Cycling Sports Group:
Global Director of Digital Marketing Job in Wilton, VT
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Wilton, VT
Full-time | Digital
About the job
Position Summary:
The Global Director of Digital Marketing is responsible for all global digital marketing efforts across Dorel Sports (Cannondale, GT, Fabric, Mongoose, Schwinn) with the goal of efficiently and effectively acquiring new website visitors and driving users to retail stores and/or online purchases.
Responsibilities:
Responsible for the global digital marketing effort across the Dorel Sports portfolio, supporting the Global Marketing team and driving key business objectives, including customer acquisition and retention, sales and brand efforts.
Lead the development, execution, and analysis of digital marketing campaigns running across a variety of tactics including but not limited to SEM, paid and organic social, display, pre-roll, and email.
Identify and test new customer acquisition tactics to improve performance and reduce cost per acquisition (CPA) to efficiently grow website traffic and ultimately conversion.
Responsible for coordinating with regional teams on lead generation programs and paid digital activities across all tactics to optimize campaigns and deliver the best possible outcome.
Oversee management of email program, customer data, communication plan and segmentation strategy.
Develop digital experiences, cross-channel journeys, communication plans to help guide and shape the marketing plan and creative work.
Constant testing of new target audiences and creative, including structured A/B & multivariate tests.
Establish success metrics for all paid media campaigns as well as tracking, testing, measuring and optimizing spend to maximize budget and overall program reach.
Oversee all organic/in-feed posts across our owned social media channels.
Develop and manage an annual calendar of paid media activities to increase website traffic and conversion metrics.
Report and present strategic insights to senior leadership to highlight learnings that can be leveraged across all digital products and across all regional teams.
Responsible for staying up-to-date on emerging trends and technologies particularly across paid performance marketing vehicles.
Ensure best practices and learnings are applied to all future campaigns and communicated to all marketing team members around the world.
Act as an evangelist to provide advice on digital marketing strategy, tactics, creative execution and budget across the company and global regions.
Own relationship with our external paid media agency, and lead the collaboration across global and regional media spending.
Lead curation and creation of new and user-generated social media content (imagery, video, blog articles) through our fans, brand ambassadors, influencers, and athletes
Identify and manage new/existing strategic partnerships with other key global brands, teams, and influencers to elevate CSG brands
Oversee all social listening tactics across owned social media channels to foster positive conversations with our fans and respond appropriately to comments
Essential Qualifications:
8-10 years of experience in relevant field (digital marketing, social media marketing, performance media/marketing, direct response) at a consumer brand.
Experience driving sales and growth at a direct-to-consumer brand or retailer strongly preferred.
Solid foundational understanding of media concepts, terminology, and bid-based buying models
Prior experience with managing and developing a team
Experience working with conversion tracking and mobile marketing attribution partners as well as digital reporting tools (such as Google Analytics) is required
Experience and understanding of paid social, programmatic, and SEM buying platforms (demand side platforms, Google Ads/AdWords, Facebook Business Manager, etc.) is required
Self-starter, highly motivated, positive demeanor, excellent communicator, and able to thrive in a fast-paced environment
Reasonable availability to respond to requests and monitor/optimize campaigns outside normal business hours
Polished professional with excellent interpersonal communication skills
Bachelor's degree in a relevant field of study
Directly manage cost center/budget
Beneficial Qualifications:
Experience in paid digital media for a global CPG with several brands
Experience working with content management systems, specifically Sitecore, Magento, Shopify
Experience managing and growing a team
Strong knowledge of data DMP and CRM systems, specifically Microsoft Dynamics
Physical Demands:
Working conditions are normal for an office environment
Travel domestic and international; approx. 10-20% of time
The Global Director of Digital Marketing is responsible for all global digital marketing efforts across Dorel Sports (Cannondale, GT, Fabric, Mongoose, Schwinn) with the goal of efficiently and effectively acquiring new website visitors and driving users to retail stores and/or online purchases.
Responsibilities:
Responsible for the global digital marketing effort across the Dorel Sports portfolio, supporting the Global Marketing team and driving key business objectives, including customer acquisition and retention, sales and brand efforts.
Lead the development, execution, and analysis of digital marketing campaigns running across a variety of tactics including but not limited to SEM, paid and organic social, display, pre-roll, and email.
Identify and test new customer acquisition tactics to improve performance and reduce cost per acquisition (CPA) to efficiently grow website traffic and ultimately conversion.
Responsible for coordinating with regional teams on lead generation programs and paid digital activities across all tactics to optimize campaigns and deliver the best possible outcome.
Oversee management of email program, customer data, communication plan and segmentation strategy.
Develop digital experiences, cross-channel journeys, communication plans to help guide and shape the marketing plan and creative work.
Constant testing of new target audiences and creative, including structured A/B & multivariate tests.
Establish success metrics for all paid media campaigns as well as tracking, testing, measuring and optimizing spend to maximize budget and overall program reach.
Oversee all organic/in-feed posts across our owned social media channels.
Develop and manage an annual calendar of paid media activities to increase website traffic and conversion metrics.
Report and present strategic insights to senior leadership to highlight learnings that can be leveraged across all digital products and across all regional teams.
Responsible for staying up-to-date on emerging trends and technologies particularly across paid performance marketing vehicles.
Ensure best practices and learnings are applied to all future campaigns and communicated to all marketing team members around the world.
Act as an evangelist to provide advice on digital marketing strategy, tactics, creative execution and budget across the company and global regions.
Own relationship with our external paid media agency, and lead the collaboration across global and regional media spending.
Lead curation and creation of new and user-generated social media content (imagery, video, blog articles) through our fans, brand ambassadors, influencers, and athletes
Identify and manage new/existing strategic partnerships with other key global brands, teams, and influencers to elevate CSG brands
Oversee all social listening tactics across owned social media channels to foster positive conversations with our fans and respond appropriately to comments
Essential Qualifications:
8-10 years of experience in relevant field (digital marketing, social media marketing, performance media/marketing, direct response) at a consumer brand.
Experience driving sales and growth at a direct-to-consumer brand or retailer strongly preferred.
Solid foundational understanding of media concepts, terminology, and bid-based buying models
Prior experience with managing and developing a team
Experience working with conversion tracking and mobile marketing attribution partners as well as digital reporting tools (such as Google Analytics) is required
Experience and understanding of paid social, programmatic, and SEM buying platforms (demand side platforms, Google Ads/AdWords, Facebook Business Manager, etc.) is required
Self-starter, highly motivated, positive demeanor, excellent communicator, and able to thrive in a fast-paced environment
Reasonable availability to respond to requests and monitor/optimize campaigns outside normal business hours
Polished professional with excellent interpersonal communication skills
Bachelor's degree in a relevant field of study
Directly manage cost center/budget
Beneficial Qualifications:
Experience in paid digital media for a global CPG with several brands
Experience working with content management systems, specifically Sitecore, Magento, Shopify
Experience managing and growing a team
Strong knowledge of data DMP and CRM systems, specifically Microsoft Dynamics
Physical Demands:
Working conditions are normal for an office environment
Travel domestic and international; approx. 10-20% of time