Sr. Director of Digital Marketing & E commerce


Deerfield Beach, FL

Industry: Telecommunications


5 - 7 years

Posted 5 days ago

  by    Doug Hoffman

Position Overview:

Based in Deerfield Beach, FL, reporting directly to the Chief Marketing Officer, the Sr. Director, Digital Marketing & Ecommerce will be the Company's global "Digital Storyteller"- responsible for the strategic planning and tactical execution of the company's Digital Marketing initiatives that support profitable and recurring Ecommerce and in-store traffic and revenue growth. The Sr. Director, Digital Marketing will have direct responsibilities for a 7-person Digital Marketing team, which includes Paid Social, SEM, SEO and content development. Over the last 3 years, Youfit's Digital Marketing capabilities and Digital Media spend have increased at a significant pace, supporting double-digit growth in the Company's online channels and driving (and converting) critical in-store traffic. With significant investments in Ecommerce platforms, the Youfit has set the stage for the next level of profitable, organic growth.

Scope of Responsibilities:

Annual Strategic Planning – With input from the broader Youfit senior leadership, and the CMO, draft the Annual Operating Plan (AOP) for Digital, including commitment to a range of internal Key Performance Indicators (KPIs). The Digital Marketing plans must embrace and support the broader Youfit corporate growth agenda, and importantly, the plans must also reflect alignment with Marketing (both Channel and sales club owners), Merchandising and Content across non-Digital channels. As a key driver of the broader corporate growth agenda, the primary objective for Digital is profitably driving and converting traffic, both online, and to Youfit's brick and mortar clubs.

Daily Digital Oversight – Oversee the vision, strategy, tactics and day-to-day management and activation of the Company's online Marketing channels, focused on driving both online and in-club activity while meeting MROI objectives. This will include Paid Search (including brand and non-brand ads), SEO, Affiliate Marketing, Display (including core display and paid social media—Facebook, Instagram) and Retargeting. Given the competitive environment and rapid pace of the heath club industry, this Digital leader must be nimble, agile, and able to adjust quickly, when the situation requires such action (and reaction).

Optimize Marketing Technology – Optimizing the customers' Digital experience and journey requires building a strong foundation upon which to build the Digital strategy. The Sr. Director of Digital Marketing & Ecommerce must look at how Digital technologies can help Youfit better understand and guide the customer's story from beginning to end. To address these challenges, the Digital leader will work closely with IT to optimize Youfit's enterprise architecture solutions and roadmap so that systems and data evolve in a way that is aligned with the needs of the business. With an optimized architecture and platforms in place, Youfit can pull together siloed tools into more efficient Digital structures in order to extract more value and increase efficiencies.

Customer Retention (CRM) – Continue to develop, test, measure, optimize and personalize both messages and offers in order to drive Youfit community involvement, increase loyalty, and enhance LTV, across the installed customer base. Increase retention by utilizing relevant, targeted communications, effective life-cycle management, and other CRM tactics (Email, Direct Mail, Social Media, Mobile App, Web Sites). Continue to refine and accelerate adoption of Youfit's proprietary "YF" app, which needs to drive engagement and incremental (personal training) purchases, while significantly reducing member abandonment rates.

Content Management – Oversee the development and activation of a comprehensive Digital content strategy designed to drive awareness, consideration (interest), and ultimately preference for the Youfit brand. This evocative and engaging content needs to balance the company's Digital Marketing, Brand building, local club support and ultimately Ecommerce goals. Define content requirements and implementation, which should reflect a deep understanding of customers and how their needs can be addressed by the membership type and personal training / small group offerings

Attribution & Analytics – Collaborating closely with CMO and other senior business leaders, to work to improve forecasting and yield, enhance MROI ("defend the spend") and assess new business opportunities for Youfit. Drive increased adoption of the Company's omni-channel / multi-touch attribution solution to accelerate improvements in overall Marketing efficiency and customer acquisition. Develop a keen understanding of all sources of Youfit's customer data and partner with the Business Intelligence team to optimize how data is used to inform the overall Digital Marketing strategy and tactical efforts.

Shape World Class Digital Team – There are strong assets currently in-place at Youfit, in terms of people, systems, technologies, tools, etc., and as the business grows, the company is becoming more aggressive about investing in the quality of infrastructure required to propel Youfit into a leading position on the Digital front. This new Sr. Director will need to be deeply committed to building out this functional capability, with both talent and systems. They will also need to think holistically about their team, which will include direct and indirect reports, cross-team/functional colleagues, and a variety of external partners (Digital agencies, Technology partners).

Performance & Success Measures:

  • Increase revenue growth and profit (both Ecommerce and Clubs)
  • Driving incremental new members and PT (personal training) Clients (both Ecommerce and Clubs)
  • Deliver against established MROI, CAC and ROAS targets (by program and channel)
  • Retention and value measures (Incremental LTV, Reduced Attrition)
  • Successful implementation of attribution solution
  • Improvement in key efficiency metrics across channels
  • 360-degree feedback from internal teammates (and external customer feedback)

Candidate Profile Experience Base:

  • Digital Marketing – While this role includes an emerging Ecommerce focus, the main scope of this role is about driving profitable traffic to local clubs. This Digital leader needs to bring a well-developed Digital tool kit, including a deep strategic—and operational— understanding of SEO, SEM, Display, Retargeting, Email, Affiliates, Paid Social (Facebook, Twitter, Instagram, Yelp, Yext), Web Video and Mobile Marketing.
  • Ecommerce Experience – Experience architecting and leading an online business or online retail channels to drive—and profitably grow—that business, with a deep understanding of the current eCRM marketplace, suppliers, and marketplaces (e.g., Amazon). Experience leading or influencing Shopper Experience (UX/UI), Content Management, Digital Shelf, Digital Merchandising, and Shopping Cart.
  • Subscription Business – Ideally, but not required, this leader will have experience driving profitable Digital lead generation and customer acquisition and/or Ecommerce for a subscription-based or membership-based business. This could include Home Services, Heath Club, Wireless, Satellite and Cable TV/Radio, Entertainment/Content, Financial Services, etc.
  • Functional Development – Demonstrated success building organizational capabilities through process design, organizational development, recruiting and training high performing Ecommerce/Sales/Digital Marketing teams.
  • Skill Set:*
  • World class Digital Marketing and Ecommerce/Sales skills (technically proficient)
  • High EQ (emotionally intelligent, able to balance the data with effective persuasion)
  • P&L management (keen commercial mentality; acts/thinks as business owner)
  • Innovative, divergent and creative thinking (can see the bigger strategic picture)
  • Intellectual horsepower/curiosity (highly analytical and strategic; can connect the dots)
  • Drives for results in a principled manner (balanced sense of urgency, a "doer")
  • Listening skills, ego-less (listen first, then respond; shines the light on others)
  • Organized and attention to detail approach (executes quickly with excellence)
  • Highly resourceful, frugal (stretches people and money; treats resources as his/her own)
  • Highly collaborative (works respectfully with internal and external peers)

The candidates we're seeking have the following profile:

  • Digital Acquisition- Skilled at Digital lead generation and customer acquisition
  • Loyalty/CRM - Experience driving retention, community and maximizing customer LTV
  • Subscription Business- Entertainment (Sat TV, Radio), Heath Club, Wireless, Financial Services
  • Ecommerce- Experience driving and converting profitable online transactions
  • Large & Small Co - Effective in environments with lean resources and a fast pace
  • Functional Development - Ability to build, lead and mentor high-performing team

Youfit Health Clubs LLC provides equal employment opportunity to all individuals regardless of their race, color, creed, religion, gender, age, sexual orientation, national origin, disability, veteran status, or any other characteristic protected by state, federal, or local law.

$150K - $160K