Direct Marketing: Ecommerce, Marketing/Brand Management, Marketing: Management
National is looking for a Director of Marketing to join our management team in quaint Lexington, NC. This key leadership position is responsible for all marketing efforts associated with National’s product lines and brand. The ideal candidate will have a background in successfully developing programs that generate growth in customer file and increase in brand relevance in a brand-building and profitable manner. With no brick-and-mortar presence, it is imperative that this person has experience in growing brand awareness both online and via catalog prospecting efforts.
Responsibilities This role reports directly to the Company’s president and serves as a member of the Executive Management team. He or she works cross-functionally throughout the Company to maintain effective communication and departmental collaboration and works with external vendors as required for marketing campaign execution.
Partner with the Executive Management to develop holistic campaign-level strategies including brand strategy, CRM, and customer acquisition.
Develop marketing plans across all customer vehicles and customer channels, ensuring we are continually setting goals to evolve and optimize channel KPI's.
Develop annual/quarterly brand and product marketing strategies and tactics that help build the brand, grow the customer file, reinforce the brand positioning, and drive traffic and engagement.
Outline cross-channel customer contact strategy, including monthly/quarterly Ecommerce planning and Catalog prospect acquisition strategy and implement full program execution within the Marketing department.
Collaborate with Merchandising to develop annual campaign sales budget by means of Catalog Circulation Plan and quarterly Ecommerce channel sales plans.
Partner with Merchandising to build go-to market strategies that drive growth and enhance the brand and its authenticity in the 60+ female market space.
Collaborate closely with the Creative Director to develop concepts for new campaigns and to evaluate how to further engage current customers and target new prospects.
Forecast overall business volume by week for operational planning.
Provide regular campaign result updates by measuring success metrics and ROI of each channel/campaign, and share relevant learnings with Executive Management.
Manage website administration staff, ensuring all customer and cross-departmental requests are addressed in a timely manner.
Apply new digital marketing trends to Ecommerce strategy to drive new customer acquisition and grow Ecommerce presence among the Company’s target market.
Oversee all paid marketing efforts, including SEM, CSEs, SEO, paid social and performance display advertising.
Analyze Data to provide insights, and create call to action(s) on recommendations to drive optimization of paid marketing channels.
Oversee process for product data collection for use in Ecommerce marketing.
Work with IT and third-party vendors to ensure full functionality and productivity of marketing database network environment and Ecommerce site.
Develop and educate Marketing team on company goals; maintain awareness of and sensitivity to our shoppers’ needs as this defines their experience with the brand.
Manage third-party vendors and/or agencies relating to catalog production and distribution, and upcoming Ecommerce services. Ensure that Company receives competitive pricing and that vendors abide by our service standards.
Maintain knowledge of USPS standard mail catalog addressing requirements and for contracting regular data hygiene of in-house customer mailing list.
About National Wholesale Company
National Wholesale has been a trusted source for quality apparel, exceptional hosiery, and unmatched customer service since 1952. Eddie Smith founded his business with a passion for connecting to customers by offering them well made hosiery and apparel, an unwavering commitment to quality, and believing that each customer should be treated like family. Since we opened for business, the principles of innovation, integrity, service and respect have helped develop our brand and fueled our success.