Sr. Marketing Manager - Direct-to-Consumer (DTC)

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Date: Apr 3, 2024

Location: Atlanta, GA, US

Company: W.C. Bradley Co.

Job Summary

We are seeking a commercially savvy Direct-to-Consumer (DTC) Leader specializing in the consumer goods industry. As the DTC Leader, you will be responsible for spearheading the development and execution of our direct-to-consumer strategy, driving revenue growth, and enhancing the overall consumer journey. The ideal candidate will have a strong background in consumer goods, e-commerce best practices and a track record of successfully building and leading DTC growth and operations.

Duties and Responsibilities

  1. D2C Strategy Development:  Collaborate with Technical and Brand Teams to execute a comprehensive DTC strategy and UX for three brands that aligns with overall brand direction, business objectives and market trends.
  2. Channel Growth: Drive revenue growth by identifying and capitalizing on best practices that consider consumer targets, seasonality, promotions, retail distribution, consumer and technological advancements in software solutions and competitive dynamics.
  3. E-commerce Operations: Oversee end-to-end e-commerce operations, including website management, product listings, checkout processes, and fulfillment logistics.
  4. Customer Acquisition and Retention: Lead initiatives to acquire new customers and implement strategies for customer retention, loyalty programs, and personalized experiences.
  5. Cross-Functional Collaboration: Collaborate with brand marketing, sales, product management, Creative, IT and customer service teams to ensure seamless alignment with business goals and strategies.
  6. Roadmap: Define the priorities and sprints in collaboration with IT.
  7. Data-Drive Decision-Making: Utilize data analytics to inform decision-making, optimize performance, and drive continuous improvement in the DTC channel..
  8. Technology Integration: Stay abreast of e-commerce technologies and trends, ensuring the integration of innovative solutions to enhance the consumer journey, ultimately driving conversion and retention.
  9. Brand Representation: Ensure that the DTC channel aligns with and enhances the overall brand image and values of each brand. 
  10. Budget Management: Develop and manage budgets with alignment from IT, product and brand for the DTC tech stack that drives profitable growth.
  11. Performance Metrics: Define and track key performance indicators (KPIs) to measure the success and impact of the DTC initiatives: Sales growth, conversion rate, ROAS, and Operating margin.
  12. Risk Taking: Create a team environment that supports innovation and risk-taking to maximize market share.

Deliverables

  1. Hit Sales Forecast goals for newly launched CURRENT branded line
  2. Drive 11% YoY sales growth for Charbroil and Oklahoma Joe's brands
  3. Drive a 30% attachment rate for accessories
  4. Increase conversion rate of .2%
  5. Increase Net Margin by 5%

Qualification Requirements

Minimum Education:    

Bachelor's degree in Business, Digital Marketing, IT or a related field; MBA is a plus.

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Minimum Work Experience:   

  • Seven (7+) years relevant work experience in fields such as product marketing, marketing or product management.

 

License(s) / Certification(s):  N/A

Knowledge, Skills and Abilities

  1. Proven track record of driving growth through DTC platforms.
  2. In-depth knowledge of e-commerce platforms (preferably Magento and Shopify), subscriptions, configurators, A/B testing tools and google analytics.
  3. Strong analytical skills and a data-driven mindset with the ability to interpret and leverage data for strategic decision-making.
  4. Excellent leadership and communication skills, with the ability to inspire and collaborate with cross-functional teams.
  5. Proven track record of successfully driving revenue growth and achieving business objectives in the DTC space within the consumer goods sector.
  6. Familiarity with industry best practices, emerging trends, and the competitive landscape.
  7. Strategic thinker with the ability to balance short-term goals with long-term vision.
  8. Ability to work in a constant state of alertness
  9. Ability to work cooperatively with co-workers
  10. Ability to have regular and predictable attendance

Physical Requirements

Represents the appropriate physical requirements of the job in the course of the work.

For employment within the United States, the W.C. Bradley Co. uses E-Verify to confirm the employment eligibility of all newly hired team members.  To learn more about E-Verify, including your rights and responsibilities, please visit the U.S. Citizen and Immigration Service at www.uscis.gov/e-verify.

The W.C. Bradley Co. is an Affirmative Action / Equal Employment Opportunity employer.

Discrimination and all unlawful harassment (including sexual harassment) in employment is not tolerated. We encourage success based on our individual merits and abilities without regard to race, color, religion, national origin, gender, sexual orientation, gender identity, age, disability, marital status, citizenship status, military status, or veteran status. We support and obey laws that prohibit discrimination where we do business.

Federal law requires the W.C. Bradley Co. 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. If you are interested in applying for employment with the W.C. Bradley Co. and require special assistance or accommodation to complete any part of the application and pre-employment process, please contact our Human Resources Office at 706.571.6080 or visit us at 1017 Front Avenue, Columbus, GA  31902.


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