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11 Feb 2021

Full-Time Director of Marketing Channels

RealSelf – Posted by RealSelf Anywhere

Job Description

About the Role:

We are a customer-obsessed company with a mission to create a world where every investment in modern beauty is worth it. We help millions of people around the world make smart, confident decisions by connecting our community of beauty enthusiasts to expert providers and resources.  

Our consumer & brand marketing channels team is responsible for all paid marketing and acquisition, email/SMS, and social retention marketing. We fuel growth by delivering consumer, doctor, and industry/ad sales, and other company OKRs. 

In this pivotal new growth-oriented role, RealSelf is seeking a Director of Marketing Channels leader. Together with your team of digital channel experts, you are responsible for defining our channel marketing strategies, measurement frameworks, and optimization plans. You leverage paid and free channels, budgets & resources to execute campaigns and programs that drive customer acquisition, engagement, retention, win-back, revenue, and more. Through a mix of existing channels, you reach millions of consumers and tens of thousands of doctors via email & SMS, paid search/social/display, affiliates, influencers, our own ambassadors’ program, and organic social platforms. You look ahead at the constantly changing digital media and technology landscape to identify and develop emerging channel opportunities, uncovering new growth sources.

We are looking for an analytical, strategic, yet execution-focused senior marketing leader with a proven history of outstanding marketing channels breadth & depth, results from ownership including 7 figure+ media budget management, with a flawless ability to work within and across organizations. Externally, this role may work with a variety of partners, media outlets, associations, and agencies.

In this role, you will: 

  • Define channel marketing strategies that deliver aggressive growth and strategic value to the company
  • Ensure that channels and plans meet performance goals (traffic, customers, doctor contacts/bookings, other engagement, and revenue) through effective & efficient paid media budget management (utilizing cost parameters such as Cost per Click/Contact/UU), continuous optimization, and delivery (pacing of spend and hitting spend guidelines per month).  
  • Establish OKRs for the growth of channels; adjust and evolve programs to meet these goals as needed. Oversee your team’s annual/quarterly/monthly planning, forecasting & budget management. 
  • Design/plan and execute integrated marketing campaigns and programs by working closely with marketing strategy, research & insights, content, creative, PR teams to ensure deliverables are understood and best practices utilized.
  • Working with B2B marketing & sales and industry ad sales teams, leverage marketing channels, and design/plan marketing campaigns and programs to drive desired results. 
  • Identify new channel opportunities (emerging channels/platforms) and sources to experiment/test and develop new programs that drive revenue growth through existing or new channels.
  • Partner closely with analytics and product teams for effective measurement, new launches, and execution
  • Participate actively and regularly in the rhythm of the business, including weekly leadership meetings, company-wide meetings, product prioritization meetings.
  • Develop and manage targeted strategic relationships as needed with partner, media, and industry partners.
  • Maintain a high level of expertise in the beauty & wellness, medical aesthetics, media, marketing/ad tech industries to spark new ideas and leverage trends.
  • Build and develop a collaborative, high-performing team and role model culture

About You:

You may be the right fit if you are ready to bring your smarts, tenacity, positivity, and an unrelenting drive to succeed. You live for numbers and quantifiable results; you love trends (customer, media, martech & tech at large) and uncovering emerging opportunities to drive experimentation along with practical constructs to drive scalable impact. You are energized by solving complex business problems and consistently effective in making high-judgment decisions at a rapid clip. And you appreciate, to your core, that great strategy goes hand-in-hand with precise execution- that you and your teams deliver.

The person who joins the team must be customer-obsessed (your bar is high; really high); therefore, you appreciate the beauty and aesthetics category. 

Requirements:

  • 10+ years of digital channel marketing expertise reaching consumer audiences from leading tech, eCommerce, Rand/or high-growth D2C consumer brands. Channels including paid, earned/owned/free direct experience, and management.
  • In-depth knowledge of driving lifecycle/CRM (acquisition & retention) through digital channels
  • Management and ownership of 7 figure+ media budgets directly managed in house and/or with agencies.
  • Understanding of advanced channel, campaign measurement, attribution, and reporting. Ability to educate (interpret) non-marketers on media and measurement concepts and reporting
  • Track record of achieving and scaling aggressive marketing and customer growth through the use of data, analytics, insights, optimization, and experimentation
  • Experience building and developing high-caliber teams, including functions on your team (channel leads and specialists), through dynamic market conditions and ambiguity
  • Solid GTM experience with new channels, programs, services
  • Outstanding interpersonal, written (narrative docs, media briefs), and verbal (including presentation) communication skills. You have authored compelling strategies and presented complex information, including data & metrics -clearly and concisely to justify recommendations.
  • Exceptional organizational dexterity with the ability to engage key stakeholders, build consensus and drive action across multiple business groups from all levels.
  • A natural, authentic ability to energize people and motivate teams and spark powerful cross-functional collaboration, translating evangelism into action.
  • Bachelor’s degree required; MBA or other Master’s degree strongly preferred.

Other:

A writing exercise is required for selected candidates. A portfolio representing your work is welcome.

Travel:

Occasional travel (<10%) may be required in the future

Work Environment:

This role is open to fully remote candidates in most states. Working remotely from a primary residence outside the United States is currently not permitted.

We believe in inclusiveness, equal pay, and giving back. With COVID-19 we have become a more remote and distributed workforce that understands the value of internal connections and collaboration across all teams.

About RealSelf:

RealSelf.com is the leading consumer destination in the $32B US medical aesthetics market. We make the experience of choosing a procedure and connecting with the right doctor easy, personal, and trusted. Since 2006 our authentic reviews, unbiased ratings, and expert answers from board-certified doctors have helped tens of millions of people explore their options, from skincare to laser skin resurfacing to highly considered cosmetic surgery. With the backing of world-class investors, we’re growing RealSelf into a global business with a broad range of services. Come join our super talented and passionate team!

Check out our RealSelf Instagram account to keep up on company updates and learn more about at RealSelf.

RealSelf is an Equal Opportunity/Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, or protected veteran status.

How to Apply

https://grnh.se/0fb701c61us

Job Categories: Equal Opportunities. Job Types: Full-Time. Job Tags: brand, channels, consumer, director, email, Marketing, and strategy. Salaries: 100,000 and above.

Job expires in 69 days.

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