Director of Web Marketing & Retention

Description

The company makes nutritional products for people, pets and families around the world.

This director role leads web marketing strategy and content across all of the company's global websites, including email marketing and customer relationship data.

You will build and document website and email plans that support wider company and department targets.

You will also plan how to win new customers, grow engagement and loyalty among current ones, and feature the product line on the company's own sites.

You will shape the direct-to-consumer strategy, bring the organization behind it, and make sure marketing work is delivered on schedule and within budget.

You should keep up with direct-to-consumer web sales trends and keep learning adjacent methods that help departments work together.

Responsibilities

• Build and run the overall web marketing strategy in line with business and brand goals.
• Own the web part of the customer journey, from awareness through to advocacy.
• Work with performance marketing, brand, creative, IT and outside partners to run joined-up campaigns with consistent messaging.
• Adjust plans and performance against agreed KPIs.
• Direct web content, including landing pages, product detail pages, campaign hubs and educational material.
• Improve merchandising, messaging and calls to action to lift conversion.
• Create and expand content with internal and external partners so the site matches brand guidelines.
• Raise loyalty and lifetime value, reporting monthly on subscriber rate, churn, basket size, trial, average order and overall sales growth.
• Set out the strategic needs for IT, which owns the tech stack, and help choose the right systems.
• Manage web projects with the corporate PMO team and report progress to the executive leadership team.
• Work with brand teams to improve results for key product lines and SKUs.
• Set a vision for the direct-to-consumer ecosystem over the next 5 years, covering web needs, loyalty and retention, a lifestyle brand image, and alignment with other DTC leaders across commercial and performance marketing.

Requirements

• 8+ years in marketing, strategy, consulting, e-commerce and/or business development, with a solid base in business, strategy, digital marketing and consumer data.
• 3+ years of direct people leadership.
• Deep knowledge of UX best practice, web content strategy and digital merchandising.
• Strong grasp of SEO principles and web analytics tools.
• Hands-on experience with marketing technology and channels, mainly digital email, website, search, mobile app and affiliate.
• Direct-to-consumer platform experience is required.
• Analytical curiosity, with the ability to use data to build a business case and an e-commerce marketing plan.
• Experience developing marketing strategy for a subscription business.
• Experience with Google Ads and social media marketing platforms.
• Experience with Klaviyo, Shopify or similar tools.
• Stays positive in any situation.
• Takes ownership of duties and learns from mistakes.
• Finds creative solutions beyond standard answers.
• Works independently without close supervision.
• Speaks up confidently to move work forward or defend a view.
• Communicates clearly in speech and writing.
• Keeps the customer's needs in view while following company procedures.
• Thinks in abstract concepts.
• Takes initiative to decide and act.
• Organizes and steers projects to completion.
• Brings energy to tasks.
• Is self-motivated and driven to do their best work.

Conditions

Manufacturing roles involve an active plant floor, shifts of up to 8 to 10 hours, tool operation, fine motor work, and lifting or moving 10 to 50 pounds depending on the position.

Manufacturing work requires strict compliance with mandatory safety rules and personal protective equipment (PPE).

The compensation range stated for this role applies to work performed in California and is the employer's good-faith estimate of the expected salary or hourly wage.

Benefits

• Eligible employees may be offered a benefits package that may include medical, dental and vision cover, retirement benefits, paid time off, paid holidays, and other company-sponsored programs.
• Eligibility and what is offered depend on plan documents and employment status.