Marketing Director

Marketing Director, Betsey's Boutique Shop

Location: Decatur, IN

Reports to: Chief Executive Officer (CEO) or Owner

Employment Type: Full-Time

Job Overview:
Betsey's Boutique Shop is seeking an experienced and dynamic Marketing Director to lead the development and execution of our comprehensive marketing strategies. This pivotal role involves driving brand awareness, enhancing customer loyalty, and maximizing sales growth across both our physical stores and e-commerce platforms. The ideal candidate will blend creative vision with data-driven decision-making to maintain our brand's unique identity in a competitive fashion market.

Key Responsibilities:

• Strategy & Planning: Develop and implement an annual, data-informed marketing plan and strategy that aligns with overall business goals and seasonal fashion trends.
• Brand Management: Act as the primary brand ambassador, ensuring consistency in brand messaging and visual merchandising across all channels (in-store, online, social media, and advertising).
• Digital Marketing & E-commerce: Oversee and enhance the digital marketing program, including SEO/SEM, email campaigns, content marketing, and social media strategies to drive online traffic and sales.
• Campaign Management: Plan, coordinate, and direct integrated marketing campaigns and promotional events from concept to completion, analyzing performance metrics (KPIs and ROI) to adjust strategies accordingly.
• Market & Consumer Research: Conduct ongoing market and competitor research to identify new opportunities, consumer preferences, and emerging fashion trends, translating these insights into actionable marketing initiatives.
• Collaboration & Leadership: Work closely with the creative team + customer service to ensure a seamless customer journey and alignment of marketing efforts with product availability and sales targets.
• Budget Management: Develop, manage, and optimize the annual marketing budget, allocating resources effectively to maximize impact and efficiency.

Required Skills & Qualifications:

• Bachelor’s degree in Marketing, Business, Communications, or a related field
• Minimum of 5-7 years of experience in marketing.
• Strong leadership skills with experience managing and mentoring a marketing team, freelancers, and external vendors.
• Excellent analytical and problem-solving skills, with proficiency in web analytics tools and CRM systems.
• Exceptional communication, writing, and presentation skills, with a creative eye for design and visual content.
• Media & Influencer Relations: Build and maintain relationships with media outlets, influencers, and external agencies to secure partnerships and enhance brand visibility.
• Ability to work in a fast-paced environment, manage multiple projects simultaneously, and adapt quickly to changing market demands.
• A passion for fashion and a deep understanding of the company's target audience and brand aesthetic.

Financial Performance & Sales Metrics related to the Marketing Director's responsibilities.

• Total Revenue Growth: The overall increase in sales generated during a specific period compared to previous periods.
• Sales Growth (Store vs. E-commerce): Tracking where sales growth is occurring helps allocate resources effectively between physical and digital channels.
• Return on Marketing Investment (ROMI): This crucial metric calculates the profit generated for every dollar spent on marketing activities, ensuring campaigns are profitable.
• Average Order Value (AOV): The average amount spent each time a customer places an order or makes a purchase. Marketing can influence this through bundling or promotional strategies.
• Customer Acquisition Cost (CAC): The total expense incurred to acquire a single new customer through marketing efforts.

Customer Acquisition & Engagement Metrics

• Website Traffic (Sessions/Users): The number of visitors to the online store, often segmented by source (e.g., organic search, paid ads, social media, direct).
• In-Store Foot Traffic: Measuring the number of people visiting physical locations (often via foot counters), linking this to localized marketing campaigns.
• Conversion Rate: The percentage of visitors (online or in-store) who make a purchase. This is a primary indicator of marketing effectiveness in converting interest into sales.
• Customer Lifetime Value (CLV): A projection of the total revenue a business can expect from a single customer account throughout their relationship with the brand. This heavily influences loyalty program success.
• Repeat Purchase Rate/Customer Retention Rate: The percentage of customers who return to make a second or subsequent purchase, indicating successful loyalty building.

Brand Health & Digital Metrics

• Brand Awareness/Mentions: Tracking how often the brand is mentioned across social media, news outlets, and review sites.
• Email List Growth Rate & Open/Click-Through Rates (CTR): Measures the health of the direct communication channel and the engagement level of subscribers.
• Social Media Engagement Rate: Measures how interactive the audience is with content (likes, shares, comments), showing brand resonance.
• Click-Through Rate (CTR) of Ad Campaigns: The percentage of people who click on a specific advertisement to visit the website.

Pay: $40,000.00 - $60,000.00 per year

Benefits:

• Relocation assistance

Work Location: In person