As the Crocs Director Global Digital Marketing this position will service the Global eCommerce organization, which operates in over a dozen countries around the world. This role will use data, competitive research, and business ROI models to develop and evolve Crocs’ digital marketing programs. This role will focus on delivering profitable growth and returns on advertising spend as directed by Regional eCommerce Leaders. Working cross-functionally with eCommerce Merchandising, eCommerce Technology, Global Marketing, Global Regions, and other key stakeholders, this role will develop and implement strategies and processes that will drive reach, engagement, conversion, and reactivation goals for the Crocs organization. This role will manage multiple vendor relationships, including email service providers, display and search advertising partners and other 3rd party vendors. This role will be responsible for leading, developing and managing direct reports and teams in 3 or more countries.
Support the VP Digital Marketing, Analytics and CRM in developing and deploying repeatable class-leading Digital Marketing strategies and tactics across Crocs’ Global footprint.
Collaborate with Regional eCommerce Leads to develop digital marketing plans and budgets to increase traffic, engagement and conversion with new, prospective customers while maintaining relationships with existing customers.
Build and lead a performance-driven Global team spanning paid media, email, paid social, and SEO.
Accountable for management and goal setting of paid search, natural search, display, email, mobile, and affiliates.
Create growth strategies for each of our online channels, identify new opportunities, and optimize Crocs’ overall digital media mix.
Leverage the use of marketing analytics to provide insights and make recommendations to reach the consumer in new ways to improve marketing ROI recommendations and overall strategies.
Coordinate with Global Marketing and third party digital marketing agencies responsible for Awareness branding campaigns.
Manage weekly and monthly ecommerce KPIs, spend and related reporting to ensure we are tracking against goals and budgets.
Manage and track media budgets and sales projections while optimizing ROI.
Grow and upgrade organizational capability in the digital area and integrate digital tactics into each marketing program.
Consult with Digital Channel owners in international regions on mix, results and strategic direction.
Foster an environment of continuous testing for optimization - from A/B testing CTAs and content placements to optimizing lead gen form flows, this position will drive the strategy for creative and advertising experimentation.
Creates a empowered and motivating environment that supports the ongoing training and development of our digital team.
Present and communicate results of key web initiatives, digital marketing campaigns, and online sales throughout the team and with the commercial leads.
QUALIFICATIONS
The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
10+ years’ digital marketing and online sales experience, preferably for B2C businesses.
At least 5 years leading digital marketing teams.
AdTech experience in SEM bid management, DSP, DMP, Retargeting, and Attribution software highly desired.
Bachelor’s degree required, advanced degree preferred.
Passionate about web and advertising optimization, web analytics, and online sales. Experience with web content strategy, localization, paid media, owned media, testing and analytics.
Strong track record of managing significant global digital budgets with experience defining direct response digital marketing campaigns leveraging user-centric design strategies.
Experience and demonstrated capability to make data driven decisions to continually optimize performance within established constraints.
Exceptional communication/interpersonal skills to clearly articulate ideas, frame problems and offer solutions. Strong leadership track record with ability to work effectively with executive leadership team.
Balanced strategic and tactical thinker with strong presentation, problem-solving, analytical, and budget management skills, and understanding of ROI analysis.
Experience building, mentoring and coaching a globally distributed team.
Excellent judgment and creative problem solving skills including negotiation and conflict resolution skills. Ability to influence and engage direct and indirect reports and peers.
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