The Director, Marketing is accountable for increasing brand exposure and optimizing the customer experience with the goal of achieving profitable customer file growth and increased revenue per customer.
The Director evaluates all online and offline marketing partners to ensure goals are aligned with business objectives. The Director will conduct competitive analysis and market research to identify strategic marketing initiatives for customer engagement. The Director is responsible for all planning, reporting and analysis to measure key performance indicators that drive business to meet financial targets. The Director will work closely with the E-Commerce team to build a customer-oriented platform that delivers best online shopping experience as well as utilize analytics to improve performance.
Maximize sales via contact and promotional strategy from email. These plans include targeting, segmentation and personalization. Develop email file by maximizing opt-in rates among customers, converting prospects and minimizing attrition.
Maximize sales by keeping customers engaged via social media and mobile marketing using content, surveys, commerce, promotions, etc.
Increase buyer rates and revenue/customer through implementation of an attractive and competitive loyalty program.
Leverage credit marketing to drive profitable sales. Develop plans for credit marketing promotions.
Drive profitable sales through contact and promotional strategy using direct mail. Manage the customer database. Ensure data hygiene. Oversee list selections and queries. Evaluate opportunities to improve data quality.
Work w/E-commerce to maximize traffic and lead generation within allowable CPA, CPL, or rev share targets. Develop and implement plans to generate sales and customer prospects from programs including affiliates, paid search/natural search, data feeds to third party sites, online advertising, package inserts, media inserts and advertising.
Build seasonal online marketing and new customer plans and provide weekly updates on program performance as well as ad hoc analysis to understand performance drivers. Provide quarterly industry benchmark comparisons of key performance indicators to prioritize action items within each program.
Skills & Experience:
MBA or equivalent education
At least ten years experience in Mkt /E-Commerce / Consumer Goods
Excel & database knowledge required
Self-motivated, small team oriented, excellent communication skills, target oriented & analytical