Director, Digital Marketing

Seattle Washington
Required Experience: 0 year(s)
Employment Type: Full-Time
Salary Range: Not available
Posted 7 days ago
CEO Pledge

Who We Are:

Brooks is a team of passionate people united by a desire to do meaningful work, lead healthy lives and make a difference. We share a focused mission: to inspire everyone to run and be active. That’s it. No distractions—it’s all about the run. Through science, creativity, service, authenticity and connection, we obsess over delivering the best running gear on the planet. We do it our way, with our unique spirit, with a goal of being more relevant to runners than any other brand, day after day and mile after mile. We are determined to innovate, challenging ourselves to lead thought at every turn. Inside these walls and on the roads, tracks and trails, we live and breathe Run Happy, celebrating the positive impact running has on our lives and others. We inject it into all we do because it makes everything better, smarter, more fun and more memorable. Our company culture defines us, bonds us together and creates the conditions for success. It is lived daily as a behavioral expression of our collective set of brand values: Connect with People, Innovate for our Customer, Compete as a Team, Build Trust, Have Fun & Bring Passion, and Be Active. If you’re on our team, it means you’re part of creating something extraordinary. You’re part of Brooks.

Your Job:

As Director, Digital Marketing, you will be responsible for developing, leading, and executing our global digital marketing strategy, with a focus on execution and success in the North America market. You will drive the strategic direction for the digital runner journey wherever the runner chooses to shop – directly with our owned website, at a retail partner store, or a retail partner website. All digital touchpoints will need to be considered to build a plan that prospects new runners to Brooks, engages them with the Brooks brand, and converts them to our products.

This role will develop how we bring the brand vision to life through digital experiences and engagement points. The digital strategy and plan will need to support the global brand goals and contribute significantly to delivering the brand vision over the long haul. This role will be instrumental in growing and elevating the Brooks brand digitally across all our channels.

You will lead and develop a team of high-performing and savvy digital marketers and will inspire the team to operate in an agile environment where we are building new ways to reach and engage runners digitally. You will partner closely with the other marketing channels to deliver on the overall brand and business goals and will support and guide our regional marketing and ecommerce partners to drive the brand digitally around the globe.

Responsibilities:

⏵ Build and deliver the digital marketing strategy and roadmap that reaches new and existing runners and builds the Brooks brand wherever runners shop (direct eCommerce and wholesale retail partners)

⏵ Lead the development of the global media strategy to drive brand demand with new runners to Brooks.

⏵ Devise a sound media investment strategy through the full funnel with a focus on customer growth, traffic (to store and br.com) and elevating brand perception.

⏵ Develop and execute the North America media plan to deliver the KPIs with on-going analytics and testing to drive optimizations.

⏵ Oversee our media plan and agency relationships for media and search.

⏵ Oversee our social media strategies across organic and paid, including platforms, messaging and content, audiences, engagement and community management; amplify and grow our relationships with runners through social media and community channels.

⏵ Actively contribute to integrated go-to-market seasonal planning process to ensure campaigns and plans will resonate in digital channels.

⏵ Partner with Integrated, Brand, Public Relations and CSR teams to develop the digital activations and tactics portions of our brand and seasonal campaigns.

⏵ Build a digital content strategy and publishing plan across all digital channels (including our owned website and potential future apps, our retailer.com websites, social channels and offline channels) that elevates and differentiates Brooks Running among runners across North America, including leading the continual evolution of our site user experience and look/feel.

⏵ Drive brand demand to everywhere runners shop by partnering closely with the Director, Ecommerce NA and VP, Sales NA to deliver the audiences, traffic and marketing channel performance to deliver engagement and business goals.

⏵ Oversee our digital activations across our retail.com partners and bring creative ideas to drive runner engagement and traffic across our entire distribution network.

⏵ Partner with key colleagues (e.g. brand strategy, integrated marketing, ecommerce, retail and PR) to own and drive the brand KPI framework performance.

⏵ Provide expertise and advice to our regional digital marketing and ecommerce partners.

⏵ Lead, coach and develop a high performing team of digital marketers to be runner-centric, KPI driven, and eager to be innovative in how Brooks reaches and engages with Runners in digital platforms and technologies.

⏵ Be intellectually curious and in a mode of continuous learning to stay up-to-date with digital technology developments to reach and engage with runners.

Qualifications:

⏵ Bachelor’s degree in Digital Marketing, Media, Brand Marketing or similar required; Master’s degree strongly preferred.

⏵ 12+ years of marketing experience with a focus on digital marketing and consumer goods.

⏵ 7+ years experience leading and developing marketing teams.

⏵ Proven work experience as a digital marketing director, preferably in a B2C organization.

⏵ Demonstrable experience in designing and executing successful digital marketing campaigns

⏵ Keen understanding of how all current digital marketing channels function, as well as ability to see what’s coming from a consumer technology perspective and how these innovations can be leveraged to accelerate Brooks Running goals.

⏵ Hands on experience with all digital media channels, social media, SEO/SEM, CRM and digital analytics

⏵ High affinity for data of all kinds and the ability to garner insights and applications of various data sets to drive efficiency and effectiveness in digital marketing.

⏵ Familiarity with web design and user experience principles. Mobile experience and centricity are critical.

⏵ Strong understanding of the role content in its various forms needs to play in the customer journey. Experience building an editorial point of view and calendar that builds brand, engagement, supports campaigns, improves SEO, and increases customer retention.

⏵ Deep understanding of social media and similar community channels. Innovative mindset in accelerating the Brooks brand and relationship with the running communities.

⏵ Strong knowledge of the entire digital journey, including ecommerce funnel, post-purchase and retention, and CRM. Experience with Loyalty programs a bonus.

⏵ Highly omnichannel focused. Have the ability to feel ownership for delivery of the company’s business goals including revenue, units and profit.

⏵ Experience managing a complex operating budget.

⏵ Excellent analytical and program management skills. Highly planful, but agile and capabl