Director Customer Relationship Marketing

Director, Customer Relationship Marketing - West Elm & Global

About the Team

You will be part of the Customer Relationship Marketing (CRM) team for West Elm US and Williams-Sonoma Inc. (WSI) Global, responsible for managing advertising investment across our paid marketing channels. You will innovate and execute marketing campaigns that drive new customer acquisition and retention while also increasing wallet share with our existing customers. You will ensure our performance-based marketing strategies deliver against core KPIs and are aligned with the brands' key initiatives and growth strategies.

About the Role

As the Director you will focus on driving profitable brand sales and customer growth by optimizing the performance-based marketing investment across our digital channels, leading a team in planning the support of key brand initiatives. You will identify programs to acquire new, retain existing, and reactivate lapsed customers. You will lead your team to develop customer growth plans, validate sales plans, as well as re-forecast and report to senior leadership on performance against these plans. You will collaborate closely with brand partners, in-house digital advertising and data science teams, and other cross functional stakeholders.

You will be highly analytical, detail-oriented, well versed in performance marketing, and will possess the ability to build strong cross-functional relationships.

You're excited about this opportunity because you will…

• Work directly with the Brand's leadership team to develop marketing and investment strategies to achieve brand demand goals

• Manage, optimize and report on KPIs (e.g. sales, customer growth, incremental sales/ROAS) for all digital programs

• Oversee the marketing budget, including decisions to reallocate and/or change investment based on individual program performance and brand goals

• Develop a deep understanding of each brand's identity including product, editorial and marketing initiatives in order to develop marketing strategies that meet both financial and brand-building goals

• Lead, coach, and develop a high performing CRM team

• Manage Global email strategy including circulation and targeting strategies. Implement a test & learn roadmap. Monitor and react to customer engagement metrics, trends, test results, and campaign performance.

• Collaborate with CRM leadership and digital experts on strategy with a keen focus on optimization, innovation and personalization

• Develop annual marketing budget, inclusive of next year's strategies, customer count goals, test and learn strategies, and site metric goals. Present and gain buy in from senior leadership. Work alongside digital subject matter experts to identify new opportunities.

• Conduct analysis on the effectiveness and efficiency of existing digital programs, applying insights to the evaluation of new opportunities based on program KPI's

• Present performance analysis and recommendations, including monthly marketing financials, to senior management

• Work closely with brand finance teams to ensure accuracy of marketing month end close and forecasting processes

• Collaborate with key brand stakeholders to manage creative development process for all digital campaigns

• Leverage available analytic tools to gather data and make marketing strategy and investment decisions including but not limited to: Adobe Analytics, Tableau, DOMO, Multi Touch Attribution

• Develop customer growth plans including new customer acquisition, lapsed customer reactivation and existing customer retention

• Use data to identify, target and deliver relevant messaging to key strategic customer segments across paid marketing touchpoints

• Implement rolling 12-month test plan across all channels to continually fuel a pipeline of new tactics

• React to business trends in the fast-paced retail environment

• Own relationships with key vendors where applicable, including contract negotiation

• Lead collaboration efforts across CRM teams to help accelerate best practices and identify opportunities and winning marketing strategies. Lead creation of processes and documents to ensure cross-brand consistency.

Why you will love working at Williams-Sonoma, Inc.

• We're a successful, growing company

• A technologically and data-driven business, we're at the forefront of tech and retail, redefining technology for the next generation

• Competitive salaries, and comprehensive health benefits

• We're passionate about our internal and external clients and live/breathe the client experience

• We get to be creative daily

• A smart, experienced leadership team that wants to do it right and is open to new ideas

• We believe in autonomy and reward taking initiative

We're excited about you because you have:

• Minimum of 10+ years' experience in online marketing, retail marketing, or digital media planning

• Proven track record in managing and optimizing a large, complex, multi-channel budget to ROI goals

• Analytical, proactive, problem-solver with insatiable curiosity; ability to synthesize large data sets into a story/ recommendation

• Strategic and analytical thinker; ability to evaluate alternatives and develop effective solutions

• Able to see trends and to extract actionable insights from data to drive results

• Strong organization and interpersonal skills; must have excellent written and verbal communication & presentation skills and ability to gain support of others

• Ability to build effective relationships within team & with cross functional partners & vendors

• Ability to lead and develop a successful team

• Ability to prioritize and work on multiple projects in a deadline driven environment; able to deal with ambiguity in a fast-paced business

• Bachelor's Degree in Marketing, Business or related field or equivalent work experience

• Strong Excel spreadsheet proficiency

We believe in People First

We firmly believe that working in a culture focused on diversity, equity, and inclusion spurs innovation, creates healthy and high-performing teams, and delivers superior customer experiences. Our DEI initiatives prompt associate participation and engagement, aligning with our core vision to reflect the communities where we do business and put people first.

Benefits Just for You

Depending on your position and your location, here are a few highlights of what you might be eligible for:

• A generous discount on all Williams-Sonoma, Inc. brands

• A 401(k) plan and other investment opportunities

• Paid vacations, holidays, and time off to volunteer

• Health benefits, dental and vision insurance, including same-sex domestic partner benefits

• Tax-free commuter benefits

• A wellness program that supports your physical, financial and emotional health

Your Journey in Continued Learning

• In-person and online learning opportunities through WSI University

• Cross-brand and cross-function career opportunities

• Resources for self-development

• Advisor (Mentor) program

• Career development workshops and learning programs

• Speaker series

WSI will not now or in the future commence an immigration case or "sponsor" an individual for this position (for example, H-1B or other employment-based immigration.

This role is not eligible for relocation assistance.

Williams-Sonoma, Inc. is an Equal Opportunity Employer. Williams-Sonoma, Inc. will consider for employment qualified applicants with criminal histories in a manner consistent with the requirements of the San Francisco Fair Chance Ordinance, or other applicable state or local laws and ordinances.

The expected starting pay range for this position is $165,000 - $190,000 annually. Applicable pay ranges may differ across markets. Actual pay will be determined based on experience and other job-related factors permitted by law. In addition to competitive pay, compensation may include a variety of other components like benefits, paid time off, merit, and bonus opportunities.