Vice President of Content Recommendation amp Growth Marketing

Vice President of Content Recommendation & Growth Marketing

Location: Park City, UT, United States

Posted on: Jul 07, 2022

Profile

Based in Park City, Utah, the Vice President of Content Recommendation & Growth Marketing will report to the SVP of Ecommerce & Digital and will oversee omnichannel growth marketing and paid media, with an emphasis on customer acquisition. You will be responsible for building and executing a performance-based growth marketing plan, including overseeing the media budget. You will lead a team of 3-5 direct reports plus agencies and vendors, partnering closely with the Brand Marketing, eCommerce, Retail, and Finance teams on the growth plan and various strategic projects.

Duties and Responsibilities:

1. Manage all aspects of the customer acquisition process including coordinating with external agencies, team recruiting, vendor/tool selection, and asset development.
2. Drive growth strategy with both 3P and 1P product focus across all acquisition channels.
3. Oversee investment valuation framework for annual marketing spend, rooted in LTV, driving efficiency in new customer acquisition and customer development.
4. Set the strategy, analytical framework, and execution of customer acquisition and engagement methodology.
5. Manage the paid marketing budget, while continuously looking for optimizations and efficiencies.
6. Closely partner with Creative to develop highly converting ad assets.
7. Develop, execute, and manage testing optimization strategies spanning ad assets, landing pages, targeting, media tactics, and new media channels.
8. Continuously evaluate emerging media strategies and rebalancing our paid marketing channel allocations.
9. In partnership with Brand and Retention Marketing teams, develop integrated marketing plans and programs that fuel customer discovery, interest, engagement, and retention.
10. Collaborate with external partners to strategize, develop, and own retail distribution efforts.
11. Maintain a firm grasp of the competitive landscape, market opportunities, and customer acquisition KPIs.
12. Coordinate a data-informed testing plan to develop new lifecycle campaigns, optimize existing ones, and improve channel metrics.
13. Collaborate with content programming leads and creative strategy to maintain a seamless brand voice and messaging.
14. Marketing Channel oversight: Performance Marketing: PLA, Paid Search, Affiliate, Paid Social; Brand Development: YouTube, Podcasts, Organic Search, TV, Influencers.
15. Develop, train, and motivate the team.
16. Proactively seek out and study information to remain current on media trends.
17. KPI development for performance and brand channels, leading teams towards an agile way of reading/reacting based on channel and content performance.
18. Oversight of Growth Marketing strategies and deployment across multiple brands.

Education & Background Qualifications:

1. Must be at least 18 years of age with a high school diploma or GED; college degree preferred.
2. Authorized to work in the United States.
3. 10-12 years of digital marketing experience across e-retail & DTC brands.
4. Experience managing multi-functional in-house teams and external agencies.
5. Highly analytical mindset with data-driven decision-making.
6. Proven track record of operator development and passion for building high-output, cross-functional teams.
7. Strong technical acumen and hands-on experience with tools such as Google Analytics, Optimizely, Looker, etc.
8. Offline and retail experience is a plus.
9. Strong presentation skills.

Physical Requirements:

1. Ability to sit, stand, and walk for extended periods of time.
2. Ability to work on computers and screens for extended periods of time.
3. Ability to lift/carry 30 lbs.

Scope:

Organizational Scope: All US locations
Job Location: Park City, Utah

About the Company:

We help customers seek the perfect gear, find their awe, and send it their way. Through our five brands, we provide customers with the gear, knowledge, and inspiration they need to chase life’s greatest moments. We foster local outdoor communities and actively create a more inclusive and equitable outdoors for all through our Diversity, Equity & Inclusion initiatives. We offer personalized expertise at every level of the organization, exceptional gear discounts, and competitive benefits including medical, dental, vision, and life insurance.

Thanks for exploring our careers!