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Director of Marketing, Digital
Fender Musical Instruments Corporation
Los Angeles, CA, United States
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We are looking for a talented Director of Marketing, Digital to join our global marketing team in Hollywood, CA.
As the Director of Marketing, Digital you will set the overall vision, planning and integrated marketing approach to drive growth of Fender’s Digital products & services, including but not limited to: Fender Play, Fender Tune, Fender Tone, Fender Connect, Mod Shop, .com and e-Comm. Reporting to the global VP Brand Marketing, you will lead the strategic and on-going GTM planning process, leveraging insights, building marketing briefs, defining creative briefs, setting functional KPI’s, budgets, and leading the overall integrated marketing process for all related product launches, marketing initiatives and growth drivers.
As a key member of the global marketing team, you will also work across both the physical and digital product & engineering teams, sales, ops, IT, finance and both the global & regional marketing teams to leverage the full potential of the Fender brand to drive growth, build community, and help create the next generation of players, artists & influencers.
Responsibilities:
• Develop the strategy and lead the integarted marketing development & GTM process to drive growth (acquisition, retention, LTV) of Fender digital products & services (i.e. Fender Play) & and integrated physical/digital products concepts (i.e. Fender Tone) and associated marketing campaigns & initiatives.
• Be the consumer champion for the FD brand experience. Deepen Fender’s understanding of its core consumers’ wants, needs and preferences and build effective working relationships with key stakeholders to lead a consumer insights process, and convert Fender user data into behavioral/strategic inputs to inform marketing concept development and enhance the Fender player’s experience.
• Own the development and execution of a rolling, 12-month product & marketing calendar, budgets and activation plans for all for FD product service launches and initiatives, and Fender Brand global product launches and campaigns.
• Own the strategic prioritization, development and implementation of all marketing and creative briefs to guide the creative, marketing operations and CRM teams in planning & executing across all Fender channels, including paid (awareness, DR/Propgrammatic, social), owned (.com, ecomm, email, seo, In-App/Push, mobile, Start.Fender.com, Play.Fender.com, etc.), shared and earned media. .com, ecomm, Fender Apps and future products & services.
• Work closely with Artist Marketing, PR/Comms, and external agencies/freelancers to build a highly effective Fender influencer program, to drive awareness, acquisition, retention and evangelism of the Fender Brand across all Paid/Earned/Social channels, influencers, networks and partnerships.
• Create and Build relationships with key digital marketing, technology and mobile growth partners like like Apple, Google, Spotify, Samsung, Microsoft, etc.
• Lead and manage an annual cross-functional strategic planning & budgeting process for Digital products & services, and associate quarterly/monthly/weekly sub-processes to optimize investments and test/validate new growth & awareness/lead-gen opportunities.
• With the Head of Social, ideate and concept launch and momentum programs across all of Fender’s social channels (Facebook, Instagram, Twitter, SnapChat, Pinterest, Google+ and Tumblr)
• Develop KPI’s for each launch and as well as year-long maintenance programs across all owned and operated channels as well as external partnerships
Requirements
• Bachelor’s Degree in Marketing or relevant field
• 5 - 8 years of digital marketing, digital products & services marketing or digital product & services team management experience.
• 5+ year’s experience leading a multi-functional digital marketing team or organization with direct oversight of some or all of the following: marketing strategy, GTM execution, social media, paid media, mobile media, app marketing (iOs and Android), consumer activations, partnership marketing, influencer marketing, content development, creative development and retail.
• Demonstrated experience and exceptional understanding of digital product launch best-practices for apps, .com, E-Commerce, and digital services / subscription.
• Comfortable building and leveraging an efficient network of external agencies, freelancers and resources to ensure timely execution, fill in organizational capabilities gaps and drive ROI.
• Demonstrated experience launching and driving growth of digital products and services for a consumer brand or a B2C business across multiple cycles/years, and all levels of the digital marketing funnel.
• Proven consumer champion, with experience leading consumer insights processes, mining available data and leveraging all possible marketing analytics/reporting tools to inform strategy & decision-making.
• Must be exceptionally collaborative and comfortable working in a matrix environment with multiple partners and shared services.
• Exceptional prioritization and project management skills.
• Excellent communication & influence skills: Written, verbal, and visual.
• Strong analytical skills; demonstrated capabilities executing end-to-end quantitative and qualitative customer research and effectively identifying, interpreting and applying key findings
• Experience working closely with other traditional functional departments including brand marketing, PR, Artist Relations, Creative/Design, Product Marketing/Development, Paid Media and Social Media.
• Self-starter with ability to strategically build programs from scratch: Must have a positive attitude and can't be afraid to roll-up their sleeves and get things done
• Demonstrated ability to build, lead and inspire a team
• Comfortable representing the Fender Brand to external constituencies and presenting to large internal & external groups (partnerships, retailers, media, artists, influencers and at events).
About Fender Musical Instruments:
Fender Musical Instruments Corporation (FMIC) is one of the world’s leading musical instrument manufacturers, marketers and distributors, whose portfolio of brands includes Fender®, Squier®, Gretsch®, Jackson®, EVH®, Charvel® and Groove Tubes®, among others. For more information, visit www.fender.com. FMIC offers a competitive benefits package which includes medical, dental, 401(k), paid time off, and an equipment purchase program to help you get the band back together. Fender Musical Instruments Corporation is an equal opportunity employer and considers qualified applicants for employment without regard to race, gender, age, color, religion, disability, veterans’ status, sexual orientation, or any other protected factor.