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Senior Director, Data Driven Marketing
Cole Haan
New York, NY, United States
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Mission/Role
As the Senior Director of Data-Driven Marketing, you will grow the team as well as our efforts to invest against new customer acquisition, retention and investment KPIs. You'll coach & develop channel managers, drive communications across executive-level & partner teams, collaborate with our agency, development and analytics partners to establish differentiated capabilities around growth & performance media, and stay ahead of new opportunities with our platform partners.
CORE ACCOUNT-ABILITIES:
Manage and oversee a significant multi-million dollar investment in demand creation.
Drive strategy and execution of our performance and retention marketing efforts as we continue to scale our customer volume, develop expectations around customer LTV, experiment with channel mix, and optimize overall spend levels.
Identify opportunities at the intersection of algorithms, creative, finance, and marketing to differentiate how we approach investing in media.
Collaborate with Direct To Consumer (DTC) commercial leads (SVP, Digital/VP, Retail) to meet and exceed overall business objectives via traffic growth, new customer acquisition and retention.
Partner with international stakeholders to develop and drive our global strategy for demand creation, as we enter new markets.
Develop and inspire longer-term strategic roadmaps. Hold yourself and the team accountable to hitting these growth and retention goals.
Identify, strategize, and execute emerging channel opportunities that we have not yet tested into, in conjunction with our agency partners.
Maintain and evolve a testing framework for both acquisition and retention, to expand our pace of learning across the business.
Develop and oversee the pacing and allocation of our investments to help us better optimize and plan spend across all channels.
Partner with key stakeholders to develop and execute a value-added community and membership program for Cole Haan with an emphasis on communicating our Direct-To-Consumer value proposition and increasing purchase frequency.
Idenfity, finalize search for and onboard an external partner responsible for multi-touch attribution.
Recruit, retain, develop, and mentor a new team of high-performing growth & performance marketers.
Special projects, as assigned.
Requirements
• BA in Marketing, Media or related area
• Minimum 10 years of experience in marketing and/or media buying, overseeing significant budgets that tie directly to revenue targets, preferably in the retail, lifestyle, digital commerce or related industry.
• Thorough understanding of and preferred experience managing, either directly or through partners, the following channels: SEM, SEO, PLAs, Programmatic/Display, Affiliates, Paid social, Email, Direct Mail
• Working knowledge and considered perspective on DMPs and audience targeting
• Experience with Ad Tech platforms such as Google Adwords, DCM, Kenshoo, Bluecore, Amazon Advertising
• Strong ability and experience in drawing insights and interpreting data from various reporting and visualization platforms such as Google Analytics and Tableau
• Understand all channels both broad and deep across digital and offline, inclusive of direct mail
• You are an expert in attribution and measurement, viewing channel effectiveness through a holistic lens
• You understand the nuances and complexities of data but act as a simplifier for others, realizing that data and insights are only powerful if they are actioned upon
About Us
Cole Haan is a pioneer in inventing and reinventing modern dress footwear, bags and accessories through our ZeroGrand and GrandSeries product lines. Customers who seek style, versatility and comfortable function in their products come to Cole Haan.
Cole Haan is rapidly growing in the United States and abroad. The brand is sold in more than 45 countries through 110 branded retail stores within the United States, 200+ branded store and shop-in-shop locations internationally, on our global digital flagship, colehaan.com, and within leading department store and specialty retail partners throughout the World.
Our headquarters is in Greenland, New Hampshire. We have offices in New York, Tokyo, Hong Kong, London, Amsterdam and sourcing offices in Asia.
We seek hard-working employees who are entrepreneurial-minded, solutions-oriented team players who accept and own accountability, model integrity, value individuality and diversity, encourage teamwork and inspire creativity.