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Director, Brand Marketing

| Chicago

Purpose of Position: The Director Brand Marketing is responsible for developing strategic brand marketing plans and an overall customer experience that achieves top-line and bottom-line growth objectives along with market share, brand awareness, and target segment penetration.

This role has three direct reports and a total team of 6 across Site, Brand Marketing, and Retention Marketing. This role leads in a matrix organization and provides direction, guidance, and development opportunities to the Marketing Center-of-Excellence team with a dotted-line group of 15+.

Essential Duties and Responsibilities:

DEFINE, DEVELOP AND LEAD STRATEGIC BRAND MARKETING PROGRAMS TO PROFITABLY DRIVE GROWTH

  • Articulate a compelling vision for the ProFlowers and ProPlants brands and chart a path for top-line and margin level growth that aligns to company's annual and 5-year plans
  • Build an investment case for the marketing plan and develop a marketing strategy which drives sales and brand resonance within the identified consumer target segments to achieve short and long-term profitability objectives for the business.
  • Utilize customer segmentation and market trend data to inform marketing strategies/tactics and introduce qualified prospects into the top, mid, and immediate conversion parts the marketing funnel. Measure and manage investment to ROAS and customer LTV.
  • Determine the appropriate marketing model and financial levers to best build the business and the brands. Responsible for marketing mix allocation on marketing budget while achieving targeted ROAS and CPU efficiencies
  • Test new marketing strategies; move fast and learn quickly
  • Balance long-term investments and vision with short-term customer acquisition and retention requirements
  • Work cross-functionally and within the brand team to build consumer loyalty strategies that drive repeat purchases.

PROVIDE CONSISTENT AND INSPIRATIONAL LEADERSHIP TO A COLLABORATIVE TEAM OF MARKETERS

  • Oversee marketing, content creation and brand management from planning to tactical execution, serving as chief steward and champion for all ProFlowers marketing efforts
  • Deliver effective marketing communications. Coordinate and lead efforts across Pull, Inbound, and Outbound marketing functions to ensure that acquisition and retention efforts are aligned across paid, owned and earned media channels.

DEVELOP A COMPELLING WEBSITE EXPERIENCE FOR THE FLORAL BRAND WEBSITES AND DRIVE CONSISTENCY ACROSS KEY CUSTOMER TOUCHPOINTS

  • Ensure communication across the website, direct mail, mass media, email, and all other marketing touch points is appropriately consistent from a brand and customer experience perspective
  • Work cross-functionally with groups like Merchandising, Site Optimization, Supply Chain, Creative and IT to make the website a compelling experience that delivers against the brand's mission and vision along with traffic, conversion, and $/visit metrics. Advocate for site enhancements that will improve the experience and performance of the site. Manage demand/supply positions in collaboration with cross-functional partners.
  • Ensure that the brand's merchandise, products, and services are in tune with consumer needs, insights, and market dynamics. Be familiar with, and represent the wants and needs of customers and prospects. Represent the ProFlowers customer to the enterprise.
  • Balance the core drop-ship floral portfolio, plants portfolio, and florist delivered product portfolio mix within the site experience to achieve overall business unit financial targets. Collaborate with supply chain and florist fulfillment operations to maximize and meet long-term financial targets
  • Translate consumer behavior and demand by delivering marketing briefs which inform new product/development recommendations and ensure the continuing appeal of existing offerings, including both merchandise and site. As a marketplace expert for your brand, actively drive necessary research and development agendas, and advise on new product development. Drive alignment on output.

Knowledge, Skills, and Abilities: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

  • 10+ years of progressively responsible brand marketing and e-commerce experience
  • MBA Preferred
  • Past success is leading integrated marketing across channels such as Social media, PR, Display, TV, Radio, Site, Email resulting in meaningful efficiency/share/brand awareness gains. Retail, CPG or Direct Response experience a plus.
  • Prior P&L management and performance-driven marketing expertise
  • Strong verbal and written communication
  • Ability to develop strong working relationships with management and cross-functional teams, especially in a matrix environment
  • Ability to establish a robust independent view and present that to others in a persuasive manner
  • Strong critical & analytical thinker
  • Willingness to take risks but also hold self and others accountable for results
  • Action-oriented, energy and drive
  • A passion for winning!
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Technology we use

  • Engineering
    • .NETLanguages
    • JavaLanguages
    • JavascriptLanguages
    • PythonLanguages
    • SqlLanguages
    • ReactLibraries
    • ReduxLibraries
    • Node.jsFrameworks
    • SpringFrameworks
    • CassandraDatabases
    • MemcachedDatabases
    • MongoDBDatabases
    • MySQLDatabases
    • RedisDatabases

Location

We also have an office in the heart of Downtown Chicago at 1. North Dearborn

An Insider's view of FTD Companies

What does your typical day look like?

Every day looks different when you’re on the social media team. Our jobs involve interacting with our brands’ communities, staying up-to-date on the latest social trends, developing content and optimizing campaigns. Since social media is always changing, there’s always something new to learn or test.

Marissa Metzler

Manager: Social Media Marketing

What unique initiatives do you have that encourage innovation?

I have had the opportunity to build a platform from the ground up. Opportunities like these are few and far between in this day and age. FTD has been like a master class in leadership for me, and it has produced a fundamental mind shift for me on what leadership means.

Dimple Rao

Senior Director of Product Management

What's the biggest problem your team is solving?

On our FOL team, we are creating a feature complete platform migration for all of our florist sites. This is a rather large task in that most of our florist sites look like they were created in the .COM era of the internet. Our new platform will provide huge UX boons. In addition to self-improvement, it may also attract new florist partners

Michael Walsh

Software Engineer

What are FTD Companies Perks + Benefits

FTD Companies Benefits Overview

FTD is dedicated to you and your family. We work hard to provide a wide range of competitive and affordable health care benefits that reflect your changing needs. Our goal is to empower you with the resources and flexibility you need to live well, be well. The benefits you elect will start the first day of the month following the date of hire.
Our benefits offerings include medical, prescription, dental and vision coverage, a company contribution to a Health Savings Account (HSA), Employee Stock Purchase Plan (ESPP), life, accident, and disability insurance, paid time off, and tuition reimbursement. We are committed to providing fair compensation to all of our employees, including performance-based compensation incentives for many of our positions.
FTD Companies, Inc. is a premier floral and gifting company. We offer very generous employee discounts on our diversified portfolio of brands such as ProFlowers, ProPlants, Shari’s Berries, etc.

Culture
Eat lunch together
Open Door Policy
Team-Owned Deliverables
Team-Based Strategic Planning
Group Brainstorming Sessions
Open Office Floor Plan
Health Insurance & Wellness Benefits
Flexible Spending Account (FSA)
If you are eligible for benefits, you can enroll in an FSA regardless of whether or not you are enrolled in FTD’s medical plan.
Disability Insurance
FTD offers short and long term disability at no cost to you. The disability benefits will replace up to 67% of your weekly base income up to $2,500/week for STD and up to $10,000/month for LTD.
Dental Benefits
FTD offers two great dental plans through Aetna. A Dental HMO with co-pays where you choose your Primary Care Dentist and a Dental PPO which has benefits in and out of network.
Vision Benefits
FTD offers vision coverage through Eye Med which offers a broad network of nationwide providers to choose from to meet your vision needs. Retailers such as LensCrafters, Pearle Vision, , and JCP
Health Insurance Benefits
FTD offers three medical plans through Aetna to choose from including one EPO where you choose a Primary Care Physician and two PPO High Deductible Health Plans (HDHP)
Life Insurance
For employee coverage of 2x base salary up to $600,000. *Per IRS regulations, the cost FTD pays for coverage above a certain level is considered “imputed income,” and is included on your W-2.
Wellness Programs
We know how important wellness is to your overall success. The FTD Wellness program is here to help you identify and achieve your health and wellness goals.
Onsite Gym
Our One North Dearborn location offers an onsite state-of-the-art fitness center, cycle center and bike room.
Retirement & Stock Options Benefits
401(K) Matching
Discretionary match of 50% on the first 6% of your of pre-tax or post tax deferral. To maximize the employer match, you will need to contribute 6%. Vesting is at 25% each year
Employee Stock Purchase Plan
The Employee Stock Purchase Plan (ESPP) provides employees with an opportunity to share in our growth and to purchase shares of our common stock without payment of brokerage costs, at a 15% discount.
Performance Bonus
Child Care & Parental Leave Benefits
Flexible Work Schedule
Depending on the department and role, FTD offers some scheduling flexibility. We also offer summer hours so that our team members can enjoy extended weekends and fun in the sun with family and friends
Remote Work Program
Family Medical Leave
Care for yourself or a family member who is seriously ill, to care for a newborn or newly adopted child, or to attend to the affairs of a family member who is called to active duty in the military.
Vacation & Time Off Benefits
Generous PTO
FTD recognizes 9 paid holidays each calendar year and allows employees to take time off for vacation, personal responsibilities and sick time.
Paid Holidays
FTD recognizes 9 paid holidays each calendar year.
Paid Sick Days
Perks & Discounts
Casual Dress
FTD allows employees to wear casual workplace attire every day, not just Fridays!
Commuter Benefits
Take advantage of the pre-tax benefit, you may elect up to the IRS limit of $260/month for transit and $260/month for parking.
Free Daily Meals
During FTD’s peak season such as Valentine’s Day, Mother’s Day, and Christmas FTD often provides lunch to thank employees for their hard work (along with the occasional just because lunch).
Game Room
Our game room includes Ping Pong.
Some Meals Provided
We provide food during Peak Season.
Fitness Subsidies
Professional Development Benefits
Tuition Reimbursement
Up to $2,500 after one year of employment
Promote From Within
Online Course Subscriptions Available
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