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Director, Digital Marketing Planning and Performance

Stuart Weitzman

New York, New York
posted March 25, 2021

The Director, Digital Marketing Planning and Performance leads the execution and effectiveness of the brand’s digital marketing activities with a focus on customer acquisition and retention.   They translate brand marketing and communication strategies into discrete digital marketing actions and investments and drives the cross-functional priorities and activities working hand in hand with the Tapestry Digital Marketing Operations and Channel COE team and the company’s digital marketing agencies of record. As a leader and facilitator, they will champion cross-functional teamwork and create an inclusive team environment that inspires a diversity of perspectives and bold ideas.

Key Responsibilities:

  • Translates Stuart Weitzman’s full funnel media plan to optimize channel, traffic and conversion tactics based on brand, customer, channel and campaign strategies
  • Leads daily marketing cross functional scrum and related stand-up activity to identify and prioritize learning agenda
  • Coordinates efforts of Digital COE channel specialist teams in efforts to optimize in channel efficiency within the context of the full funnel plan and corresponding audience and journey strategies
  • Provides input on the full funnel integrated planning and execution for the brand by partnering with Stuart Weitzman marketing partners, the company’s digital agency of record, and Tapestry’s Digital COE – taking into account financial, marketing, customer, and brand strategies for both online and stores
  • Works with Stuart Weitzman and Digital COE teams to optimize landing page experiences and customer journeys to drive improved campaign efficiency
  • Partners with brand on Learning Agenda and develops and executes day in and day out test and learn plan to continuously improve and optimize media investments.
  • Partners with brand to measure pilot/test effectiveness, quantify scaled opportunity, and ensure that successful pilots are scaled quickly.
  • Hindsights performance on a weekly/monthly/ quarterly basis, highlighting opportunities or trends for continuous improvement.
  • Contributes to audience strategy development and approaches
  • Partners on development of retention journeys and strategies
  • Accountable for leveraging regular reporting/tools to communicate performance and learnings to Stuart Weitzman and share with peers at the other Tapestry Inc. brands.
  • Communicates budgetary forecast, strategies, and guardrails to ensure that COE and agency partners stay within monetary parameters and helps to identify when activities are off track
  • Bring innovative new thinking and ideas to help drive customer engagement and financial performance

Leadership/Skills:

  • Outcomes oriented with P&L ownership mentality – continuously driving for and achieving positive business outcomes
  • Demonstrated ability to work cross-functionally, collaborate with, consult with and influence all levels of the organization
  • Ability to convey and connect both technical concepts and business context.
  • Key evangelist of test and learn approaches and mentality
  • Partnership oriented with ability to lead through influence versus direct mandate
  • Stays current on evolving media trends, technology, and opportunities and works with partners and stakeholders to bring new activities to life
  • Brings a holistic perspective to ensure all aspects of the customer journey are optimized

Qualifications:

  • Seasoned consumer brand marketer with 10+ years of relevant professional experience; with minimum of 4+ years of digital marketing experience
  • Hands on experience with full funnel marketing tactics and channels
  • Deep experience leading and facilitating matrixed teams as direct manager or project manager
  • Proven experience managing large scale marketing budgets with effective returns and traffic growth
  • Excellent quantitative skills are a must
  • Consulting and/or agency experience a plus