Digital Content Marketing Manager

Flowers Foods; Des Moines (IA); On-site; USD 95,000 - 100,000; Full time

Benefits offered by this job

Salary up to $100k

Job summary

Flowers Foods, Inc. is seeking a Digital Content Marketing Manager to drive digital content strategy, SEO/AI visibility, and content optimization across brand websites, retailer platforms, and digital shelf initiatives.

You will lead content standards, collaborate with cross‑functional teams, and partner with agencies to improve discoverability and conversion. You will own content workflows, set KPIs, analyze performance with tools like Profound and Profitero, and guide agency relationships to

Job description

FRESH. FORWARD. FLOWERS. Flowers Foods, Inc. (NYSE:FLO) is not just about baking; it’s about crafting moments of joy with every delicious bite. With 2024 sales of $5.1 billion, and as one of the leading producers of packaged bakery goods in the United States, Flowers Foods brings passion to the table.

From the wholesome goodness of Nature's Own and Wonder to the bold and artisanal flavors of Dave's Killer Bread, the rustic goodness of Canyon Bakehouse, and the sweet delights of Tastykake, each product is a celebration of taste and quality. Beyond the oven, Flowers Foods fosters a culture that values and reflects Honesty & Integrity, Respect & Inclusion, Sustainability, Passion, and Humility. With a commitment to innovation and a recipe for success, Flowers Foods is more than a bakery – it’s a delightful journey into the heart of flavor and community.

Full-time employees are offered the following benefits:

• Comprehensive health and medical benefits
• 401(k) Retirement savings plan
• Professional growth and leadership training
• Paid vacation, holidays, and parental leave
• Benefits may vary depending on your work location.

Digital Content Marketing Manager

Leads Flowers Foods’ digital content strategy and performance across brand websites, retailer platforms, digital shelf, and emerging AI-powered search experiences. This role owns digital content standards, SEO/AEO and AI Visibility strategy and execution, enhanced content development, and the platforms and agency relationships that support discoverability and conversion. The Digital Content Marketing Manager partners with brand, ecommerce, technology, regulatory, legal, and agency teams to prioritize initiatives, manage project plans and timelines, and deliver accurate, high‑performing content across digital touchpoints. This role serves as the subject matter expert for digital content, digital shelf analytics, and AI Visibility, translating insights into clear recommendations and executive‑ready reporting.

Rising to the Challenge: Position Responsibilities

• Owns and executes the enterprise digital content strategy across brand websites, retailer platforms, digital shelf, and AI‑powered search experiences
• Leads Flowers Foods’ SEO, AEO, and AI Visibility strategy and execution, including ownership of Profound, optimization roadmaps, agency direction, and performance reporting
• Manages relationships with SEO/AEO agencies, Profitero, Bazaarvoice, Destini, and other content, ratings and reviews, and digital shelf partners
• Defines and governs digital content standards, including product copy, SEO/AEO copywriting, enhanced content, brand shop content, imagery, and metadata
• Leads creation and optimization of new product content, enhanced content strategy, and retailer‑specific content that improves discoverability, engagement, and conversion
• Own website content workflows and optimization priorities, partnering with brand teams to implement content, structural, and technical recommendations
• Own project plans and timelines for new content launches, ensuring approvals, dependencies, and retailer requirements are addressed
• Set digital content and AI Visibility KPIs; analyze performance using Profound, Profitero, and other tools; and deliver recommendations and executive readouts
• Lead digital shelf strategy and use analytics to improve search rank, content completeness, enhanced content coverage, image quality, and conversion
• Monitor digital content, retailer, SEO/AEO, and AI search trends and translate emerging opportunities into scalable standards and action plans
• Provide strategic oversight and support to the DAM+PIM Specialist responsible for content operations, syndication, DAM/PIM governance, and existing‑content updates
• Own ratings and reviews strategy across Flowers Foods brands, partnering with internal teams and platform providers to increase review volume, improve content quality, monitor sentiment, and leverage consumer feedback to enhance discoverability, conversion, and brand performance
• Practice and comply with all Company policies and procedures (EEO, Harassment, Safety, Sarbanes Oxley, etc.)
• Perform other duties which are deemed by management to be an integral part of the job, including but not limited to fulfillment of work schedules, adherence to attendance policies, and other applicable operating rules, policies and procedures

Knead to Know: Preferred Qualifications

• At least 7–10 years of experience in digital marketing, ecommerce, content strategy, SEO, digital shelf, website optimization, or related fields; CPG experience strongly preferred
• Demonstrated experience setting strategy, defining KPIs, analyzing performance, and translating insights into business recommendations
• Experience leading agency and vendor relationships and influencing cross‑functional stakeholders without direct authority
• Strong knowledge of SEO fundamentals, content optimization, structured data, website content strategy, and digital analytics; AEO, GEO, or AI Visibility experience preferred
• Experience with digital shelf, ratings and reviews, content syndication, or related platforms; familiarity with Profound, Profitero, Bazaarvoice, or Syndigo is a plus
• Strong project management, communication, prioritization, and executive presentation skills

Additional Ingredients: Essential Job Requirements

• Bachelor’s degree in marketing, digital marketing, communications, business, ecommerce, or a related field; or equivalent relevant experience
• Advanced degree or relevant SEO, analytics, or project management certification is a plus

Salary Range: 95000-100000

We offer a competitive salary up to $100k and an excellent total rewards package.

Flowers is an Equal Opportunity Employer. Flowers encourages all qualified candidates to apply, regardless of race, color, religion, gender, gender identity or expression, sexual orientation, national origin, age, veteran status, disability status, or people of any other characteristic protected by state or federal law.

The job description above outlines the general nature and level of work expected from employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications for this position. Equivalent combination of education, experience, and skills may supplement above minimum job requirements.