Director of Marketing

About our company 

M.M. LaFleur is a women’s fashion brand based in New York City. We believe that the world is a better place when women succeed. Through our thoughtfully-designed products and a highly personalized service model, we celebrate and champion the modern woman.

We are proud to be a brand that empowers women–our customers, our employees, our partners, and all the manufacturers and sewers in our supply chain. We are long-term partners to organizations focused on gender equality, such as Bottomless Closet, She Should Run, The Girl Scouts, and the International Rescue Committee. Starting in 2023, we are donating 10% of our profits to causes that align with our mission. 

Who are we? 

We're a varied group of go-getters who are passionate about reimagining the way women shop and dress for work. We’re scrappy, straightforward, strategic, and snack-oriented. We think big, but we sweat the details. We take our work (but never ourselves) seriously. We have a validated market and die-hard fans, a quickly growing revenue stream, and a whip-smart and energetic team. We are perfectionists who sometimes spill on our clothes. We truly believe we can do it better and faster and smarter—and have more fun while we’re at it. We are incredibly proud of the team and culture we’ve built, and are intensely focused on maintaining and evolving this special thing we’ve got going on.

About this role

The Director of Marketing is responsible for leading the overarching performance marketing strategy and execution to drive the next stage of brand growth at M.M.LaFleur. This role will own the customer’s performance marketing journey from acquisition to retention to winback, and  drive the strategy and execution of all performance channels, including paid (search, display, social, affiliates, direct mail) and email. They will manage our relationship with our digital marketing agency to ensure coordinated strategies and target results. In addition, they will partner closely with the Directors of Brand & Integrated Marketing, E-commerce, and Retail to coordinate and execute strategies across marketing campaigns and sales channels. This role is responsible for leading, managing, and mentoring junior team members. 

Who are you?

• You have a genuine love for fashion and a passion for improving the lives of women
• You are deeply compassionate and are able to anticipate others’ needs (per our company motto of “Kizukai”)
• You are able to work efficiently under tight deadlines and manage multiple priorities at once
• You are highly independent and like operating with limited oversight
• You are highly curious and eager to learn
• You are highly analytical and enjoy creating insights from data
• You have a steadfast willingness and drive to “find a way”
• You have great communication and relationship-building skills

What will you do?

Oversee M.M.LaFleur’s digital marketing journey 

• Oversee the customer’s marketing journey, from acquisition to retention to winback, across all digital marketing channels, managing to Return on Ad Spend, and Lifetime Value, and: Customer Acquisition Cost targets. 
• Work with the Directors of E-commerce and Retail to grow the lifetime value of each customer by creating a delightful (and sticky) customer experience
• Partner with the Directors of Brand & Integrated Marketing, E-commerce, and Retail to develop strategies and execute customer marketing recommendations across all touchpoints
• Develop a sustainable and predictable revenue model in partnership with Finance leaders and continuously align the organization with that model
• Measure and report campaign and content performance against key KPIs and communicate regular hindsighting to stakeholders
• Have an eye towards innovation, seeking out opportunities for new tools, platforms, partners, outlets, or marketing trends to support our acquisition and retention goals

Manage team responsible for executing all paid media efforts

• Own the strategy, planning, and execution of M.M.’s paid search, paid social, display, affiliate, and direct mail channels, with the goal of growing traffic, increasing revenue, and driving new customer acquisition. 
• Oversee strategy and execution of Paid Search and Paid Social through digital marketing agency; manage strategy and execution of Display, Affiliate and Direct Mail channels with internal team
• Own paid media budget, allocating effectively across channels, engines, campaigns, and keywords
• Monitor and optimize channel KPIs (cost per click, click through rate, conversion, cost per acquisition, return on ad spend, etc.)
• Create and execute initiatives to scale the channels, including ad/keyword expansion and optimization across bids, partners, ad text, landing pages, creative, and audiences
• Analyze campaigns and translate findings into actionable recommendations and plans
• Partner with the Brand, Tech, and Analytics teams to support our SEO efforts
• Analyze campaigns and translate findings into actionable recommendations and plans

Manage team responsible for executing M.M.’s email and SMS programs

• Own the strategy, planning, and execution of M.M.’s email and SMS channels with the goal of increasing customer engagement and lifetime value
• Manage email and SMS development and deployment strategies
• Continuously test and improve the role of messaging, creative, placements, and offers within the email and SMS channels
• Report on key email and retention KPIs, including open rate, click through rate, unsubscribe rate, conversion, and dollars/send
• Lead post-mortems of specific email tests and provide go-forward recommendations

What skills do you have?

• Bachelor’s degree
• 8 years of performance marketing experience, with deep expertise across paid search, social, and email in a direct-to-consumer/e-commerce business and/or agency
• Proven track record of scaling creative-based performance marketing
• Proven track record of executing email and SMS programs
• Excellent analytical and critical-thinking skills, with strong attention to detail
• Highly knowledgeable about industry best practices
• Preference for New York-based candidates 

If you are a New York City applicant:

• The estimated pay range for this role, based in New York City, is $120,000 - $170,000.
• This role will be eligible to participate in our company's equity program, 401k program, and benefits.

Our salary ranges are based on paying competitively for our size and industry, and are one part of many compensation, benefits and other reward opportunities we provide. 

Individual pay rate decisions are based on a number of factors, including qualifications for the role, experience level, skill set, and balancing internal equity relative to peers at the company. 

Salary : $120,000 - $170,000