Director, Growth Marketing

6 months ago

Toronto, Canada Indigo Books & Music Full time

**Company Description**
Dedicated to telling stories and creating experiences, Indigo is always looking for bright, energetic and customer-focused people who can help bring our exciting mission to life in one of our more than 170 Indigo, Indigospirit, Chapters and Coles stores across Canada. We offer a variety of exciting opportunities at our retail stores, distribution centres, and home office for people who share our passions and want to be part of a dynamic and enriching culture.

WHO WE ARE
- We love books and all things beautiful
- We are Canada’s Cultural Department Store
- Books are our heart and our soul and Great Books are JUST the Beginning

We play by the following rules:

- We exist to add joy to our customers’ lives each and every time they interact with us and our products
- Our job is to create joyful moments for our customers
- We treat each other the way we’d treat a valued friend
- We inspire each other to do our best work
- We seek to ignite creativity and innovation every day
- We give back to the communities in which we operate

**Job Description** MISSION**

As the Director of Growth Marketing & Content at Indigo, your mission is to strategically oversee and enhance the company's online presence and performance across various acquisition and owned channels. You will be instrumental in driving retail traffic, boosting eCommerce sales, and fostering customer engagement through social channels and targeted, data-driven paid acquisition campaigns. Additionally, you will develop comprehensive digital marketing and content plans that align with Indigo’s eCommerce and retail objectives. Your responsibilities include analyzing and reporting campaign performance, adjusting strategies to maximize ROI, and meeting sales and ROAS/MER targets. Furthermore, you will lead Indigo’s social media strategy and content creation efforts, identifying opportunities to enhance brand visibility, particularly within the booklover audience segment. Collaboration with cross-functional teams such as Customer Service, IT, Finance, and Analytics ensures a seamless online customer journey and effective attribution modelling.

**KEY PERFORMANCE METRICS**
- Channel traffic and sales.
- Increase rankings, keywords ranked and backlinks.
- Growth in organic social reach - with a focus on Meta (FB/IG) & TikTok (Booktok)
- Drive marketing excellence, effectiveness, and efficiency across digital channels, maximizing spending.
- Employee Engagement score

**KEY ACCOUNTABILITIES**

Strategic
- Develop & oversee the execution of comprehensive digital marketing & content plans, aligning with Indigo’s eCommerce & retail objectives.
- Lead Indigo’s social media strategy and content creation, identifying opportunities to join the social conversation and grow brand visibility. Champion and bring to life this customer marketing strategy digitally
- through holistic integrated cross-channel strategies and activation plans.
- Track and analyze site traffic growth from organic search and referrals.
- Measure and improve rankings, keywords ranked, and backlinks to enhance organic search visibility.
- Evaluate conversion rates (orders) from organic search and implement strategies for improvement.
- Increase organic social reach, focusing on platforms like Meta (FB/IG) and emerging channels like TikTok/Booktok.

Functional
- Deliver measurable campaigns to drive traffic and profitable growth while providing the organization with outstanding marketing. Ensure efforts are tracked and measured appropriately to demonstrate effectiveness and return on investments.
- Establish an analytical framework and manage reporting and performance of all lifecycle initiatives in partnership with customer intelligence and analytics teams - surface meaningful business insights and campaign improvements to key partners. This includes maintaining and monitoring key metrics across channels, including budget pacing, New Customers, LTV, and CAC
- Establish quarterly channel forecasts and budget recommendations, with speed and ownership to adjust tactics and strategies quickly based on learnings and opportunities.
- Manage an experimentation roadmap to optimize performance, including A/B creative, incrementality, and spend scaling tests.
- Test new channels and technology to identify incremental audiences and opportunities for accelerating growth and customer experience.
- Continually build the department’s ‘internal muscles’, technical expertise and skill sets as not to become completely dependent on using outside agency talent with the end goal of creating a strong hybrid in-house agency model for operational excellence and agility
- Act as an advocate for the customer by placing them at the forefront of all design and decision-making processes.
- Challenge the status quo by consistently identifying areas for improvement, diagnosing issues and working to resolve them.

People
- Lead and engage team to deliver strategic objectives through eff

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