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Executive Director, Marketing, (DTC) Aveda North America

Country : USA USA

State : New York

Town : New York

Category : Marketing

Contract type : Permanent

Availability : Full time

Job description

Aveda is a cruelty-free brand. We do not test on animals and never ask others to do so on our behalf. Our products are "people-tested." Being a cruelty-free brand is an important part of our mission to care for the world we live in and for those we live with and has been since our founding in 1978. We strive to set an example for leadership and responsibility of caring, not just in the world of beauty, but around the world. Our commitment to caring for animals and wildlife reaches far and wide. In fact, we live and breathe it. This newly formed position will be an instrumental part of our growing high-performance Marketing team. You will lead, cultivate, and inspire the new DTC Omni marketing vertical to develop and implement short-term and long-range strategic plans. This also includes managing planning, timelines, budget, and execution for all direct to consumer and digital marketing activities which drive DTC sales and fuel omni-channel growth. Reporting to the VP Marketing, you will work closely together and across our marketing leadership verticals, as well as Regional and Global cross-functional teams to deliver powerful performance-driven programs on time, cost efficiently, adhering to overarching marketing / business strategy, and against measurable KPIs. This role creates a critical bridge to eCommerce /FSS, and will influence site design and operations, digital site content, and personalization. This role will oversee key marketing specialists across Paid and Earned Media, as well as Customer Strategy and Loyalty. You will be a steward of brand equity and the Aveda mission, ensuring all planning is in alignment with our core values. LEADERSHIP Oversee, manage, cultivate, and inspire the NOAM DTC Omni Marketing vertical. Continually coach individuals on the team for maximum potential. Drive process evolution, creating great clarity of ownership, efficiencies of efforts, and collaborative planning of all initiatives. Work in close partnership with VP and cross-vertical marketing leadership to improve ways of working, create synergy in planning, and reduce inefficiencies across teams A key member of the Regional Marketing leadership team, portray executive presence, align and support the team and brand vision, bring fresh & compelling ideas forward from all levels, and help build a strong, positive, team spirit Ensure excellence in execution across all initiatives REGIONAL STRATEGY Drive yearly and long-term strategic Marketing DTC Omni planning by translating the global brand objectives into North America Market relevant strategy and planning, facilitating market share growth and brand health Deliver compelling DTC Omni experiences which drive Hero products and New Launches. Continuously evolve to ensure we stay current with macro and micro trends, maintain relevance and drive brand desirability Facilitate dialogue with Global Brand teams to support specific regional needs across consumer engagement, omni-channel, campaign, and loyalty offerings, to facilitate regional growth and attract new consumers to brand Lead Earned and Owned Media ecosystem, driving brand health, increasing awareness, fueling qualified traffic and delivering sales goals Lead Customer Strategy, Retention, and Loyalty, to increase customer acquisition and LTV, through strong planning, excellence in execution, and consumer first insight. Have passion for delivering exceptional customer experiences, utilize a practice of continual measurement and optimization, and have a strong foundation in DTC businesses (online and brick & mortar) OMNI-CHANNEL PLANNING, WITH DTC EMPHASIS Develop and manage a consumer-centric and data-driven DTC Omni strategy digital, aligned with VP, and partner with DTC Commercial teams to drive unique and relevant experiences which create lasting emotional consumer connections and sustained profitability Lead digital marketing functionality and implementation planning for omni- initiatives, and set measurable KPIs that deliver sales and engage customers Manage cross functional relationships with Brand Marketing, commercial partners, Global and COE teams to ensure the digital experience is consistent with brand identity and on target with consumer KPIs Lead go-to-market strategies, including but not limited to use of new digital experiences and development of social commerce vision (Aveda a-comm/Juno). Set clear KPIs and drive optimization based on continual learning. Establish brand differentiation and sustain success through continuous analyses of market trends, competitive influences, and performance of digital outlets, including demographic analyses and gap analyses Research new revenue models, such as subscriptions, 'rundles', bundles with external and complementary products, including emerging DTC commerce revenue models to capture new customers and meet evolving customer expectations Implement and manage a sustained data-driven process to define UX features and prioritization toward building world-class digital experiences that feel seamless across channels; utilizes customer research and team expertise to identify opportunities and inform future enhancements Media Oversee and guide the Earned and Paid Media group (3) to deliver compelling strategy and effectiveness for all key hero moments, branding moments, and regional big bets. Reinforce the ecosystem of paid and earned media, creating cohesive and timely planning Continually evaluate performance of creative assets for optimization and future planning Loyalty Oversee the Customer Strategy, Retention, and Loyalty group (2) to ensure the customer is at the heart of our planning and execution, delivering compelling communications and journeys to engage new and retained, loyal customers, and stay ahead of competition Lead the Aveda A+ Rewards loyalty program, acquiring new members, driving engagement, retention, and lifetime value. Outline effective customer reach/acquisition, conversion, and retention tactics and manages their expression as a digital marketing operations center that leverages enterprise capability ANALYTIC AND FINANCIAL ACUMEN Analytic rigor and thinking applied and leveraged across all efforts. Well-versed in looking at internal sales trends, market and consumers trends to learn, drive projections to predict category growth, input toward future plans, and establish proper performance measurement tactics. Drive financial discipline, developing internal capabilities on the team, with focus on P&L and ROI optimization. Work closely with VP on budget planning, efficiencies, and processes. Standardize reporting for areas of responsibility, aligned with VP and Marketing priorities. Concisely deliver insight regularly and into broader monthly business reviews Establish & keep timelines, structured launch plans, KPIs to deliver goals, and complete within/under budget.

Profile

10+ years related Brand Marketing, Omni Marketing and/or eCommerce experience; along with compelling experience in managing high-performing teams. Bachelor's degree required; MBA a plus Knowledge of digital / omni best practices and strong understanding of customer experience. Strong understanding of eCommerce business, Omni-Product Development, UX and/or Merchandising, Planning and Allocation Experience working in a high volume, fast paced, multi-channel retail environment essential Experience defining/developing financial models for new business opportunities, managing costs effectively, and delivering strong ROI Experience cultivating and contracting relationships with product partners (internal and external) Inspiring and engaging interpersonal skills with the ability to work with people in various disciplines and cross-functions as well as present to senior leadership Consumer-centric mindset to drive trial, penetration, and enhance customer loyalty, improving business growth Experience with professional salon business in haircare preferred; understand professional networks and B2B Strong understanding of DTC business, data acumen, and digital experience inclusive of SEM, SEO, affiliate marketing, display and organic and paid search, e-commerce Demonstrated experience with managing and leading a team (hiring, performance management, coaching, etc.). Strong analytical skills and judgment for in-depth business review with a high level of creativity Clear and concise written and oral communication skills Ability to personally set priorities and motivate others Solid negotiation and relationship building skills with internal and external partners
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