Applicants in the Minneapolis-St. Paul Metropolitan area only, please.
We are strengthening our focus on digital and data driven marketing to accelerate brand growth and enhance our customer experience across all touchpoints. To drive our success, we are seeking an experienced Digital Marketing Director to lead comprehensive digital marketing strategies to drive customer acquisition, engagement, retention, and loyalty. This role is responsible for ensuring that Great Clips is prepared with the right mix of internal and external tools to execute personalized campaigns across marketing vehicles that target the right audience, efficiently and effectively. This role provides direction and influence across the marketing team with how technology can enhance customer experiences. Reporting to the VP of Marketing and Communications, the Digital Marketing Director partners with the leadership team and cross functionally with Business Intelligence, IT, and Operations to collaborate and influence the use of established and cutting-edge data and marketing technology. Responsible for a multimillion-dollar budget, the individual in this role has a chance to drive brand growth. We are looking for a collaborative thought leader, who thrives on identifying growth opportunities for both the business and their own team members.
Your Mission
On your journey, you will face challenges such as:
- Leads and manages all aspects of digital marketing, inclusive of paid media, owned media and marketing technology operations.
- Own the holistic view of all digital channel data, analytics and campaign measurement strategies, defining clear KPIs across all digital marketing channels including but not limited to qualitative and quantitative channel performance.
- Translate business objectives and marketing strategies into discrete digital marketing actions and investments and drive cross-functional priorities and activities.
- Identify and incubate new marketing and retail technologies to adapt to a changing marketing technology landscape.
- Lead strategy, exploration, and development of marketing technology to support campaign execution, personalized digital media, and personalized messaging.
- Design, implement, and continuously optimize a customer loyalty program.
- Provide digital thought leadership on privacy, channel, tech, competition, and customer trends.
- Build and maintain digital marketing budget aligned with overall business objectives.
- Manage and evaluate all associated digital marketing partners, vendors and publishers for effectiveness and contribution to business and digital marketing efforts.
- Lead, mentor, motivate, and develop the digital marketing team; set and maintain clear specific, measurable, actionable, reasonable and time related goals.
- Champion cross-functional teamwork and create an inclusive team environment that inspires a diversity of perspectives and bold ideas.
- Ability to listen, earn trust, and accept direct feedback from franchisees while building strong, positive relationships.
Your Expertise - Minimum of 10 years of relevant digital marketing experience and leadership, with a successful track record of developing and delivering on comprehensive strategies across paid and owned channels; including programmatic, social media, email, SEM/SEO, app and website.
- Proven track record of developing and executing successful digital marketing and loyalty strategies.
- Understanding of Data Governance and ability to provide in-depth knowledge of the business use of data as it relates to marketing.
- Strong leadership and team management skills.
- Proficiency in digital marketing tools and platforms (e.g., Google Analytics, CRM systems, email marketing software).
- Excellent analytical skills, with the ability to interpret data and make data-driven decisions.
- Strong communication and interpersonal skills, with the ability to collaborate effectively across teams.
- Bachelor’s Degree, MBA preferred.
- Franchisee and retail brand experience is preferred.
To land this job you will need to demonstrate, and/or possess the following:
- Demonstrated success scaling innovative programs in fast-paced, dynamic organizations
- Strong knowledge of the digital marketing industry, trends, and tactics (e.g., tags/cookies, digital media ad-serving platforms, mobile, search, affiliates, email)
- Ability to analyze digital marketing campaigns, synthesize results, and use data to make effective decisions and to influence internal and external stakeholders
- Digital analytics and tag management experience with an attention to detail and focus on incremental growth metrics, for web, advertising, and media attribution
- Able to synthesize complex ideas, extract the significant nuggets of information, and adjust communications as appropriate for audiences with varying degrees of technical expertise
- Conversant in personalized media business strategy, technology and user experience, along with other elements of digital media value chain
- Experience evaluating/onboarding martech solutions and key digital platforms (e.g. Google Analytics, CRM platforms, DMP/CDP, marketing automation, campaign analytics)
- Experience managing multiple marketing vendors, preferably including a martech stack with multiple integrations
- Demonstrated experience in training teams on new platforms, technologies, and best practices
- Strong communication skills to translate business vision and objectives to technology teams and vendors
- Experience managing a team and a multimillion-dollar budget
- Deep understanding of the privacy landscape and its impact on the current and future landscapes of digital marketing
- Experience handling sensitive customer data using privacy and security standards and processes
- Proven ability to successfully manage internal and external partner relationships
- Positive and productive interpersonal, oral, and written communication skills
Your Work Environment This is a hybrid position requiring in-office workdays twice weekly, including every Wednesday and another day of your choice (Monday, Tuesday, or Thursday). The remainder of the week can be worked remotely with reliable, secure internet.
Position based in Great Clips corporate office with occasional travel (10-15%) out to markets across the country. Travel could be multi-day depending on scheduled meetings.
Living the Values We Are Kind - Treat others the way you would like to be treated. Be humble, act honorably, and express gratitude. Respect and value everyone’s role in our company’s success.
We Exceed Expectations - Innovate; be curious about what’s possible. Be adaptable and eager to respond to challenges. Collaborate and work together to achieve our goals. Strive for greatness and inspire others by your example. Be proactive. Seek continuous improvement.
We Focus on Execution - Make decisions with the belief it can be executed in 6,000 salons. Focus on impact of key brand measures. Prioritize on ability to execute quickly.
We Keep it Simple - Set clear expectations. Make things easy to understand and execute. Stay focused on what’s most important.
We Listen and Earn Trust - Be respectfully honest; react thoughtfully. Respond quickly – 24 hours or less, and remember that personal contact is always best. Be transparent through open communication and candid conversation. Be willing to admit mistakes and fix them. Listen generously: Seek to understand other’s perspectives. Act with integrity. Always. Even when no one will know.
We Make it Fun - Smile! Find opportunities to laugh. Celebrate accomplishments and recognize the contributions of others. Approach people and situations with a positive attitude. Build a sense of community where everyone enjoys coming to work every day.
What We Offer We offer a competitive salary, health benefits, wellness programs, a company-matching 401K and tuition assistance but some perks that set us apart are:
A focus on your development . We want to know what your dreams and aspirations are and hope to find ways of Great Clips helping you along in your journey. Your personalized development plan will create a path for your growth and promotion potential.
A GREAT culture . One of the most frequent compliments you will hear about Great Clips from employees, franchisees and business partners alike is that Great Clips has a GREAT culture. Our belief is that we are strongest together and therefore find it important to have an inclusive, diverse work culture. Though we embrace our differences, we all share in our 6 core values; we are kind, we listen and earn trust, we keep it simple, we focus on execution, we exceed expectations and WE MAKE IT FUN.
A spirit of ideas and innovation . Here at Great Clips, we have a competitive lead within our industry. Though we hold a strong position, we never stop pushing ourselves forward and continue to look for new ways of delivering a powerful and enduring brand.
About Great Clips With more than 4,400 franchised salons throughout the United States and Canada, Great Clips is the world’s largest haircutting salon brand. Our salon owners and corporate staff are dedicated to our salon communities with a focus on philanthropic and volunteer activities. Great Clips, Inc. employees are passionate about what we do and our technology team geeks out in finding ways to use technology to make what we do even better.