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We are working with John Hardy in their search for a Digital Marketing Manager based in New York City. The firm is a luxury hand made designer jewelry inspired by the essence of the earth. John Hardy is a people company responsibly creating its jewelry in Bali. John Hardy is recognized as a green company, it is an endless journey but we are greener every day. The firm values authenticity, transparency, accountability and diversity.
The Digital Marketing Manager (“DMM”) will be a key contributor to the success of John Hardy’s expanding business with a focus on building brand awareness and strategic alliances. This position requires an individual who is able to manage multiple stakeholders and creatively manage resources and multiple projects.
The DMM must be a high-energy team player who can think strategically and use their knowledge of digital marketing to develop the firm’s content calendar, retention programs and branded customer acquisition programs. The DMM will have a passion for current digital trends and possess strong business acumen. This role will manage the firm’s CRM programs, digital reporting, and the maintenance of content calendars for John Hardy’s online channels.
HARRY’S COMMENTS: I had never heard of these folks until they rang me up, but after having gotten to know the people at John Hardy, I can promise you this is a first-rate opportunity.
The artisans at John Hardy hand make stunningly beautiful jewelry for men and women. Seriously, the product is handmade from beginning to end. Many of John Hardy’s pieces take a month to produce, and the settings, the craftsmanship, and design are all of the highest possible quality.
Since its inception in 1975, John Hardy has been about sustainability. All of the firm’s pieces are designed in Bali by designers and artisans whose ancestors made pieces for the Balinese royal court. Today, John Hardy is competitive with the best jewelry design houses in France. John Hardy’s business is dedicated to supporting the Balinese economy, and its brand is a celebration of the rich heritage of these designers and artisans. These activities add to the provenance of this world-class brand.
Aside from the quality and elegance of its product line, John Hardy’s company leadership, global brand, ability to innovate, and entrepreneurial culture are all first-rate. The company operates across four countries: Hong Kong (distribution), Bali (production), Thailand (finishing), and the United States (sales). In short, John Hardy is a well-run, vertically integrated jewelry design house selling a high margin product to people with money.
What’s not to like?
I have written many times about the affluent market here in the United States, so for the sake of my regular readers, I won’t repeat myself. For new readers, here are some key takeaways about selling to the affluent (John Hardy’s target client) …
Males: The affluent male is defined as an adult (18/up) with a household income of $100,000/up. 50% fall between the ages of 45 and 64. Baby Boomers control 70% of the total net worth of American households (nearly $7 trillion), and they have more discretionary wealth in their empty nester years than any other age group. The affluent male is highly connected and engaged on a variety of devices. According to iProspect, 13% of affluent males spend in excess of $30,000 online every year.
Females: According to research by Vogue, the style conscious woman is equally wired and represents 40% of the population and accounts for nearly 70% of the total apparel accessories and beauty spend. She is much more likely to splurge on accessories and beauty than she is on apparel. 60% of female luxury shoppers are willing to pay for brands with a strong heritage of quality and craftsmanship, and 30% are willing to pay more for products based on sustainability.
Candidates, ask me for this research.
My whole point in bringing up these statistics is to point out that this is a fun demo to work in, and the market’s deep too: Worldwide, the market for jewelry exceeds $185 billion. The US jewelry retail industry includes about 20,000 companies with combined annual revenue of about $30 billion. Economic growth and consumer confidence are key drivers. The US jewelry manufacturing industry includes about 1,600 companies with combined annual revenue of about $8 billion. Key growth drivers include new sales channels, branding strategies, and international design and manufacturing.
While jewelry manufacturing is still a very fragmented industry, jewelry wholesalers are starting to recognize the opportunities for jewelry category growth in their brick-and-mortar stores. It’s very common to see jewelry counters at department stores, and major brands within those counters are seeking more of a presence.
You ladies know what I’m talking about.
Just a few years ago jewelry was marketed like fragrance is today. When you walk down the fragrance aisle, you might get sprayed with several different fragrances, and sometimes it’s hard to remember what you liked (and what you didn’t). It was pretty much the same with jewelry. You might have fallen in love with a piece, but in that environment it was a little harder to develop an emotional bond with a particular brand.
But that’s all changing.
Nowadays, a department store might have a David Yurman or IPPOLITA counter with dedicated sales reps who are extremely knowledgeable about these companies and products. Additionally, modern wholesale customers have larger digital budgets and in all likelihood are selling direct. All the while, there are gazillions of independent retailers who’re discovering the joys of selling online as well. In other words, it’s brutal out there.
As an online marketer for John Hardy, that’s what you’re dealing with.
Without going into too much detail, you will be a hit in this role to the extent that you can do a handful of things: Bring serious thought leadership (and growth!) to the company’s email marketing initiatives (like many email marketing jobs); Dramatically improve John Hardy’s online loyalty / retention programs; Bring process and structure to its branded content marketing initiatives; and Tighten up weekly and monthly reporting for JohnHardy.com’s KPIs. Can you do that?
As usual, I’ve got lots of research to share with qualified candidates, in addition to some “up-close-and-personal” intel on the client’s hot buttons regarding CRM, content management, its email channel (house file size; open rates; click through rates; growth strategies, etc), and this role’s 100-day key initiatives. Basically, I’ve got everything you need to know to hit the ground running in this position. Please request those items when you apply below.
Customer Experience, Retention, and Monetization
- Retain and monetize existing customers through tailored and targeted communications.
- Create high-touch communication strategy for key customer segments at various stages of the customer journey
- Email Planning & Execution for Triggered and Transactional programs
- Email Process optimization (list pulls, segmentation and creative management)
- Email coding and delivery process
- Enhance company’s CRM to appropriately capture key customer information and leverage insights to move customers up the ladder
- Support eCommerce Director on key enhancements to deliver an exceptional customer experience – online and across all touch-points
- Drive Testing & Segmentation strategy and implementation
- Primary focus on email and ecommerce site
Reporting and Analytics
- Manage the reporting of all director-to-consumer digital channels for John Hardy including social media and mobile outreach.
- Develop reporting best practices to measure ROI on all marketing initiatives.
- Develop and maintain, in collaboration with cross functional teams, dashboards for weekly, monthly and yearly performance
- Work cross functionally with the creative department to create timely brand assets
- Manage the development and creation of content for digital marketing channels including creative for PPC and Email marketing
- Collaborate with internal teams to maintain and update content and calendars for JohnHardy.com sites, wholesale and independent reseller websites to ensure content is updated and refreshed in a timely manner
- Demonstrate creative and critical thinking skills with analytical abilities
- Dedicated manager who is adept at helping to execute a vision for a growing global brand
- Ability to see from the customer perspective and serve as their advocate
- Strong project management skill with a strong attention to detail and process
- Excellent verbal and written communication skills, strong presentation skills
- Team player: ability to work with all divisions in a proactive manner and drive results
- Adapts easily to changing situations and demonstrates flexibility in juggling priorities
- 5+ years experience in Digital and/or Email Marketing, with either agency or brand experience
UPDATE: THIS SEARCH IS CLOSED.
PS – If you’re thinking about changing jobs this year (through us or anyone else), you might want to check out this post on why even TOP candidates get rejected.