Director of Product & Customer Marketing

📋 Description

• • Join Highlightta Inc., the on-demand talent team for StickerYou, a leading global e-commerce company specializing in custom die-cut products like stickers, labels, and temporary tattoos. We are seeking a dynamic Director of Product & Customer Marketing to spearhead revenue growth through compelling content strategies.
• • This pivotal role will command all content initiatives for our thriving e-commerce business, encompassing product marketing, site merchandising, online editorial features, social media engagement, and email CRM. Reporting directly to the VP Marketing, you will be instrumental in shaping our digital presence and customer journey.
• • Your primary objective will be to conceptualize, develop, and execute content across diverse channels designed to captivate, inspire, and inform our customer base, ultimately driving significant sales.
• • A key focus will be on customer retention, fostering repeat business and cultivating lasting loyalty through strategic engagement and valuable content.
• • You will oversee content strategy for a broad spectrum of product lines, collaborating closely with cross-functional teams and external agency partners.
• • This position demands a unique blend of exceptional written communication skills, innovative creative thinking, robust project management capabilities, and a keen performance-driven mindset.
• • You will function as a multifaceted leader, equally adept at content strategy, strategic merchandising, and meticulous project management.
• • Product Marketing (30% of your role):
• • Immerse yourself in our diverse product catalog, becoming a subject matter expert on features, benefits, and innovative use cases.
• • Develop a deep understanding of our target audience, their needs, and how they leverage our products to achieve their goals.
• • Craft and deploy impactful product marketing content, including detailed product descriptions, persuasive sell sheets, and other essential collateral for both new and existing product offerings.
• • Diligently monitor key site metrics, such as bounce rates and conversion rates, proactively identifying and implementing content-driven and UX enhancements to optimize the on-site customer journey.
• • Partner closely with product management teams to ensure seamless product introductions, refine product naming conventions, and establish compelling market positioning.
• • Take ownership of site merchandising, including the strategic optimization of the main navigation menu and site search functionality to improve discoverability and user experience.
• • Create and curate new product collections and Product Listing Pages (PLPs), while continuously optimizing existing ones for maximum impact and conversion.
• • Manage the content and user experience of the site homepage, promotional banners, and other critical site real estate, coordinating content updates across all relevant teams and executing changes directly within our Contentstack CMS.
• • Collaborate effectively with the Design Manager and UX Manager to ensure a cohesive, intuitive, and visually appealing on-site experience.
• • Provide clear briefs and constructive feedback on new photography, infographics, and other design assets to align with brand and content objectives.
• • Serve as the primary owner and guardian of all site content, meticulously managing workflows directly within the CMS.
• • Editorial Content & Social Media (20% of your role):
• • Develop and publish 4-6 high-quality blog posts or online features per month, guided by a strategic content calendar, SEO/GEO priorities, and product roadmap.
• • Actively receive, prioritize, and integrate SEO and GEO content suggestions from our external consultant to maximize organic reach and relevance.
• • Create detailed briefs and provide insightful feedback on images and design assets required to enhance editorial features and engagement.
• • Provide leadership, ongoing coaching, mentoring, and constructive feedback to the Social Media Manager, fostering their professional growth and team success.
• • Contribute creatively to social media post ideation and concept development, ensuring alignment with brand voice and marketing objectives.
• • Email Marketing/CRM (30% of your role):
• • Lead the strategic execution and delivery of a highly effective email marketing program, encompassing campaign management, promotional emails, and automated customer journeys (flows).
• • Develop and implement a comprehensive customer lifecycle strategy focused on retaining, rewarding, and nurturing customers to foster long-term loyalty and encourage repeat purchases.
• • Oversee the strategic direction and content delivery from our dedicated email agency, ensuring alignment with overall marketing goals.
• • Manage and optimize automated email campaigns and customer segmentation strategies to achieve superior open rates, click-through rates, and conversion metrics.
• • Calendar & Project Management (20% of your role):
• • Own and maintain a dynamic, rolling content calendar that strategically features our products, compelling customer stories, valuable educational content, and more, with the overarching goals of enhancing SEO/GEO positions and driving customer engagement and sales.
• • Engage in broad consultation across marketing and business units to ensure content themes are relevant, timely, and effectively address competing requirements and stakeholder interests.
• • Act as a key decision-maker, mediating discussions and prioritizing content development and publishing schedules to maximize impact and efficiency.
• • In partnership with the VP of Marketing, manage the promotional calendar, including in-depth promotional analysis, strategic decision-making regarding sale periods, and precise management of coupon code activation and deactivation.
• • Develop and implement robust systems, processes, and tools to ensure the effective management and seamless coordination of all content-related activities.
• • Drive the timely and successful delivery of content initiatives across all involved teams.
• • Additional Contributions:
• • Provide support for copywriting needs across various business functions, including ad campaigns and other marketing projects.
• • Design, execute, and rigorously analyze content experiments and A/B tests, iterating rapidly to refine and scale tactics that demonstrably drive revenue.
• • Actively participate in creative brainstorming and ideation sessions, contributing innovative ideas to marketing strategies.
• • Prepare and deliver comprehensive weekly, monthly, and ad-hoc performance reports as required.
• • Serve as a trusted deputy to the VP of Marketing, providing support and leadership as needed.
• • This role requires a significant level of individual contribution alongside the management of a team of two direct reports.