Director of Digital Marketing

Great Clips - Bloomington, MN

Full-time - Senior

Hybrid - Bloomington, MN

1,001-5,000 employees

Personal and Laundry Services

About the position

Great Clips is seeking an experienced Digital Marketing Director to lead our digital marketing strategies aimed at driving customer acquisition, engagement, retention, and loyalty. This role is pivotal in ensuring that we have the right mix of internal and external tools to execute personalized campaigns across various marketing vehicles, targeting the right audience efficiently and effectively. The Digital Marketing Director will provide direction and influence across the marketing team, leveraging technology to enhance customer experiences. Reporting directly to the VP of Marketing and Communications, this position will collaborate with the leadership team and work cross-functionally with Business Intelligence, IT, and Operations to influence the use of established and cutting-edge data and marketing technology. With responsibility for a multimillion-dollar budget, the individual in this role will have the opportunity to drive significant brand growth. In this role, you will lead and manage all aspects of digital marketing, including paid media, owned media, and marketing technology operations. You will own the holistic view of all digital channel data, analytics, and campaign measurement strategies, defining clear KPIs across all digital marketing channels. Your responsibilities will include translating business objectives and marketing strategies into actionable digital marketing initiatives, identifying and incubating new marketing and retail technologies, and leading the strategy and development of marketing technology to support campaign execution and personalized messaging. Additionally, you will design, implement, and continuously optimize a customer loyalty program while providing digital thought leadership on privacy, channel, tech, competition, and customer trends. As a leader, you will build and maintain the digital marketing budget aligned with overall business objectives, manage and evaluate all associated digital marketing partners, vendors, and publishers for effectiveness, and lead, mentor, motivate, and develop the digital marketing team. You will champion cross-functional teamwork and create an inclusive team environment that inspires diverse perspectives and bold ideas. Your ability to listen, earn trust, and accept direct feedback from franchisees while building strong, positive relationships will be crucial to your success.

Responsibilities

• Lead and manage all aspects of digital marketing, including paid media, owned media, and marketing technology operations.
• Own the holistic view of all digital channel data, analytics, and campaign measurement strategies, defining clear KPIs across all digital marketing channels.
• Translate business objectives and marketing strategies into discrete digital marketing actions and investments.
• Identify and incubate new marketing and retail technologies to adapt to a changing marketing technology landscape.
• Lead strategy, exploration, and development of marketing technology to support campaign execution, personalized digital media, and personalized messaging.
• Design, implement, and continuously optimize a customer loyalty program.
• Provide digital thought leadership on privacy, channel, tech, competition, and customer trends.
• Build and maintain digital marketing budget aligned with overall business objectives.
• Manage and evaluate all associated digital marketing partners, vendors, and publishers for effectiveness and contribution to business and digital marketing efforts.
• Lead, mentor, motivate, and develop the digital marketing team; set and maintain clear specific, measurable, actionable, reasonable, and time-related goals.
• Champion cross-functional teamwork and create an inclusive team environment that inspires a diversity of perspectives and bold ideas.

Requirements

• Minimum of 10 years of relevant digital marketing experience and leadership, with a successful track record of developing and delivering on comprehensive strategies across paid and owned channels.
• Proven track record of developing and executing successful digital marketing and loyalty strategies.
• Understanding of Data Governance and ability to provide in-depth knowledge of the business use of data as it relates to marketing.
• Strong leadership and team management skills.
• Proficiency in digital marketing tools and platforms (e.g., Google Analytics, CRM systems, email marketing software).
• Excellent analytical skills, with the ability to interpret data and make data-driven decisions.
• Strong communication and interpersonal skills, with the ability to collaborate effectively across teams.
• Bachelor's Degree, MBA preferred.
• Franchisee and retail brand experience is preferred.

Nice-to-haves

• Demonstrated success scaling innovative programs in fast-paced, dynamic organizations.
• Strong knowledge of the digital marketing industry, trends, and tactics (e.g., tags/cookies, digital media ad-serving platforms, mobile, search, affiliates, email).
• Ability to analyze digital marketing campaigns, synthesize results, and use data to make effective decisions and to influence internal and external stakeholders.
• Digital analytics and tag management experience with an attention to detail and focus on incremental growth metrics, for web, advertising, and media attribution.
• Able to synthesize complex ideas, extract the significant nuggets of information, and adjust communications as appropriate for audiences with varying degrees of technical expertise.
• Conversant in personalized media business strategy, technology and user experience, along with other elements of digital media value chain.
• Experience evaluating/onboarding martech solutions and key digital platforms (e.g. Google Analytics, CRM platforms, DMP/CDP, marketing automation, campaign analytics).
• Experience managing multiple marketing vendors, preferably including a martech stack with multiple integrations.
• Demonstrated experience in training teams on new platforms, technologies, and best practices.
• Strong communication skills to translate business vision and objectives to technology teams and vendors.
• Experience managing a team and a multimillion-dollar budget.
• Deep understanding of the privacy landscape and its impact on the current and future landscapes of digital marketing.
• Experience handling sensitive customer data using privacy and security standards and processes.
• Proven ability to successfully manage internal and external partner relationships.

Benefits

• Competitive salary
• Health benefits
• Wellness programs
• Company-matching 401K
• Tuition assistance
• Personalized development plan for growth and promotion potential
• Inclusive and diverse work culture
• Focus on employee development and innovation
• Strong company culture with core values of kindness, trust, simplicity, execution, exceeding expectations, and fun.