E - Commerce Marketing Director

E - Commerce Marketing Director

COMPANY BACKGROUND
Essilor, the world’s leading ophthalmic company (US HQ in Dallas) www. .com has recently acquired a majority stake in www. .com.  As part of this acquisition Essilor is creating a new stand alone division (E-Commerce Global Business) based in Austin with the objective of rapidly developing ’s activity in the US as well as overseas through an aggressive international rollout. Austin is intended to be the Group’s worldwide Internet (B2C) headquarters. 

ORGANIZATIONAL CULTURE
The organizational culture at is typical of the early phase of a fast growing organization (start-up) characterized by a highly flexible and reactive management approach focusing on getting business done and supported by a very dedicated staff. ’s initial success has been achieved thanks to a deep understanding of the Internet techniques generating large traffic to the company web site and a superior level of customer service assisting the online eyewear consumers at every stages of the purchasing experience.

’S MISSION STATEMENT
 .com is the leading online retailer of eyewear (eyeglasses, sunglasses, prescription sunglasses and contact lenses). The Company’s mission is to leverage the advantages of virtual shopping to create the ultimate buying experience for today’s eyewear consumer.

OUR OPPORTUNITY
Are you a seasoned E-Commerce Marketing Professional that wants to lead and develop all aspects of an aggressive growth initiative for the World’s Largest Online Optical store   Prospects must have proven and direct experience in leading e-commerce marketing initiatives that have created in excess of $50 million in online sales.  Fantastic growth and leadership opportunities in the USA and Internationally for the right candidate.

POSITION DESCRIPTION:
The Director of Marketing provides hands-on leadership in all company marketing, customer acquisition, and advertising efforts. This position is responsible for driving traffic, sales, transactions & market share by:
• Leading marketing / promotions strategy, plans & calendar
• Building marketing strategy and ROI by channel, clearly communicating business case and expected results.
• Increasing brand awareness and customer acquisition in regional, national and international arenas. Build ROI for and manage each site’s marketing plan & spend (if applicable)
• Managing brand positioning, brand touch points & targeted customer strategy
• Managing graphic design, copywriting, and photography.  Develop, negotiate & purchase all marketing materials
• Developing, creating & communicating public relations strategy & philanthropic efforts

RESPONSIBILITIES:
Multi-Channel Marketing & Promotions Calendar Execution
• Develop a promotions campaign strategy that is consistently executed throughout the organization. Clearly communicate calendar, expected financial results, and track actual results, making recommendations for refinement.
• Develop and manage, with Ecommerce team, traffic-driving multi-channel marketing strategy, time-and-action calendar and budget, ensuring on-time and under-budget execution.
• Seek out and create strategic partner marketing program(s) to increase site 'reach'.
• Design and execute all discounts, coupons, surveys, contests, or sweepstakes as needed, ensuring compliance with all relevant state/federal laws and providing tracked sales/traffic results.


RESULTS AND ROI ANALYSIS:
• Drive traffic and sales to store locations, website and any wholesale business opportunities. Provide results analysis measuring traffic, sales transactions, average order and unit value, profit, market share and lifts.
• Track and analyze return on investment for each campaign, providing actionable reports and fine tuning as needed for best ROI.

CUSTOMER ACQUISITION & RELATIONS STRATEGY:
• Research customer demographics, psychographics and relevant geographic information to determine customer profile, target customers, target marketing areas and support new-store openings.
• Develop cross-channel customer relationship (CRM) program.
• Develop customer acquisition strategy for online and direct mail purposes.
• Brand positioning & awareness
• Act as brand 'gatekeeper' ensuring consistent and elevated use of logo, brand
information and other positioning elements through all channels.
• Manage all written and spoken company communications via copy, talking points, & coaching to ensure consistent appropriate brand 'voice' and approach. Lead copywriting and romance of brand in all brochures, press, and brand packaging. Lead proofreading efforts and sign-off process ensuring no internal errors in printed materials.
• Manage all graphic design and print to ensure brand consistency and sub-brand development.
  
POSITION REQUIREMENTS:
• Bachelor's degree in Marketing, Advertising, Business, or equivalent 5-8 years’ work experience.
• 5+ years of e-commerce online marketing experience a minimum requirement.  Candidate must have been directly responsible for leading marketing efforts that resulted in over $50 million in online sales.
• Experience with on-line marketing and e-commerce.
• In-depth hands-on knowledge of brand strategy, promotions marketing, corporate identity, public relations required.
• Proven ability to analyze data and historic information, to determine industry trends & opportunities and to recommend and implement an action plan to address marketing trends and opportunities.
• Strong understanding of e-commerce math including sales, gross margin, discounting impacts, and inventory turn.
• Proven ability to successfully lead & develop collaborative teams.
• Demonstrated ability to manage multiple disciplines toward common goals. Proven ability to build relationships internally and externally.
• Power user of Excel and other business software tools used to analyze and report trends and results.
• Proven fact-based decision-making and problem solving skills.
• Excellent verbal and written communication skills and proven ability to work with all levels of management.