Director - Direct Marketing - prAna Living - San Diego

Job description
The Director of Direct Marketing oversees all direct marketing in the ecommerce channel, including the website, catalog, email, online marketing, and social. The position establishes and executes strategies for growth and leads the direct marketing team.

Essential Functions and Responsibilities:
1. Marketing Strategy and planning
Manages the process to develop the seasonal customer communication plan, including the development of key message and the editorial calendar

Oversee selection and management of marketing vendors, including printers, paper suppliers, USPS, email vendor, data vendor, coops, site analytics; fosters relationships; negotiates contracts

2. Website and online marketing
Develops and updates 2 year plan for the website based on company priorities, industry trends, and customer insight
Oversees ecommerce initiatives in support of company growth goals, brand strategies, and the seasonal editorial plans
Ensures optimal customer experience on the website as measured by user analytics, overall sales KPIs, and usability sessions
Oversees email marketing programs including vendor relationships, seasonal schedule, briefing process, and performance reporting for weekly, transactional, and triggered emails
Oversees paid and organic search efforts, including investment strategy, program performance, vendor relationships, and testing
Develops seasonal editorial plans for social media; responsible for content and investment strategy for social media
Stays abreast of current ecommerce trends and technology

3. Direct marketing
Oversees the strategy and implementation of the catalog initiative including targeting, messaging, and circulation selection
Builds season catalog plans by customer segment in support of the editorial/seasonal messaging
Manages the execution of the circulation / contact strategies within and across channels that builds a healthy buyer file and can show positive return on converted prospects within 12-months
Briefs each catalog for merchandising and creative; coordinates the post mortem process to assess performance to the brief
Manages prospecting efforts to achieve new buyer goals, including the brief for the prospect books and circulation initiatives with the co-ops
Oversee the execution of a detailed merge-purge of each mailing with an outside database company

4. Performance and analysis
Develops annual direct budgets; updates direct forecasts monthly based on performance
Develops annual customer file projections and strategies to meet company objectives
Oversees measurement, interpretation, and reporting of direct channel performance; provides daily and weekly demand projections for the direct channel relative to forecasts
Builds the customer database; achieves buyer goals; oversees database hygiene and appending efforts
Keeps abreast of industry changes to ensure we are utilizing best practices and aligning with consumer trends
Manages gathering, interpretation, and reporting of customer insight and market research

5. Influencers
Develops annual strategy for the Influencer program and each of its segments; determines contact strategy and forecasts performance
Ensures program initiative aligns with company priorities, seasonal messaging, and brand guidelines
Oversees the communication to the Influencers and the reporting of results

6. People Management/Leadership
Leads and manages the direct marketing department
Hires and develops staff members
Actively engages with colleagues through the leadership team
Prepares and conducts performance assessments and pay reviews
Member of prAna’s Leadership Forum; attends and actively participates in meetings

Desired Skills and Experience
Education and Experience Requirements

Bachelor’s degree required; in relevant field preferred (e.g. Marketing, Business)
Relevant experience in the direct to consumer apparel industry
Familiarity with prAna’s target consumer
Experience building and managing an ecommerce business; 3 to 5 years required
Extensive direct marketing background; minimum of 5 years of experience
Experience developing new digital and ecommerce initiatives within an established company
Experience driving direct marketing innovation with clear results in customer acquisition, retention and sales utilizing catalogs
Proven track record of success in leading the development and implementation of integrated marketing programs that drive business results and align with company strategies
Proven track record of success scaling an existing global ecommerce business within a multi-channel environment
Proven ability to extend/refine a brand and its expression in the digital market
Proven ability to use analytics to strategically drive business growth
Ability to translate company priorities to customer facing programs delivering and outstanding user experience
Experience building new teams and leading within a new structure
Experience in a fast paced, growing and less structured company environment
Technical Skills and Experience

P& L management, budgeting
Catalog/circulation management expertise
Website/online marketing expertise
Familiarity with Google analytics
Proficient with MS Office (Word, Excel and Outlook)

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