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Director, Global Digital Marketing
URBN
Philadelphia, PA, United States
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Urban Outfitters: Director, Global Digital Marketing
Founded in 1970, Urban Outfitters (www.UrbanOutfitters.com) operates more than 200 stores in the United States, Canada, and Europe, all offering an eclectic mix of merchandise. We stock our stores with what we love, calling on our—and our customer's—interest in contemporary art, music, and fashion. From men's & women's apparel and accessories to items for the apartment, we offer a lifestyle-specific shopping experience for the educated, urban-minded individual in the 18 to 30 year-old range—both online and in our stores as well as through our catalog.
Reports to
Executive Director, Global E-commerce & Digital Marketing
Overview
Urban Outfitters is seeking an experienced performance marketing leader to oversee all facets of UO’s digital media channels responsible for driving consistent and cost-effective demand driving initiatives with a focus on new-customer growth.
Responsibilities
• Lead global digital marketing strategy inclusive of all paid marketing channels (Paid Search, Display, Retargeting, Affiliates + Influencer Marketing, Paid Social) and SEO to drive incremental demand growth for both the North American and European ecommerce businesses
• Oversee and develop strategic media plan aimed at driving scale while maintaining ROI targets
• Develop actionable customer-based media strategies to increase new customer acquisition and improve purchase frequency of existing omni-channel customers
• Manage all external agency and publisher relationships to progress UO’s media capabilities and marketing strategies through ongoing testing and optimization
• Work directly with senior leadership to organize and develop global long-term digital and ecommerce strategies
• Partner with Merchanting and Creative to enhance marketing creative, improve storytelling and drive content-based media strategies
• Work, in coordination with our partnerships team, on building out Co-op marketing opportunities
• Drive strategic vision for SEO; work with cross-functional partners to implement technical enhancements that improve organic visibility of both on and off site UO properties
• Setup and execute effective testing scenarios and measurement of test results
• Utilize customer analysis, including lifetime value and cost to acquire metrics to optimize marketing programs and progress audience development of media programs
• Provide analytic support for forecasting of daily/weekly/monthly sales trends and guidance on risks to plans
• Direct a global team while developing their skills in marketing, media delivery & data analysis
Qualifications
• 7+ years of digital marketing experience across paid and organic search, paid social, digital advertising and affiliate marketing
• Have experience managing multi-functional in-house teams and external agencies
• Strong familiarity with retail business models and P&Ls to drive ROI-positive solutions
• Experience thinking about the customer’s needs in a retail setting
• Working knowledge of standard industry reporting and diagnostic tools as well as Web Analytics packages
• Excellent communication skills; Ability to communicate effectively across all levels of the organization from external vendors to senior leadership
• Ability to transform detailed analysis into straightforward summaries for cross-functional partners
• Ability to perform quantitative assessments and organize ROI analyses of new initiatives
• Familiarity with European markets, specifically the UK, FR and DE a plus
• Strong digital and ecommerce knowledge and curiosity
• History of working in retail environments and/or agency settings a plus
Education
Bachelor’s Degree (MBA preferred) in Business, Marketing, Analytics, or a related field.
Location
Philadelphia, PA
Travel
Some travel required.