Director, Consumer Direct Marketing & Activation

Reference ID: tac-1-a4abf-98ce77df4d

Location: Corporate Centre

Job purpose


This role will lead the newly formed Consumer Direct Marketing Team and reports directly to the SVP of Ecommerce & Digital Strategy. This leader will advocate and support the digital marketing transformation to support Tacony’s direct-to-consumer (DTC) business units.  Additionally, this individual will hold responsibility for building out a team to drive consumer acquisition, engagement and retention efforts across all direct touchpoints using performance marketing metrics to measure and optimize efforts.


Duties and responsibilities

Primary responsibilities of this position include:

  • Build Consumer Direct Marketing Team: Digital transformation is a critical pillar for Tacony. This position will develop and oversee a new team to execute various direct marketing strategies with clearly defined objectives, goals, strategies, measures, schedules, and action assignments. Individual will be championing DTC marketing activities across all strategic business units with a priority on Ecommerce businesses. This role will ensure new multi-functional team is linked and well-orchestrated as one team but also with the broader marketing organization. Drive performance marketing metrics across all activity including the identification of KPIs, CPA goals and ROIs for all consumer direct efforts and investments. Build a best-in-class direct response model, inclusive of strategy, agency management, internal infrastructure capabilities.

  • Digital Marketing: Work with Ecommerce site managers and marketing teams to execute against DTC marketing initiatives including all forms of online acquisition and retention marketing (search, CRM, email, data analytics, user experience, content creation, consumer database growth, customer support, influencers, affiliate, loyalty, etc.). The Consumer Direct Marketing Team supports retail partners online content management (Amazon, Overstock, etc.). Ensure seamless linkage between all digital efforts both in house and external. Cultivate best practice sharing between DTC team and other strategic business units. Programs can include breathe of initiatives from DTC only to using direct response to drive omnichannel sales growth; ideal candidate will have experience in acquiring new consumers using data modeling.

  • Consumer Relationship Management (CRM) oversight: Advocate and own CRM strategy & platform eco-system to ensure one- stop-shop as a consumer management tool. Work with team to drive the vision and strategy for a holistic customer data platform. Lead efforts to identify and implement loyalty platform for scale across Sewing and Home Floor Care brands.

  • Digital reporting and dashboard tools: Ensure common tracking, KPI's and report dashboards between strategic business units for ease of reporting, roll up and tracking at corporate level.

  • Omnichannel influencer and partner: Work with other marketing leaders to support the integration of DTC marketing strategy and tactics for cohesive omnichannel strategies by brand.

  • Budget Stewardship: Work with direct reports on fiscally responsible initiatives with strong ROI

  • Agency Management: Key decision maker with direct reports on evaluating and managing agencies



    Qualifications required for this role include:

  • Bachelor degree or higher in a related field.

  • 10+ years of DTC e-commerce marketing experience, preferably in an enthusiast category.

  • 5+ years of experience in performance marketing.

  • Experience overseeing external agencies.

  • Proven leadership skills as a hands-on leader with a collaborative team mentality.

  • Exceptional communication and presentation skills with management, peers and direct reports. Ability to present ideas clearly and champion thinking.

  • Be a change agent with a passionate entrepreneurial mentality and a desire to create this new team.

  • Deep understanding of DTC marketing with clear expertise in direct response. Self-starter that has the ability to be a creative problem solver, collect, analyze, lead, and present information to all levels and driven by metrics.

  • Excellent follow-thru, detail oriented and hands-on approach to managing and directing multiple projects simultaneously.

  • Forward thinking individual who seeks new, innovative approaches to enhance overall consumer acquisition and retention.

  • Highly data driven and with intimate knowledge of KPIs such as ROAS, CPA, CAC, LTV, retention curves, CPC, CPM, Cart Abandonment, Funnel Optimization, and website and ad analytics for DTC Ecommerce businesses.

  • Expert in conversion optimization and funnel optimization.

  • Both highly data-driven AND highly creative and strategic. You have to be both to win in this role. 

  • Working knowledge of Ecommerce and MarTech platforms required; expert level knowledge and experience leveraging the cutting-edge AI-based advertising tools that Facebook and Google make available for advertisers a plus.



    Working conditions

    Normal office conditions.


    Physical requirements

    None required.


    Direct reports

    This position leads a team including SEO specialists, consumer acquisition specialists, marketing automation specialists, and consumer data analysts.

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