Contribute to the overall company performance by managing the brand’s direct communication marketing strategies, plans and resources to deliver effective and innovative direct marketing programs in support of multi-channel retailing. Successfully develop targeted direct communication strategies and programs that generate increased purchase intent, traffic, conversion and frequency in a brand-building and profitable manner. Build collaborative relationships with Database Marketing, Merchandising, Creative. Ensure that direct communication marketing programs drive incremental profit and long-term brand loyalty by:
· Translating the differentiated Brand DNA and product news into targeted messaging and components
· Aligning and executing programs to resonant with the aspirational lifestyle of our target audiences
· Building shrewd marketing strategies and tactics reflective of the evolving competitive landscape
· Leverage company-wide and outside partnerships and assets
ACCOUNTABILITIES
· Accountable for developing annual and seasonal direct-centric communication strategies and program tactics for both core apparel and outlet multi-channel retailing.
· Develop and execute brand-and-traffic building programs that can be leveraged across multi-channels (retail, online, and catalog).
· Build strong partnerships with Brand Marketing, Database Marketing, Business Intelligence, Merchandising, and Creative cross-functional teams to ensure seamless integration of messaging, offer and executional elements across all channels.
· Analyze consumer purchasing behavior data and trends to identify consumer segmentation marketing opportunities.
· Understand consumer mindset, habits and needs to craft targeted and relevant messaging to effectively generate consumer excitement, strong traffic and conversion.
· Partner closely with the Direct Leadership Team to strategize opportunities and solutions relative to catalog, direct mail, online messaging and purchase incentives.
· Craft strategic and inspirational direct communication marketing briefs that are informed by key consumer insights, competitive, and prior program learning’s to inform the messaging strategy and creative. Review program creative and provide feedback based on marketing brief objectives.
· Partner with the Customer Service Center to develop associate training/selling tools and contribute towards improving the customer’s catalog and online experience in support of brand key initiatives.
· Contribute to post-game analysis with insights and implications for all direct communications marketing initiatives to inform future strategies.
· Tracks and analyzes consumer data, competitive, and marketplace trends to identify insights and opportunities on a seasona/annual basis to inform marketing plan.
· Drive key metrics that can be affected by Marketing (e.g. traffic, awareness, loyalty, etc.)
Other
· Participate in / contribute / present in key business team meetings and related meetings
· Participate in / present at strategic merchant & creative meetings
· Share insights, process improvements, and expertise with others to help build the Team, business and the Brand
Education / Experience Required
· Bachelor’s degree in business or marketing desired. MBA a plus
· Minimum of 7 years of proven direct communications marketing experience, with an emphasis in direct mail, catalog communications and online communications
· Proven experience in managing complex, integrated marketing strategies and programs across multiple channels (e.g. retail, online, direct mail, etc.) in a fast-paced, ever-changing retail environment
· Ability to manage complex array of strategic and tactical projects and processes with multiple partners
· Analytical with expertise in identifying consumer insights and implications
· Experience managing significant budgets
· Minimum four years managing teams and in influencing extended teams/processes
· Strong project management skills with an ability to creatively problem-solve and take initiative
· Pro-active communicator. Excellent written and oral communication, as well as strong presentation skills.
· Strong interpersonal skills and ability to work with people at many levels
· Proficiency in Excel, Microsoft Word, and PowerPoint.
We believe that people are the foundation of our business. Our culture is unique; our values encourage focusing on customers, quality, curiosity, passion, teamwork, integrity, straight talk/listening and results. Our teams possess a great sense of pride and energy. Eddie Bauer’s Associates know they make a difference!
Eddie Bauer offers a collaborative work environment, competitive compensation, product discount and an industry leading relocation program.
Eddie Bauer offers intelligently designed, stylish clothing and accessories to active men and women who find inspiration in nature – wherever they are. Established in 1920 in Seattle, Eddie Bauer virtually invented clothing for customers who appreciate an outdoor lifestyle. The company has built on that tradition and now operates more than 400 stores across the U.S. and Canada, has joint venture partnerships in Japan and Germany, as well as through catalogue sales and online at www.eddiebauer.com. Eddie Bauer employs approximately 9,000 employees worldwide, and is headquartered in Redmond, Washington.
Eddie Bauer is committed to equal opportunity employment.
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