Director of Digital Marketing

Great Clips

Full-time - Senior

Hybrid

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 cross-functionally with Business Intelligence, IT, and Operations to utilize established and cutting-edge data and marketing technology. In this role, you will manage a multimillion-dollar budget and have the opportunity to drive brand growth. You will lead and manage all aspects of digital marketing, including paid media, owned media, and marketing technology operations. You will be responsible for owning the holistic view of all digital channel data, analytics, and campaign measurement strategies, defining clear KPIs across all digital marketing channels. Your mission will include translating business objectives and marketing strategies into actionable digital marketing initiatives, identifying and incubating new marketing 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, provide digital thought leadership on privacy and customer trends, and manage and evaluate all associated digital marketing partners and vendors. As a leader, you will mentor and develop the digital marketing team, fostering an inclusive environment that inspires diverse perspectives and bold ideas. Building strong relationships with franchisees and listening to their feedback will be crucial to your success in this role.

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 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 a 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 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.
• 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

• Experience evaluating/onboarding martech solutions and key digital platforms (e.g. Google Analytics, CRM platforms, DMP/CDP, marketing automation).
• 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.

Benefits

• 401(k) matching
• Health insurance
• Tuition reimbursement