Williams Sonoma
Director of Paid Media Marketing Strategy and Investment Planning
Williams Sonoma, San Francisco, California, United States, 94199
About the Team
You will be part of the Customer Relationship Marketing (CRM) team for West Elm US and Williams-Sonoma Inc. (WSI) Global, responsible for managing advertising investment across our paid marketing channels. You will innovate and execute marketing campaigns that drive new customer acquisition and retention while also increasing wallet share with our existing customers. You will ensure our performance-based marketing strategies deliver against core KPIs and are aligned with the brands’ key initiatives and growth strategies.
About the Role
As the Director you will focus on driving profitable brand sales and customer growth by optimizing the performance-based marketing investment across our digital channels, leading a team in planning the support of key brand initiatives. You will identify programs to acquire new, retain existing, and reactivate lapsed customers. You will lead your team to develop customer growth plans, validate sales plans, as well as re-forecast and report to senior leadership on performance against these plans. You will collaborate closely with brand partners, in-house digital advertising and data science teams, and other cross functional stakeholders.
You will be highly analytical, detail-oriented, well versed in performance marketing, and will possess the ability to build strong cross-functional relationships.
You’re excited about this opportunity because you will…
Work directly with the Brand’s leadership team to develop marketing and investment strategies to achieve brand demand goals
Manage, optimize and report on KPIs (
e.g. sales, customer growth, incremental sales/ROAS
) for all digital programs
Oversee the marketing budget, including decisions to reallocate and/or change investment based on individual program performance and brand goals
Develop a deep understanding of each brand's identity including product, editorial and marketing initiatives in order to develop marketing strategies that meet both financial and brand-building goals
Lead, coach, and develop a high performing CRM team
Manage Global email strategy including circulation and targeting strategies. Implement a test & learn roadmap. Monitor and react to customer engagement metrics, trends, test results, and campaign performance.
Collaborate with CRM leadership and digital experts on strategy with a keen focus on optimization, innovation and personalization
Develop annual marketing budget, inclusive of next year's strategies, customer count goals, test and learn strategies, and site metric goals. Present and gain buy in from senior leadership. Work alongside digital subject matter experts to identify new opportunities.
Conduct analysis on the effectiveness and efficiency of existing digital programs, applying insights to the evaluation of new opportunities based on program KPI’s
Present performance analysis and recommendations, including monthly marketing financials, to senior management
Work closely with brand finance teams to ensure accuracy of marketing month end close and forecasting processes
Collaborate with key brand stakeholders to manage creative development process for all digital campaigns
Leverage available analytic tools to gather data and make marketing strategy and investment decisions including but not limited to: Adobe Analytics, Tableau, DOMO, Multi Touch Attribution
Develop customer growth plans including new customer acquisition, lapsed customer reactivation and existing customer retention
Use data to identify, target and deliver relevant messaging to key strategic customer segments across paid marketing touchpoints
Implement rolling 12-month test plan across all channels to continually fuel a pipeline of new tactics
React to business trends in the fast-paced retail environment
Own relationships with key vendors where applicable, including contract negotiation
Lead collaboration efforts across CRM teams to help accelerate best practices and identify opportunities and winning marketing strategies. Lead creation of processes and documents to ensure cross-brand consistency.
Why you will love working at Williams-Sonoma, Inc.
We’re a successful, growing company
A technologically and data-driven business, we’re at the forefront of tech and retail, redefining technology for the next generation
Competitive salaries, and comprehensive health benefits
We’re passionate about our internal and external clients and live/breathe the client experience
We get to be creative daily
A smart, experienced leadership team that wants to do it right and is open to new ideas
We believe in autonomy and reward taking initiative
We’re excited about you because you have:
Minimum of 10+ years’ experience in online marketing, retail marketing, or digital media planning
Proven track record in managing and optimizing a large, complex, multi-channel budget to ROI goals
Analytical, proactive, problem-solver with insatiable curiosity; ability to synthesize large data sets into a story/ recommendation
Strategic and analytical thinker; ability to evaluate alternatives and develop effective solutions
Able to see trends and to extract actionable insights from data to drive results
Strong organization and interpersonal skills; must have excellent written and verbal communication & presentation skills and ability to gain support of others
Ability to build effective relationships within team & with cross functional partners & vendors
Ability to lead and develop a successful team
Ability to prioritize and work on multiple projects in a deadline driven environment; able to deal with ambiguity in a fast-paced business
Bachelor’s Degree in Marketing, Business or related field or equivalent work experience
Strong Excel spreadsheet proficiency
We believe in People First
We firmly believe that working in a culture focused on diversity, equity, and inclusion spurs innovation, creates healthy and high-performing teams, and delivers superior customer experiences. Our DEI initiatives prompt associate participation and engagement, aligning with our core vision to reflect the communities where we do business and put people first.
Benefits Just for You
Depending on your position and your location, here are a few highlights of what you might be eligible for:
A generous discount on all Williams-Sonoma, Inc. brands
A 401(k) plan and other investment opportunities
Paid vacations, holidays, and time off to volunteer
Health benefits, dental and vision insurance, including same-sex domestic partner benefits
Tax-free commuter benefits
A wellness program that supports your physical, financial and emotional health
Your Journey in Continued Learning
In-person and online learning opportunities through WSI University
Cross-brand and cross-function career opportunities
Resources for self-development
Advisor (Mentor) program
Career development workshops and learning programs
Speaker series
WSI will not now or in the future commence an immigration case or "sponsor" an individual for this position (for example, H-1B or other employment-based immigration).
This role is not eligible for relocation assistance.
Williams-Sonoma, Inc. is an Equal Opportunity Employer. Williams-Sonoma, Inc. will consider for employment qualified applicants with criminal histories in a manner consistent with the requirements of the San Francisco Fair Chance Ordinance, or other applicable state or local laws and ordinances.
The expected starting pay range for this position is $165,000 - $190,000 annually. Applicable pay ranges may differ across markets. Actual pay will be determined based on experience and other job-related factors permitted by law. In addition to competitive pay, compensation may include a variety of other components like benefits, paid time off, merit, and bonus opportunities.
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You will be part of the Customer Relationship Marketing (CRM) team for West Elm US and Williams-Sonoma Inc. (WSI) Global, responsible for managing advertising investment across our paid marketing channels. You will innovate and execute marketing campaigns that drive new customer acquisition and retention while also increasing wallet share with our existing customers. You will ensure our performance-based marketing strategies deliver against core KPIs and are aligned with the brands’ key initiatives and growth strategies.
About the Role
As the Director you will focus on driving profitable brand sales and customer growth by optimizing the performance-based marketing investment across our digital channels, leading a team in planning the support of key brand initiatives. You will identify programs to acquire new, retain existing, and reactivate lapsed customers. You will lead your team to develop customer growth plans, validate sales plans, as well as re-forecast and report to senior leadership on performance against these plans. You will collaborate closely with brand partners, in-house digital advertising and data science teams, and other cross functional stakeholders.
You will be highly analytical, detail-oriented, well versed in performance marketing, and will possess the ability to build strong cross-functional relationships.
You’re excited about this opportunity because you will…
Work directly with the Brand’s leadership team to develop marketing and investment strategies to achieve brand demand goals
Manage, optimize and report on KPIs (
e.g. sales, customer growth, incremental sales/ROAS
) for all digital programs
Oversee the marketing budget, including decisions to reallocate and/or change investment based on individual program performance and brand goals
Develop a deep understanding of each brand's identity including product, editorial and marketing initiatives in order to develop marketing strategies that meet both financial and brand-building goals
Lead, coach, and develop a high performing CRM team
Manage Global email strategy including circulation and targeting strategies. Implement a test & learn roadmap. Monitor and react to customer engagement metrics, trends, test results, and campaign performance.
Collaborate with CRM leadership and digital experts on strategy with a keen focus on optimization, innovation and personalization
Develop annual marketing budget, inclusive of next year's strategies, customer count goals, test and learn strategies, and site metric goals. Present and gain buy in from senior leadership. Work alongside digital subject matter experts to identify new opportunities.
Conduct analysis on the effectiveness and efficiency of existing digital programs, applying insights to the evaluation of new opportunities based on program KPI’s
Present performance analysis and recommendations, including monthly marketing financials, to senior management
Work closely with brand finance teams to ensure accuracy of marketing month end close and forecasting processes
Collaborate with key brand stakeholders to manage creative development process for all digital campaigns
Leverage available analytic tools to gather data and make marketing strategy and investment decisions including but not limited to: Adobe Analytics, Tableau, DOMO, Multi Touch Attribution
Develop customer growth plans including new customer acquisition, lapsed customer reactivation and existing customer retention
Use data to identify, target and deliver relevant messaging to key strategic customer segments across paid marketing touchpoints
Implement rolling 12-month test plan across all channels to continually fuel a pipeline of new tactics
React to business trends in the fast-paced retail environment
Own relationships with key vendors where applicable, including contract negotiation
Lead collaboration efforts across CRM teams to help accelerate best practices and identify opportunities and winning marketing strategies. Lead creation of processes and documents to ensure cross-brand consistency.
Why you will love working at Williams-Sonoma, Inc.
We’re a successful, growing company
A technologically and data-driven business, we’re at the forefront of tech and retail, redefining technology for the next generation
Competitive salaries, and comprehensive health benefits
We’re passionate about our internal and external clients and live/breathe the client experience
We get to be creative daily
A smart, experienced leadership team that wants to do it right and is open to new ideas
We believe in autonomy and reward taking initiative
We’re excited about you because you have:
Minimum of 10+ years’ experience in online marketing, retail marketing, or digital media planning
Proven track record in managing and optimizing a large, complex, multi-channel budget to ROI goals
Analytical, proactive, problem-solver with insatiable curiosity; ability to synthesize large data sets into a story/ recommendation
Strategic and analytical thinker; ability to evaluate alternatives and develop effective solutions
Able to see trends and to extract actionable insights from data to drive results
Strong organization and interpersonal skills; must have excellent written and verbal communication & presentation skills and ability to gain support of others
Ability to build effective relationships within team & with cross functional partners & vendors
Ability to lead and develop a successful team
Ability to prioritize and work on multiple projects in a deadline driven environment; able to deal with ambiguity in a fast-paced business
Bachelor’s Degree in Marketing, Business or related field or equivalent work experience
Strong Excel spreadsheet proficiency
We believe in People First
We firmly believe that working in a culture focused on diversity, equity, and inclusion spurs innovation, creates healthy and high-performing teams, and delivers superior customer experiences. Our DEI initiatives prompt associate participation and engagement, aligning with our core vision to reflect the communities where we do business and put people first.
Benefits Just for You
Depending on your position and your location, here are a few highlights of what you might be eligible for:
A generous discount on all Williams-Sonoma, Inc. brands
A 401(k) plan and other investment opportunities
Paid vacations, holidays, and time off to volunteer
Health benefits, dental and vision insurance, including same-sex domestic partner benefits
Tax-free commuter benefits
A wellness program that supports your physical, financial and emotional health
Your Journey in Continued Learning
In-person and online learning opportunities through WSI University
Cross-brand and cross-function career opportunities
Resources for self-development
Advisor (Mentor) program
Career development workshops and learning programs
Speaker series
WSI will not now or in the future commence an immigration case or "sponsor" an individual for this position (for example, H-1B or other employment-based immigration).
This role is not eligible for relocation assistance.
Williams-Sonoma, Inc. is an Equal Opportunity Employer. Williams-Sonoma, Inc. will consider for employment qualified applicants with criminal histories in a manner consistent with the requirements of the San Francisco Fair Chance Ordinance, or other applicable state or local laws and ordinances.
The expected starting pay range for this position is $165,000 - $190,000 annually. Applicable pay ranges may differ across markets. Actual pay will be determined based on experience and other job-related factors permitted by law. In addition to competitive pay, compensation may include a variety of other components like benefits, paid time off, merit, and bonus opportunities.
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