Baudville Brands
Marketing Director Job at Baudville Brands in Grand Rapids
Baudville Brands, Grand Rapids, MI, United States, 49528
Marketing Director
About the Opportunity
As the Director of Marketing for Baudville, you will be responsible for developing and implementing a comprehensive marketing strategy that aligns with our business objectives and brand mission. This role combines digital and traditional marketing expertise with a focus on lead generation, customer acquisition, and overall brand engagement. You'll lead a high-performing team, manage agency and vendor relationships, and collaborate cross-functionally to ensure cohesive go-to-market initiatives across both Baudville and Delightly.
Core Responsibilities:
Strategic Marketing Leadership:
Develop and oversee the strategic marketing plan for Baudville and Delightly, aligning efforts with business goals to drive revenue growth, enhance brand visibility, and expand market share.
Performance Marketing & Demand Generation:
Lead performance marketing efforts across digital channels, including PPC, SEO, social media, and email marketing, to maximize return on ad spend (ROAS) and improve customer acquisition costs (CAC). Identify and implement new opportunities to generate leads and increase conversions across both brands. Specific digital responsibilities include:
Customer Retention & Engagement:
Drive customer retention by executing multi-channel strategies that include personalized email campaigns, catalog distribution, and other direct mail initiatives. Use targeted content marketing and remarketing tactics to reach customers at key points in their journey. Leverage customer insights and feedback to tailor experiences, enhance engagement, and foster brand loyalty, maximizing repeat purchases across both Baudville and Delightly platforms.
Sales Enablement & Support:
Equip our outbound sales team with best-in-class tools and resources to effectively showcase Baudville and Delightly's unique solutions. Develop compelling presentations, product catalogs, case studies, and interactive digital assets that clearly communicate our brand value and drive engagement. Ensure the sales team has access to data-driven insights, competitive analysis, and personalized collateral to convert leads into loyal customers, supporting a seamless, impactful customer journey from awareness to conversion.
Analytics & Optimization:
Use data-driven insights to continually optimize marketing efforts, refining audience segmentation, targeting strategies, and campaign performance to drive measurable results. Develop and manage KPIs to track performance across all channels, providing insights and recommendations for ongoing improvement.
Cross-Functional Collaboration:
Work closely with sales, product, circulation and customer service teams to align marketing strategies with business needs. Support lead generation initiatives, strengthen the sales pipeline, and improve the quality and effectiveness of marketing content.
Team Development & Leadership:
Lead, mentor, and develop a high-performing marketing team. Cultivate a collaborative, innovative environment that promotes personal growth and drives exceptional results. Oversee relationships with key external vendors and partners to ensure quality and consistency in outsourced marketing efforts.
Market Research & Competitive Analysis:
Stay informed of market trends, competitive landscape, and industry developments to proactively adjust strategies and capitalize on new opportunities. Conduct regular competitor analysis to identify and leverage key opportunities for differentiation and growth.
About the Opportunity
As the Director of Marketing for Baudville, you will be responsible for developing and implementing a comprehensive marketing strategy that aligns with our business objectives and brand mission. This role combines digital and traditional marketing expertise with a focus on lead generation, customer acquisition, and overall brand engagement. You'll lead a high-performing team, manage agency and vendor relationships, and collaborate cross-functionally to ensure cohesive go-to-market initiatives across both Baudville and Delightly.
Core Responsibilities:
Strategic Marketing Leadership:
Develop and oversee the strategic marketing plan for Baudville and Delightly, aligning efforts with business goals to drive revenue growth, enhance brand visibility, and expand market share.
Performance Marketing & Demand Generation:
Lead performance marketing efforts across digital channels, including PPC, SEO, social media, and email marketing, to maximize return on ad spend (ROAS) and improve customer acquisition costs (CAC). Identify and implement new opportunities to generate leads and increase conversions across both brands. Specific digital responsibilities include:
- SEO & SEM: Lead SEO and SEM strategies to improve organic search rankings and increase website traffic. Implement best practices and stay updated on algorithm changes.
- UX & Conversion Optimization: Collaborate with the web development resources to ensure optimal user experience on digital platforms. Implement ongoing A/B testing and CRO techniques to enhance conversion rates.
- Website Management: Create, update, and maintain best-in-breed Shopify websites (Baudville.com & Delightly.com) that are engaging and exciting for users, ensuring they reflects our brand and meet the highest standards of usability and design.
Customer Retention & Engagement:
Drive customer retention by executing multi-channel strategies that include personalized email campaigns, catalog distribution, and other direct mail initiatives. Use targeted content marketing and remarketing tactics to reach customers at key points in their journey. Leverage customer insights and feedback to tailor experiences, enhance engagement, and foster brand loyalty, maximizing repeat purchases across both Baudville and Delightly platforms.
Sales Enablement & Support:
Equip our outbound sales team with best-in-class tools and resources to effectively showcase Baudville and Delightly's unique solutions. Develop compelling presentations, product catalogs, case studies, and interactive digital assets that clearly communicate our brand value and drive engagement. Ensure the sales team has access to data-driven insights, competitive analysis, and personalized collateral to convert leads into loyal customers, supporting a seamless, impactful customer journey from awareness to conversion.
Analytics & Optimization:
Use data-driven insights to continually optimize marketing efforts, refining audience segmentation, targeting strategies, and campaign performance to drive measurable results. Develop and manage KPIs to track performance across all channels, providing insights and recommendations for ongoing improvement.
Cross-Functional Collaboration:
Work closely with sales, product, circulation and customer service teams to align marketing strategies with business needs. Support lead generation initiatives, strengthen the sales pipeline, and improve the quality and effectiveness of marketing content.
Team Development & Leadership:
Lead, mentor, and develop a high-performing marketing team. Cultivate a collaborative, innovative environment that promotes personal growth and drives exceptional results. Oversee relationships with key external vendors and partners to ensure quality and consistency in outsourced marketing efforts.
Market Research & Competitive Analysis:
Stay informed of market trends, competitive landscape, and industry developments to proactively adjust strategies and capitalize on new opportunities. Conduct regular competitor analysis to identify and leverage key opportunities for differentiation and growth.