ABOUT US
We’re a young company that has achieved great things so far by creating a best-in-class styler range that is loved by hair stylists and consumers alike. We remain fiercely ambitious, with big growth plans, exciting innovations in the pipeline, and geographic expansion. We pride ourselves on remaining true to our founding ethos - the spirit of transformation - and have established a position at the forefront of the competitive fashion styling sector, where we are renowned as one of the leading hair styling brands around the world and synonymous with style and sophistication.
We are expanding our Northern American team – come be a part of our future organization!
ROLE OVERVIEW
As the Performance Marketing Manager, you are responsible for digital marketing campaigns across all paid media & CRM channels, including, but not limited to paid search, paid social, affiliates, email, SMS, SEO, and new media formats. This includes close management of budgets, agency relationships, revenue targets, and forecast projections by channel.
The Performance Marketing Manager is part of the Digital team, reporting into the Sr. Director, Digital, and works hand-in-hand with our Ecommerce Manager to ensure the best full funnel, 360, and frictionless experience for our ghdhair.com/us consumer. You will also collaborate with the Marketing team to help amplify the brand through best-in-class creative and brand awareness initiatives.
We partner closely with the Global Ecommerce, Performance Marketing, and CRM teams in the UK headquarters to launch global and region-specific initiatives that drive new customer acquisition, sales, and loyalty. You will be responsible for the development and execution of campaigns that drives a personalized, localized, and relevant experience to our North American audience.
Ideal candidates will not only have creative acuity (content ideation, copy writing) but also be results-driven, technically savvy, and have the desire to constantly test and optimize to ensure we are maximizing resources and budgets. The main objective of the Performance Marketing Manager is to drive tangible results with sustainable growth.
JOB ROLE AND RESPONSIBILITIES
Financial Reporting & KPIs
- The Sr. Director, Digital will drive overall strategy and financials; however, this role will have the autonomy to work within allocated budgets and make decisions to move the business forward
- Owns all paid media invoicing, validating fees, commissions, and ad costs and ensures proper payment schedules/accruals.
- Report on, but can also forecast weekly, monthly, and quarterly KPIs on all acquisition channel performance, identifying gaps and areas of opportunity.
- Present and align with digital team on promotional activity that will offer greatest opportunity to grow net revenue
- Daily review of performance of all acquisition channels, collaborating with agency and Digital team on real-time pivots
Performance Marketing
- Localize digital assets from our global creative toolkits to support both new customer acquisition and retention efforts
- Brief marketing campaigns and provide content deliverables to agencies in a timely manner(Paid Search, Paid Social, Affiliates). Review and approve all ad campaigns prior to deployment.
- Implement & measure initiatives to grow each of the digital acquisition channels at each stage of the funnel
- Set monthly KPIs goals for agencies and continue to optimize campaigns across all channels in order to deliver ghdhair.com/us revenue plans.
CRM
- Create a CRM Calendar (Email, SMS) that best amplifies current stories, how-to's, product launches, promotional activity, as well as compliments the activities in paid media. Includes segmentation strategy, subject lines, copy, and image assets.
- Work with Global team and Ecommerce Coordinator on email builds and A/B tests within the ESP, own SMS builds sends
- Review and update triggered and behavioral email & SMS journeys on monthly basis
- Identify KPIs and reports needed to continue growing the CRM program, setting monthly revenue goals
- Develop retention strategies that enable 1:1 marketing personalization
- Review the competitive landscape and implement best practices for CRM marketing
- Proactively provide and maintain weekly/monthly reports and insights against key metrics for the channel including email database growth, lead to conversion, channel revenue, cohort retention and overall channel funnel health.
SEO
- Work with wider digital, global and content teams to ensure SEO best practices are implemented
- Manage relationship with SEO agency and prioritize project queue / assign tasks to relevant teams
Affiliate Marketing
- Implement initiatives to grow the affiliate channel including organizing promotions, managing affiliate approvals and sales validations
- Work closely with affiliate partners and third parties to drive customer acquisition and traffic to ghdhair.com
QUALIFICATIONS & SKILLS
- DTC Ecommerce experience required
- Google Analytics expertise required
- Minimum 3-5 years managing Paid Media (SEM, Social, Affiliates)
- Minimum 2 years managing CRM – Bloom reach ESP & Wunderkind experience a plus.
- Minimum 3-5 years of experience managing new customer acquisition strategies with a focus on driving traffic to online channels.
- Proven ability to grow customer email databases and increase engagement across multiple marketing channels
- Strong project management, attention to detail, and a no-task-too-small mentality
- Experience in content creation for digital channels
- Excellent copywriting skills
