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Michaels Stores

Director – Marketing, Makerplace

Michaels Stores, Irving, Texas, United States, 75084


Support Center - Irving

The Director - Marketing, MakerPlace, is the end-to-end brand and marketing leader for MakerPlace by Michaels, a new online marketplace for authentically handmade goods. The Marketing Director will set the course for this new brand and create growth plans to deliver long-term value for customers and for the company. They will be the key driver of the brand strategy and annual marketing plan, including ensuring high-quality execution across touchpoints and continuous optimization of plans and assets to achieve business and customer KPIs. This individual will ensure brand integrity, positioning, execution, and effectiveness across owned and paid channels, promotional time periods, and buyer and seller plans. They will partner closely with the multi-functional business team, other marketing teams, and Tech to create, deliver, and optimize an effective marketing plan to grow this new business from launch to scale.

Major ActivitiesMarketing Planning: Lead the development of marketing strategies and plans spanning paid and owned channels to attract, acquire and engage sellers and buyers to the new MakerPlace by Michaels platform. Partner with CRM, Media, Creative, PR, and Targeted Marketing to develop plans and execute them with excellence.Brand Development: Develop and establish the MakerPlace brand identity, balancing brand integrity with a need to scale this new business. Leverage a keen understanding of the business, customer, competitive landscape, product roadmaps, and relevant technological or program requirements to create a compelling brand value proposition.Storytelling: Craft compelling brand stories spanning internal and external audiences to build awareness and salience across audiences effectively.Customer Advocate: Act as the voice of the customer to influence the development of a compelling customer experience across touchpoints. Leverage insights from primary and secondary research and a variety of data sources to uncover opportunities and address seller and buyer pain points effectively.Brand Briefing: Lead team to develop compelling brand briefs and implement high-impact brand marketing programs. Architect and build advocacy for the brand strategy and marketing briefs with key stakeholders.Cross-brand collaboration: While MakerPlace by Michaels is a new brand, you will benefit from the size and scale of the broader Michaels ecosystem. Partner with the Michaels brand marketing and channel teams to identify opportunities for collaboration and synergy across the brands and marketing plans.Marketing Activation: Partner closely with various business, media, creative, and channel teams to create, execute and optimize the annual MakerPlace marketing plan.Innovation champion: Act as a brand and customer advocate, creating ongoing innovation and optimization to drive seller and buyer engagement and grow this new business effectively. Monitor and share insights such as competitive analyses, customer insights, and campaign recaps, driving insights into ongoing activations.Measurement Frameworks: Lead the creation of the MakerPlace marketing measurement framework in partnership with Data Science; analyze key drivers of marketing performance and leverage insights to inform ongoing optimization.Agency & Budget Stewardship: Act as a key point of contact for external agency partners, including leading agency, production, and media budget prioritization and stewardship. Own and manage the accuracy of the MakerPlace marketing budget through forecasting, accruals, and reconciliations.Minimum Knowledge/Skills/Abilities10+ years of progressively responsible experience in growing brands at an e-commerce or omnichannel retailer, DTC brand, CPG company, or agency.Brand marketing leadership experience.E-commerce marketing leadership experience.Proven ability to deliver results in ambiguous/start-up environments.Strategic planning experience.Ability to analyze data and make insight-based decisions.Strong collaboration skills with excellent written & oral communication skills, with the ability to adjust content & style for a diverse group.Effective team leadership and development skills.Ability to work under pressure & meet deadlines in a very fast-paced environment.Minimum EducationBachelor’s degree in Advertising, Marketing or Business Related Degree.Minimum Special Certifications Or Technical SkillsMS Office skills, including PowerPoint, Word, & Excel.Applicants in the U.S. must satisfy federal, state, and local legal requirements of the job.Michaels is an Equal Opportunity Employer. We are here for all Team Members and all Makers to create, innovate and be better together.

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