Sr. Director, Digital Acquisition
Company: Highlights for Children
Location: Columbus
Posted on: April 26, 2024
Job Description:
Senior Director, Digital Acquisition Department: Consumer Marketing
Reports To: SVP, Marketing Position Summary:Highlights for Children
is universally recognized as the leading producer of entertaining
and educational content for children, families, and teachers. Our
diverse portfolio of products and experiences extends from direct
to consumer as well as classroom solutions and crosses the spectrum
of media, including print, broadcast and digital. For over 75 years
we have been helping children become their best selves by creating
content and experiences that engage, delight, and foster joyful
learning. The Senior Director, Digital Acquisition leads the
strategic direction and execution of all Highlights paid digital
media, monitoring performance analytics and digital traffic to
deliver on business goals. This individual will inspire, manage and
develop a team responsible for the planning, prioritizing and
execution of all paid digital marketing. As the company extends its
product lines, and evolves into a multi-media children's brand, the
Senior Director, Digital Acquisition will ensure smooth operations
across the Consumer organization to innovate for future growth.
This role reports to the SVP, Marketing and will be an integral
member of the Marketing & Consumer Business leadership teams. Core
Responsibilities:
- Develops and executes long-range strategic digital marketing
plan to increase engagement and sales growth.
- Responsibility for all Paid Digital Media Budgets, Forecasts,
and on-going tracking of performance.
- Oversee the planning and execution of all paid digital
marketing; collaborate with marketing partners to ensure successful
campaigns.
- Serves as an internal digital marketing thought leader; helping
to identify digital marketing trends, new technologies, evolving
best practices, competitor activity and testing opportunities that
help drive the business forward.
- Maximizes customer acquisition & engagement by increasing site
traffic, improving conversion and driving sales growth.
- Lead the Paid Digital Acquisition team to constantly improve
results, efficiency, prioritization and alignment with the
Marketing Team as well as the Organization at large.
- Ensure success of digital teams by ensuring alignment with
other Highlights teams, empowering staff to bring forward new
ideas, clearly identify areas of accountability, and provide a
clear understanding of departmental and Consumer Business goals.
Take an active role in the development, engagement and growth of
all staff members.
- Drive business decisions based on understanding of external
marketing and digital trends, financial trends, customer insights
and research, and reporting analytics.
- Establish digital media best practices and communicate to key
stakeholders to actively drive change, innovation and importance of
digital within the overall marketing mix.
- Work with Brand and Creative groups to optimize Marketing
efforts.
- Lead all digital reporting efforts including channel
performance and ensure that results are clearly communicated to
understand financial and engagement KPIs as well as to create an
understanding of customer behavior. What you should show up ready
to teach anyone on your first day:
- Demonstrate digital marketing acumen & experience; an
understanding of digital channels, performance metrics and
potential scaleWithin your first month, you'll:
- Provide direction & recommendations for paid digital channels.
Demonstrate understanding of current metrics & opportunities.Within
your first year, you'll:
- Drive rigor, growth & innovation across paid digital channels.
Work collaboratively across Marketing & the broader Consumer
organization to amplify marketing efforts & expand
reach.Supervisory Responsibilities:2-3 Direct Reports Education and
Experience:
- Bachelor's degree or equivalent education and experience.
- At least 10 years' experience in a leadership role in digital
marketing with experience in Paid Social, Paid Search & Affiliate
Management Qualifications:
- At least 10 years' experience in a leadership role in digital
marketing with experience in Paid Social, Paid Search & Affiliate
Management
- Demonstrated ability to think strategically to identify and
lead practical, actionable ideas designed to grow and improve the
business year over year.
- Ability to lead and deliver on business & financial goals
(short term & long term)
- Strong analytical skills & business acumen
- Experience with planning, executing & overseeing paid digital
channels.
- Understanding of external trends and ability to gain knowledge
through established external network.
- Proven track record of leading and mentoring digital marketing
professionals.
- Demonstrated ability to collaborate effectively with colleagues
and peers.
- Excellent verbal and written communication skills.
- Experience successfully managing, coaching and developing
direct reports. Physical Requirements:
- Prolonged periods sitting at a desk and working on a computer.
Reasonable Accommodation Notice Federal law requires employers to
provide reasonable accommodation to qualified individuals with
disabilities. Please tell us if you require a reasonable
accommodation to apply for a job or to perform your job. Examples
of reasonable accommodation include making a change to the
application process or work procedures, providing documents in an
alternate format, using a sign language interpreter, or using
specialized equipment.
Keywords: Highlights for Children, Columbus , Sr. Director, Digital Acquisition, Executive , Columbus, Ohio
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