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Director, Digital Marketing

Country : USA USA

State : California

County : Orange County

Town : Anaheim

Category : Marketing

Contract type : Permanent

Availability : Full time

Job description

Overview

Who is Pacsun?

Pacsun is dedicated to delivering an exclusive collection of the most relevant brands and styles to a community of inspired youth. Through partnerships with brands such as adidas, Brandy Melville, Essentials Fear of God, our own brands, and many more, we offer a unique range of product that all youth can express themselves through. We have worked with celebrities such Emma Chamberlain, Storm Reid, Jules LeBlanc, and A$AP Rocky to curate exclusive product. Pacsun ranks #3 as a favorite apparel brand amongst teens - #1 amongst women and #4 amongst men. We have a reach of 1.6M followers on TikTok, 2.5M followers on Instagram and over 380K followers on Twitter.

We are committed to continuously learn and take action through philanthropic initiatives and outreach to support and partner with organizations that align with our company values of good mental health, diversity, and equality.

We believe in and understand the importance of using our voice, platform, and resources to inspire and bring about positive development in our local and global communities. Through meaningful partnerships and engagements, our goal is to inspire and positively impact the people around us, near and far.

The Director, Digital Marketing is responsible for the development and management of the company's digital marketing strategy. Manages all paid media team members and lead all activities, included but not limited to SEO/SEM, affiliate, display, marketplaces, social advertising and custom activations. Collaborates with cross functional teams, include CRM, Brand Marketing, Merchandising, Buying, Planning, Legal and IT. Primary focus is to drive customer acquisition and retention, build revenue profitably online, manage a strict budget and continually improve return on ad spend.

Responsibilities

Core Accountabilities:

  • Develops and executes digital marketing strategy across all digital media channels from concept to launch
  • Leads and manages all aspect of digital marketing, including SEO/SEM, Affiliate, Display Re-Targeting and Acquisition, Shopping Comparison Engines, Social Advertising and Custom Activations on social apps or media networks such as TikTok and Snapchat.
  • Manages and develops digital marketing team; set and maintain clear specific, measurable, actionable, reasonable and time related goals for functional group and individual team members.
  • Partners with cross functional leaders to optimize digital marketing effectiveness and support cross channel sales, including Merchandising/Buying, Planning, Brand Marketing, Creative, and other functions.
  • Launches new digital marketing programs to better acquire and retain customers
  • Develops digital marketing roadmap including optimization of existing channels and development of new and ensure that plans are executed in conjunction with associated tactics
  • Builds and maintains digital marketing budget aligned with overall business objectives and reports on actual, budgeted and forecasted projections in both spend, demand and return on ad spend on regular weekly, monthly, quarterly and annual basis
  • Provides analytics on effectiveness of all digital marketing channels including but not limited to qualitative and quantitative channel performance holistically and down to the campaign/publisher level, channel impacts to acquisition costs and customer lifetime value and associated benchmarks to measure competitive advantages.
  • Leads implementation and maintenance of new analytic systems in collaboration with cross functional partners including sophisticated attribution modeling in order to gain better insights into effectiveness of digital marketing.
  • Leads effort for landing page optimization, personalization and other forms of a/b and multivariate tests associated with digital marketing focused on improving click through and conversion rates.
  • Evaluates all associated digital marketing partners, vendors and publishers for effectiveness and contribution to business and digital marketing efforts.
Leadership Expectations:

  • Operate with the highest level of conduct, integrity, and confidentiality; setting the example for leaders and associates.
  • Develop and nurture strong cross functional partnerships; driving business results and inspiring a culture of transparency, collaboration, and accountability.
  • Serve as a PacSun advocate in the industry and marketplace.
  • Recruit, identify, develop, and retain talent that delivers performance excellence.
  • As a manager, serve as a leader of company culture, norms, and conduct.
  • Ability to balance a strong management presence with a high level of approachability, encouraging and eliciting associate feedback and interaction.
  • Ability to operate on all levels, from strategy to reporting and analysis
Responsibilities

Core Accountabilities:

  • Develops and executes digital marketing strategy across all digital media channels from concept to launch
  • Leads and manages all aspect of digital marketing, including SEO/SEM, Affiliate, Display Re-Targeting and Acquisition, Shopping Comparison Engines, Social Advertising and Custom Activations on social apps or media networks such as TikTok and Snapchat.
  • Manages and develops digital marketing team; set and maintain clear specific, measurable, actionable, reasonable and time related goals for functional group and individual team members.
  • Partners with cross functional leaders to optimize digital marketing effectiveness and support cross channel sales, including Merchandising/Buying, Planning, Brand Marketing, Creative, and other functions.
  • Launches new digital marketing programs to better acquire and retain customers
  • Develops digital marketing roadmap including optimization of existing channels and development of new and ensure that plans are executed in conjunction with associated tactics
  • Builds and maintains digital marketing budget aligned with overall business objectives and reports on actual, budgeted and forecasted projections in both spend, demand and return on ad spend on regular weekly, monthly, quarterly and annual basis
  • Provides analytics on effectiveness of all digital marketing channels including but not limited to qualitative and quantitative channel performance holistically and down to the campaign/publisher level, channel impacts to acquisition costs and customer lifetime value and associated benchmarks to measure competitive advantages.
  • Leads implementation and maintenance of new analytic systems in collaboration with cross functional partners including sophisticated attribution modeling in order to gain better insights into effectiveness of digital marketing.
  • Leads effort for landing page optimization, personalization and other forms of a/b and multivariate tests associated with digital marketing focused on improving click through and conversion rates.
  • Evaluates all associated digital marketing partners, vendors and publishers for effectiveness and contribution to business and digital marketing efforts.
Leadership Expectations:

  • Operate with the highest level of conduct, integrity, and confidentiality; setting the example for leaders and associates.
  • Develop and nurture strong cross functional partnerships; driving business results and inspiring a culture of transparency, collaboration, and accountability.
  • Serve as a PacSun advocate in the industry and marketplace.
  • Recruit, identify, develop, and retain talent that delivers performance excellence.
  • As a manager, serve as a leader of company culture, norms, and conduct.
  • Ability to balance a strong management presence with a high level of approachability, encouraging and eliciting associate feedback and interaction.
  • Ability to operate on all levels, from strategy to reporting and analysis

Profile

Qualifications
Education/Experience Required:
  • Bachelor's Degree, preferably in Marketing and/or Business

  • 5-7 years' experience in digital marketing and marketing analytics

  • 5+ years within a retail environment; Apparel and Omni channel experience a plus

  • Must be financially savvy and skilled in reporting on all KPIs, marketing performance, user behavior, shopping flows, channels, marketing tests and uncovering insights which provide a better understanding our customer in order to improve traffic, conversion and financial results.

  • Must be hands-on, analytical, and highly collaborative leader capable of delivering results in a fast-paced environment.

  • Excellent interpersonal skills and the ability to build effective internal and external relationships, and influence change

  • Excellent written and verbal communication skills

  • Strong business, data analysis and interpretation skills

  • Extraordinary collaboration skills; experience managing digital marketing in a highly-matrixed, multi-channel retailer a strong plus

  • Strong Microsoft Office skills, especially Excel, PowerPoint, and Word

  • Self-starter and able to solve medium to complex problems


Pac Perks:
  • Flexible work options

  • Dog friendly office environment

  • Beverages and snacks provided daily

  • Onsite gym, volleyball court, ping-pong tables, and a skate park available on campus

  • HQ workforce of 60%+ people of color

  • $1,000 referral incentive program

  • Associate discount of 30-50% off merchandise online and in-stores

  • Competitive long term and short term incentive program

  • Immediate 100% vested 401K contributions and employer match

  • Calm Premium access for all employees through 2021

  • Employee perks throughout the year

  • Visit our LinkedIn page to view many articles regarding our leaders and current initiatives


*Please note that some perks/amenities may not be available and/or may be modified at the Company's sole discretion during the COVID-19 temporary work-from-home period.
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