Overview:

About us

Rural King is America’s Farm and Home Store, providing essentials to the communities we serve. With a wide array of necessities ranging from food and feed to farm and home products, Rural King serves over 150 locations across 17 states and is constantly expanding. Our annual sales exceed $2.5 Billion, and our heart beats in Mattoon, IL, home to our corporate office, distribution center, and flagship store.

 

One thing our customers appreciate is our unique shopping experience, complete with complimentary popcorn and coffee. It's just one way we show our appreciation for their support.

 

At Rural King, we value our associates and strive to create a positive, rewarding workplace. We offer growth opportunities, competitive benefits, and a people-first environment where dedicated individuals come together to serve rural communities passionately. Join us, and you'll find not just a job but a chance to grow professionally, contribute meaningfully, and make a difference in the lives of those we serve.

 

How we reward you

401(k) plan that provides a 100% match on the first 3% of your contributions and 50% of the next 2%

Healthcare plans to support your needs

Virtual doctor visits

Access to Centers of Excellence with Barnes Jewish Hospital and Mayo Clinic’s Complex Care Program

15% Associate Discount

Dave Ramsey’s SmartDollar Program

Associate Assistance Program

RK Cares Associate Hardship Program

24/7 Chaplaincy Services

Company paid YMCA Family Membership

Responsibilities:

What You’ll do

As a Division Manager of Digital Marketing, you will be responsible for leading the strategy, execution, and optimization of digital marketing programs that drive customer acquisition, engagement, retention, and revenue growth. This role oversees performance marketing, SEO, paid media, social media, analytics, and emerging digital channels while ensuring alignment with overall business and brand objectives. The position partners closely with merchandising, e-commerce, creative, IT, and analytics teams to deliver measurable business results.

 

Digital Marketing Strategy

• Develop and execute comprehensive digital marketing strategies aligned with company growth objectives.
• Lead annual and seasonal digital marketing planning and budgeting.
• Identify opportunities to improve customer acquisition, retention, and lifetime value.
• Evaluate emerging digital channels, technologies, and AI-driven marketing opportunities.
• Establish KPIs and performance benchmarks across all digital programs.

Performance Marketing

• Oversee paid search, shopping, display, video, social, affiliate, and retargeting programs.
• Manage media budgets to maximize ROI and ROAS.
• Direct agency and vendor relationships to ensure performance and accountability.
• Optimize campaign targeting, bidding strategies, audience segmentation, and creative effectiveness.
• Monitor competitive activity and market trends.

SEO & Organic Growth

• Lead SEO strategy including technical SEO, content optimization, and local search initiatives.
• Partner with content and merchandising teams to improve organic visibility and traffic.
• Monitor search algorithm changes and AI search developments.
• Develop strategies for both traditional search engines and emerging AI-powered discovery platforms.

Analytics & Optimization

• Lead digital analytics, attribution, and reporting efforts.
• Analyze traffic, conversion, customer behavior, and revenue performance.
• Develop actionable insights and optimization recommendations.
• Partner with data and business intelligence teams to improve measurement capabilities.
• Utilize A/B testing and experimentation frameworks to improve performance.

Team Leadership

• Lead and develop a team of digital marketing professionals.
• Set performance goals and development plans.
• Foster a culture of innovation, accountability, and continuous learning.
• Manage departmental budgets and resource allocation.
• Lead associates in a way that exemplifies the leadership principles taught in Rural King’s Thrive Leadership Program.
• Use discretion and independent judgment in daily decisions while maintaining a high level of confidentiality and professionalism.
• Actively participate in learning initiatives offered such as training programs, workshops, and webinars. Leverage these opportunities to acquire new knowledge, refine existing skills, and stay current on the latest developments.
• Provide friendly, proactive, and professional internal and external support to others, assisting with inquiries, concerns, and issues promptly and effectively.
• Demonstrate behaviors that exemplify Rural King’s Values: People First, Integrity, Attitude, Initiative, Teamwork, Accountability, and Continuous Improvement.
• Perform other duties as assigned.

Supervisory Responsibilities

 

Yes

Qualifications:

Essential Qualities for Success

 

• Bachelor’s degree in marketing, Business, Communications, Analytics, or a related field; MBA preferred.
• 8–12+ years of digital marketing experience, including 3–5+ years leading high-performing teams.
• Experience in retail, e-commerce, omnichannel, or consumer-facing brands preferred.
• Proven success managing and optimizing multi-million-dollar media budgets, including forecasting and allocation.
• Expertise in Paid Search platforms, including Google Ads and Microsoft Ads.
• Strong understanding of SEO, AI Search Optimization, and organic search strategies.
• Experience managing Paid Social, Programmatic Media, and integrated cross-channel campaigns.
• Proficiency in web analytics and performance reporting using GA4, Adobe Analytics, or similar tools.
• Skilled in attribution modeling, marketing measurement, and performance optimization.
• Experience with Conversion Rate Optimization (CRO) and marketing automation platforms.
• Demonstrated strategic planning, leadership, collaboration, and data-driven decision-making skills.

   

  Acquisition

  • Website traffic growth
  • New customer acquisition
  • Cost per acquisition (CPA)
  • Customer acquisition cost (CAC)

  Revenue

  • Digital sales growth
  • Return on ad spend (ROAS)
  • Marketing ROI
  • Revenue contribution from digital channels

  Engagement & Retention

  • Loyalty program growth
  • Repeat purchase rate
  • Customer lifetime value (CLV)

  Organic Growth

  • Organic traffic growth
  • Search visibility rankings
  • AI search presence and share of voice

  Operational Excellence

  • Budget efficiency
  • Campaign execution quality
  • Team development and retention
  • Agency performance management

 

Physical Requirements 

 

• Ability to maintain a seated or standing position for extended durations.
• Capability to lift 15 pounds periodically.
• Ability to navigate and access all facilities.
• Skill to effectively communicate verbally with others, both in-person and via electronic devices.
• Close vision for computer-related activities.

Reasonable accommodations may be made to enable individuals with disabilities to perform essential job functions.

 

The pay range for this position is $80,000 - $95,000 annualized and is bonus eligible. Exact compensation is determined by factors such as relevant geographic location, education, certifications, experience, job level, shift, and organizational needs. To learn more about our benefits, review here https://acrobat.adobe.com/id/urn:aaid:sc:VA6C2:14539c15-191a-4b77-9c13-f6ccfce10094.