Director Performance Marketing
Responsible for planning and developing the eCommerce marketing strategy across multiple channels for the Americas region, in line with eCommerce objectives and brand marketing initiatives to create the strongest possible digital business for DTC eCommerce. Through collaboration with the eCommerce team, Merchandising, Regional Marketing and IT teams, this role will manage Clarks Americas multi-million-dollar performance marketing budget across channels, including but not limited to email/sms, SEM, SEO, social, affiliates, and display media. This individual will define the growth strategies that help retain / reengage the current customer base while also seeking to acquire new customers. The role requires an omni-channel mind-set and high degree of stakeholder engagement and cross-functional collaboration.
What You'll Do
- Responsible for planning, developing and executing the marketing strategy for ecommerce to achieve budgeted sales targets.
- Responsible for driving website traffic and demand. Develop and manage online marketing communication schedules, working with various stakeholders to align with both ecommerce site and regional marketing campaigns.
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- Lead, motivate and engage the eCommerce marketing team. Propose actions to reach marketing goals and manage the day-to-day administrative challenges; Manage full roster of eCommerce marketing suppliers and agencies.
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- Lead the team to develop email marketing strategies for retention and acquisition programs and ensure list management and eMail best practices are followed.
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- Lead the team / agency partners to develop paid search and SEO strategies to increase online traffic and achieve ROAS targets.
- Oversee the development and ongoing management of eMail/SMS marketing, PPC, SEO, Social, and affiliate channels.
- Partner with the ecommerce team on the product, launch and promotional calendar to drive brand / product initiatives to market.
- Keep pace with ecommerce.
- Track brand activity online, conduct competitive analysis, and monitor digital marketing channel analytics and key performance indicators to optimize eCommerce performance and reporting. Make suggestions to influence the marketing budget required to support ecommerce marketing programs.
- KPI ownership of:
- Site Traffic Conversion
- New vs Existing customer percent
- eCommerce Sales
- Marketing Spend and ROAS (return on ad spend)
- Average order value
What You'll Bring
- 10 years of ecommerce marketing experience
- 5+ years of leadership experience
- Extensive experience running large dollar digital media budgets
- Experience with loyalty programs a plus
- Ability to direct and manage external agency partners to ensure the company is maximizing the partnership
- Experience with both consumer retention management (CRM) and new customer acquisition strategies
- Experienced user of web analytics software and consumer research tools, techniques, tracking software, tagging solutions and ad serving
- Ability to lead with a Consumer-first mindset (understanding of target consumer, communication)
- Excellent written and verbal communication skills and organizational skills
- BA/BS degree in Marketing
- Competence in Microsoft Office Suite, including Word, Excel and PowerPoint
- Disciplines and Field:
- Digital Marketing Director
- Client Account Manager with Performance Marketing Agency Background
Disclaimer
This document describes the general nature and level of work only. It is not designed to cover an exhaustive list of all skills, activities, duties or responsibilities that are required of the employee for this job. Other activities, duties and responsibilities may be added at any time. This description may be changed at the company's discretion at any time, with or without notice.
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