Director, Marketing Effectiveness (Channels & Media)
Summary Statement:
As a part of the newly created Marketing Strategy and Effectiveness team, this leader will play a pivotal role in helping to drive the overall effectiveness of NMB’s marketing endeavors. In their role, the Director, Marketing Effectiveness will provide strategic insight and planning to balance short term revenue goals with long term brand value and other corporate goals. More specifically, they will oversee the brand media planning, channel planning, and reporting / analytics that will help establish and drive engagement around the NM brand. Core to this will be optimization of all marketing for ROI. The Director, Marketing Effectiveness will directly oversee four Associates, two Managers & two junior Associates, and is responsible for their management and development.
Responsibilities & Qualifications
Estimated Time Breakdown
30%
People Management
30%
Strategic Planning
15%
Marketing Touchpoint Management
20%
Measurement / Analytics
5%
Market Study
Responsibilities & Duties
Strategic Planning
Devise and implement an innovative modeling approach that enables NMB to predictively, methodically test and select the best possible mix of content / channel strategies
Develop data driven customer focused media and channel plans
Create optimal marketing mix plans to support brand partner engagement and value
Develop a robust marketing budget that accounts for brand media and production needs as they support the overall Marketing strategy
Establish clear, quantifiable “standards of success” for the NMB marketing strategy that enable effective measurement of return on investment
Lead effective use of print marketing / distribution methods to drive maximum value creation
Consistently reinforce NMG’s commitment to the “omni” approach in both analysis and insights
Deliver seasonal channel and media strategy that aligns with brand campaign delivers seasonal KPIs with key customer groups and divisions
Marketing Touchpoint Management
Monitor and oversee brand media and channel touchpoints to ensure understanding and awareness of performance
Recommend in-year marketing adjustments based on performance measurements / observations across all customer touchpoints (media and production)
Measurement & Analytics
Establish a framework of customer centric KPIs that measure overall engagement with the NMB brand, including point in time assessment of both content and channel effectiveness
Partner with Marketing counterparts to drive strategic optimization around established KPI framework
Support Brand Partnership program with effective channel offering, analysis and reporting
Implement a marketing effectiveness reporting strategy, ensuring business-oriented insights that can be easily leveraged by partnering teams
Market Study
Drive market awareness across team to encourage identification of new market trends / shifts that enable data-driven recommendations to the broader Marketing organization
Build industry knowledge to ensure understanding / appreciation of methods and tactics that support brand engagement in the retail industry
Technical Qualifications
10+ years of experience overseeing delivery of analytics-based Marketing channel and media strategies including effectiveness / ROI models
Appreciation of the strategic objectives of the NMG organization; ability to synthesize and apply them to a rapidly evolving Marketing strategy.
Proven ability to leverage data and deliver actionable insights, guide strategic decisions and directly drive business result.
Self-driven, innovative strategic thinker who is resourceful and has the ability to look beyond existing business and technology limitations. Ability to persuade, influence, and execute innovative methods and processes.
Demonstrated leadership skills with an ability to motivate, influence, collaborate and work closely both in-function and across the organization.
Highly developed communications skills (written / verbal) and interpersonal savvy.
Ability to build relationships and effectively manage internal customers.
Experience in the luxury and / or retail is preferred.
Experience in a multi-channel, omni marketing is preferred.
This job description is not designed to cover or contain a comprehensive listing of duties, responsibilities, or activities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.