The primary function of the Director/VP of Marketing and Ecommerce is to lead the marketing strategy in advancing and shaping how we tell the story of our mission to increase brand awareness and sales conversion across all channels and mediums. We look at our marketing plan through the lens of the total customer journey, wanting to provide customers with a meaningful and inspiring connection to our brand through every touchpoint. Specifically, you will be responsible for supporting the concepting and implementation of digital marketing campaigns, marketing creative and content creation for both DTC and wholesale channels.

You will collaborate on social media and influencer marketing, and ensure execution of the heart and voice of our company on all social media platforms while being data driven. You will work closely with the Executive team to execute a cohesive and authentic brand vision. This role is ideal for the individual who is analytical, strategic and creative. It’s important that you can both drive projects to execution while also providing an expert level of digital marketing insight to drive an innovative and thoughtful strategy that acquires new customers and retains our current ones.

Essential Functions and Responsibilities:

DIGITAL STRATEGY

• Owns e-commerce revenue, editing strategies and recalibration, when necessary

• Plan and execute marketing and communication strategies around product launches and campaigns

• Manage cohesive brand message across multiple platforms including email, paid and brand owned social, advertising channels and events

• Drive planning, secure campaign assets, communicate progress and needs throughout the company, and co-manage deadlines

• Support the cohesive visual and brand aesthetic of the website, social media platforms, campaign collateral, and retail marketing

• Evaluate new digital technologies and use analytics tools to measure site traffic to better optimize marketing campaigns, email marketing, social media and display and search advertising

• Enhance brand awareness within the digital space to drive website traffic and acquire new customers

• Manage outside site development and digital marketing agencies - communicate goals and hold them accountable to those goals

COPYWRITING

• Responsible for copywriting for marketing and E-commerce departments, including but not limited to wholesale and direct emails, ads and certain design projects to ensure brand consistency

• Review copy for marketing and other departments, including but not limited to product descriptions and wholesale messaging

• Key message development for new product and campaign launches

SITE MERCHANDISING

• Pull, analyze and report on weekly product and collection sales from Shopify; Share findings with team

• Identify opportunities for cost savings and incremental revenue

• Maintain Google Doc VLOOKUP to keep collection and price categorization accurate

• Manage entire process of SKU and UPC generation for ECOMM and Wholesale, ensure inventory syncs with Shopify

• Select, edit images and merchandise homepage, collection pages, product pages with brand-right copy and images

• Use Shopify or plug-ins to execute site-wide promotions or promo codes

• Build-out all Shopify product and collection pages (includes updating Cross-Sell, Metafield Aps and SEO aps)

• Manage Shopify stores for all pop-up and retail channels (add, remove, reprice items)

• Maintain accurate pricing, naming and visual standards throughout the website

• Edit and publish all blog posts

• Facilitate resolution of website functionality issues

• Troubleshoot site issues; Identify and manage vendors to address issues; Complete follow-up

• Build out and maintain Integrated Marketing Calendar (IMC): Homepage merchandising, email cadence, social media focus, ad campaigns

• Review Daily Low Stock Report; Collaborate with Production to remove, move to pre-sale all low stock / out of stock items and re-merchandise site as needed based on changes

• Build and queue all emails and resends within Klaviyo; Curate email segments; Perform A/B testing as needed

• Assist with site development and email initiatives

• Assist in managing Graphic Design workload; Communicate changes to email strategy as needed

MINIMUM REQUIREMENTS

• B.A. in Business/Marketing preferred

• Proficient on the Adobe Suite

• Experienced in Google Analytics, Shopify, Google Suite, Microsoft Suite, Facebook Ads Manager, Klaviyo or similar email marketing platform,

• Digital content production, copywriting and customer lifecycle planning

• SEO/SEM experience is a plus

• Ability to prioritize and manage workload with minimal supervision and meet deadlines

• Experience in the global marketplace is a plus