Job Title

VP Digital Acquisitions

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Job Description

The VP, Acquisition, Digital Marketing owns digital acquisition marketing for the company as well as future businesses, with a focus on attracting new customers profitably via all digital channels. The role is primarily focused on the B2C market in mass scale.This individual expands use of top-of-funnel and mid-funnel sources and optimizes bottom-of-funnel sources. They will constantly identify and expand into new digital channels and partner with the offline media team to grow media spend profitably to increase customers, revenues, and profits. This position will serve as the digital marketing subject matter expert.

 

Working Relationships Internal: Provides strategic guidance to Leadership on effective digital marketing strategies, leadership/mentor-ship to digital marketing team, partnering with creative services, works closely with cross-functional departments to execute campaigns and ensure all online/mobile marketing activities are well supported throughout the organization.

 

Key Responsibilities: Digital Channels

  • Create and execute digital marketing strategy to allow the company to reduce reliance on short-form television and increase digital presence

dramatically and profitably

  • Supervise acquisition team to maximize performance across the sales funnel and across devices
  • Identify new digital channels of scale, particularly first-touch and mid-funnel sources, and lead team in testing and expansion
  • Work with search, social, and other major digital players to constantly improve performance, and adapt quickly to changes in interfaces, algorithms, and policies to deliver growth
  • Network within industry to serve as the resident digital marketing expert, and make sure the team is cutting edge
  • Work across marketing team to leverage attribution tools, database, DMP and DSP investments to attract new customers profitably
  • Oversee paid and organic social media efforts; grow communities, engagement, and sales via social channels

Analytics

  • Direct digital analytics team to understand drivers of impressions, click-thru, funnel progression, conversion, revenue per customer to constantly improve acquisition performance
  • Ensure that team is growing skills and using up-to-date techniques
  • Oversee digital attribution, using Google360 and other tools
  • Model fact-based, analytic approach to creating action plans prioritized by impact to business
  • Present summary of learnings, results, and advances on a weekly basis to larger Marketing team
  • Provide detailed forecasts and analysis, giving input into weekly, monthly, quarterly and yearly forecasts as needed by Planning & Analysis

Website

  • Partner with optimization team to maximize conversion and lead generation across a variety of digital channels and devices to support rapid, profitable customer growth

Creative

  • Direct internal and external digital creative, partnering with VP of Digital Creative, to produce best-in-class creative elements that yield results and allow for consistent expansion across digital channels
  • Make sure digital creative is consistent with offline channels to achieve brand consistency
  • Construct test strategies and matrixes for each digital platform to drive fast, credible learning
  • Understand optimal way to use each platform’s campaigns and direct creative and marketing team accordingly
  • Ensure marketing team analyzes creative results and communicates across marketing and creative teams to leverage learnings immediately

Strategic

  • Serve as corporate resident expert on digital marketing
  • Provide guidance and leadership on effective growth strategies for customer acquisition; develops and executes growth strategies
  • Forges strategic partnerships where appropriate to expand company’s digital reach
  • Stay abreast of industry developments to advance overall online / eCommerce / digital strategy.

Ideal Candidate will have:

  • Hands-on marketing experience in a direct-to-consumer organization with a strong and growing digital presence, preferably a digital-first business in which digital channels comprise most of marketing spend. Experience must include analytics-based decision-making where success is measured in terms of customer, revenue and profit growth
  • Demonstrated success in top-of-funnel and mid-funnel channels. Examples include: Facebook/Instagram, Pinterest, buying display via the open marketplace (with or without internal

trade desk), non-brand SEM, YouTube, partnerships, content marketing, SEO

  • Demonstrated success optimizing last-touch channels. Examples include brand paid search and affiliates
  • Optimally oversaw social media presence (for example, Facebook and Instagram) with a track record of growing company, engagement, and sales via social
  • Must be able to substantiate a clear understanding of consumer and media trends, and the development of market strategies and campaign outcomes resulting in significant

growth of customer/revenue base within a competitive environment.

  • Experience building, leading, constantly developing a high-performing digital marketing team
  • Ability to educate and develop talent, and to drive for a high-performance culture

Education/Experience:

  • BS/BA or equivalent combination of education & experience required; MBA preferred but not required
  • 10+ years digital marketing experience
  • Successful track record of leadership (direct and indirect) experience
  • Experience in a B2C environment required

Personality traits need for success:

  • Creative / innovative thinker; organized /detail-oriented; team player/ solution-oriented approach
  • Results-oriented self-starter with track record of excellent results in a fast-growth environment. Should thrive in a culture of high accountability, where every team member is looking to improve results every day

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