Williams-Sonoma - San Francisco, CA

posted 5 months ago

Full-time - Senior
San Francisco, CA
1,001-5,000 employees
Furniture, Home Furnishings, Electronics, and Appliance Retailers

About the position

As the Director of Customer Relationship Marketing for West Elm and Williams-Sonoma Inc. (WSI) Global, you will play a pivotal role in managing advertising investments across various paid marketing channels. Your primary responsibility will be to innovate and execute marketing campaigns aimed at driving new customer acquisition and retention, while also increasing wallet share with existing customers. You will ensure that performance-based marketing strategies are aligned with the brands' key initiatives and growth strategies, delivering against core KPIs. In this role, you will focus on driving profitable brand sales and customer growth by optimizing performance-based marketing investments across digital channels. You will lead a team in planning support for key brand initiatives, identifying programs to acquire new customers, retain existing ones, and reactivate lapsed customers. Your leadership will involve developing customer growth plans, validating sales plans, and reporting performance to senior leadership. Collaboration will be key, as you will work closely with brand partners, in-house digital advertising teams, and data science teams, as well as other cross-functional stakeholders. You will be responsible for managing and optimizing KPIs such as sales, customer growth, and incremental sales/ROAS for all digital programs. Additionally, you will oversee the marketing budget, making decisions to reallocate investments based on program performance and brand goals. A deep understanding of each brand's identity will be essential to develop marketing strategies that meet both financial and brand-building goals. You will also manage the global email strategy, implement a test & learn roadmap, and monitor customer engagement metrics to react to trends and campaign performance. Your role will require you to present performance analysis and recommendations to senior management, ensuring accuracy in marketing month-end close and forecasting processes. You will leverage analytic tools to gather data and make informed marketing strategy decisions, while also developing customer growth plans that include new customer acquisition and retention strategies. This position offers the opportunity to lead a high-performing CRM team and collaborate across various teams to accelerate best practices and identify winning marketing strategies.

Responsibilities

  • Manage advertising investment across paid marketing channels for West Elm and WSI Global.
  • Innovate and execute marketing campaigns to drive new customer acquisition and retention.
  • Optimize performance-based marketing investment across digital channels.
  • Lead a team in planning support for key brand initiatives.
  • Identify programs to acquire new customers, retain existing ones, and reactivate lapsed customers.
  • Develop customer growth plans and validate sales plans.
  • Report performance against plans to senior leadership.
  • Collaborate with brand partners and cross-functional stakeholders.
  • Manage and optimize KPIs for all digital programs.
  • Oversee the marketing budget and make investment decisions based on performance.
  • Develop a deep understanding of each brand's identity to create effective marketing strategies.
  • Manage global email strategy and implement a test & learn roadmap.
  • Monitor customer engagement metrics and react to trends.
  • Conduct analysis on the effectiveness of existing digital programs and apply insights to new opportunities.
  • Present performance analysis and recommendations to senior management.
  • Collaborate with brand finance teams for accuracy in marketing month-end close and forecasting processes.
  • Lead the creative development process for all digital campaigns.
  • Leverage analytic tools to gather data for marketing strategy decisions.

Requirements

  • Minimum of 10+ years' experience in online marketing, retail marketing, or digital media planning.
  • Proven track record in managing and optimizing a large, complex, multi-channel budget to ROI goals.
  • Analytical, proactive, problem-solver with the ability to synthesize large data sets into actionable insights.
  • Strategic and analytical thinker with the ability to evaluate alternatives and develop effective solutions.
  • Strong organization and interpersonal skills with excellent written and verbal communication skills.
  • Ability to build effective relationships within the team and with cross-functional partners and vendors.
  • Ability to lead and develop a successful team.
  • Ability to prioritize and work on multiple projects in a deadline-driven environment.
  • Bachelor's Degree in Marketing, Business or related field or equivalent work experience.
  • Strong Excel spreadsheet proficiency.

Nice-to-haves

  • Experience with Adobe Analytics, Tableau, DOMO, and Multi Touch Attribution.
  • Familiarity with customer engagement metrics and trends.

Benefits

  • Commuter assistance
  • Dental insurance
  • Health insurance
  • Paid time off
  • Partner benefits
  • Vision insurance
  • Volunteer time off
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