Director, Media and Digital Content

MAIN JOB OBJECTIVE

The Director, Media and Digital Content. reporting to the Vice President Marketing, North America will lead full funnel paid media, digital and content strategy for North America. This leader will champion the storytelling of our brand and products in order to drive the next stage of our growth journey through increased online revenue on brand site and retailer.com sites, new customer acquisition, retention rates and accelerated conversion tactics both on- and offline.

RESPONSIBILITIES

• Develop and oversee North America full funnel paid media strategies that drive brand awareness and consideration to increase ROI across platforms and drive consumer engagement
• Grow the brand's presence with media initiatives including display, programmatic, search, paid influencer strategy, outdoor, etc
• Define, measure and evaluate relevant paid media KPls, build out media buys for various ad platforms and oversee the day-to-day execution of paid media
• Ownership of content marketing strategy that is routed in insights from audience data, search trends, competitive landscape and historical performance, in order to drive a deeper relationship with target consumers.
• Oversee media agency (Code 3 and Dentsu) and media partners to ensure strategic alignment and executional excellence on all short- and long-term brand media objectives
• Define consumer segmentation strategies with each campaign animation along with the respective content strategy and synchronize with CRM initiatives
• Work closely with Retailer.com partners and Ecommerce team to develop cross-channel strategies that encompass national media,organic social and email support and on-site exposures in-order-to elevate our brand presence, increase qualified customer acquisition and drive conversion
• Develop strategies to optimize SEM and right-size investment to improve paid search, driving performance marketing, customer acquisition, and conversion
• Partner with Global PR, Marketing and Social Media teams to align influencer marketing programs and paid social media efforts
• Work with Marketing and Ecommerce teams to identify growth opportunities both on- and offline, particularly in the realm of content to best bring the brand to life in terms of impact and resonance for our target segments
• Establish and keep track of KPls on all marketing initiatives to measure success of campaigns and strategies
• Oversee paid media and content production budgets

What you will achieve in the first 6 months

• Develop consumer segmentation strategies for each campaign that drive overall brand objectives, qualified traffic to brand site and retailer com, and accelerate new customer acquisition by double digits
• Develop media campaign strategies and appropriate spend allocation for Spring and Fall programs that support brand awareness objectives and online sales KPls
• Develop structured media planning process 6-9 months out from each campaign launch date

What you will achieve in 12 months

• Develop and execute 2021 media campaigns, and develop 2022 media strategy and budget
• Develop media support plan for distribution expansion in Fall 2021
• Bridge EMV and paid media strategies that partner to drive brand awareness, double qualified traffic to brand site and retailer.com sites, double new customer acquisition rate and accelerate conversion rates
• Work with Integrated Communications, North America Marketing, Global Social and eCommerce teams to develop aligned product positioning, consumer targeting and content strategy across social, all media buys and influencer marketing strategies

• Bachelor's Degree in Marketing or equivalent
• 10 plus years' relevant experience in paid media and digital
• Strong understanding of paid social, paid media, influencer marketing, nonbrand search and SEM
• Strong experience and passion in Digital and Social content development
• A strategic thinker with the ability to conceive ideas, implement, execute, and follow-up
• Excellent communication leadership/team management skills
• Ability to forecast department needs/vision in correlation to planned budgets
• Excel at communicating big ideas and leading meetings and presentations
• An expert in all areas of brand communication, including writing decks and recaps