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MISSION FOR THE POSITION

ROAD iD is a company that embraces our "Why" - to save lives, provide peace of mind, and fuel adventure. The mission for the Director, Marketing Strategy is to focus efforts on the acquisition of new prospects and their retention as loyal, long term customers of our peerless brand DOG iD.

ABOUT THE OPPORTUNITY

Were a purpose-driven digital commerce company on our way to impacting over 9 million lives in the next few years. This is a unique opportunity to lead marketing efforts for a fast-growing, fun company that thrives on making a positive impact in the world.

AREAS OF ACCOUNTABILITY

As Director, Marketing Strategy, youll own the Find, Learn, Promote and Maintain phases of the Customer Journey. As such, youll be accountable for and measured by these core metrics: Website sessions (new customer acquisition), Referred Customer Rate, Lifetime Value and Revenue.

WHAT YOULL BE DOING

You will collaborate and build meaningful relationships with our Marketing Manager, Ecommerce Director (Nurturing and Conversion Team), Brand Creative Director, Head of Marketing, and CEO. Youll work with this team to set our overarching Goals, Marketing Strategy and Promotional Cadence.

You will also lead all brand related marketing efforts including our Paid Media Strategy and effectively allocate our monthly advertising spend across the most impactful channels. To this end, you will Lead, Manage, Inspire, Analyze, and Report On our Agency Partners that do our Media Buying for Facebook, Instagram, Google, and Amazon and other appropriate channels.

Youll set our Awareness, Acquisition and Retention Strategies across our B2C audiences. In other words, youll answer these questions:

• In addition to paid digital media, what other channels are needed and should be tested to drive sessions? Finding new ways to be relevant to new customer segments.
• What actions will we take to ensure we are sending the right customers that have high potential to convert?
• As our customers become engaged, what are we going to do to make it mind-numbingly easy for them to share our brands with their spheres of influence while driving more awareness and brand equity?
• How can we better drive effectiveness in our messaging?
• How can we ensure relevance throughout the customer purchase journey?
• How do we keep our customers in the DOG iD family over the mid-to-long term?
• What does current customer engagement look like?
• How do we shorten the time between first and second purchase while maintaining brand relevance?
• What does LTV look like and what is the growth plan based on understanding customer behavior?
• Where can we find new paths to grow the number of lives we impact?

You will Lead, Manage, and Inspire your in-house team of marketing rockstars. In order to effectively coach and guide, you will:

A) Possess and maintain a deep understanding of their roles/responsibilities and how they relate to our overall marketing objectives,

B) Work collaboratively to define and measure success. You may not be as tactically sharp as each of them, but you will need to be sharp enough to challenge and inspire them.

Youll set our Awareness Testing Strategy. We believe in the adage if it aint broke, break it. To that end, youll set a plan for continual optimization of awareness and retention efforts.

Youll be responsible for Reporting & Insights. Youll prepare and share detailed reports that show whats working, whats not, and where we can get even better. You will continually seek out ways to improve and create more impact.

THE KPIs THAT MATTER

• Website sessions from new prospects
• Ad to sales ratio
• Referral Rate / Referral Revenue
• ROAS (Return on Ad Spend)
• MER (Marketing Efficiency Ratio)
• LTV (as defined for your brand)

Requirements

• 7+ years of strategic digital marketing experience, preferably with a background in eCommerce.
• 3+ years of experience (and a passion for) these Performance Marketing channels including Facebook Ads, Google Ads, and Amazon Ads
• 5+ years of Leadership/Management experience
• Deep knowledge of Google Analytics and demonstrable examples of how youve employed a data-driven, rapid testing mindset to interpret test results and translate conclusions into actionable changes.
• An ability to be both strategic and tactical - both high level and in the weeds.
• A passion for personal growth and development. More specifically, you want to be a thought leader - one of the best in your field. Youll be able to demonstrate that you have an obsession for learning from other brands and other practitioners. Never Stop Learning is a phrase that describes you.
• You approach unknowns with a well figure it out mentality. Youre naturally inquisitive and unafraid to admit that you dont know something. When you need to learn, youll dive in and level up so that you can better understand or ask tough questions. You rarely take something at face value and like to make sure you fully understand an issue or opportunity.
• An eye for branding and the ability to lead impactful creative work.
• Youll demonstrate a natural motivation for continuous improvement by
  • leveraging your natural curiosity to test assumptions
  • analyzing data to make improvements
  • being intentional with your inherent goal to stay abreast of the latest trends, strategies, and tactics for your field.
  • always leveling up.
• A love for eCommerce and online shopping. You enjoy analyzing what others are doing as they might inspire your next experiment or improvement.
• A scrappy, entrepreneurial spirit with an ability to be responsive to changing priorities and emerging business needs.
• A passion for winning.
• An eye for the small stuff. Its the details that make a good company great.
• Strong collaboration skills, a desire to be remarkable, and a fun personality.
• Being the proud parent of a dog or cat is a plus

WHO YOU ARE (the ideal candidate)

Others will describe you as a real go-getter (yes, that sounds corny). You are someone that knows how to grab the ball and run with it - make quick, smart decisions and act on them. You have a passion for getting things done and a bias towards action. Youre proactive and build excitement within teams. Youre a strong communicator. Youve probably had the word Marketing in your former job titles. You probably arent a circus clown, professional bowler, or a phlebotomist. People describe you as creative and fun. You need minimal direction and set a course of action that your team can follow. If this is you...and you can provide verifiable examples in your career where youve done this...then we need you...and we think you need us.

Your experience will demonstrate that you are a growth-minded, results-driven marketer who has a passion for using the insights found in the data. As part of a tenaciously scrappy team, youll enjoy both leading and doing.

Benefits

BENEFITS

Be a part of a unique opportunity to make a real difference. At ROAD iD, we dont make and sell widgets. Instead, we take pride in providing a product that literally saves lives.

Competitive health, vision, dental and life insurance, with disability and FSA/DCA plans available

Competitive 401K program you can participate in starting on the first day of work with immediate vesting

Wellness/Fitness reimbursement of up to $400 each calendar year, annual employee purchase allowance and annual charitable donation.

Professional Development Opportunities including the ability to unlock $2,500 budget to attend a conference or other relevant training upon completion of 3 certifications within our digital marketing training database and tuition discounts through UC Online

9 paid holidays per year, a 36-Hour/week Summer Schedule & competitive PTO

Culture of inclusivity, collaboration, and flexibility for work/life balance

WHO WE ARE

We exist to Save Lives, Provide Peace of Mind, and Fuel Adventure. We do this by improving the outcome of accidents and emergencies. Our products include elegantly simple, Wearable ID & Technology that connects you to friends and family when it matters most.

We believe: