Director of Media
Everlane
At Everlane, we want the right choice to be as easy as putting on a great T-shirt. That’s why we partner with ethical factories around the world. Work with high quality and more sustainably sourced materials. And design high-quality, effortlessly beautiful products. But there's a lot more work to be done, and we're excited to be growing a team of motivated humans that are up for the challenge.
The Growth team at Everlane is responsible for acquiring new customers by communicating our brand positioning and product offering in a compelling way. The Director of Media will lead our paid media program across both brand and performance media, driving customer growth through brand awareness, customer intent and conversion channels. Leveraging best practices combined with rigorous customer and data analysis. The right candidate is a self-starter, is comfortable creating test plans, launching new channels, being hands-on with data and experience with optimizing creative content. We are looking for someone who can lead our media team as well as manage our agency partners. In this role, you will be responsible for leading a sizable budget to acquire new customers at scale.
Your day-to-day:
- Own Everlane’s customer growth engine, drive the strategy behind existing channels, identify and launch new channels that engage our target customer.
- Build full funnel marketing approach to drive brand awareness, consideration and conversion.
- Develop strategies for current and new channels including, but not limited to: CTV, video, OOH, social platforms, podcast, DM, search and SEO.
- Determine the optimal customer acquisition approach by channel, balancing CAC and customer LTV by product, category, and promotional vehicle.
- Work closely with Creative and Brand teams on asset development for both performance and awareness campaigns. Develop creative testing plans that leverage best practices and iterate within Brand guidelines.
- Partner closely with Brand teams and external agency partners to determine optimal media plans for awareness campaigns. Brief creative team on appropriate asset deliverables by channel.
- Manage a team of channel leads, guiding them to make informed optimizations and operate at a high level. Integrating performance across the team to support holistic performance that magnifies the individual parts.
- Own channel and customer acquisition KPIs, reporting, and presenting to senior management. Consistently push for new investment that supports growth.
- Grow and develop relationships with our agency partners as well as key platforms. Pending results of an RFP, onboard a new agency partner.
- Collaborate with the Data team and external agencies and platforms on all things tracking and measurement. This includes Media Mix Modeling to determine optimal spend allocation across media channels, as well as lift tests to measure channel incrementality.
- Partner with Product, Engineering, and Site Merch teams on tests to maximize conversion.
- Stay on the pulse of the ad tech landscape, maintain close relationships with leading tools and platforms, and represent Everlane at industry events
We’d love to hear from you if you have:
- 10+ years of experience in media including upper funnel and performance marketing preferably in a consumer retail/ecommerce environment
- Experience building and leading high performing digital and media marketing teams
- Strategic leadership hiring and leading agency to deliver on brand goals
- A track record of customer growth across organizations of different sizes and / or industries
- Ability to analyze data, model channel and customer forecast to identify key opportunities for growth and improvement
- Strong work ethic, intellectual curiosity, and commitment to continuous improvement
- Strong understanding of attribution analysis including MMA and incrementality
- Looker experience is a plus but not required
- Already a fan of the Everlane
Fine Print:
California resident: At Everlane, we carefully consider a wide range of compensation factors, including your background and experience. These considerations can cause your compensation to vary. The compensation range for this role is $150,000-$185,000. This range is based on the San Francisco geographic area and the actual pay may vary depending on your skills, qualifications, experience, and geographic location.
HQ: This is a full-time role based at our San Francisco office headquarters in the Mission neighborhood. Our team is in our beautiful, sunny office Tuesday-Thursday each week.
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