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Director, Digital Marketing/Loyalty
VFC
Alameda, CA, United States
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The North Face: Director, Digital Marketing/Loyalty
At The North Face we dare to lead the world forward through Exploration.
The North Face is the premier exploration company in the world. Founded in the counterculture of Berkeley, CA in 1966 we have a long and storied legacy of enabling exploration, protecting our planet, and creating iconic and technically advanced product.
Our culture is born from the spirit of the Explorer and infuses everything we do. We love wild places. We spark curiosity. We dare to disrupt. We create communities. And we lead with integrity. We are a community of explorers and are constantly looking for new ideas, places and people to connect with.
We take great pride in our ability to facilitate exploration for our employees and partners. By joining The North Face family, you will be offered the opportunity, tools and environments to more deeply explore the world around you and make meaningful, lasting connections. You will also be working on a team with a mission to protect our planet for generations to come.
The North Face is part of VF Corporation who guides powerful brands that are fueled by insights and innovation that put us at the heart of our consumers’ lives. Many of our brands lead their respective categories, and some have risen to iconic status.
While our VF company and brands are diverse, we work together within a One VF culture to capitalize on our greatest opportunities for long-term performance. Across our company, a collaborative, global mindset differentiates our products and the unique experiences we provide to our consumers. It all adds up to a lasting competitive advantage built on harnessing the power of our differences to achieve great things together, all while positively impacting the lives of hundreds of millions of people and the world.
The Director of Digital Marketing and Loyalty is responsible for leading customer acquisition and retention marketing strategy, driving traffic and sales growth of The North Face US and Canada eCommerce businesses. This role owns the strategy, planning, budgeting, vendor selection and KPIs of all performance marketing channels including SEM, SEO, paid social, affiliate, comparison shopping engines, display, and remarketing. This person oversees our email program including promotional and automated campaign strategy, content and audience planning, list and revenue growth. Finally, this role owns the VIPeak Loyalty Program across all Direct to Consumer channels at The North Face. This person must be a strong people leader, able to influence cross-functional and cross-brand teams, and manage multiple agencies, finite resources and team members to create compelling customer experiences.
As a member of the DTC senior management team, provide leadership and vision to drive growth for The North Face DTC business.
Deliver plans for traffic-driving programs, establish measurement and success metrics with the goal of meeting business KPIs.
Manage strategy, investment and vendor selection for performance marketing channels, including: paid search, SEO, paid social, affiliate, comparison shopping engines, remarketing and display media.
Drive strategy and execution of email programs, including promotional and automated (triggered and transactional) campaigns.
Find innovative ways to use data (weather, customer LTV, etc.) to integrate personalization and optimize the effectiveness of digital tactics.
Use marketing analytics, customer analytics and multi-touch attribution models to optimize performance and investment of digital tactics and to influence digital traffic investment choices across organization.
Deliver compelling VIPeak Loyalty Program experiences to members with the goal of engagement and increasing customer lifetime value and brand loyalty.
Build relationships with VF Digital Lab, VF centralized technology resources, Brand Marketing, Ecommerce, Customer Lifecycle Management/CRM, DTC merchants, Store Operations, Customer Service, and other DTC partners.
Put the creation of inspirational customer experiences at the heart of everything you do.
Hire, coach and develop team; provide feedback and career paths for advancement and growth.
Years of Related Professional Experience:
◦ 8+ years of experience in digital marketing required.
Educational/Position Requirements: BA/BS in Marketing, Digital Marketing, Communications, or Design.
Skills:
◦ Working knowledge of digital media (search, email, affiliate, etc.) and customer loyalty programs.
◦ Working knowledge of web development and strong project management skills.
◦ Ability to lead cross functional digital marketing projects for on-time in-budget delivery.
◦ Strong communications and negotiations skills.
◦ Very strong people management