Director of Digital Marketing

1 month ago

Montreal, Canada BURTON Full time
At Burton, we are a purpose-led brand rooted in snowboarding and the outdoors. We fight for the future of our people, planet, and sport. We aim to maximize our positive social impact and minimize our negative environmental impact while delivering high-quality performance products.

As a global leader in snowboarding, we’re committed to diversity, equity, and inclusion for the long-term health of our company, sport, and community. Through these efforts, we aim to make snowboarding and the outdoors accessible to all.

The Breakdown:
The Director of Digital Marketing will be responsible for leading digital retention and acquisition strategy globally as well as oversight of tactical execution across multiple channels, regions, and brands.This role is responsible for Paid Social, SEM, SEO, Email / SMS, display, Direct to Consumer (DTC) direct mail, and affiliate marketing. This role will also plug into the brand marketing team to ensure digital is part of an integrated marketing approach to the consumer / customer lifecycle that supports the brand overall.

A successful candidate will be a data-driven business builder who is savvy, succinct, and effective in their communication style. The ability to successfully influence and educate on digital marketing across many levels of the business will be vital.

This role will be a key leader within the DTC team and one of several bridges into our Brand Marketing and Creative team, operating hand-in-glove to support DTC sales, brand strategy / brand building, and our key categories: Softgoods, Hardgoods, and Anon.

As the owner of customer acquisition and retention, this leader should be centered around empathy for the consumer, ensuring the digital marketing journey is engaging and uniquely tailored to our brands and categories. An expert-level understanding of the marketing funnel and customer journey will be critical to achieving success.

What You Get to Do:
  • Digital Marketing Strategy: Develop and execute a comprehensive performance marketing strategy that drives brand growth and sales across global and domestic markets, and when appropriate, laddering up to company goals and Brand Marketing initiatives.
  • Channel Management: Oversee paid digital marketing channels, ensuring each is optimized to drive healthy ROI balanced with building meaningful brand awareness and driving acquisition. May also require either leadership of or cross-functional support of Loyalty and Influencer programs.
  • Team Leadership: Lead, mentor, and grow a high-performing performance marketing team. Provide guidance, performance reviews, and career development for team members ensuring performance objectives are clearly tied into business and company objectives.
  • Agency Management: Oversee relationships with external agencies, ensuring alignment with Brand and Marketing goals, effective use of budgets, and optimization of campaign performance.
  • Budget Management: Develop, manage, and optimize the performance marketing budget, allocating spend across channels and points across the funnel to maximize efficiency and new customer growth while ensuring buy-in from Finance and senior leadership.
  • Marketing Tools & Data-Driven Optimization: Use data analytics to monitor performance, drive decisions, and continually optimize campaigns for better performance and increased sales.
  • Cross-Functional Collaboration: Work closely with brand marketing, creative, product, e-commerce, and category leadership teams both in North America and around the globe to ensure alignment and a unified approach to marketing initiatives.
  • Market and Consumer Insights: Stay ahead of industry trends, emerging platforms, and consumer behavior shifts, using insights to support the marketing strategy.
  • Global & Domestic Focus: Understand the nuances of global and local markets, collaborating across geographies to tailor strategies and tactics that resonate with different customer segments and regions.
  • Reporting & Analytics: Define KPIs and ensure teams provide regular reporting on key marketing metrics, communicating insights and opportunities to leadership.
  • Calendar: Own the Digital Marketing calendar and ensure it seamlessly ladders up to / supports our broader brand marketing and category-led calendars as well as day-to-day business needs for DTC.
  • Act in an advisory capacity for our Product Teams and Wholesale Teams as it relates to digital marketing efforts of wholesale accounts.
What You'll Bring to The Team:
  • Bachelor’s degree in marketing, business, or related field (MBA preferred).
  • 10+ years of experience in digital marketing.
  • Experience with a brand or retailer who sells direct to consumer is required. Experience with a brand or retailer who sells through multiple channels i.e., direct to consumer, wholesale, and brick & mortar preferred.
  • A track recordof positive collaboration with Global Brand and Marketing teams and regional/local teams across different countries.
  • Proven leadership managing teams and external agencies.
  • Strong analytical skills with the ability to interpret complex data and make data-driven decisions.
  • Experience working in snow sports, outdoor, or sporting goods a plus.
  • Ability to manage and allocate resources effectively across channels and locales.
  • Excellent communication and interpersonal skills, with the ability to influence and collaborate with stakeholders at all levels.
  • A strategic thinker who can also zoom into the details, demonstrating the ability to execute at both tactical and strategic levels.
Core Capabilities That Would Help You Succeed in This Role:
Financial planning, forecasting, and budgeting ability across varied marketing types, in-depth understanding of the storytelling, hooks, and CTAs that work across distinct platforms and channels, a foundational understanding of marketing and creative operations and process needed to achieve an end-goal, and the ability to always think strategically while also making decisions on tactical matters daily.

Leadership Capabilities:
As this is a critical leadership role at Burton, we are looking for an individual who demonstrates proficiency and/or potential in the following Burton Leadership Capabilities:
  • Collaborates: Building partnerships and working collaboratively with others to meet shared objectives.
  • Cultivates innovation: Creating new and different ways for the organization to be successful.
  • Manages conflict: Handling conflict situations effectively, with a minimum of noise.
  • Customer Focus: Building strong customer relationships and delivering customer-centric solutions.
  • Drives vision and purpose: Painting a compelling picture of the vision and strategy that motivates others to action.
  • Being resilient: Rebounding from setbacks and adversity when facing difficult situations.
  • Plans & Aligns: Planning and prioritizing work to meet commitments aligned with organizational goals.
  • Drives results: Consistently achieving results, even under tough circumstances.
How Your Success Will Be Measured:
New customer acquisition, customer retention, budget management, channel revenue, CAC vs. LTV/CLV (where available), marketing channel performance based on goals, timely strategic / forward planning, and successful collaboration with cross-functional partners especially E-Commerce, Brand Marketing and Finance.

Travel:
  • The position may require occasional travel, domestically and/or internationally
Work/Physical Environment:
  • This position is in a typical, stationary office setting.
  • This role is on-site at our Burlington, Denver, or Montreal Hub. We are committed to providing relocation assistance for all successful candidates.
More Info to Seal the Deal:
Burton’s benefits package includes health insurance (medical, dental and vision), life insurance (company paid), flex spending, short- and long-term disability insurance (company paid), great parental benefits, 401k plan with company match, and paid time-off. Other perks include a discounted season pass, free lessons, product discounts, free demo equipment, ride days, casual work environment, and many more…

Though we wish we could reach out to all applicants personally, you will only be contacted directly should you be chosen to move forward in the process. Candidates not chosen for this particular opportunity are encouraged to check back often for other roles as they are posted. Keep trying

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