Position Overview

The Director of Digital Channel will lead online marketing programs as well as strategic growth projects. This position will maintain ownership of all aspects of program management, including, but not limited to, planning, execution, management, and strategic analysis. He/She will work closely with the core businesses, including Consumer Marketing, e-commerce, Channel, General Merchandise, Product, IT, and Analytics teams. This individual will also work closely with and manage any external agencies.

Responsibilities

Digital Marketing:

• Develop and execute interactive marketing strategies ranging from SEM, SEO, Display, Affiliate Marketing, Social Media, and Comparison-Shopping Engines in partnership with Consumer Marketing teams.
• Demonstrate a deep understanding of the overall marketing strategy and extract insights from campaign data, identify relevant trends, and provide well-developed proactive recommendations to achieve longer-term marketing goals and objectives. Understand and analyze the effect of online media on both online and offline sales.
• Communicate the progress of marketing programs to the leadership team throughout the year. Provide data-based analysis and recommendations for allocation of media spend across online/offline channels. Facilitate/conduct return on ad spend analyses in partnership with internal teams, including Finance. Assist teams in developing and managing budgets.
• Develop, manage, and improve agency relationships. Challenge agencies appropriately to ensure a high return on investment.
• Investigate, implement, and test new tools and capabilities across digital media - i.e., attribution solutions, video, mobile, etc., in partnership with internal teams and agencies.
• Work across the technical and business spectrum to get new digital programs set up and executed - working in partnership with agencies and internal teams. Must be able to proactively identify issues and troubleshoot problems, especially during peak periods.
• Research and advise teams on the latest trends in online marketing.
• Educate and train the internal team on best digital practices and marketing concepts.
• Comfortably and confidently deliver presentations to internal, Senior-level audiences.

• Serve as the lead/key contributor to strategic growth projects that align with organizational goals (marketing technology, customer data platform, data monetization, etc.).
• Work with various internal and external stakeholders to ensure project flow from initial scope through launch.
• Analyze the financial impact of projects as needed to assess their effectiveness.
• Communicate project status to stakeholders and key project participants.
• Lead/assist in vendor selection and negotiation processes.
• Develop and prepare other specialized reports and ad hoc analyses for senior leadership.
• Manage and develop direct report(s).

• Bachelor's degree in a related field or relevant experience
• 7-10 years of direct experience with Digital Marketing. Direct experience with SEM, SEO, social media, and Display programs.
• Experience in affiliate marketing and familiarity with leading networks.
• Strong direct-response experience with a track record of successful online strategies that drive qualified traffic and customer acquisition.
• Skilled in marketing testing best practices, including test setup, analysis, and basic statistical techniques. Experience with A/B and multi-variate marketing tests.
• Strong knowledge of analytical methodologies for optimizing and evaluating marketing campaigns.
• Exceptional communication, problem-solving, and relationship management skills
• Excellent project management skills, attention to detail, and the ability to prioritize multiple simultaneous projects under tight deadlines
• Deeply familiar with and passionate about e-commerce and online marketing.
• Excellent knowledge of Excel.
• Experience with data-driven marketing and customer relationship management - files and data feeds, segmentation, targeting, and personalization.
• Familiarity with various analytical suites, such as Google Analytics & Adobe Analytics.
• Experience supervising and developing direct reports.
• Occasional analytics reporting requires data pulls and analytics outside of business hours - websites are 24/7 channels.
• Travel Requirements: Minimal, Less than 10%.