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ALLAN’S COMMENTS: We’re working with a confidential jewelry brand in its search for a Director of Paid Media Strategy. This position will be remote with some travel to the corporate office each quarter.
With nearly 300 employees, the client’s brand is very well established. The firm sources products from around the world — mostly jewelry, watches, handbags, walking sticks, collectible knives, accessories. And check this out: The client is one of the nation’s largest gem buyers, scooping up 10+ million carats of gemstones per year.
For the most part, it’s a niche business selling to older men. The average customer is an affluent 50/up male, buying gifts for their loved ones, and occasionally something for themselves.
Currently, the client produces 14-16 different catalogs a year, mailing roughly nine million catalogs and 15 million pieces of direct mail. This equates to over one BILLION pages of print advertising each year. The company is very story-driven in how it sells products. Just the way the customer likes it — and which is where you come in. The customer’s LTV is excellent and the repeat buyer file is quite robust.
HOWEVER, in this role, your job is all about new customer acquisition through the ownership of their Paid Media program (PPC, Google Shopping, Paid Social, Affiliate, Native, programmatic, etc).
The firm has carved out an excellent niche and has roughly 2 million customers in its database — a decent percentage of which buy from the client regularly. The client does much of its cross-selling / up-selling in its own call center where many of its inbound callers are converted to its Buyers Club.
In their current media plan, remnant advertising is a pretty big deal, as is direct mail. Still, there is a strong push to advance the firm’s customer acquisition efforts through a more sophisticated Digital Media plan.
That’s where YOU come in.
The company’s business is by no means in decline — but there’s loads of untapped potential for them to grow their ecommerce business. The same can be said for all players in this category: Currently, only 8% of the US jewelry sales happen online, lagging far behind retail and direct marketing. No single player enjoys a runaway first-mover advantage, and category-wide, total sales are flat.
Overall, the client’s business would benefit from more a researched and planned Paid Customer Acquisition strategy — and there is a fantastic opportunity for this hire to expand and grow their Media Buying efforts as the main driver of this.
Given that the company launches +12 products a month, you’ll find it useful that the firm’s direct mail mentality lends itself easily to multi-channel, multi-device, multi-step demand creation. Everyone on the firm’s management team understands the mechanics of a great offer (headline, subhead, USP, risk-reversal, testimonials, sense of urgency, etc.).
To win in this role, you’ll need to effectively lead the Paid Media strategy. You will lead media buying and planning for all brand and content marketing initiatives. The ideal candidate is someone who can contribute to the brand strategy, build and manage agency relationships.
The firm’s business model is really unique, and there’s really nobody else in the jewelry business that’s doing something similar. Other than independent brick-and-mortar retailers, the client doesn’t have a direct competitor focusing on aged 50/up men, which is the biggest income group in the country. And they HATE shopping in stores.
The firm sources its own products, and they deal directly with manufacturers all over the world. These folks understand the sourcing vagaries of the jewelry world and their products are priced well, well, below their luxury competitors.
They’ve got the “luxury for less, bargains for millionaires” thing down to a tee. Having said that, they lack the ability to bring a personalized message digitally to the right customer at the right time.
So here’s what we need you to do:
1/ Build the digital media plan (paid focus). 2/ Identify opportunities and determine the right investment. 3/ Develop the customer engagement process and identify the right KPI’s to drive the highest ROI. There is potential to build a team down the line — but on day one it’ll all be on YOU, so agency management is definitely a big part of this position.
My client is committed to growing their investment in digital media and sees a ton of opportunity. Right now, their focus is heavily weighted towards Paid Search/Shopping and Paid Social (Facebook and Instagram). They’d like you to audit these channels and figure out where they can expand.
Moreover, it will fall you you to research where the customer is and what other media opportunities might be worth experimenting with. This is a build-out and an expansion of what they’re doing today. Better testing and constant optimization will be critical to achieving the best Cost Per Acquisition.
You won’t believe how much we know about this search!
We spent a ton of time on the phone with this client teasing out exactly what you’ll need to KNOW and DO to hit the ground running in this role. Some of the things we can share with highly qualified candidates include …
- The “real” background requirements for this position, along with the top five things all resumes MUST have to be considered for the role.
- The top five problems that exist due to this position being open. These are the little brush fires you will be expected to put out during your first month on the job. Every Paid Media Strategy job has these — and this one’s no different.
- What your average day / week will look like in this role. There’s what you read in the standard job posting … then there’s reality. We’ve got the reality.
- The leading and lagging KPI’s that will determine your success in this role. In a nutshell: How you keep score as the firm’s new Marketplace Channel Manager.
- The major projects you’ll need to complete by Day 100 to be considered a home-run in this position. We’ve got the lowdown on how you can plug-and-play and drive REAL value in this job.
We have a massive amount of proprietary intel to share with qualified candidates. Our industry research for this assignment exceeds 100 pages! Be sure to TEXT Allan Seibert at (706) 318-1196 for this info. Or simply use the email link when you apply for the role below.
- Develop media strategies and communication plans that support business objectives
- Oversee coordination of the entire media investment.
- Influence and inform business decision making, based on media and industry expertise, to deliver on business goals
- Leverage media planning tools and advanced analytics to implement optimization strategies across media investments
- Accountable for media campaign management, budgeting, organization, and prioritization
- Lead and manage agency partners and vendors
- 6+ years experience working in media planning, buying and management. You need to be a paid media expert.
- Significant experience with Paid Search, Paid Social (especially Facebook and Instagram) and Google Shopping.
- Experience researching/launching new Paid Media channels
- Brand management experience and cross-functional work
- Expert command of Media Research resources
- Exemplify collaboration by building and maintaining productive relationships across all communications areas (internal teams and agency partners).
- Ability to think beyond “media” and utilize consumer insights and research to creatively bring our brand to life and drive consumer growth and engagement
- Agency background in media planning and management plus corporate/client-side experience preferred
- Working knowledge of local media and strong understanding of digital acquisition
- Experience with Affiliate programs, Display campaigns, Native, Retargeting, and/or any other Paid Channels will be a huge plus as they expect you to figure out the right mix.
- Hard Good and Soft Good Ecommerce, Retail, D2C, and/or Direct Response experience is going to be preferred over service side experience
- Experience working for an Ecommerce company with a large product selection would also be preferred
Applications for this ecommerce job are being coordinated by Allan Seibert. To apply, CLICK HERE. Candidates, please be sure to email Allan for additional information that will differentiate you in your candidacy. Due to the intensely competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.
To apply for this job please visit ecommercejobs.com.