Job description
We are working with a top multi-channel British clothing retailer, specializing in men's shirts, shoes, suits, knitwear as they're looking to scale their acquisition marketing teams.
Role Summary:
This position is responsible for achieving new customer recruitment targets and demand generation goals, through the implementation of acquisition marketing best practices - primarily across offline channels. These brand-building activities include but are not limited to; direct mail, media and product shipment inserts, print advertising, outdoor, radio & podcasts, TV & video, marketing partnerships and public relations.
This role will work closely with the Head of US Marketing to support the customer acquisition strategy, with the goal of maintaining these programs to recruit loyal and high lifetime value customers. This role requires strategic & critical thinking, proactively seeking out and assessing new growth initiatives, working well with internal and external partners, and being comfortable with tracking the details of multiple overlapping workflows.
Key Responsibilities:
Offline new customer acquisition – recruitment goals and trade targets
- Achieve acquisition marketing KPI targets (new customer recruitment, sales, margin, marketing spend, cost to sales ratio, profit) through offline channels
- Work with Head of Marketing to pro-actively seek out new channel and partnership prospects to grow new customer recruitment. Work with these partners from negotiation through to implementation and ongoing review
- Maintain a strong understanding of customer lifetime value across offline channels, with the view to ensure we are recruiting profitable customers
- Oversee and update marketing activity schedules for all US acquisition initiatives on a regular basis, including partnerships, promotions, publicity, and testing schedules
- Where required, support the implementation of new acquisition projects; this includes the conception, development, negotiation, championing, and execution of strategic marketing partnerships with other brands
Media/Advertising planning and implementation
- Manage the planning and timely execution of all acquisition media campaigns across offline channels, including: direct mail, media inserts, product shipment inserts, print advertising, out-of-home and outdoor advertising, audio and TV advertising, partnerships and PR
- Liaise with third parties to determine a media plan and meet internal print production guidelines
- Work with the design and creative teams to produce high quality, on-brand direct marketing communications that will attract new customers
Budgeting, forecasting and reporting
- Partner with the Commercial Analyst to report results of offline acquisition marketing campaigns and initiatives on a weekly, monthly & seasonal basis; provide additional follow-up or ad-hoc reporting & analysis on an as-needed basis
- Provide a weekly trade outlook, analyzing and detailing the key drivers of performance, while determining the root causes of past under-performance
- Develop, deliver and report against a seasonal testing plan for all offline channels, with the goal of realizing growth as well as profitable customer acquisition
- Support the creation of an accurate and realistic offline marketing budget; set KPI’s across key trade metrics to deliver profitable offline new customer campaigns, working within cost constraints
General
- Develop and maintain strong relationships with key internal and external stakeholders
- Brief internal departments including Web, Retail and call center to ensure all offline campaign details are set up in the system correctly, tested, and signed off
- Build a thorough understanding of the US target market, leveraging research, historical purchase data, and customer reviews, to ensure acquisition offers are optimized to meet and exceed goals.
- Maintain a firm understanding of the types of products that appeal to new customer target segments in the US
- Carry out regular tracking and analysis of competitor offers and acquisition activities, as well as industry news
- Be an effective communicator with key internal and external stakeholders and be the expert on all offline acquisition marketing activities.
Measures of Success and KPIs
- Achieve trade targets across all offline channels:
- Set trade KPI’s across all offline channels
- Actions being taken to improve /optimize results
- Grow new customer acquisition:
- Identification of new offline channels and/or partnerships to grow new customer recruitment
- Overall number of new customers recruited (new to file)
- Develop and deliver the offline acquisition budget:
- Budget accuracy and efficiency of campaigns
- Timeliness of delivery
- Delivers upon strategic growth targets
Person Specification
Qualifications/ Training
- Bachelor's Degree in Marketing, Business, communications, or related field preferred. Alternatively 3 additional years’ experience in a business or marketing based role with relevant training
Experience
- 2+ years of marketing experience, ideally across traditional channels such as radio, press, OOH, TV, direct mail and partnerships (some online/e-commerce experience is a plus)
- Experience in apparel/fashion or accessories industry a plus
- Campaign management experience (ideally including print and production)
- Some exposure to media planning and management
- Exposure to some budget forecasting and management a plus
Attributes and Technical Skills
- A passion for continuous improvement and optimization of activity
- Strong time management and organizational skills; ability to multi-task
- High attention to detail; strong copywriting and proof-reading skills
- Proactive self-starter who can work well independently and within a team environment
- Excellent written and verbal communication skills and ability to build effective working relationships with internal stakeholders, and external partners
- Ability to utilize analytics and data insights to make decisions; some financial literacy a plus
- Strong MS Excel and Powerpoint skills
What you can expect from us
- Competitive salary
- Annual bonus based on company profits
- 401k with 5% employer match
- 19 days PTO annually, increasing with years of service
- Complimentary life and long-term disability insurances
- PayActiv partnership: get wages already earned before payday
- Vision/dental/medical insurances for self and family
- Flexible Spending Account
- Employee Assistance Program
- Employee discount on Charles Tyrwhitt clothing
- Summer Fridays!
