Job Description

pOpshelf is on the search for a Director of Marketing to serve as the leader of the interactive marketing function, co-promotional marketing function (in partnership with vendors), and Dollar General Market concept branding and advertising program.

Duties & Responsibilities

• Direct long-term strategic planning and oversee successful implementation of strategies through effective resource management.
• Oversee interactive marketing efforts, leveraging company website, customer community, online advertising, e-mail marketing, social media, emerging media and e-commerce
• Brand management and integration within the functions
• Agency management (media planning and buying; strategic, creative and production management)
• Creative direction for online advertising, company website, e-mail marketing, DG Market concept and promotional materials
• Oversight of all advertising related to the Dollar General Market concept, including but not limited to: circulars, in-store promotions and out of store communications.
• Direct all marketing and brand-related initiatives on Dollar General’s website, including: integration of offline advertising and marketing programs; lead strategic processes to grow mindshare of and maintain integrity of the DG brand in online space; lead planning and implementation of relevant content on customer-focused sections of website to drive website and store traffic.
• Oversee the co-promotional marketing function in partnership with Dollar General vendor partners. Develop long-term and short-term plans to drive traffic and secure vendor rebate revenue through promotional vehicles. Partner with vendors to identify opportunities and implement into promotional calendar, ensuring alignment with company goals. Oversee successful execution of retail programs in-store.
• Direct advertising program for DG Markets, including: strategic planning with Merchandising; media management on an individual store basis; creative concept development; ad layout and design and print execution of branded circular programs by store to maintain and grow market share. Work with merchandising and various agencies to determine effective items and communication methods.
• Lead the process to build and maintain a loyal online customer community and CRM (customer relationship management) program. Build database of customers; segment in accordance with key DG customer segmentation; grow the database over time to increase campaign effectiveness and ROI. Develop and maintain a customer community that will keep customers loyal to brand.
• Develop and implement strategy to drive traffic to stores through effective online advertising and e-mail marketing. Oversee online external communication to current and potential customers, including online search marketing, online display advertising, search engine optimization and e-mail marketing program. Develop strategies that will increase distribution efficiency and deliver successful open rates, click-through rates, and conversion rates. Lead analysis to determine effectiveness and improve efficiency over time.
• Direct the identification of and strategy for incorporating emerging media and new sales channels. Shape long-term direction by identifying and reporting on emerging interactive trends to senior leadership. Identify and investigate new sources of digital communication to reach current and potential customers. Set direction for and lead marketing related efforts in exploration and possible implementation of e-commerce sales channel, including working cross functionally with departmental leads to identify business opportunity and develop recommendation for long-term success; set direction for programs that result in traffic growth and sales conversion.
• Direct promotional marketing, affinity marketing program identification, review and analysis. Lead the strategic process to define the role and benefits of activation and promotional marketing initiatives, including current affinity partnerships such as NASCAR and Country Music. Review and evaluate programs to identify and implement new promotional opportunities and adjust to increase brand awareness and drive sales.
• Develop and maintain consistent, positive marketing position and brand identity for the DG Market concept, including: translation of corporate brand identity into the concept, related marketing, store design and promotions, in-store point-of-purchase materials and store event marketing.
• Provide leadership to advertising/marketing team, including: communication of all initiatives/projects; oversight of financial responsibility for all functions, ensuring adherence to budgets; project direction and management; advise and guide subordinates as needed. Direct all necessary support to implement company initiatives as it relates to marketing; manage relationships with third party agencies and service providers to deliver quality work. Work cross-functionally with VP Marketing and other marketing management.

Knowledge & Skills

• Proficient in tactical and strategic knowledge and skills in planning effective interactive marketing campaigns
• Knowledge of key disciplines within the interactive function, such as SEO (search engine optimization), SEM (search engine marketing), display advertising, web development, e-mail, database development, social media (web 2.0) and e-commerce
• Proficient in strategy and execution of retail promotional marketing campaigns and activation programs
• Deep understanding of CPG (consumer packaged goods) companies and their marketing resources both monetarily and “in-kind”
• Understand and apply tactical and strategic knowledge of advertising and production to lead creation and execution of effective, targeted communications
• Ability to see long-term trends and relate current strategy to shape direction
• Ability to make quick, logical decisions, often under pressure
• Strong organizational and communication skills, both verbal and written; computer literate
• Ability to meet multiple simultaneous deadlines
• Ability to oversee, lead, and develop marketing team by emphasizing strengths
• Ability to manage and grow relationships with third party agencies and service providers to deliver excellent work with savings to the company

Education & Experience

• Bachelor’s degree with a minimum of 12 years combined experience in leading and directing advertising, marketing, promotional and interactive marketing programs, with a minimum of 5 years in interactive/digital and promotional marketing. Experience required in managing multi-member team.

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