Director, Segment Marketing & Campaign Strategies

Position Summary: As the Director of Segment Marketing & Campaign Strategies, your mission is to craft and implement comprehensive marketing strategies that enhance brand visibility across key segments and drive retail demand. Your role is divided into two core areas: First, you will partner closely with Product Managers, Regional VPs and store teams to align on evolving campaign and store-specific objectives. With this understanding, you will spearhead bespoke national and regional marketing programs, brand-building, and demand generation initiatives-including digital campaigns, media strategies, trade shows and events, direct marketing, grand openings, and revitalization projects-ensuring their perfect integration into the overarching marketing framework. Second, you will focus strategically on formulating go-to-market strategies and tailored demand generation solutions for segments with significant growth potential. By partnering with cross-functional colleagues, you will develop vital programs that capitalize on our competitive advantages and unique selling propositions, propelling our market leadership.

Essential Job Functions and Duties:

Strategic Leadership: In partnership with retail stakeholders, develop and oversee comprehensive integrated marketing strategies and content development that delivers a best-in-class client experience across digital and retail environments. Spearhead initiatives that boost brand visibility, generate persona-targeted demand, and enhance client loyalty across diverse markets.

Campaign & Content Management: Lead the strategy of integrated marketing campaigns with a focus on regionalization and strategic alignment. Drive cross-channel strategies for cohesive content delivery, adapting to market trends and consumer feedback. Manage content creation process, owning the messaging for your functional business and product offering. Optimize each touchpoint to guide prospects smoothly through the marketing funnel, creating an enriched, customer-centric ecosystem. Collaborate closely with marketing peers.

Growth Segment Development: Focus on go-to-market strategies for high-potential segments. Use market trends and customer insights to identify growth opportunities, tailoring marketing efforts for impact. Collaborate with cross-functional teams to leverage competitive advantages.

Collaborating with Regional VPs and Store GMs: Understand regional and store objectives to develop tailored field marketing initiatives. Ensure seamless integration into overall marketing strategies through customized digital campaigns, media strategies, trade shows, and events.

Omnichannel Experience: Innovate the client's in-store experience through digital integration, ensuring seamless alignment with online strategies for a cohesive customer journey.

Sales Funnel Management: Implement regional demand generation strategies to drive pipeline and revenue targets.

Data Optimization: Analyze KPIs to refine marketing initiatives, maximizing ROI and adapting to market conditions. Use insights to enhance customer engagement and optimize marketing efforts.

Event and Trade Show Management: Responsible for the planning and marketing attendance at events to boost brand visibility. Develop messaging strategies for consistent communication and manage logistics to maximize exposure. Manage field marketing coordinator to ensure all retail partners are supported.

Cross-Functional Collaboration: Align strategies with broader business objectives through collaboration with departments like Digital Marketing, PR, and Sales.

Budget and Resource Management: Oversee marketing budget to maximize resource use. Manage agency relationships for optimal results.

Compliance and Communication: Ensure marketing efforts meet regulatory standards and communicate terms transparently.
Accountability Culture Setting: Ensure team accountability with content management, quality, schedules, and deadlines. Find the path to "yes" on