Director of Digital Marketing

2 weeks ago

Remote, Canada CSC Generation Full time

With over 50 stores and the largest avocational cooking program in the US, **Sur La Table** offers an unsurpassed selection of exclusive and premium-quality goods for the kitchen and table - and the culinary expertise and inspiration to go along with it. Whether the job entails interacting with our customers, driving digital growth, or providing vital behind-the-scenes support, we’re all here for the same reason - to roll up our sleeves and create happiness through cooking and sharing good food

At Sur La Table, we pride ourselves on our entrepreneurial spirit and continue to do things differently. To excel in this role, you will be agile and adaptable to the ever-changing needs of our business including hard goods as well as culinary. This role requires a creative, data-driven decision maker and planner, who thrives on working cross-functionally with executive, business, and marketing teams in a multi-channel environment, as well as with external vendors and partners. Your leadership acumen, experience in storytelling and bias for performance enablement will empower your team, coordinate your partners and inspire executive leadership.

This position will report into the** VP & GM, Ecommerce.**

**What you get to do every day**:

- Develop industry-leading personalized customer journeys at all stages of the customer lifecycle to deepen the relationship with customers, including customer needs, messaging strategy, offer strategy, and engagement timing.
- Define the personalization strategy with a lens of the existing tools and capabilities and a plan to develop and expand on this over time to achieve results
- Develop and implement customer-centric and data-driven strategies, working with the paid, owned and earned marketing channels and customer touchpoints (in-store and online).
- Align all customer touch points with targeted creative communications developed and produced to match our defined customer segments and meet the specific campaign objectives.
- Lead initiatives that drive revenue in both retail and e-commerce platforms, and own responsibility for lifecycle segmentation, channel optimization, a/b testing, and partnership strategies.
- Create continuous improvements for all key customer metrics: customer retention, acquisition, conversion, cross sell, customer migration, lifetime value - gross and net (ROI), enhanced value to program (benefits).
- Set and achieve customer lifetime value goals to drive increased frequency, AOV, retention, and multi-channel buyers.
- In a coordinated effort, align with key stake holders and enable cross functional partners; including Brand Marketing, Creative Strategy and Merchandising Strategy - driving revenue growth to plan.
- Define and manage the Sur La Table Perks offer(s), including program structure, roadmap, benefits, program offer expense management, as well as implementing and managing the data architecture systems needed to support long-term goals.
- Enhance all retention programs and develop predictive analytics models - by segment - that will determine who to contact, by what channel and with what offer that will drive retention and growth.
- Lead new-offer development and existing program evolution to create go-to-market assets and toolkits for the organization.
- Partner with Brand Marketing, the Business, Finance, Analytics, Planning and Merchandising teams to analyze business and marketing data to identify key drivers, tactics, and associated dependencies for driving conversion, retention, and cross-selling.
- Drive continued innovation in evolving marketing programs that most effectively engage customers and drive value.
- Maintain, analyze, produce, and communicate to management, third parties, and partners the progress, opportunities and results of all retention and loyalty initiatives.
- Prepare annual budgets for programs assigned and manage expenses in accordance with established budget, while maximizing profitability.
- Some travel will be required.

**What you bring to the role**:

- Four-year college degree in Marketing and/or Business Administration preferred
- Five years of progressively increased responsibility in ESP, CRM, CDP, database, and loyalty/lifecycle marketing using lifecycle methodology, analytics and data-driven insights with customer profiles/segmentation, customer database mining, predictive modeling, and sales analysis.
- Advanced background in loyalty and lifecycle marketing required, as is experience with growing house file and lifetime value through acquisition, retention, frequency and AOV focused campaigns. Loyalty program experience required.
- Experience with vendor management and roadmap planning is required.
- Excellent analytical and statistical skills and verbal presentation and written communication skills are required.
- Related experience in a retail organization is required.
- Five years’ experience in a supervisory or managerial role required.

**What's in it for you?**:

- PTO for salaried employees
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