Sr. Manager - Go To Market (GTM) Growth and Acquisition Manager

Support Center - Irving

For nearly 50 years, Michaels has been the destination where Makers get inspired, learn, shop, and create. We strive to cultivate an inclusive shopping environment for all Makers and work environment for all Team Members, providing a place of belonging and empowering everyone to bring their creative dreams to life. At Michaels, every Team Member is encouraged to hone their craft with opportunities for personal and professional growth. From our Stores and Distribution Centers to Artistree and our Support Center, our best-in-class team is passionate about leaving the world a better, more creative place by contributing to every “make”.

Michaels is an Equal Opportunity Employer. We are here for all Team Members and all Makers to create, innovate and be better together.

For nearly 50 years, Michaels has been the destination where Makers get inspired, learn, shop, and create. We strive to cultivate an inclusive shopping environment for all Makers and work environment for all Team Members, providing a place of belonging and empowering everyone to bring their creative dreams to life. At Michaels, every Team Member is encouraged to hone their craft with opportunities for personal and professional growth. From our Stores and Distribution Centers to Artistree and our Support Center, our best-in-class team is passionate about leaving the world a better, more creative place by contributing to every “make”.

The Sr. Go To Market (GTM) Growth and Acquisition Manager, MakerPlace is part of a larger Digital and Omni channel platform and will be responsible for setting and driving the end-to-end go-to-market strategy to acquire new customers for MakerPlace. Responsibilities include marketing, operations, customer engagement, and financials & analytics to support both the seller and buyer CX. This role will oversee content infrastructure, run the day-day business, and partner across internal and external stakeholders to launch MakerPlace from the ground up with a path to rapidly scale. A self-starter, you will lead cross-functional collaboration and alignment across marketing, product, and technology functions, incorporating the needs and constraints of all stakeholders. You will engage with business leaders and users to translate complex business and marketing objectives focused on MakerPlace growth. Work is both detailed and strategic as you handle complex product development and business management scenarios, requiring smart trade-offs and a collaborative approach across functional partners.

We are developing a world-class 3rd Party Marketplace for Maker-Sellers to learn, grow, connect, and sell their handmade finished goods and services. This effort, alongside a significantly enhanced site experience and B2B Marketplace, will deliver a full transformation of the digital ecosystem for the company.

Major Activities

Go To Market Strategy, Site Optimization and Customer Outreach

• Drive end-to-end GTM growth strategy for MakerPlace by Michaels digital platform
• Drive new customer acquisition (both buyers and sellers) with content, media, search, community & influencer reach, and partnerships
• Partner and lead agencies and marketing teams to drive sales and profit across Michaels MakerPlace through creative marketing strategies, social media engagement, and digital calendar planning
• Work closely with the Digital Marketing team to develop direct response tactics and budgets for MakerPlace based on promotional cadence and competitor intelligence
• Develop and implement strategies to build average order values through effective selling of projects and add-ons and through product assortments
• Maintain a broad knowledge of emerging digital marketing platform, site monetization, and optimization opportunities
• Champion a seamless E2E customer (both buyers and sellers) experience by reducing friction points and advocating for impactful CX enhancements
• Regularly reviews product pages in assigned categories to ensure content is accurate, current, and is presented in a way that encourages purchases
  
  

Business Development and Program Management

• Identify, build relationships, educate, and onboard new customers (both buyers and sellers)
• Actively identify new marketing and business partnership opportunities/trends
• Use data to make decisions and form business cases centered around a strong understanding of unit economics and customer lifetime value
• Collaborate with cross-functional partner teams, including Product, Marketing, Tech, Finance, UX/UI Design, and Store Ops teams, to scope and prioritize platform enhancements and projects
  
  

GM & Financials

• Partner with MakerPlace GM to develop revenue and margin plans and forecasts for MakerPlace using market, consumer, and competitive insights, and internal analysis
• Oversee the day-to-day performance of MakerPlace by Michaels, ensuring business, site and customer growth and acquisition metrics/KPIs are delivered
• Conduct ongoing analysis of seller and category performance, trends, and competitive assortment and pricing
• Use data to make decisions and form business cases and go to market strategy to deliver P&L targets
• Analyze and report out on business, site, and customer growth and acquisition KPIs and drive effective optimization efforts (promotions, cost savings)
  
  

Operations

• Oversee site content administration and development of education and community content to support the ecosystem flywheel
• Develop and maintain seller onboarding, registration, and education processes and documentation (SOPs and SLAs) while handling ongoing support and retention
• Lead the definition and improvement of business operational processes as they relate to MakerPlace. This will include understanding business and process improvement opportunities, understanding the competitive landscape, and defining solutions to meet the needs of our customers (both buyers and sellers)
• Lead Ad Hoc Projects as requested by leadership
  
  

Minimum Knowledge/Skills/Abilities

Other duties as assigned

Minimum Education

• Bachelor’s Degree in Marketing, Business, Merchandising, or related field required (MBA preferred or commensurate work experience)
  
  

Minimum Special Certifications Or Technical Skills

• Thorough understanding of desktop, mweb, and app technologies
• Detailed understanding of eCommerce Systems, Infrastructure (e.g., Order Management, Catalog, APIs, and Content Management)
  
  

Minimum Type Of Experience The Job Requires

• 8+ years of professional non-internship Digital, eCommerce, Tech and/or 3P Marketplace experience
• Experience building ground up, nascent business models/functions/products/services from concept development to launch
• Expertise in defining and driving business development, and product/program management frameworks & methodologies
• Customer obsessed with high-quality standards for delivering high-impact front-end and back-end CX.
• Excellent oral and written communication, negotiation, and interpersonal skills with the ability to work effectively with business and technology executives in a fast-paced, startup environment
• Excellent Microsoft suite abilities, including executive-level presentations, project management software
• Experience in using web analytics tools such as Adobe Analytics, Google Analytics, Site Catalyst
• Excellent attention to detail and verbal/written communication skills
  
  

Applicants in the U.S. must satisfy federal, state, and local legal requirements of the job.

To review a comprehensive list of benefits, please visit Michaels Benefits

CA, CO, CT, WA, RI and select New York cities only - To review pay ranges for the position you are applying for, please visit Michaels Pay Ranges - CA, CO, CT, WA, RI, and select New York cities only.

Michaels is committed to the full inclusion of all qualified individuals. In keeping with this commitment, Michaels will assure that people with disabilities are provided reasonable accommodations. Accordingly, if a reasonable accommodation is required to fully participate in the job application or interview process, to perform the essential functions of the job, and/or to receive all other benefits and privileges of employment, please contact Customer Care at 1-800-642-4235 (1800-MICHAEL).

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