Icebreaker: Digital Performance Marketing Manager

Driven by the belief that nature has the answers, we provide natural performance alternatives to synthetic-based apparel, to create a healthier and more sustainable future for our species and the planet. We're passionate about connecting people to natural alternatives. In 2020 we continue to launch campaigns and activities to enable people to better understand how their clothes are made, what they are made of and how moving to natural alternatives can make a positive impact. Our plastic-free ambition: We are aiming for all our materials to be plastic-free by 2023. The constant pursuit of better is what drives our progress. We're not perfect, but we're looking for solutions that make a positive difference.

As of October 18, 2021, this position requires proof of being fully vaccinated for COVID-19 on the first day of employment, absent need for medical or religious accommodation or other exemption as allowed by state or local law. Further information provided during the recruitment process.

Digital Performance Marketing Manager, North America

This role is responsible for driving the strategy and execution of paid media marketing across all digital platforms to achieve commercial and brand goals.

How You Will Make a Difference:

What you will do:

  • Drive the strategy and execution of paid media marketing across all digital platforms.

How you will do it:

  • Own the relationships with our media agencies and partners.

  • Manage the full paid media budgets inclusive of performance marketing and brand awareness media. Report on results to management in partnership with the DTC analyst.

  • Have deep expertise in both online (paid search, paid social, display, affiliate) and offline (CTV/OTT, OOH, Audio) channels.

  • Own all paid media accounts and campaigns tracking the effectiveness and continually optimize for performance.

  • Manage the weekly & monthly reporting of paid media results in collaboration with the DTC digital analyst.

  • Drive qualified traffic and revenue for our DTC channels.

  • Set up tracking mechanisms to track the effectiveness of individual pieces of creative for ongoing optimization, plus tracking mechanisms to track the cost for acquiring each new customer.

  • Work with the marketing manager to develop a creative testing framework to determine the “always on” messaging strategy for Icebreaker.

  • Write creative and adaptation briefs for local partners based on insights you’re gathering from the effectiveness tracking within the platforms.

  • Create and manage a content calendar for paid performance channels.

  • Work with the DTC digital analyst and Marketing Manager to determine wider digital trends and insights to drive the overall marketing strategy in North America.

  • Work with Marketing Manager to develop consumer journey maps, and then continually optimize these for effectiveness.

  • Work with the Marketing Manager to brief upper funnel brand awareness campaigns into our local agency partners to ensure success metrics can be achieved in both upper and lower funnel.

Free To Be, Inclusion & Diversity

As a purpose-led, performance driven company, we strive to foster a culture of belonging based on respect, connection, openness and authenticity. We are committed to building and maintaining a workplace that celebrates the diversity of our associates, allowing them to bring their authentic selves to work every day.

Skills for Success

Years of Related Professional Experience: 5+ years

Educational Position Requirements:

A formal education and subsequent undergraduate/graduate degrees are nice to have, but we are most interested in your total experience and professional achievements.

What we expect you already know:

  • Digital performance marketing (search engine marketing, display, affiliates, social)

  • Demonstrable experience in driving business metrics to agreed budgets.

  • Analytical skills, including the ability to analyze data, prepare and interpret reports, and communicate actionable results, findings, and recommendations.

  • Experience working across a wealth of digital channels, working with, and managing agency relationships and media partners.

  • Expert knowledge of digital marketing principles such as funnel optimization and experience in running A/B tests for campaigns and deriving customer insights

  • The ability to manage through ambiguity and be a strong strategic thinker

  • Proven track record of effective qualitative and quantitative judgement and decision making

  • Meticulous organization and attention to detail, ability to facilitate multi-tasking in a fast-paced environment, teamwork, and relationship building.

  • Time-management and prioritizing skills and experience delivering to strict deadlines

  • Google Analytics knowledge

  • Understanding of USA and Canadian paid media landscape is a plus.

  • Understanding and management of influencer marketing is a plus.

Who you are:

  • Down to earth and positive with a solution-based mindset.

  • Strong communicator both written and verbal.

  • Curious, with a strong desire to continually learn and evolve with a global outlook.

  • A brand ambassador who is drawn in by Icebreaker’s story and is inspired by the authenticity and uniqueness of the brand.

What drives icebreakers

  • At icebreaker, we believe our values set the standard. They create our vision and help us build a team of change-makers.

    • Authentic | He tūturu - We are real, unique human beings

    • Achiever | He waewae kai pakiaka - We relentlessly pursue and win

    • Passionate | He ngākau whiwhita - We are a force of nature, united by purpose

    • Adventurous | He waewae kai kapua - We don’t follow, we lead

    • Belonging | He toi whenua - We’re stronger together and brave enough to be different

  • VF Guiding Principles: Live with Integrity, Act Courageously, Be Curious, Act with Empathy, and Preserve.

What’s in it For You

We’re in the business of unleashing human potential, driven by the ideas, energy and commitment of our people. That’s why we offer comprehensive benefits that encourage mental, physical and financial well-being for all VF associates. When it comes to benefits, we’re the total package. Go to MyVFBenefits.com and click on “Looking to Join VF?” to learn more.

Our Parent Company, VF Corporation

VF is one of the world’s largest apparel, footwear and accessories companies connecting people to the lifestyles, activities and experiences they cherish through our family of iconic outdoor, active and workwear brands. At the heart of our journey lies our company-wide purpose: We power movements of sustainable and active lifestyles for the betterment of people and our planet. This is our purpose. It’s the reason we come to work every day. It’s a commitment shared by our global associates across all brands. Our purpose unites us and leads us to pursue our goals, together. This is our calling. Learn more at vfc.com

We just have one question. Are you in?

Salary Range :

$86,400.00 USD - $129,600.00 USD annually

Annual Incentive Eligibility :

This position is eligible to participate in a VF Incentive Plan. Detailed information on incentive plans will be provided during the recruiting process.

Benefits at VF :

You can review a general overview of each benefit program offered, including this year's medical plan rates on www.MyVFbenefits.com and by clicking Looking to Join VF? Detailed information on your benefits will be provided during your onboarding process.

COVID-19 Vaccination Requirement

Unless prohibited by applicable law, this position requires proof of being fully vaccinated for COVID-19 on the first day of employment, absent need for medical or religious accommodation or other exemption as allowed by state or local law. Further information will be provided during the recruitment process.

Please note, that our salary ranges are based on market pay data and geographical differentials. In determining the compensation for this position, we comply with all local, state, and federal laws.

R-20220824-0073
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