Banana Republic’s Senior Director of Online Marketing will be a creative and retail-savvy online marketer. He/she will focus on accelerating organic growth by amplifying our brand narrative and inspirational product stories.
• Creates annual and seasonal online marketing plans that leverage online specific trends/ hindsight as well as incorporates the strategy from the cross-channel customer experience 12-18 month objectives
• Works with cross-functional teams across Banana Republic channels (Online, Specialty and Factory Stores) to translate seasonal strategies into customer-focused site, email and business development messages
• Collaborates with the Merchandising and Inventory Management teams to drive business objectives
• Drives online traffic, conversion and sales through site messaging, email campaigns, targeted online advertising, social media and Business Development partnerships
• Able to lead a team to analyze and report out weekly on key metrics
• Drives marketing effectiveness to ensure the greatest ROI on both team workload and financial spend
• Strong contributor to the development of Banana Republic Online goals and longer range strategic initiatives
Customer & Market
• Identifies opportunities to drive a seamless experience for the multi-channel customer
• Oversees management of online marketing calendar
• Work collaboratively with the CRM team and brand marketing team to develop a strategy for acquiring new customers while retaining and growing the value of the existing customer base
• Leads the Customer Relationship Management (CRM) team in creation and execution of effective customer segmentation strategies
• Partners with in-store brand marketing team to drive awareness within the store environment of critical online initatives
• Owns Competitive analyses
Managing & Operating Practice
• Partners with the Inventory Management Leader to forecast and align marketing plans to drive key businesses
• Manages team to deliver weekly metrics as well as forecast critical metrics on a weekly, monthly and quarterly basis
• Manages the marketing budget in partnership with the General Manager and the GID finance team
Leadership & Employees
• Responsible for recruiting, leading and managing BananaRepublic.com Marketing team to deliver results. This includes: developing talent, identifying areas of opportunity for development, identifying high potential employees, and succession planning across Gap, Inc. online teams.
• Responsible for optimizing the BROL Marketing team to effectively resource functions (Site, Email, Promo) and markets (US, Canada, Japan, and EU/UK).
• Responsible for developing highly productive working relationships with cross-functional, cross-brand, and cross-channel team members in support of the BR Global business
• Strategic thinker with passion for the Banana Republic Brand, retail industry and ecommerce channel
• Strong analytical skills
• Customer focused (both internal and external)
• Comfortably handles risk, uncertainty and change
• Self-starter with a strong point of view
• Persuasive communicator who can effectively balance various points of view, establish common ground, and drive results
• Strong track record of establishing marketing programs that drive awareness, acquisition and loyalty
• Proven experience in working effectively and collaboratively with Finance, Creative, Planning and Merchandising organizations
• Successful leader. Experienced managing a marketing department with multiple direct reports.
• 8-10 years consumer marketing
• Experience in ecommerce, preferably apparel
• Bachelor’s degree required
• MBA preferred, not required
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