[MARKETING] Digital Marketing Manager, Brand Experience and Demand Generation

TCL North America; Irvine (CA); On-site; USD 80,000 - 115,000; Full time

Benefits offered by this job

Vacation days

Health & Wellness days

Paid holidays

Medical Insurance

Dental Insurance

Vision Insurance

401(k) Matching

Job summary

TCL North America is seeking a Digital Marketing Manager (Brand Experience & Demand Generation) in Irvine, CA. This role bridges Brand Marketing, eCommerce, and Media to drive consumer demand and shape the digital brand experience across key touchpoints.

Responsibilities include owning paid media, optimizing the TCL.com user journey, and leading CRM-driven lifecycle marketing to move customers from discovery to purchase. Strong analytics and cross-functional collaboration are essential.

Qualifications

• 5–10 years of digital marketing and paid media experience.
• Proven ability to manage multi-channel campaigns with upper- and mid-funnel focus.
• Strong understanding of digital consumer journeys, SEO, and lifecycle marketing.
• Experience translating data into actionable business recommendations.

Responsibilities

• Develop and execute upper- and mid-funnel paid media strategies across Video, Social, Display, and Native channels.
• Own TCL.com as the central hub for brand storytelling and product education.
• Develop and manage CRM and email marketing to nurture demand into qualified purchase intent.
• Analyze performance across channels and refine attribution to improve overall marketing impact.
• Define and track KPIs like traffic, engagement, SEO visibility, and media efficiency.

Skills

Digital marketing

Paid media

Demand generation

Analytics

Communication

Tools

Analytics tools

CRM platforms

SEO tools

Job description

Position Summary

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.

Position Summary

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.

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.

These duties are directly related to essential operations, safety, trust, and compliance obligations within our organization. Please note that job duties may evolve based on business needs and additional responsibilities may be assigned as necessary to maintain operational efficiency and security.

Physical and Work Environment Requirements

• This is an on-site position based in Irvine, CA. Regular in-person attendance is an essential function of the role.
• Frequent use of typical office equipments such as keyboard, screens, and monitors. Extended periods of sitting, standing, and moving around the office.
• Occasional travel may be required to support business needs.

Qualifications

Must Have

• 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 Have

• 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.

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) Matching

Compensation

Annual salary ranges from $80,000 - $115,000. The anticipated base salary range for this position ranges from $80,000 - $115,000 annually. Actual compensation will be determined based on job-related factors, including skills, experience, education, training, certifications, and business needs.

Employment Authorization

Candidates must be legally authorized to work in the United States at the time of hire. TCL North America does not currently sponsor employment visas for this position.

We are committed to fostering a diverse and inclusive workplace where everyone is treated with dignity and respect. We provide equal employment opportunities to all applicants and employees and prohibit discrimination and harassment on the basis of any characteristic protected by applicable federal, state, or local law. Employment decisions are based on qualifications, merit, business needs, and lawful work authorization requirements. We provide reasonable accommodations for qualified individuals with disabilities and for sincerely held religious beliefs and practices. Applicants requiring an accommodation in the application or interview process may contact [e-mail].

North America Pay Range

$80,000—$115,000 USD