This person will play a role in the overall marketing strategy and performance for all brands online while focusing on driving loyalty, incremental sales, and customer advocacy from our new and existing customer base. The person in this role should be a champion for creating lifecycle marketing programs that personalize the online experience to the customers’ needs – delivering the right message at the right time in the right channel. This person will need to engage many different departments across the company, including E-commerce, Brand Marketing, and IT, to ensure alignment and obtain buy-in on strategies and make sure KPIs are both understood and met. Responsible for achieving sales budgets and other KPIs as established through managing, collaborating and executing strategies for growth Key involvement in budgeting & forecasting Capacity to identify trends and adjust strategies using analytical and quantitative problem-solving Execution of marketing strategies to drive repeat sales, build loyalty, reduce customer churn and build lifetime value for our DTC sites and retail stores Establish communication strategy to ensure all teams are aligned and fully understand the goals and objectives Utilize insights and analytics to measure the effectiveness of marketing campaigns, channel performance, and overall retention and reactivation. Utilize the data to make adjustments to future campaigns Develop benchmark criteria to measure the effectiveness of digital marketing programs Ensures consistent, customer-centric, brand messaging comes through in all touchpoints with the customer Coordination of email and SMS marketing programs including scheduling, testing, deployment, and performance reporting Design customer segmentation strategies and execution to deliver an outstanding personalized user experience Develop the loyalty program including program structure, roadmap, and benefits, as well as partner with MIS to build requirements for the technology and infrastructure to support long-term growth Knowledgeable about multi-channel attribution Work efficiently and effectively with cross-functional department teams
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