Director, Performance Marketing, Beyond Yoga

$142,100 - $215,200/Yr

Levi Strauss - Culver City, CA

Part-time,Full-time - Senior

Culver City, CA

Apparel Manufacturing

About the position

The Director of Performance Marketing will manage all customer acquisition and conversion efforts for the Beyond Yoga E-Commerce business. This role requires a strategic builder who can collaborate effectively with various teams including marketing, design, finance, operations, and external agencies. The Director will be responsible for developing the media strategy and working closely with the marketing team to bring the creative plan to life, ensuring an outstanding consumer experience. The ideal candidate will possess a perfect blend of art and science in their abilities, instincts, and execution, demonstrating a team-first mentality while driving customer acquisition based on strict investment criteria. Measurement and analytics will be at the core of this role, as the Director will need to track success through measurable metrics and report to the VP of Ecommerce. In this position, you will own all customer acquisition for E-Commerce, managing the acquisition budget and profitably acquiring new customers through various marketing channels including search engine marketing (SEM), search engine optimization (SEO), affiliate marketing, and paid social. You will define goals and track success through measurable metrics, manage the E-Comm acquisition media budget, and lead the campaign-specific strategy to optimize for conversion and customer acquisition cost (CAC). Collaboration with the marketing team will be essential to lead the testing pipeline and strategy, as well as to develop segmentation constructs and implement personalization strategies. You will also work with the design team to create landing pages that maximize conversion rates and define growth and performance benchmarks with Beyond Yoga's leadership team. Communication will be key, as you will need to convey performance metrics to the leadership team and stakeholders, promoting a shared understanding of the performance marketing strategy, return on investment (ROI), and opportunities for improvement. Additionally, you will oversee the evaluation, implementation, and management of marketing technology systems to ensure accurate and timely data capabilities for customer analysis and reporting.

Responsibilities

• Own all customer acquisition for E-Commerce, including acquisition budget.
• Profitably acquire new customers through all marketing channels including SEM, SEO, affiliate, and paid social.
• Define goals and track success through measurable metrics.
• Manage E-Comm acquisition media budget and KPIs, including ongoing analysis and reporting.
• Drive lower funnel budget allocation between channels and lead campaign-specific strategy to optimize for conversion and CAC.
• Work with marketing team to lead the testing pipeline and strategy.
• Partner with marketing on campaign briefs throughout the year to drive integrated results.
• Develop segmentation constructs and related analysis and implement personalization strategies.
• Work with design team to develop and execute landing pages for acquisition efforts to maximize conversion.
• Define growth and performance benchmarks with Beyond Yoga's leadership team and establish analytics and reporting for these KPIs.
• Communicate performance to leadership team and stakeholders to promote a shared understanding of performance marketing strategy, ROI, and opportunities.
• Define data needs with leadership team to ensure accurate and timely data capabilities used in customer analysis, recurring dashboards, and any other customer and transactional needs.
• Oversee and drive the evaluation, implementation, and management of marketing technology systems.

Requirements

• 5+ years of experience in a direct-to-consumer organization with a strong online/ecommerce/digital presence.
• Experience must include analytics-based decision-making where success is measured in terms of customer growth, website conversion, and superior content.
• Startup experience managing significant annual growth.
• Experience building and scaling different acquisition channels.
• Experience with marketing tools and technical marketing needs to implement testing programs.
• Experience developing campaigns across multiple channels including digital, email, direct mail, paid media, search ads, etc.
• Data-driven mindset with experience developing a KPI framework and tracking performance against stated goals.
• Excel and data manipulation skills necessary to properly analyze data for key decision making.
• Results-driven individual that demonstrates strategic thinking, innovation, and flexibility.
• Excellent oral and written communication skills with an appreciation for brand storytelling.
• Collaborative working style, detail- and goal-oriented, self-starter with excellent project management skills and ability to manage tight deadlines.
• Strong critical thinking aptitude, constant learning, self-motivation, and discipline.
• Strong relationship building and people management skills.

Benefits

• 401K match: $1.25 for every $1.00 you contribute up to the first 6% of pay you save.
• Five hours of paid volunteer time per month with nonprofit organizations.
• Product discount.
• Paid Family Leave.