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VP - Head of Marketing
Pacific Sunwear
Anaheim, CA, United States
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Job Description
The Head of Marketing role for PacSun will be challenged to further drive the marketing presence of the PacSun business. He/she will have overall responsibility for developing and executing the strategy to continue to build and grow marketing across all marketing departments including social media, events & PR, marketing production, photography, and creative. The Head of Marketing will lead the department in all aspects of marketing, events, PR, social, and creative presence and projects.
Marketing Oversight:
• Drive a cohesive marketing strategy and execute an integrated campaign around the company's brand positioning to drive in-store and online traffic and sales, and ensure PacSun growth and profitability targets are delivered.
• Innovate to develop new sources of qualified traffic and increase the effectiveness of the current and new customer engagement vehicles (e.g. mobile, social, SEM and events)
• Engage, develop and strengthen the PacSun digital community, leveraging new content and creative, as well as inspire the customer through innovative & distinctive (equity-building) programming
• Create new ways to optimize and build upon the effectiveness of current programs via social, mobile and local drivers
• Set marketing technology investment priorities across all of the retail stores to fully integrate customer databases with POS and ecommerce platforms
• Effectively partner with fashion inspired brands to develop and execute winning marketing programs across all channels
• Further define PacSun's proprietary brands and licensed brands
Customer Experience and Digital Commerce:
• Develop winning strategies and initiatives to improve customer experience to ensure a seamless journey across all channels
• Develop a deep understanding of customer attitudes and behaviors to serve as foundation for PacSun business strategy
• Identify opportunities for PacSun by analyzing, interpreting and responding to key data sources (e.g. sales data, primary & secondary research, trends, tracking, etc.)
• Align and prioritize with PacSun executive committee on key customer initiatives and partner with cross-functional team to deliver recommended plans
• Track performance and results of key customer initiatives
• Integrate retail stores and online channels to align and share insights to deliver a multichannel customer understanding
Lead, Manage and Develop Teams:
• Build, lead and inspire a best-in-class marketing and ecommerce team that is accomplished, capable, focused and has the skills to adapt to a fast-paced, changing environment
• Ensure team is developed into future leaders for PacSun from recruitment, through career pathing and individual development planning effort
• Understand each manager's specific developmental needs and, with them, create a plan to address them
• Ensure that each manager has a solid understanding of the industry dynamics in their areas and ensuing opportunities and threats in the market and provided appropriate training and mentorship as necessary
Communication:
• Responsible for the regular communication of PacSun marketing and digital strategies and plans to senior level executives (both internally and externally), key internal stakeholders and direct reports to ensure alignment and understanding among all parties
Requirements
• Ideally, 10+ years of progressive experience in complex, best-in-class, lifestyle-oriented, omni-channel brand that creates emotional connections with their customers.
• Track record of driving a marketing team, working closely with peers in information ecommerce, technology, merchandising, planning & allocation, and supply chain. Further develop the process, discipline, metrics and systems required to run a seamless digital business providing competitive advantages to support PacSun's overall business strategies.
• Prior experience and working knowledge of the retail marketing world, ideally with deep and current experience in social and mobile.
• Highly motivated and pro-active. It is essential that this executive be a team player, a "doer", with a competitive but collaborative style. He/she will be decisive and self-sufficient, with the ability to anticipate the business needs.
• Strategic and Analytical Thinking: This person is highly analytical and adeptly derives consumer-driven insights out of quantitative and qualitative information. S/he poses thoughtful and provoking questions that incite different and innovative thinking about the business. This person demonstrates strong learning agility and is able to quickly detect hidden value in any situation and understand how to unlock it. S/he navigates confidently in ambiguous situations and makes rapid course corrections when business conditions change.
• Innovator:The ideal candidate is known as an innovative leader with a deep understanding of the digital landscape and a fluent user of social and mobile platforms. S/he is known for developing solutions that create a unique and compelling experience for the customer, and is able to see a path to get the organization to realize the vision. S/he has a track record of leading the development of winning, customer-centric digital strategies and channels (e.g., web, mobile, social) relative to stores and how to integrate and leverage both. This person also has in-depth functional knowledge of social media, mobile strategies and platforms, and CRM applications. S/he capitalizes on new trends and generates innovative strategies and approaches for addressing future scenarios.
• Influencing Skills: This person displayed well-honed influencing skills that will enable him/her to persuade others and execute across organizations and external partners. S/he has the courage to confidently express an independent point of view and is comfortable challenging conventional wisdom at the highest levels of the organization. This person has excellent listening and cognitive skills and the ability to influence and drive dialogue by building "buy-in" across the organization on topics related to the consumer, the market, and business strategy.