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Director, Digital Marketing – Customer Acquisition
Belk
Charlotte, NC, United States
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The Director, Digital Marketing - Customer Acquisition, is responsible for developing concepts and initiatives to drive increased revenue, return on ad spend, and new customer retention from the acquisition focused digital marketing channels. Lead channel initiatives to consistently test, learn, and recommend next actions to increase revenue and customer growth. Channels of responsibility include Paid Search, Organic Search, Display, Social Media, Affiliates, and Vendor Co-Op. Partner with merchant teams and larger marketing team in developing comprehensive plans that support company goals. Work collaboratively with eCommerce, Finance, IT and executive teams in meeting cross department, corporate objectives.
Essential Functions:
• Ownership of the Digital Marketing Calendar for all Digital Customer Acquisition channels and integration with corporate level Sales Promotion Marketing (SPM) calendar. Ensure that all digital marketing activities are aligned with corporate and eCommerce needs and deliver on financial goals and new customer acquisition targets.
• Plan and actively manage the digital marketing budget for given areas of responsibility. Recommend increases/ decreases in spend where appropriate to take advantage of opportunities as they occur and to achieve sales and new customer acquisition goals.
• Report regularly on the effectiveness of digital marketing activities. Make recommendations to the merchant and marketing teams as to improving performance. Set goals and monitor performance.
• Create a test and learn environment to ensure staying on top of industry and corporate trends. React quickly to results and formulate action plans to optimize and grow initiatives and channels where we see positive impact.
• Support Marketing & Merchant teams in post event, campaign, and season reviews that objectively analyze results related to Belk, competitive, and market activities. Make sound recommendations for constant improvements.
• Oversee the allocation of merchant space and resource allotment within digital marketing by demand center/ DMM. Objectively review and manage conflict, raising issues as necessary to provide appropriate resolution.
• Manage information and process flow for event preparation, production, and creative/ executive review of digital marketing efforts. Communicate objectives and guide process. Own process improvement efforts in this area.
Education / Experience Requirements:
Position Contribution Level:
Minimum Education & Experience:
• BA or BS degree
• 8-10 years of retail digital marketing experience or its equivalent. Additional experience in Merchandising, Finance, Planning, Field, or agency work a plus. Department Store or similar high/low, fashion and promotional driven environment preferred.
Preferred Education & Experience:
• MBA preferred
Knowledge / Skills Requirements:
• Digitally savvy – current on market trends, emerging technologies, exploitable opportunities.
• Good business instincts supported by superior analytical, administrative, and communication skills. Able identify growth opportunities, convince others to follow lead, manage execution and objectively report on results.
• Proven self-starter with a strong sense of initiative and urgency.
• People motivator – ability to lead, train, and develop a diverse staff of people.
• Computer literate – familiar with MS Office suite, managing data, reporting.
Physical Requirements:
• Ability to operate computers, manipulate various keyboards, etc.
• Ability to maintain files
• Ability to operate and communicate using telephone
• Ability to travel to stores/ markets/ offsite facilities
Reporting Relationships:
Supervisor:
Vice President, Digital Marketing, Analytics, and Site Operations
Supervises:
Manager, Digital Marketing - Social Media
Sr. SEO Analyst
Digital Marketing Analyst
Paid Search (Future State)
Disclaimer:
For reasonable accommodation information for an ADAAA qualified disability please see Belk Associate Handbook for policy and procedures.