Sr. Director Omnichannel Acquisition & Engagement

Sr. Director Omnichannel Acquisition & Engagement
We have embarked on a fantastic journey to connect Jostens with consumers to provide easy access to the brand and our product offerings that help everyone celebrate their special achievements. Our CEO and the Jostens Leadership Team are all “in” to create a harmonized omnichannel strategy that brings digital and physical touchpoints together to magnify our awareness with consumers while delivering a phenomenal end-to-end experience across the customer’s journey. This strategy will help our independent representatives be able to connect with more consumers and elevate their sales potential.

Now that you understand generally where we are headed we need the best digital marketing talent out there to see this strategy through. We are covering everything from advertising, website, social, web platforms, marketing automation, big data, etc. Are you interested? Then let’s talk about this role!

This role serves as a key strategic contributor to optimize and harmonize our omnichannel approach with a heavy focus on “reigniting” our consumer social strategy and B2B2C social selling program. This includes creating the strategy and integrated planning and execution of influencer marketing programs, paid media, and organic channels to maximize our revenue potential with our Scholastic, Yearbook, College, and JPIX customers. The incumbent works directly with business unit marketing leadership help them develop out a unique go-to-market approach that is tailored to the needs of our stakeholders and their customers with assertive goals that are bold and achievable. The incumbent is responsible for providing insights and how we are tracking against the goals on a consistent basis to ensure all programs are performing while identifying opportunities to increase investment. The role is responsible for building and developing strong relationships with peers and stakeholders across marketing functions, creative & brand, customer care, business intelligence, product & merchandising, and sales leadership. The incumbent drives specific projects from inception to execution across multiple channels.

RESPONSIBILITIES:
Social Strategy & Social Selling:

• Create a social media strategy that delivers significantly increased engagement (followers, likes, comments, referral traffic, and revenue to .com) across the customer journey; awareness, research, shop, and loyalty.
• Define and develop out platform approaches that connect with parents and students in a more effective manner with relevant content
• Work with the creative team and others internally to establish a brand related communications strategy around content planning and content production to support an integrated content roadmap
• Identify and implement the necessary tools and services to measure, track, and deliver insights that help to improve upon our approach
• Create an influencer program that connects with parents and students
• Leverage and further drive the Jostens Social (Social Selling) platform to enable the independent sales reps and schools to connect with students and parents and drive more engagement and interest to Jostens.com.
• Dramatically improve the onboarding and engagement of Jostens Social to ensure near 100% of Scholastic sales force and 50% of schools are leveraging the platform consistently and effectively

Paid Media & SEO:

• Develop and lead all demand generation activities (Search (Paid & Natural), Affiliate, Display, Paid Social) across all media and customer touchpoints to achieve individual business unit operating plans (Buy Rate improvements, Net Account growth, Net Gains, Unit Sales, Gross Revenue, and EBITDA)
• Oversee combined media spend to optimize, deliver financial results, and advance marketing capabilities.
• Coordinate demand planning and create executable roadmaps by business unit
• Establish a consistent measurement process to educate and pivot media spend where needed.
• Establish annual, quarterly, monthly goals by business unit with stakeholder alignment and update weekly on performance and opportunities against those goals.
• Deliver on and exceed on annual revenue goals focusing on last click effectiveness.
• Identify effective ways to leverage creative resources (internal and agency specific) to ensure all media is on brand and delivered in a timely manner.
• Elevate our go-to-market plan and develop out a segmented and persona based approach to target and deliver more relevant messages and increase conversion through .com.

SUPERVISORY RESPONSIBILITIES:

• Participate in decisions related to the selection, promotion, transfer, pay and discipline of assigned personnel.
• Clearly communicate job duties and responsibilities to enable individuals to proceed with certainty in the performance of their positions.
• Monitor the work performance of assigned personnel on a continual basis; conduct effective performance reviews; take corrective action whenever necessary and, where necessary, work with HR Generalists to establish performance improvement plans.
• Support the development of assigned personnel’s skills and abilities, and demonstrate by personal example the desired standards of conduct (Jostens values) and work performance.
• Identify and resolve skill gaps and succession issues.
• Administer Company policies with regard to discipline, absenteeism, etc., in a fair and equitable manner, and fully document all incidents and actions taken.
• Involve assigned HR Generalist on compliance issues such as pay equity, equal opportunity in hiring and promotions, and proper procedures for hiring, terminations, lay-offs, etc.

JOB REQUIREMENTS/SPECIFICATIONS:
Required:

• BA/BS degree
• 15+ years’ experience in social and digital marketing, with proven examples of strategies developed for well-known brands in a client and/or agency side
• Strong knowledge and experience managing, motivating, and building social & digital teams responsible for creating demand generation, paid and earned social media, and customer acquisition programs.
• Experience leveraging integrated marketing strategies and techniques to drive optimal value for promotions, media campaigns, product launches, brand initiatives, and other marketing programs.
• Ability to build strong relationships and work effectively, proactively and seamlessly amongst a large and complex cross-functional team.
• Strong storytelling skills with the ability to communicate complex strategic campaign concepts in streamlined, logical and well-designed decks.
• Proven ability to independently manage multiple priorities in a fast paced and deadline driven environment.
• Be able to foster an environment that encourages collaboration, risk-taking, innovation and creativity.

Preferred:

• MBA in Marketing
• Experience in the CPG industry
• Typical/expected % of overnight travel: <20%

About Jostens:
Celebrating over 120 years of business, Jostens has been a part of local communities, working with K-12 schools, colleges and universities, teams and affiliation groups. Representatives from Jostens touch thousands of schools and groups every day, working to make a difference with products and services that recognize accomplishments and help people tell their stories. These products, along with resources for educators, yearbook curriculum and services to help motivate and inspire like Jostens Renaissance® and Commitment to Graduate (C2G) are all designed to contribute to a positive and rewarding school experience. As a household name and leading brand in our market, we are passionate about being the most trusted partner in celebrating moments that matter. We are a mid-size company with a small company feel, allowing us to move fast and explore innovative ideas.

Jostens is an Equal Opportunity Employer and complies with applicable employment laws. EOE/M/F/Vet/Disabled are encouraged to apply.