• Digital Marketing Director - Merrell

    Job Locations US-MI-Rockford
    Job Function
    Min. Exp.(Yrs)
    Full Time
  • General Function


    Merrell believes nothing should get in the way of enjoying active outdoor adventures. Merrell hiking boots, trail running shoes and apparel are built on Merrell’s outdoor heritage, quality and performance. The trail is the core of our design philosophy and has continued to guide us in the development of innovative products that inspire and enable enjoyment of the outdoors.


    This position will drive the strategy, planning, testing, execution and optimization of all brand-marketing initiatives from online to offline. You will lead the brand’s transformation into a digital first approach; one that is viewed with an integrated lens on all expressions of the brand with an emphasis in the identification of new channel strategies balanced with a tactical mix. This position will play a critical role in elevating the brand vision and inviting more consumers into the brand, through brand and product campaigns, media strategy, cohesive story telling across all consumer touch points both owned and non-owned, taking a mobile first approach. You will partner with the head of marketing to pull Direct-to-Consumer/eComm and Brand Marketing into one cohesive vision. Driven by a curiosity of innovation and “what is next.”

    Primary Duties

    • Devise annual brand marketing plans, inclusive of off-line activations, creation of editorial calendars, content strategy, manage associated budgets, etc.
    • Define the vision for how the brand transforms into a digital-first lifestyle brand.
    • Shape the digital customer experience through the entire customer journey, telling a brand story and driving effectiveness at every step
    • Plan and executive integrated digital-first campaigns: Drive engagement, growth and revenue goals across digital channels globally.
    • Create advanced data-driven customer segments that can be leveraged for insights, media planning, effectiveness measurement, and learning.
    • Drive innovative partnerships with digital platforms and publishers, earning recognition and building a name for the brand as a Digital Centric apparel and footwear brand.
    • Oversee the planning and execution of influencer marketing programs
    • Oversee planning, measurement and optimization of marketing strategies and messaging, marketing spend, channel strategy, and campaign performance.
    • Integrate internal and external brand strategies and initiatives into a cohesive annual marketing plan/ calendar.
    • Highly collaborative with the extended brand teams (Product, Operations, Relationship Management, etc.) to leverage existing data and insights to maximize current owned media and limiting incremental spend.
    • Manage agencies, determining overall media strategy and campaign development across paid and owned channels. Implement media testing strategies, evaluate channel mix, and optimize quickly and accordingly.
    • Design marketing dashboards in order to continually test and evaluate methods and tactics, against brand goals of acquisition, retention and loyalty
    • Collaborate with creative services driving the brands needs from eComm to stores to collaborations.
    • Ability to oversee digital campaigns and rapidly adapt and evolve tactics according to results and trending Key Performance Indicators. (Oversee the execution of paid media campaigns and pull the appropriate levers with minimal latency.)
    • Oversee briefing, review, and refinement of creative work in line with strategic objectives. Ensure all assets for brand and campaign launches are ready for go to market.
    • Oversee execution of public relations strategy, including traditional and digital PR.
    • Oversee strategy and execution of all brand assets and associated collateral.
    • Oversee execution of all brand activation.
    • Collaborate with Product and Creative teams to brief and align on seasonal marketing messages, key stories, and product attributes.

    Knowledge, Skills and Abilities Required

    • 10+ years experience in consumer brand marketing, preferably in the fashion, footwear, or accessories industry. Master’s in Business Administration is a plus

    • Lead digital strategy at agencies and ideal a brand.

    • Hands-on experience managing and measuring integrated media campaigns

    • Proven experience in digital media, social media and editorial content management.

    • A analytical orientation, with a desire to test and learn

    • Google Analytics Certification and Adobe Analytics (Omniture) certified

    • Proficient in Paid Search and Google Ad words campaigns (Campaign, Ad group, Keywords, etc.) management

    • Innately Curious and a creative problem solver

    • Deep brand management experience with a drive for digital innovation

    • Seasoned manager with proven success managing external agencies and building teams

    • Desire to participate in all phases of marketing efforts, from strategy through concept and execution

    • Expert leader with the ability to drive forward initiatives and overcome obstacles, while navigating several personality styles

    • Experienced in each stage of the consumer journey from Search to Advocacy

    • Ability to influence and manage all aspects of the Marketing Funnel (Awareness, Interest, Consideration, Intent, Evaluation, Conversion/Purchase, Retention, Nurture)

    • Inspirational and team oriented, being a stable link in a sea of rapid change

    • Outstanding oral and written communication skills that can keep varying groups and teams aligned and informed



    Normal office environment.

    Committed to a diverse workforce, we are an Equal Opportunity Employer (Minorities/Women/Veterans/Disabled).


    The above statements are intended to describe the general nature and level of work being performed and are not intended to be an exhaustive list of all responsibilities, duties and skills, which may be required.



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