Sr. Manager - Performance Marketing

The following statements are intended to describe the general nature and level of work being performed. They are not intended to be construed as an exhaustive list of all responsibilities, duties and skills required of personnel so classified.

PRIMARY RESPONSIBILITY:

As Sr Manager, Performance Marketing, you will lead the digital and direct-to-consumer performance marketing strategy for the LFI brands. You will be responsible for driving new customer acquisition and customer retention across a suite of digital and direct marketing channels and tactics. Working cross-functionally with our Ecommerce, Retail and Brand Marketing teams, and with a keen focus on key business metrics, experimentation and optimization, you will lead the expansion of our performance marketing channels to deliver profitable growth and a great customer experience.

ESSENTIAL FUNCTIONS OF THE POSITION:

• Oversee the vision, strategy and day-to-day execution of our digital and direct-to-consumer marketing channels, focused on driving both ecommerce and in-store revenue.
• Responsible for goal setting, planning, experimentation and optimization of Direct Mail, Paid Social, Paid Search, Product Listing Ads (Shopping), Display, Email and SMS.
• Collaborate with the larger Ecommerce Team to support seasonal product merchandising plans, targeting specific customer segments through performance marketing channels.
• Partner with senior DTC and Marketing managers to understand their business objectives and be seen as the subject matter expert on performance marketing.
• Partner with Brand Marketing Team to plan, execute and measure media buying in support of key marketing initiatives and go-to-marketing plans. Assist in writing briefs to support creative needs.
• Actively manage relationship and roadmap with our media measurement and optimization partner to maximize media efficiency and find new ways to grow. This is a critical aspect of developing, managing and optimizing all marketing channels and tactics.
• Manage direct mail agency to plan and execute seasonal direct mail campaigns.
• Manage relationship, strategies, goals and performance accountability with digital media agency. They are an extension of your team.
• Manage email marketing program and incorporate SMS. Set strategies and manage day-to-day for campaigns, automations, customer segmentation and personalization.
• Deliver against revenue and ROAS targets across marketing channels, tactics and campaigns.
• Develop and optimize customer retention strategy to increase customer lifetime value and inform customer lifecycle messaging.

QUALIFICATIONS:

• 5+ years of experience with digital and traditional marketing.
• Prior experience building and implementing performance marketing initiatives to support broader business and marketing objectives.
• Deep understanding of digital marketing, platforms and trends.
• Prior experience managing direct mail programs a plus.
• Experience with customer data, segmentation, personalization and automation.
• Experience analyzing and reporting on effectiveness of marketing channel, tactic and campaign performance.
• Practical understanding of data systems, analysis, statistics and experimentation.
• Prior experience working with or within marketing agencies.
• Experience providing stakeholder feedback to creative work.
• Ability to collaborate cross functionally, gather input from others, create plans and sell them effectively to stakeholders.
• Proficiency in business finance.
• Ability to work and communicate using online collaboration platforms like Teams, Basecamp, Sprout, Zoom, etc.
• Exceptional writing, communication and presentation skills.
• Experience with leadership and team development.
• Strong organizing, planning and collaboration skills, especially in a remote work environment.
• Generous communication style with minimal ego.
• Excellent listener, respectful of colleagues' work.
• Self-directed and self-motivated.
• Bachelor's Degree in marketing or business.

REPORTING RELATIONSHIP:

This position reports to the Director of E-Commerce

All offers of employment are contingent upon successful completion of a pre-employment drug screen. As a federal contractor, we participate in E-Verify. LaCrosse Footwear, Inc. is an Equal Opportunity and Affirmative Action Employer that strives for and celebrates diversity in its workforce.