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Marketing Manager, Omni Owned Channels
1 month ago
The Marketing Manager, Owned Channels, is a critical role on the Home Fragrance business, leading Yankee Candle DTC and retail store strategic direction for our Yankee Candle brand. This role will report into Senior Marketing Manager, Owned Channels.
This Manager will build out Owned channel 365 marketing plans, balancing brand-building and revenue generating strategies that engage our consumers and drive conversion online and in-store, with a particular focus on ecommerce and digital. The Manager must work collaboratively across multiple, cross-functional teams, identifying gaps and synergies to ensure a holistic approach to how the brand shows up.
The Manager, Owned Channels will focus on business results delivery and strategic roadmaps, building and optimizing tactical plans to deliver financial metrics in support of core and new product launches in line with Brand Strategies. This team is responsible for driving traffic to Owned Channels, providing a holistic direction for website and in-store initiatives, CRM, and Loyalty, including translating brand language and key visuals into elevated marketing and communications.
Collaborate with CRM team to ideate email / SMS strategy in line with the consumer journey, and Retail team to evolve signage and print tactics. Brand support for Loyalty program, will be a thought partner to the Digital team to help accelerate new users, drive enhancements to the rewards program, inclusive of scaling loyalty ambassador club, exclusives, and first to markets.
Differentiate the Owned channel experience by driving unique programs, including but not limited to key holiday period activations, personalized candles, subscription, and social commerce. Understand the consumer target and consumer journey, particularly for the nuances of our Owned channels. Deliver effective and persuasive communication at key moments of truth to drive purchase intent and appeal.
Leverage eComm and DTC data to improve omnichannel performance. Work across all key functions – Digital Marketing, Yankee Candle Retail and DTC, Sales, Finance, Legal – as well as centralized support teams to drive profitable sales for Yankee Candle, WoodWick and Chesapeake Bay Candle Brands. Partner with Global brand marketing team to ensure US strategy aligns with product launches and revenue targets.
Key Responsibilities:
Supports execution of Owned Channel activation, adapted from global creative assets. Partners with the brand leadership team to help deliver against US P&L goals for Owned Channels. Partners with the US brand leadership team to build annual brand marketing and business plans for Owned channels business. Leverages owned channel analytics to inform innovation pipeline and build future portfolio that drives trade up, grows margin and increases share of shelf; improves in market assortment. Partner with DTC and center digital marketing team to create plans to optimize performance marketing investments to drive qualified new traffic. Supports team to deliver ROI on events, advertising, and projects; leverages data and an ROI mindset to select projects. Partners with sales/DTC/retail leaders to recommend enhancements to the promotional plan. Responsible for deeply understanding key competitors' priorities and price/promotion strategy. Understands consumer target and ensures everything serves the consumer target.
