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We are working with FramesDirect.com of Austin, TX in their search for a seasoned Ecommerce Marketing Director.
Essilor, the world’s leading ophthalmic company has recently acquired a majority stake in FramesDirect.com. As part of this acquisition, Essilor is creating a new stand alone division based in Austin with the objective of rapidly developing FramesDirect.com’s activity in the US as well as overseas.
POSITION OVERVIEW:
The Director of Marketing provides hands-on leadership in all company marketing, customer acquisition, and advertising efforts. This position is responsible for driving traffic, sales, transactions & market share by:
- Building marketing strategy and ROI by channel, clearly communicating business case and expected results.
- Increasing brand awareness and customer acquisition in regional, national and international arenas. Build ROI for and manage each site’s marketing plan and spend (if applicable)
- Managing brand positioning, brand touch points and targeted customer strategy
- Managing graphic design, copywriting, and photography.
- Developing, negotiating and purchasing all marketing materials
- Developing, creating and communicating public relations strategy & philanthropic efforts
RESPONSIBILITIES:
- Execution of multichannel marketing promotions calender
- Creation and development of strategic partner marketing program(s) to increase site ‘reach’.
- Design and execution of all discounts, coupons, surveys, contests, or sweepstakes as needed, ensuring compliance with all relevant state/federal laws and providing tracked sales/traffic results.
RESULTS AND ROI ANALYSIS:
- Drive traffic and sales to store locations, website and any wholesale business opportunities.
- Provide results analysis measuring traffic, sales transactions, average order and unit value, profit, market share and lifts.
- Track and analyze return on investment for each campaign, providing actionable reports and fine tuning as needed for best ROI.
CUSTOMER ACQUISITION AND RELATIONS STRATEGY:
- Research customer demographics, psychographics and relevant geographic information to determine customer profile, target customers, target marketing areas and support new-store openings.
- Develop cross-channel customer relationship (CRM) program.
- Develop customer acquisition strategy for online and direct mail purposes.
- Brand positioning & awareness
- Act as brand ‘gatekeeper’ ensuring consistent and elevated use of logo, brand touch points, brand information and other positioning elements through all channels.
- Manage all written and spoken company communications via copy, talking points, and coaching to ensure consistent appropriate brand ‘voice’ and approach.
- Lead copywriting and romance of brand in all brochures, press, and brand packaging.
- Lead proofreading efforts and sign-off process ensuring zero errors in printed materials.
- Manage all graphic design and print to ensure brand consistency and sub-brand development.
POSITION REQUIREMENTS:
- Bachelor’s degree in Marketing, Advertising, Business, or equivalent 5-8 years’ work experience.
- 5+ years of ecommerce online marketing experience. Candidate must have been directly responsible for leading marketing efforts that resulted in more than $50 million in incremental online sales.
- In-depth hands-on knowledge of brand strategy, promotions marketing, corporate identity, public relations required.
- Proven ability to analyze and seize new opportunities based on data and historic information to determine industry trends.
- Strong understanding of ecommerce math including sales, gross margin, discounting impacts, and inventory turn.
- Proven ability to successfully lead and develop collaborative teams.
- Demonstrated ability to manage multiple disciplines toward common goals.
- Power user of Excel and other business software tools used to analyze and report trends and results.
- Proven fact-based decision-making and problem solving skills.
- Excellent verbal and written communication skills and proven ability to work with all levels of management.
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