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Senior Director, Digital Marketing
Tory Burch
New York, NY, United States
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Tory Burch is an American lifestyle brand that embodies the personal style and sensibility of its Chairman, CEO and Designer, Tory Burch. The collection, known for color, print and eclectic details, includes ready-to-wear, shoes, handbags, accessories, home and beauty. Art, music, travel, interiors and the designer’s own stylish parents are inspirations for the collection.
Our company launched in February 2004 with a single boutique on what was then a remote street in downtown Manhattan. Today, we are a global brand with a presence in more than 50 countries, but in many ways we are only just beginning. There is so much we want to do!
Brand integrity, global inspiration and beautiful products are integral to who we are as a company and what we have accomplished to date. Our incredible team is an equally important part of the equation. We believe that each of our employees play a vital role in our continuing efforts to grow and evolve.
This role will be the key global leader in developing and implementing the Digital Marketing strategy on a global scale. Through partnerships with the local marketing leaders, this role will enable our vision of Global storytelling that locally inspires customers. This leader oversees three teams, Performance Marketing, Digital Branding and Social Media, while partnering very closely with Global Marketing, Creative, and Digital leadership.
Responsibilities:
Global Digital Marketing Strategy
• Build global digital marketing strategy for Tory Burch. Drive objectives of brand awareness, acquisition, engagement, and revenue through digital media investments.
• Drive Innovation agenda including technology, partnerships and creative programs. Work with partners to execute high impact programs and drive results
• Work effectively with partners across the business including ecommerce, stores, creative, marketing, technology, etc. to drive digital agenda forward.
• Develop acquisition strategies leveraging external partnerships that are focused upon key customer segments.
Digital Media Buying/ Agency Management
• Manage media agency roster and substantial media budget to drive marketing and financial objectives and maximize ROI.
• Manage multiple performance marketing channels and optimize investment between them to drive revenue in support of ecommerce business. Drive LTV analyses and other metrics that determine ROI of spend.
• Coordinate with leaders in non-US markets to support local digital efforts, coordinate global creative campaigns and share learnings.
• Develop and present innovative digital plans around key brand initiatives.
Global Reporting and Partnership with Customer Intelligence Team
• Develop reporting cadence for digital and social programs. Present results to key partners and senior executives , including recommendations on how to optimize plans.
• Develop LTV models that assure ROI positive investment based on quality customer acquisition and retention rates.
• Align and Partner with the Customer Intelligence Team to develop strategies and reporting to educate the organization on a 360 view of the customer and their journey with the brand.
Social Media Leadership – Enabling Customer Inspiration
• Drive social media strategy for the company. Work closely with creative partners on role of each platform and innovation plans.
• Drive innovative social media programs in conjunction with technology companies and the Tory Burch team.
• Partner with geographic marketing leadership to ensure localized social strategies that leverage brand and customer content
• Manage social communities, report on sentiment and address customer questions.
• Develop consistent, actionable social media reporting and intelligence roadmap
• Ensure that Tory Burch has representation on all critical social channels to drive awareness and acquisition
• Manage and digital teams and develop talent.
Qualifications:
• BA required, MBA preferred
• Minimum of 15+ years of related experience, including substantial experience in Digital Marketing for a leading ecommerce or multi-channel retailer.
• Previous experience leading international marketing teams (non US)
• Strong strategic and quantitative skills.
• An understanding of technologies supporting impactful digital marketing and social media efforts, including experience with leading reporting tools.