American Greetings Interactive (AGI) is looking for an experienced, dynamic, and self-starting marketing leader to oversee all marketing functions for its subscription e-card business. As an integral member of the AGI leadership team, you will collaborate cross-functionally to ensure marketing efforts align with overall business goals while continuously improving the customer experience and evolving the e-card products and offerings.

The Sr Director Interactive Marketing will develop and execute comprehensive paid, owned, and earned marketing strategies that elevate AGI's three brands (www.americangreetings.com, www.bluemountain.com, and www.jacquielawson.com), drive customer acquisition, retention, and loyalty as well increase e-card usage. You will have a deep understanding of brand management, digital strategies, customer lifecycle marketing, and test-and-learn practices. You must be able to build and lead a high-performing team while also being hands-on in executing key initiatives.

Reporting directly to the General Manager/Executive Director – D2C Business, you will manage a team of 7 marketers across performance and brand functions.

DUTIES AND RESPONSIBILITIES:
● Define the overall marketing strategy and vision to align with the company’s goals and growth objectives.
● Develop, execute, and oversee the overall marketing plan integrating brand, performance, and retention marketing activities to sustainability and substantially drive customer growth and revenue.
● Produce a subscription volume plan and allocate budgets effectively across digital and traditional channels to hit ambitious growth targets.
● Lead the continuous development and evolution of the brand, ensuring it stays relevant, innovative, and aligned with customer needs and with the overall American Greetings master brand.
● Create compelling AGI brand narratives and campaigns that drive brand awareness, customer engagement, and organic growth across all consumer touchpoints.
● Oversee the creation of engaging, platform-specific content and ensure brand cohesion across all channels.
● Measure brand health and, when warranted, take proactive measures to improve.
● Develop a digital marketing strategy, leveraging data-driven insights to drive traffic, engagement, and conversions while optimizing customer acquisition costs.
● Lead a team of marketing professionals to execute all marketing activities, including PCP advertising, social media advertising, email, SMS, SEO, and any other appropriate marketing opportunities.
● Set and lead aggressive test-and-learn agendas to continuously experiment with new channels, creative approaches, and audience targeting to increase conversion, lower CPAs, and/or reduce churn.
● Lead the development of seasonal, event-based, promotional, and evergreen campaigns building upon prior success/learning as well as forging new territories.
● Develop lifecycle marketing strategies, nurturing existing customer relationships to increase retention rates and maximize lifetime value (CLV)
● Drive subscriber retention and loyalty through targeted communications, promotions, and value-driven content to enhance customer satisfaction, increase lifetime value, and reduce churn.
● Define, maintain, and refine customer segments based on behavioral, demographics, and digital behavior. Leverage insights to drive personalization and engagement across all customer touchpoints.
● Lead and mentor a 7-person marketing team, fostering an outcome-driven and collaborative environment that encourages innovation and accountability.
● Set clear objectives and provide ongoing feedback to ensure the marketing team’s initiatives align with the company’s growth strategy, customer experience, and brand vision.
● Empower team members to take ownership of their work, providing clear direction, support, and opportunities for professional growth and advancement.
● Surface insights regarding subscriber behavior shifts and trends to the leadership team; translate these findings into business opportunities and risks. Champion customer needs, preferences, and experiences to deliver maximum value and relevance.
● Lead strategic partnerships with 3rd party agencies. Conduct regular evaluations of those 3rd parties and hold agencies accountable for delivering business results.
Market Trends & Innovation
● Utilize market insights and data analytics to inform strategic decisions, ensuring marketing efforts are optimized for performance and relevance.
● Remain well-informed of competitive practices, market trends, and new tools related to digital marketing for subscription-based business models.
● Continuously evaluates marketing tools for best-in-class, cost-effective options for American Greetings to utilize
● Oversee the media budget, prioritizing spend efficiency and ensuring a high return on investment across marketing channels.
● Develop robust and actionable reports to capture the impact of all marketing efforts. Provide regular reporting to key stakeholders with insightful analysis on performance.
● As needed, provide marketing updates for business reviews with American Greetings Leadership and/or Ownership.

You are right for the role if you are:
• Strategic Thinker: Able to see the big picture while staying agile in a fast-paced environment.
• Data-Driven: Strong analytical mindset with the ability to leverage data to make informed decisions and continuously optimize marketing efforts.
• Creative Visionary: Innovative, bringing fresh ideas to elevate the brand and connect with consumers on a deeper level.
• Collaborative Leader: Excellent team player who fosters collaboration and inspires a culture of creativity and accountability.
• Customer-Centric: Always focused on enhancing the customer experience, with a deep understanding of customer needs and behaviors.
• Resilient & Adaptable: Comfortable navigating ambiguity and shifting priorities, with the ability to pivot and adjust strategies when necessary.
• Results-Oriented: Highly focused on driving measurable results, ensuring marketing efforts contribute to growth and brand equity.