• Director, Digital Marketing

    Job Locations US-MA-Waltham
    Brand/Group
    Sperry
    Job Function
    Marketing
    Min. Exp.(Yrs)
    10
    Type
    Full Time
  • General Function

    Diamond_Sperry_Since1935_OfficialLogo_PMS_296

    From Paul Sperry and one man’s inventive spirit in 1935 to today, Sperry has forever inspired adventurous souls who strive for lives fully lived. Whether it’s the world’s first and original boat shoe or our sea-tested apparel, we equip all those who believe the best stories are written with your feet. So go out there, and live an adventure-filled life. Join our team and discover an odyssey in every day.

     

     

    This position will drive the strategy, planning, testing, execution and optimization of all brand marketing initiatives in the digital environment. 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 a comprehensive media strategy and 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

    • Define the path & vision to transform Sperry into a digital-first lifestyle brand.
    • Devise annual brand marketing plans for online activations ensuring alignment with both ecomm & editorial strategies. 
    • Plan and execute integrated digital-first campaigns; shaping the digital customer experience throughout the brand journey, driving engagement, growth and revenue goals across digital channels globally.
    • Oversee & monitor campaigns to adapt/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.)
    • 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.
    • Understand the data-driven customer segments that can be leveraged for insights, media planning, effectiveness measurement, and learning.
    • 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.
    • Collaborate with the extended brand teams (Product, Operations, Relationship Management, etc.) to align on seasonal marketing messages, and leverage existing data and insights to maximize current owned media and limiting incremental spend
    • Manage relevant agencies, determining overall digital 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
    • Oversee briefing, review, and refinement of creative work in line with strategic objectives. Ensure all assets for brand and campaign digital launches are ready for go to market.
    • Clear identification of content creation & management strategy, manage associated budgets, etc.
    • Performs duties consistent with the Company’s AAP/EEO goals and policies.
    • Performs other duties as required/assigned by manager.

    Knowledge, Skills and Abilities Required

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

    • Hands-on experience leading digital strategy, managing and measuring integrated media campaigns

    • Analytical orientation, with a desire to test and learn; proven experience in digital media, social media and editorial content management.

    • Google Analytics Certification and Adobe Analytics (Omniture) certified

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

    • Deep brand management experience with a drive for digital innovation, experienced in each stage of the consumer digital journey from Search to Advocacy, with a desire to participate in all phases of marketing efforts, from strategy through concept and execution

    • Expert leader, inspirational & team oriented with the ability to drive forward initiatives and overcome obstacles, while navigating several personality styles during a time of rapid change

    • Outstanding oral and written communication skills that can keep varying groups and teams aligned and informed, with an ability to influence at all levels of management

    • Innately curious and a creative problem solver

    WORKING CONDITIONS

    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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