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Director, Retail & Category Marketing
Guitar Center
Westlake Village, CA, United States
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Job Description
About Guitar Center
Guitar Center embodies the world of creativity and music by encouraging our teammates to find their own individual sound. We strive to craft lifelong musicians and make a difference in the world by enabling musicians and non-musicians alike to experience the almost indescribable happiness that comes from playing an instrument. We believe in putting our customers first, engaging with respect and integrity and fulfilling our mission with passion.
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join us?
With a career at Guitar Center, you become part of the world's largest multichannel musical instrument retailer. Whether at our Stores, Contact Centers, Distribution Centers, or Support Center, Guitar Center employees have a common goal: to help people find their sound and fill the world with more music.
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Guitar Center is an Equal Opportunity Employer and provides fair and equal employment opportunity to all employees and applicants regardless of race, color, religion, gender, sexual orientation, gender identity, national origin, age, disability, veteran status or any other protected status prohibited under Federal, State, or local laws. All employment decisions are based on valid job‐related requirements.
Requirements
Job Title: Director, Retail & Category Marketing
As the Leader of Retail and Category Marketing for the Guitar Center Brand, the Director will analyze, develop and align our retail marketing strategic calendar, including national promotions, omni-channel calendar planning and activation, align the media strategy (broadscale and digital), develop category marketing efforts, new product launches, services marketing (Lessens, rentals and repairs), and our B2B marketing. Reporting to the VP Marketing they will recommend, align and analyze marketing all Guitar Center Omni-channel promo strategies, processes, promotional plans, campaigns and media support.
The Director, Retail & Category Marketing will help shape retail and marketing strategies based on consumer insights, transactional data, historical business performance, brand guidance and customer segmentation to directly drive traffic, purchase intent, customer engagement and sales.
The Director, Retail & Category Marketing will assure solid ROAS for invested dollars, understand and drive topline growth and work closely with the marketing, creative, inventory, pricing, store operations, e-commerce and merchant teams to collaboratively align on marketing the best activities, assortments, pricing and engagement across owned and paid marketing vehicles.
Responsibilities will include, but will not be limited to the following:
Customer Focus
• Understand the customer via segmentation data, consumer insights data and research, representing the customer view in all marketing decision-making.
• Evaluate all programming, planning and efforts with the lens of the customer(s) to assure we are marketing to them in the right channel at the right time with the right information and offer, ultimately resulting in traffic, sales, margin, EBITDA, Retention and LTV.
• Evaluate product assortments, items and services for marketing support based on best fit to the customer, need states, timing, thematics and experiences.
Omni-Channel Retail Marketing Strategic Planning, Activation and Analysis
Build, lead, align and analyze the Guitar Center brand omni-channel retail marketing calendar, prioritizing marketing levers to drive comp store and online sales, margin, EBITDA and traffic. Calendar will include planning for every day of every week throughout the year, including major tentpole programs to sustained programs in support of core business, used and vintage, payments marketing, services and events.
• Adhere to and drive the 50-week planning calendar process alignment and execution in collaboration with the Marketing Operations Team, assuring deadlines are achieved and communications are complete.
• Drive in-store retention and loyalty strategies to deepen loyalty and engagement of existing users, and attract, recruit and retain new customers.
• Responsible for Marketing new store grand openings and managing plan, budget and activation.
Category Marketing Strategic Planning, Activation and Analysis
• Works closely with the category teams to develop activities cross owned-channels (email, social, content, print, PR, events, etc.), across brands, driving on-going support for the three key categories: Guitar, Tech, Drums & Accessories.
• Manages the implementation of ranked and prioritized new products by channel, assuring best in class execution and support for new and exclusive top priority items.
• Manages dedicated resource(s) in support of category marketing by channel -- Guitar, Tech, Drums & Accessories.
Services Marketing Strategic Planning, Activation and Analysis
• Responsible for the development, implementation and execution of the services strategic marketing planning efforts for Lessons, Rentals and Repairs.
• Operates as the Brand Champion and Key Driver for GC Lessons:
• Accelerates Lessons marketing efforts to include positioning, strategy, creative direction, promotional direction and more to drive new users and retain current lessons customers.
• Works with UX, APP and Web teams to improve and solidify best in class web experiences for lessons customers and decision makers.
• Works closely with the Lessons leadership team to drive Lessons customer growth, curriculum expansion, marketplace opportunities and events.
Business-to-Business (B2B) Marketing Strategic Planning, Activation and Analysis
• Responsible for the development, implementation and execution of the B2B strategic marketing planning efforts for GC Professional and AVDG
• Build, lead, align and analyze the B2B marketing calendar, prioritizing marketing levers to drive leads, acquisition and retention.
• Works with UX, APP and Web teams to improve and solidify best in class web experiences for B2B customers and decision makers.
• Works closely with the GCPro leadership team to facilitate client acquisition via marketing and support their marketing needs.
Media Strategy and Agency Direction
• Responsible for directing the development of the media investment strategy with the media buying agency to the channel / timing and media level, including TV (all), Digital Video, Digital Audio, Terrestrial Audio, Digital Display, Paid Social and YouTube.
• Presents and works with the media buying agency to align the VP Marketing and CMO with the suggested direction and strategy, providing solid rationale, strategy and analysis in support of spend recommendations.
Retail Knowledge, Retail Trends, Consumer Insights and Knowledge
• Nurture an environment that rewards the exploration and implementation of new marketing technologies across digital, mobile, and omni-channel platforms to enhance the customer experience and drive brand engagement in new and innovative ways.
Presentation and Communication
• Owns and shares broadly the Guitar Center Brand Omni-Channel Retail Marketing calendar and is the single source of truth for calendar activation.
• Prepares thoughtful materials for key meetings including Calendar and RSGs for merchant / inventory / stores / e-commerce and call center alignment, stores sales presentations and calls, and vendor / partner meetings.
• Plans, manages and runs the weekly Merchandising and Marketing Meetings (which include senior leaders in merchandising, inventory management and pricing) with the VP Marketing.
Performance Tracking and Regular Report Outs
• Works with other departments (SPG, CRM, Consumer Insights) to develop and present Tentpole / Merchandise Period post mortems with a topline assessment of "what we've learned and what we are doing about it" for future program effectiveness.
• Leverage data to inform decision-making for strategy development and adjustments as necessary.
• Works to provide updates, assessments, analytics on marketing performance for Services, B2B, key categories, vendors and events as needed.
Budget Management
• Enable fluid on-the-go budget spend framework informed by real time campaign performance analysis that minimizes ineffective spend and maximized ROI.
• Manages regular report-outs on spend to Finance and Marketing Leadership.
• Manages marketing ROI / ROAS by optimizing media and channel marketing investments.
• Uses MarketShare and Media Mix Modeling to continually refine optimal marketing mix spending and drive marketing impact on results at a greater rate.
To join our band you'll need the following experience:
• Bachelor's Degree in a related field (Marketing, Business, etc.) is required; MBA a plus
• 10+ years of progressive experience in consumer marketing -- either at a major consumer products brand or retailer (omni-channel, brick and mortar or e-commerce)
• Minimum of 6 years of management experience leading teams.
• Experience in collaborating with cross-functional teams, including PR, social, creative, content and consumer insights.
• Experience with consumer insights and analytics, brand measurement, digital measurement and CRM data
• Experience successfully launching new products
• Strong MSPowerPoint and MSExcel skills required
• Strong analytics skills with the ability to synthesize data from many sources and develop timely, logical, data-based assessment and recommendations.
Position Status
Full-time