The Director of Marketing & Digital has responsibility for the development, implementation, and management of the company’s marketing plan with the objective of gaining market share.  You will develop the brand and go-to-market strategies as well as oversee the creative direction and marketing communications. 

Primary Functions and Oversight

Brand and digital marketing strategy; Mass Retail (inclusive of Omni) and Online Retail commercialization and launch plans; Oversight of all marketing and brand communications (inclusive of copywriting, graphics, packaging, and digital content); Industry, trend, and consumer outlook to inform future, new product direction.

Responsibilities

• Translate brand strengths and consumer insights into marketing initiatives designed to grow market share and support strategic priorities
• Formulate category plans, digital strategy, brand standards, and measurement systems to track progress
• Capture market trends, digital development, consumer and cultural insights, working cross-functionally to translate into future business opportunities
• Provide analysis and implications of promotions, competitive environment, and consumer trends (2X annual Marketing Download to inform new product Line List)
• Work closely with the Creative Team to ensure flawless execution of packaging, promotions, collateral, advertising, and merchandising materials
• Lead internal and external communication of all pertinent retail product information (related to packaging, online retail assets, and copy, etc.)
• Develop and manage marketing budget, allocating resources against social, paid media (inclusive of Amazon and retail Omni), brand initiatives, content creation, and more; reevaluating and reallocating marketing budget between channels based on performance 
• Work with creative teams to develop annual and seasonal advertising campaigns designed to support new product launches and increase market share in current categories
• Working with the creative team, continuously evolve and update Amazon brand store and own website
• Responsible for marketing campaigns planning process and strategy development in accordance with overall brand and growth plans. Involves oversight of:
• Organic Social
• Paid Social
• Amazon Marketing
• Retail.com Marketing
• Content management
• Review Seeding
• Own marketing KPIs and digital attribution, measuring ROI of the marketing spend, and leveraging insights from those KPIs to adjust campaigns and test new ideas
• Lead internal and external digital teams to execute and optimize campaigns and achieve clear objectives
• Perform data analysis to understand sales attribution across different channels and optimize the media mix to grow sales 
• Reports results to key stakeholders and partners in a clear, concise, and timely manner
• Establish a close working relationship with primary media partners (Amazon, Roundel, Walmart, etc.) to drive growth 
• Work collaboratively with Sales and Operational teams to create/manage growth marketing strategies and campaigns for all retail (inclusive of Omni) and online channels 
• Partner across marketing and sales to develop robust retailer-specific marketing plans to support the launch 
• Manage budget in accordance with P&L goals

• Undergraduate degree required (Business, Marketing or related field); MBA preferred
• 8+ years in Brand Management 
• Minimum 5 years progressive responsibility in Digital Marketing (and/or eCommerce) gained in Consumer Packaged Goods required
• Juvenile Industry experience preferred
• Demonstrated track record and marketing leadership across brand management and new product launches 
• Experience managing and leading teams in a quick-moving and cross-functional focused environment
• Hands-on experience collecting, synthesizing and actioning consumer trend insights 
• Experience working with Digital Marketing agencies and vendors 
• Experience with cross-channel digital marketing platforms (including Facebook, Instagram, Pinterest, and email marketing platforms)
• Experience supporting digital commercial development and eCommerce with large customers like Amazon, Target, and Walmart preferred
• Strategic, critical thinker with the ability to think creatively and analytically
• Highly self-motivated and self-directed with the ability to succeed in a fast-paced culture
• Strong business and financial acumen; proven track record in managing P&Ls, financials, and budgets. 
• Proficiency with Microsoft Office Suite (specifically Excel) is a must
• Strong collaboration & communication skills are required