Senior Director of Marketing
FreshDirect - Long Island City, NY

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POSITION Sr Director of Marketing
DEPARTMENT: Marketing REPORTS TO: VP of Integrated Marketing

About FreshDirect:
FreshDirect is a leading online grocer in the U.S., delivering premium quality fresh-from-the-farm foods and brand-name groceries to customers in the greater New York, New Jersey, Connecticut metro area and Philadelphia, PA. With a more than 2,000-member workforce that is still growing, FreshDirect places an emphasis on nutritious, delicious meals and convenient services that allow customers more time to live healthy lives. FreshDirect aspires to be a valued corporate partner in all communities in which it serves. For more information, please visit . For updates, follow us on Twitter: @freshdirect and on Facebook:

Position Summary:
The Senior Director of Marketing, will provide thought leadership as well as implementation leadership to profitably acquire qualified new customers for the FreshDirect business. One of the most highly sought-after career opportunity, perfect for a seasoned executive with a strong track record in new customer acquisition at branded, direct-to-consumer e-commerce (or multi-channel) businesses. Strong competencies in off-line marketing initiatives and digital marketing (display advertising, SEM, SEO, Affiliates, mobile) third-party partnerships and social media, a must.

The position will report to the VP of Integrated Marketing, and will interact with team leaders in Marketing, Merchandising, Technology, New Product Development, Transportation, Customer Service, and Corporate Sales.

Essential FunctionsOff-line Outreach Advertising
Develop and deploy media plan for Outdoor (e.g., phone kiosk, transit advertising), and print (e.g., newspaper) advertising. Negotiate effectively to achieve the most efficient rates.
Partner with Merchandising, Head of Creative, and external agencies to develop and deploy the most compelling radio, outdoor and print advertising. Advertising must build brand equity, as well as drive traffic to the site and sales.
Measure results and optimize future initiatives.

Direct Marketing
Develop and deploy ROI-positive direct marketing initiatives to effectively and efficiently acquire new customers and expand lead files for future acquisition. Vehicles include:

Off-line: FSI, Insert Media, Direct Mail
Promotion-based print tactics

Lead the development and deployment of media plan, creative.
Test, optimize scale the most effective new acquisition promotions.
Measure results and optimize future initiatives.

On-line Marketing/Mobile Marketing

Develop and deploy ROI-positive on-line interactive marketing initiatives to drive profitable new customer acquisition and expand leads file for future marketing. Vehicles include:

Paid search
Ad network

Leverage Social Media to drive engagement and new customer acquisition.
Mobile marketing
Measure results and optimize future initiatives

New Market Expansion Launch

Lead the development and implementation ROI-positive marketing tactics across multiple on-line and off-line channels to successfully expand FreshDirect different suburbs in the Tri-State area, as well as new markets outside of the Tri-State area
Measure results and optimize future initiatives
Based on learning in different markets, transfer best practices.


Develop and train 2 or more Marketing Managers
Manage outside agencies, consultants, freelancers

Bachelor’s Degree in related discipline with specialized leadership training and/or demonstrated capability to perform job responsibilities through previous experience and education
Masters Degree is a plus
Minimum 8-10 years of experience in new customer acquisition, driving double-digit sales growth of direct-to-consumer brands. Experience must include at least 5 years in leadership roles in expanding sales of brands that are recognized for advertising excellence, as well as effectiveness in direct marketing on- and off-line
Both hands-on and leadership roles in strong ecommerce-based direct-to-consumer brands required. Strong experience in building/transforming e-commerce retail brands a strong plus
Strong experience in driving new customer acquisition via on-line-and-off-line partnerships important
A candidate who has both classically trained consumer packaged goods experience and B-to-C ecommerce experience a strong plus.

Knowledge, Skills, and Abilities:
Strong on-line-and-off-line creative advertising, brand-equity building, and direct marketing skills
Successful track record in developing, testing, optimizing and scaling promotions on-and –off-line
Strong analytical and quantitative skills
Effective communication up, down, across the organization, as well as inside and outside of the organization
Strong intuition for consumer behavior, and macro trends
Leadership – Inspires and motivates subordinates and peers to perform well; effectively influences actions and opinions of others; inspires respect and trust; gives appropriate recognition to others; displays passion and optimism
Work ethic – Ability to lead teams as well as deliver output; thrive in a fast-pace and dynamic environment; ability to juggle multiple priorities and heavy workload with a constructive and positive attitude
Initiative – Self motivated; seeks increased responsibilities; Takes independent actions and calculated risks
Innovation – Demonstrated drive, energy and passion for the FreshDirect brand; meets challenges with creative and constructive resourcefulness; recognized for thought leadership
Collaborative – Coach and influences subordinates and peers to achieve success; makes decisions with an orientation for sales optimization and enhancement of brand equity

DisclaimerThe above statements are intended to describe the general nature and level of work being performed by the Teammember(s) assigned to this position. They are not intended to be an exhaustive list of all responsibilities, duties, and skills required of individuals in this position. Position Descriptions may be subject to change as the needs of the organization changes.
As EQUAL EMPLOYMENT OPPORTUNITY/AFFIRMATIVE ACTION EMPLOYERS , Fresh Direct, LLC and its affiliates do not discriminate against applicants or employees because of their race, color, citizenship status, national origin, ancestry, gender (except where gender is a bonafide occupational qualification), disability, sexual orientation, age, religion, creed, marital status, veteran status, domestic violence victim status, political affiliation, or any other factor protected by federal, state, or local law.

About this company
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The emphasis is on fresh at online grocer FreshDirect. The Internet grocery shopping service delivers to many New York City neighborhoods in...