Director of Direct-to-Consumer, Acquisition and Retention
helenoftroy

New York, New York

Posted in Sales


This job has expired.

Job Info


Join our Housewares division as Director of Direct-to-Consumer, Acquisition and Retention for Hydro Flask and OXO brands. Together, we build innovative and useful products that elevate people's lives everywhere every day!

Look around your home, and you'll find us everywhere: In your kitchen, living room, bedroom, and bathroom. We are already making your everyday lives better. We are powered by knowledgeable, enthusiastic, and forward-thinking people committed to developing a culture of inclusion. Whether you are just starting your career or in need of a challenge, we recognize, develop, and empower talent!

What you'll be doing:

Lead acquisition and retention strategy for North America while providing global input to grow our Housewares Division (Hydro Flask and OXO) direct-to-consumer business. Manage a multi-million-dollar budget tied to marketing strategy, ROAS, and KPI's. Make strategic decisions based on data analysis and interpretation and be a leader with a vision working collaboratively within a multi-brand portfolio.


  • Lead the development of performance marketing budget and strategy

  • Develop, implement, and execute strategic DTC marketing initiatives

  • Partner with international teams to provide guidance and support

  • Establish marketing metrics including, but not limited to ROAS in all channels, traffic, conversion, click-thru rates, open rates, etc. Analyze and optimize online performance campaigns.

  • Partner with the brand-specific digital marketing team to ensure flawless execution of marketing efforts.

  • Provide global leadership for digital performance marketing strategy and guidelines, and drive North America planning and execution.

  • SME on online marketing technology and consumer behavior trends working towards being an outstanding marketing organization, meeting the consumer where the consumer wants to be met.

  • Develop owned distribution channel segmentation plan tied to consumer buckets segments within the customer activation cycle and aligned with brand communication calendar.

  • Collaborate with Ecomm Analyst team to build cost of acquisition and migration values and monitor and react to the customer lifecycle management migration goals.

  • Build and execute email journeys for each segment of the customer activation cycle segments including welcome, post-purchase, abandon cart, and brand communication

  • Ensure company priorities, goals and values are supported within direct and indirect teams (and inspire a shared vision with the team)

  • Handle department spend vs. finance forecast

  • Celebrate and recognize team members regularly


Skills needed to be successful in this role:

  • Understand data analytics, explain the information to others, and execute proficiently (web analytics, business analytics, database insights, etc.).

  • Proficiency with digital marketing platforms, vendors, and measurement.

  • Identify new tools and approaches to optimize acquisition and retention efforts while improving the marketing budget.

  • Experience achieving results contributing to sales/profit growth and successful brand building.

  • Outstanding digital marketing skills gained from leading digital performance marketing campaigns that delivered strong ROAS.

  • Successful in leading website development roadmaps and working with development teams to achieve site enhancements, platform updates, and optimal user experiences.

  • Proficient in understanding, strategizing around, and executing against marketing analytics and critical metrics.

  • Experience managing and marketing using a consumer database.

  • Successful track record of building and maintaining complex marketing calendars.

  • Talent management expertise to attract, cultivate and retain top performers in a premier eCommerce organization. Ability to influence and empower cross-functional teams.

  • Continuous improvement mentality to build new and improve current processes.

  • Excellent written, verbal, and technical communication skills, and interpersonal and analytical skills with thorough attention to detail. Ability to multi-task, efficiency in time management, relationship building, and collaboration skills.


Minimum qualifications:

  • Bachelor's Degree

  • 7+ years of D2C eCommerce and digital marketing experience

  • 5+ years of consumer goods experience

  • 3+ years of leadership experience with outstanding talent development skills.

  • 5+ years working with premium outdoor and active lifestyle, consumer goods, homegoods, or natural foods brands

  • Knowledge of standard technical requirements and leading practices surrounding eCommerce, fulfillment & consumer support

  • Strong SEM ecosystem understanding, including paid marketing, social, retargeting

  • Experience with SEO & website architecture knowledge

  • Performance marketing experience with the ability to drive traffic from a variety of web channels to be profitable

  • Proficient with eCommerce platforms, systems, and technology (Magento, Tag Management, Google Analytics, Feed Management, Oracle ERP, product reviews, etc.)

  • Experience with Go-to-Market processes and launching new products.


Preferred Qualifications:

  • Experience working with a brand with both wholesale and direct-to-consumer revenue


Wondering if you should apply? Helen of Troy welcomes people as diverse as our brands. Have the confidence to come as who you are because your point of view, skillset, and experience will make us stronger. If you're eager to share new ideas and try new things, we want to hear from you.

For more information about Helen of Troy, visit www.helenoftroy.com. You can also find us on LinkedIn, Glassdoor, Facebook, Instagram and Twitter.



Helen of Troy is an Equal Opportunity/Affirmative Action Employer. We are committed to developing a diverse workforce and cultivating an inclusive environment. We value diversity and believe that we are strengthened by the differences in our experiences, thinking, culture and background. We do not discriminate on the basis of race, color, religion, sex, national origin, sexual orientation, gender identity, age, marital status, disability, protected veteran status or any protected basis.



We will provide individuals with disabilities reasonable accommodation to participate in the job application process. If you would like to request an accommodation, please contact Human Resources at (915) 225-8000 #LI-DNP.

Incorporated in 1968, Helen of Troy has grown into a leading global consumer products company with career opportunities in North America, South America, Europe and Asia. We offer creative solutions for our customers through a diversified portfolio of well-recognized and widely trusted brands, including OXO®, Hydro Flask®, Vicks®, Braun®, Honeywell®, PUR®, Hot Tools®, Drybar®. Most of these brands rank #1 or #2 in their respective categories.

We boldly bring brands into our family, where we nurture what makes them great. We collaborate internally and externally, always striving to provide the consumer-centric innovation, operational excellence, scale, global reach, and stellar shared services to make them soar.

The above statements are intended to describe the general nature and level of work performed by people assigned to this classification. They are not intended to be construed as an exhaustive list of all responsibilities and duties required of personnel so classified. Management retains the right to add or to change duties of the position at any time.


This job has expired.

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