The Director of Integrated Marketingwill oversee marketing, developing and executing the annual brand strategy, seasonal marketing calendars and campaigns, and also will act as the primary marketing steward of the brand, ensuring consistency and continuity across all consumer touchpoints.
Go-to-market strategy: Oversee the planning and execution of all aspects of consumer communication including messaging, product launches, and customer-facing campaigns. Ensure that all marketing efforts work together cohesively to drive brand awareness, engagement, and revenue growth.
Brand: Partner with the Brand Director on creative campaigns and content to help tell LR’s story in new and interesting ways that drive awareness, affinity and both acquisition and retention of customers.
Product Marketing: Lead product positioning for all LR products, new and existing, to drive successful launches and growth of hero styles.
Content Creation: Lead content strategy, partnering with the Brand Director on execution and direction for all channels (video, paid and organic social, email, blog, Substack, Out of Home, Direct Mail and in-box assets) to support LR’s brand vision.
Collaboration Strategy: Own the identification, development and oversight of commercial collaborations, in collaboration with the Director of DTC.
Community Engagement: Turn the affinity of our customers into community as a growth channel through scaling online and offline activations and initiatives within retail, in collaboration with the Director of DTC.
Team Management: Directly lead and manage key teams responsible for marketing across all channels (paid, retention, brand, social media, affiliate marketing, PR, product marketing etc.) Responsibility for PR, Affiliate and performance marketing agencies.
Reporting: Own channel and cross-functional reporting, ensuring weekly, monthly, quarterly insights are aggregated and leveraged to fine tune macro and channel marketing strategy. Report regularly to Company leadership on goals, results, opportunities, and resourcing. Accountability to KPIs including revenue, traffic, LTV, conversion, AOV, CAC, CAC/LTV, and ROAs.
Budget management: Manage the overall marketing budget - brand, creative and performance marketing - taking ownership for efficiency of spend, changes in allocation and resourcing, and opportunities for improved ROI across marketing channels. Lead the forecasting
process for the marketing budget setting spend, ROAs, and productivity targets for each channel.
