Director of Web Marketing & Retention

Position Summary

Salary: $165K - $188K

As the Director of Web Marketing & Retention, you will lead the planning, execution, and optimization of the web marketing strategy and content management of all global Nordic Naturals web properties - including email marketing, and customer relationship database management to drive superior consumer experience. You are responsible for organizing and developing website and email marketing strategic plans that work to achieve broader organizational and departmental goals. The person in this role should have experience with DTC web strategy, email/CRM strategy, and an understanding of consumer purchase behavior.

The Director of Web Marketing & Retention is responsible for supporting a variety of initiatives to help Nordic Naturals achieve its commercial goals. Primary responsibilities include building plans to convert new consumers, increase brand engagement & loyalty with existing consumers, and merchandize and promote our product line on owned web properties.

This role will play a key part in crafting strategic plans for The DTC department, building awareness and consensus across the organization for those plans, and ensuring marketing strategies are executed according to plan, on time, and on budget.

Strategic thinking skills, marketing-savviness, a high degree of organization, data-oriented analytical abilities, and project management experience are key attributes that the Director of Web Marketing & LTV will bring to the table.

To ensure success, you should remain knowledgeable about relevant trends and innovations in direct-to-consumer web sales. Ultimately, you will endeavor to enhance your skill set by continually learning about adjacent techniques that might improve collaboration between departments.

Essential Functions

Web & CRM Strategy & Planning

• Develop and execute the overall web marketing strategy aligned with business and brand goals
• Own the web role in the consumer journey and understand best practices in pushing through the funnel from awareness to advocacy
• Partner with internal and external partners to achieve cohesive campaigns and messaging (Performance Marketing, Brand Marketing, Creative, IT)
• Optimize plans and performance based on agreed upon KPIs

Consumer Experience

• Oversee web content strategy - including landing pages, PDPs, campaign hubs, and educational content
• Optimize site merchandising, messaging, and CTAs to drive conversion
• Build & expand content (in collaboration with internal/external partners) to align site experience with brand guidelines
• Improve loyalty and lifetime value of consumers and share across monthly KPIs (subscriber rate, churn, basket size, trial, average order, overall sales growth)

Leadership & Collaboration

• Partner with IT on tech stack needs and agency partners - IT will own the tech stack, but the role of the Director is to convey the strategic needs and have a voice in determining the right systems
• Partner with corporate PMO team to manage web projects and share out progress to executive leadership team
• Partner with brand to optimize performance on key product lines and skus
• Be a thought leader and set the vision for our DTC ecosystem over the next 5 years (web needs, loyalty & retention, reflecting a lifestyle brand to the consumer, align plans with other DTC leadership roles across the commercial and performance marketing teams

Position Qualifications

Competency Statements

• Positive - Ability to view all situations with a positive attitude
• Accountable - takes ownership of responsibilities, acknowledges and learns from mistakes
• Innovative - Ability to look beyond the standard solutions and "think outside the box"
• Independent - Must be self-motivated and able to manage obligations without direct supervision
• Assertiveness - Ability to act in a self-confident manner to facilitate completion of a work assignment or to defend a position or idea
• Communication (oral and written) - Ability to communicate effectively with others using spoken and written word clearly and concisely
• Customer Oriented - Ability to take care of the customers' needs while following company procedures.
• Conceptual Thinking - Ability to think in terms of abstract ideas
• Initiative - Ability to make decisions or take actions to solve a problem or reach a goal
• Project management - Ability to organize and direct a project to completion
• Enthusiastic - Ability to bring energy to the performance of a task
• Self Motivated - Ability to be internally inspired to perform a task to the best of one's ability using his or her own drive or initiative

Skills & Abilities

• 8+ years of marketing, strategy, consulting, e-commerce, and/or business development experience with a strong foundation in business, strategy, digital marketing, and consumer data
• 3+ years of direct leadership experience
• Deep understanding of UX best practices, web content strategy, & digital merchandising
• Strong knowledge of SEO principles & web analytics tools
• Experience with relevant marketing technology and channels, with a heavy focus on digital email, website, search, mobile app, and affiliate. Experience with direct-to-consumer platforms required
• Intellectual curiosity and rigorous analytical experience, ability to use data to build a business case and e-commerce marketing plan
• Experience developing marketing strategy in a subscription business
• Experience with Google Ads, and Social Media marketing platforms
• Experience with: Klaviyo, Shopify, etc.