refine the email marketing strategy.
- Opens and clicks
- E-commerce data
- Website traffic
