Director of Paid Media Marketing Strategy and Investment Planning

3 days ago

San Francisco, California, United States Williams-Sonoma Full time
About the Team

We are seeking a highly skilled and experienced Director of Paid Media Marketing Strategy and Investment Planning to join our Customer Relationship Marketing (CRM) team for West Elm US and Williams-Sonoma Inc. (WSI) Global. As a key member of our team, you will be responsible for managing advertising investment across our paid marketing channels and driving profitable brand sales and customer growth.

About the Role

As the Director of Paid Media Marketing Strategy and Investment Planning, you will focus on optimizing the performance-based marketing investment across our digital channels, leading a team in planning the support of key brand initiatives. You will identify programs to acquire new, retain existing, and reactivate lapsed customers, and lead your team to develop customer growth plans, validate sales plans, and re-forecast and report to senior leadership on performance against these plans.

Key Responsibilities
  • Manage, optimize, and report on KPIs (e.g. sales, customer growth, incremental sales/ROAS) for all digital programs
  • Oversee the marketing budget, including decisions to reallocate and/or change investment based on individual program performance and brand goals
  • Develop a deep understanding of each brand's identity, including product, editorial, and marketing initiatives, to develop marketing strategies that meet both financial and brand-building goals
  • Lead, coach, and develop a high-performing CRM team
  • Manage global email strategy, including circulation and targeting strategies, and implement a test & learn roadmap
  • Collaborate with CRM leadership and digital experts on strategy, with a keen focus on optimization, innovation, and personalization
  • Develop annual marketing budget, inclusive of next year's strategies, customer count goals, test and learn strategies, and site metric goals
  • Present and gain buy-in from senior leadership
  • Conduct analysis on the effectiveness and efficiency of existing digital programs, applying insights to the evaluation of new opportunities based on program KPIs
  • Present performance analysis and recommendations, including monthly marketing financials, to senior management
  • Work closely with brand finance teams to ensure accuracy of marketing month-end close and forecasting processes
  • Collaborate with key brand stakeholders to manage creative development process for all digital campaigns
  • Leverage available analytic tools to gather data and make marketing strategy and investment decisions
  • Develop customer growth plans, including new customer acquisition, lapsed customer reactivation, and existing customer retention
  • Use data to identify, target, and deliver relevant messaging to key strategic customer segments across paid marketing touchpoints
  • Implement rolling 12-month test plan across all channels to continually fuel a pipeline of new tactics
  • React to business trends in the fast-paced retail environment
  • Own relationships with key vendors, including contract negotiation
  • Lead collaboration efforts across CRM teams to help accelerate best practices and identify opportunities and winning marketing strategies
Requirements
  • Minimum of 10+ years' experience in online marketing, retail marketing, or digital media planning
  • Proven track record in managing and optimizing a large, complex, multi-channel budget to ROI goals
  • Analytical, proactive, problem-solver with insatiable curiosity; ability to synthesize large data sets into a story/recommendation
  • Strategic and analytical thinker; ability to evaluate alternatives and develop effective solutions
  • Able to see trends and to extract actionable insights from data to drive results
  • Strong organization and interpersonal skills; must have excellent written and verbal communication & presentation skills and ability to gain support of others
  • Ability to build effective relationships within team & with cross-functional partners & vendors
  • Ability to lead and develop a successful team
  • Ability to prioritize and work on multiple projects in a deadline-driven environment; able to deal with ambiguity in a fast-paced business
  • Bachelor's Degree in Marketing, Business, or related field or equivalent work experience
  • Strong Excel spreadsheet proficiency
Benefits

Williams-Sonoma, Inc. offers a competitive salary, comprehensive health benefits, paid vacations, holidays, and time off to volunteer, tax-free commuter benefits, a wellness program that supports your physical, financial, and emotional health, and more.

We believe in People First and are committed to creating a culture focused on diversity, equity, and inclusion that spurs innovation, creates healthy and high-performing teams, and delivers superior customer experiences.

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