WHO ARE WE?
Iconic British brand ghd, is a global leader in high end professional hair styling tools and the UK’s #1 recommended styling brand. Loved by stylists and consumers, loved by press and influencers, and loved by the people that work for the brand! Merging science and innovation, with luxury beauty and style; ghd pioneers new technologies and beautiful designs to create the most technically advanced hair tools in the world. A trusted and loved brand, ghd sells over 3 million tools every year and 5 iconic ghd products are sold every minute. The award-winning ghd tools are used by 200,000 stylists around the world and sold in 30+ countries and more than 45,000 premium salons. Renowned for their professionally endorsed game changing innovation and superior performance, at ghd we are on a mission to transform the lives of women via the power of a good hair day!
ROLE OVERVIEW
This role will be based in our Calabasas, LA office, and we offer a hybrid working pattern of 3 days in the office and 2 days WFH. 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
WHY JOIN US?
We value a diverse and inclusive workplace, and we welcome people of different backgrounds, experiences, skills, and perspectives. We believe that everyone does their best work when they are supported by each other and the company, and we offer a generous set of benefits to make sure the team is happy and healthy. Here are the benefits we offer our team:
- Medical, Dental and Vision Insurance Premium is covered 100% by ghd North America for employees and 100% for dependents
- Life, LTD (Long term disability) and AD&D (Accidental Death & Dismemberment) is covered 100% by GHD North America
- 401k matching up to 6%
- Personal days on your birthday and work anniversary
- Office closed Christmas-New Year
- Hybrid Work Model
- Summer Fridays
- Wellness/Fitness Reimbursement
- Cell phone Reimbursement
- Gratis and 50% off ghd product discount and 30% off all Wella and OPI products
- Quarterly employee activities to foster a company values
