Williams-Sonoma - San Francisco, CA
posted 5 months ago
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.