The VP of Digital Marketing is responsible for customer acquisition via the marketing funnel and digital marketing services. This person will lead a growing marketing team of experts focused on awareness, acquisition, activation, retention and revenue through paid and owned marketing channels. You will manage marketing activation across multiple brands and be responsible for conversion in an ecommerce environment, taking into account varying business models (consultative, ecommerce, publishing and freemium). Continuous measurement, optimization and accountability on hitting defined KPIs is a core component of this role.. In addition, you will manage digital marketing center of excellence - email and website - developing strategies that result in more effective approaches, continuous A/B testing and optimization and alignment on the biggest priorities for the organization.. In this role you will be responsible for:. Planning & Execution: Develop strategic plans in partnership with Program Marketing and business leads, across the entire funnel. Coordinate and establish annual and quarterly objectives and key results (OKRs), ensuring that those plans have clear KPIs .. Leadership: Build and shape a highly-effective, world-class Digital Marketing organization by hiring, training, motivating and setting leadership direction for all direct reports, and cross-functional teammates. Define and foster a collaborative and customer-oriented Marketing community.. Continuous Optimization: Work to optimize the online channel marketing mix to achieve the right number of leads/conversions at the right cost within the right geos with the right portfolio mix at the right budget levels to achieve the profitable enrollments at the targeted CPAs (cost per acquisition).. Measurement & Accountability: Define baseline and advanced KPIs across the funnel and set goals for success against all of those measures. Utilize appropriate metrics to measure success and provide feedback to the team. Analyze data to make recommendations to improve existing campaigns and develop new strategies. Innovative Approaches: Identify potential partners and manage relationships. Continuously identify and test emerging opportunities within existing channels and across new ones.. Collaboration: Effectively partner with brand, data, business teams, and other key stakeholders to ensure internal efficiencies and external value proposition.. You must have:. 15+ years of progressive work experience in marketing and ecommerce retail or consumer- packaged goods.. Proven track record of leading a marketing and/or ecommerce organization with demonstrable success growing revenue.. Must be both a strategist and tactician.. Must have a unique ability to combine creativity with a deep understanding and application of analytics and technology.
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