• Director Digital Marketing

    Job Locations US-MI-Rockford
    Brand/Group
    Chaco
    Job Function
    Marketing
    Min. Exp.(Yrs)
    8
    Type
    Full Time
  • General Function

    Chaco

    Chaco is an iconic outdoor brand with market leadership in performance sandals, a high growth business in closed-toe performance and lifestyle footwear, and a dynamic accessories offering. The brand has achieved several consecutive years of industry-leading growth by creating remarkable connections with a tribe of loyal consumers known as ChacoNation.

     

    The Digital Marketing Director leads and owns the brand’s digital marketing function and is responsible for developing and executing an integrated strategy that will create amazing online consumer experiences, while accelerating overall Chaco sales.  As a key brand leader, this person will connect brand and product stories across brand, eCommerce/DTC, and retail partners to build a community and drive commercial success.  You will be responsible for building the Chaco brand digitally by managing important channels like social media, digital media, content strategy, blog, and influencer programs.

    Primary Duties

    • Develop the brand digital marketing plan and marketing tactics by leveraging financial information, research and consumer insights & marketplace intelligence to form an integrated digital marketing strategy.
    • Plan and execute integrated digital-first campaigns driving engagement, growth, and revenue across channels
    • Create and manage a digital marketing calendar and marketing plans tied to brand and product launch activities, editorial calendars, content strategy, brand media, and integrate it with the eCommerce team.
    • Partner with eCommerce teams to shape the overall online customer experience journey (web, email, social, blog, influencer, etc.), telling a best in class brand story and driving effectiveness at each step. Drives website and blog enhancements in close collaboration with brand, ecommerce, technology/IT, and internal and external design teams.
    • Set, manage and track all digital marketing efforts in order to maximize return on investment, ensuring established brand, sales, expense and profitability goals are reached.
    • Highly collaborative with the extended Chaco teams (eCommerce, Product, Creative Services, Operations, Sales, Consumer Intelligence, Agencies, etc.) to leverage data and insights to maximize brand opportunities.
    • Works with internal and external resources to create content strategy across digital channels, including blog, site and social platforms. Sources and develops content in coordination with brand creative resources.
    • Develops and owns the social media strategy and voice, working with the brand digital marketing and PR teams to coordinate communication efforts.
    • Work with Marketing stakeholders to ensure plans are integrated, meeting overall brand, territory, and commercial objectives.
    • Directs the brand’s media strategy and media agency relationship to optimize paid media programs while partnering closely with eCommerce teams during briefing to optimize overall plan development.
    • Budget responsibility for all brand digital marketing programs (unbranded SEM / display / social / emerging programs, etc.).
    • Familiarize self with brand and eCommerce tech stack and develop a highly collaborative partnership with DTC tech and UX team. Become a thought partner to all channels and functions while developing a brand POV and recommendations about benefits and value of vendors and improvement opportunities.  Cooperatively develop hypotheses to test, react, and adapt. 
    • Manage brand agency & vendor relationships by establishing objectives, developing statements of work, reviewing creative briefs, leading cross-functional teams and holding partners accountable for achieving agreed-upon deliverables.
    • Use internal and external resources to benchmark and research competitor and industry leaders in the digital space. Apprise team of digital marketing trends.
    • Manage, motivate, and develop employees within team, creating an environment of high performance where individuals take initiative and push themselves.
    • 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

    • Bachelor’s degree required. MBA preferred
    • 8+ years developing integrated digital plans, preferably in CPG or retail
    • Strong working knowledge of and experience with various digital marketing technologies, platforms, and practices to deliver an exceptional online consumer experience desired
    • Proven ability to make solid recommendations in ambiguous situations that achieve business objectives. Strong track record of leveraging data driven research/analysis to drive strategic direction and optimize marketing programs. Must have familiarity with web analytics tools
    • Must be results oriented – with a high degree of personal initiative and leadership – in a fast-paced, fluid and lower resourced environment
    • Proven ability to work under pressure, prioritize work and meet multiple deadlines. Excellent project management and organizational skills with a strong attention to detail
    • Excellent interpersonal and relationship building skills - a proven track record of leadership across functional lines that delivers business results,
    • Must have strong consumer understanding skills, ability to translate customer insights into successful marketing programs and a high degree of creativity to find new, compelling ways to reach and communicate to consumers
    • Strong experience in consumer marketing, product marketing, and/or trade marketing, ideally in a consumer products environment. Preference shown to candidates with a combined classical consumer or customer marketing background and connection-driven or social media background. 
    • Strong personal connections with outdoor activities and adventures.
    • A natural leader and team player.
    • Ability to establish and maintain effective working relationships both internally and externally.
    • Good oral and written communication skills, including a high comfort level with public speaking and presenting. Influencing skills required.
    • Ability to multi-task, combining strategy and execution. A willingness to step in to get the job done.
    • A track record of effectively working to a budget and measuring results.
    • Ability and willingness to travel throughout the USA.
    • Knowledge of footwear markets and retail climate.
    • Excellent time management and organizational skills.

       

      WORKING CONDITIONS

    Normal office environment.

    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.


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

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