Sr. Director, Digital Acquisition

Senior Director, Digital Acquisition

Department: Consumer Marketing

Reports To: SVP, Marketing

Position Summary:

Highlights for Children is universally recognized as the leading producer of entertaining and educational content for children, families, and teachers. Our diverse portfolio of products and experiences extends from direct to consumer as well as classroom solutions and crosses the spectrum of media, including print, broadcast and digital. For over 75 years we have been helping children become their best selves by creating content and experiences that engage, delight, and foster joyful learning.

The Senior Director, Digital Acquisition leads the strategic direction and execution of all Highlights paid digital media, monitoring performance analytics and digital traffic to deliver on business goals. This individual will inspire, manage and develop a team responsible for the planning, prioritizing and execution of all paid digital marketing. As the company extends its product lines, and evolves into a multi-media children's brand, the Senior Director, Digital Acquisition will ensure smooth operations across the Consumer organization to innovate for future growth. This role reports to the SVP, Marketing and will be an integral member of the Marketing & Consumer Business leadership teams.

Core Responsibilities:

• Develops and executes long-range strategic digital marketing plan to increase engagement and sales growth.
• Responsibility for all Paid Digital Media Budgets, Forecasts, and on-going tracking of performance.
• Oversee the planning and execution of all paid digital marketing; collaborate with marketing partners to ensure successful campaigns.
• Serves as an internal digital marketing thought leader; helping to identify digital marketing trends, new technologies, evolving best practices, competitor activity and testing opportunities that help drive the business forward.
• Maximizes customer acquisition & engagement by increasing site traffic, improving conversion and driving sales growth.
• Lead the Paid Digital Acquisition team to constantly improve results, efficiency, prioritization and alignment with the Marketing Team as well as the Organization at large.
• Ensure success of digital teams by ensuring alignment with other Highlights teams, empowering staff to bring forward new ideas, clearly identify areas of accountability, and provide a clear understanding of departmental and Consumer Business goals. Take an active role in the development, engagement and growth of all staff members.
• Drive business decisions based on understanding of external marketing and digital trends, financial trends, customer insights and research, and reporting analytics.
• Establish digital media best practices and communicate to key stakeholders to actively drive change, innovation and importance of digital within the overall marketing mix.
• Work with Brand and Creative groups to optimize Marketing efforts.
• Lead all digital reporting efforts including channel performance and ensure that results are clearly communicated to understand financial and engagement KPIs as well as to create an understanding of customer behavior.

What you should show up ready to teach anyone on your first day:

• Demonstrate digital marketing acumen & experience; an understanding of digital channels, performance metrics and potential scale

Within your first month, you'll:

• Provide direction & recommendations for paid digital channels. Demonstrate understanding of current metrics & opportunities.

Within your first year, you'll:

• Drive rigor, growth & innovation across paid digital channels. Work collaboratively across Marketing & the broader Consumer organization to amplify marketing efforts & expand reach.

Supervisory Responsibilities:

2-3 Direct Reports

Education and Experience:

• Bachelor's degree or equivalent education and experience.
• At least 10 years' experience in a leadership role in digital marketing with experience in Paid Social, Paid Search & Affiliate Management

Qualifications:

• At least 10 years' experience in a leadership role in digital marketing with experience in Paid Social, Paid Search & Affiliate Management
• Demonstrated ability to think strategically to identify and lead practical, actionable ideas designed to grow and improve the business year over year.
• Ability to lead and deliver on business & financial goals (short term & long term)
• Strong analytical skills & business acumen
• Experience with planning, executing & overseeing paid digital channels.
• Understanding of external trends and ability to gain knowledge through established external network.
• Proven track record of leading and mentoring digital marketing professionals.
• Demonstrated ability to collaborate effectively with colleagues and peers.
• Excellent verbal and written communication skills.
• Experience successfully managing, coaching and developing direct reports.

Physical Requirements:

• Prolonged periods sitting at a desk and working on a computer.

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