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Manager, Global Consumer Marketing - eCommerce
Crocs
Niwot, CO, United States
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The Manager, Global Consumer Marketing eCommerce will help implement a consumer-focused growth strategy. This role will be a key position on our Digital team, responsible for defining and creating our Global eCommerce Consumer segments, messaging strategies by audience and channel, and coordinating the development of global marketing playbooks based on high value segments. Working in partnership with the Global Digital Marketing & Analytics team, Regional eCommerce leads, and Global Marketing, the Manager will be responsible for developing key market segments based on Data Management Platform (DMP) data, consumer insights and predictive data. A successful contributor in this role will create lasting Brand value by accelerating our market share growth.
As a member of the eCommerce organization, you will be a part of a dynamic global team that is consistently regarded as a leader in the digital commerce space:
• #231 in 2017 North America Internet Retailer Top 500
• #14/70 in the 2017 L2 Research Digital IQ Index for Activewear
• #13/130 in the 2015 National Retail Federal Omnichannel Retail Index
ESSENTIAL DUTIES AND RESPONSIBILITIES:
• Incorporates quantitative and qualitative research into audience and segment definition.
• Defines segments by region based on consumer insights, behavioral and predictive data.
• Defines customer value proposition by segment.
• Works within Crocs’ DMP to build and size audiences using 1st, 2nd and 3rd Party data.
• Responsible for coordinating with internal teams to gather consumer insights for defined audiences.
• Responsible for developing global segment playbooks by region including segment definition, messaging and channel execution.
• Coordinates with Global Customer Experience team to align global and regional segments and personas. Partners with Global Marketing to create global consumer marketing playbooks for prioritized segments by market or region.
• Responsible for Global Marketing collaboration for content marketing and digital media brand campaign.
• Responsible for defining customer journey and lifecycle from awareness to consideration, engagement, purchase and post purchase behavior in collaboration with Global Customer Experience and regional Digital Marketing.
• Responsible for developing targeted segment communication, personalization and testing strategy and recommendations.
QUALIFICATIONS:
• BS or BA in business marketing or related field. MBA or other advanced degree a plus.
• 5+ years of digital marketing management experience, preferably with an international brand that operates in multiple channels. Footwear industry experience is a strong plus.
• Experienced in defining consumer marketing segments, messaging strategies, and digital channel execution for integrated programs.
• Experience aligning quantitative and qualitative insights into segment definition and consumer value proposition.
• Demonstrated proficiency in online advertising platforms, strategies and tactics, metrics, terminology, industry best practices and trends.
• Demonstrated ability to use data to influence decision making through excellent communication and presentation skill.
• Demonstrates consumer centricity and curiosity as well as passion for personalized consumer experiences.
• Can navigate across digital marketing and analytics platforms to provide strategic recommendations and action plans.
• Experience with Adobe Audience Manager a significant plus, direct experience with any commercial DMP a plus.
• Advanced analytical skills, ability to translate complex data, trends and insights into actionable strategy.
• Understands consumer marketing, eCommerce, digital marketing, and global business organizations.
• Strong communication abilities, written and verbal.
• Excellent project management oversight abilities; can drive forward projects and initiatives in ambiguous and changing environments. Engages in a test and learn approach to drive an improved consumer experience
• Demonstrates strong ability to lead cross-functional and cross-regional partners through influence.
• Strong organizational skills and ability to prioritize workload.
• Ability to develop, manage and improve upon processes.
ABOUT CROCS
A world leader in innovative, casual footwear, Crocs, Inc. (Nasdaq: CROX) is dedicated to the future of comfort. Our original and most famous style, the Classic Clogs, are instantly recognized around the world, and for good reason: since 2002, we’ve sold more than 300 million pairs in over 90 countries!
We know that smart doesn’t need to mean complicated; we achieved our status as a global leader in the casual footwear category by taking an inherently simple approach to uniting style, modern comfort and value. Every day, we make a choice to have an open mind and look on the bright and colorful side of life. We embrace and celebrate the uniqueness in everyone, inviting the world to Come As You Are.