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Senior Director of Brand Marketing
ModCloth
San Francisco, CA, United States
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The Senior Director of Brand Marketingwill shape the brand identity through marketing strategies and brand campaigns for ModCloth. The role will lead a team to ideate and collaborate with cross functional partners to develop and execute brand initiatives that activate, engage and retain the MC customer while driving sales. The Senior Director of Brand Marketing is a creative and innovative marketer who can execute across a variety of channels while driving long-term strategies and building brand equity and contributing to the bottom line. The Senior Director of Brand Marketing also ensures ModCloth’s brand platform, positioning and messaging is distributed across all distribution and communication channels to targeted audiences in order to meet sales objectives.
Leveraging a team of experienced marketing leads and the support of a world-class online retail organization, this role is at the core of the growth engine that must be fueled with strategic vision, constant innovation, and air-tight execution.
Responsibilities:
• Campaigns & Marketing Strategy:
• Develop a marketing cadence and creative point-of-view seasonally and monthly that works to build moments around customer mind-set, holidays and events.
• Create an overarching brand message + campaign, include concept, objectives and execution tactics.
• Brand campaigns and activations will increase press value, customer affinity and acquisition and sales.
• Innovate new ways of connecting customers to ModCloth through unique and high-impact events (sponsorships and pop-ups), community and in-store initiatives, partnerships and cross-promotion, as well as press and high-touch moments in the brand-consumer landscape.
• Work with merchant teams and BI to gather insights into future initiatives, as well as hindsight of past successes and opportunities. Gather and process facts and observations from cross-departmental meetings and work into future marketing strategies.
• Strategize and work cross-functionally to activate initiatives that connect the in-store and digital experience to advance Omni experience for customers, working to bring the best of both worlds together for a richer brand story.
• Excel at communicating big ideas and leading meetings and presentations. Be highly articulate in all areas of brand communication, including writing decks, releases, and recaps.
• Partnerships & Events:
• By understanding the business and product priorities, the Senior Director of Brand Marketing will develop marketing partnerships (source, identify and secure) and events that are relevant and inspirational to the customer. These will act to create an overarching brand story as well as support the individual needs of the businesses and categories.
• Ideate and execute creative strategy behind in-store initiatives including point of view, fixture programs, art collateral, activations, and other innovative methods to develop a strategic, well-communicated plan for customers for online and in-store/off-site launches.
• Create cultural campaigns that speak to the customer through moments like Women’s Empowerment, Entrepreneurialism, Crafting + DIY Marketplaces, Festivals, Pride, and sub campaigns that support large scale tent pole marketing initiatives.
• PR, Social & Brand Management:
• Partner with buying, stores, marketing and care teams and to connect the dots between PR, community-building, social media, events and other cross-channel initiatives.
• Create brand stories through crafted bespoke press strategy and press releases.
• Cultivate and expand press contacts, making sure they are relevant to the brand will support and grow our customer reach.
• Lead the team to create PR & Marketing recaps, to report on the brand’s campaigns and initiatives, showcasing resulting press impressions, social mentions, and sales metrics.
• Manage social platforms with goal to increase followers, engagement and sales by developing and enhancing channel and platform specific initiatives.
• Increase UGC, gifting and influencer programs to add value and content and authenticity to the brand.
• Collaboration & Communication:
• Work cross functionally with leaders of the company to ideate towards the evolving retail landscape.
• Tirelessly champion the ModCloth brand story internally, within the DNVB umbrella, and with all external stakeholders.
• Work with internal teams to support development of seasonal fashion, editorial and merchandising stories and the cross-departmental initiatives to support that strategy.
• Partner with Buying, Planning and Marketing teams to develop compelling merchandising and editorial initiatives, incorporating trends, seasonal and retail occasions, brand and third-party partners, and other content designed to increase traffic and drive conversion.
• Collaborate with marketing team to integrate brand and cross-channel efforts, focused on measurable brand, engagement and conversion goals.
Requirements:
• Must be familiar with fashion and/or retail industries and have extensive working knowledge of all forms of marketing communication.
• 15+ years marketing / retail experience in positions of progressive responsibility.
• Bachelor’s degree in marketing, business, communications, or related field required. MBA preferred. Industry experience strongly preferred.
• Ability to balance a large group of diverse projects.
• Able to effectively present to and advocate for ideas with senior management.
• Experience working with and directing creative and media agencies.
• High familiarity of cultural marketing trends in creative, media, digital and social.
• Proven success in the development and successful execution of marketing strategies, plans, briefs and achieving desired outcomes. Must be detailed oriented, have strong business acumen and be able to proactively find solutions.
• Demonstrated ability to lead and influence individuals and teams while driving results through teamwork and collaboration.
• Ability to effectively leverage and utilize resources and relationships for optimal results.
• Must be creative and innovative across all mediums of communication.
• Ability to develop a theme or tell a story around an initiative with a consistent voice.
• Requires excellent written and verbal communication skills.
• Must be able to work effectively with multiple organizations in the business and have the ability to influence and lead across multiple teams.
• Advanced problem solving and analytical skills. Solves complex, multi-faceted problems and delivers solutions that ensure end design meets customer and business needs.