Director Marketing, Makerplace (Remote)

Support Center - Irving
The Director - Marketing, MakerPlace, is the end-to-end brand and marketing leader for MakerPlace by Michaels, a new online marketplace for authentically handmade goods. The Marketing Director will set the course for this new brand and create growth plans to deliver long-term value for customers and for the company. They will be the key driver of the brand strategy and annual marketing plan, including ensuring high-quality execution across touchpoints and continuous optimization of plans and assets to achieve business and customer KPIs. This individual will ensure brand integrity, positioning, execution, and effectiveness across owned and paid channels, promotional time periods, and buyer and seller plans. They will partner closely with the multi-functional business team, other marketing teams, and Tech to create, deliver, and optimize an effective marketing plan to grow this new business from launch to scale.
Major Activities
Marketing Planning : Lead the development of marketing strategies and plans spanning paid and owned channels to attract, acquire and engage sellers and buyers to the new MakerPlace by Michaels platform. Partner with CRM, Media, Creative, PR, and Targeted Marketing to develop plans and execute them with excellence.
Brand Development : Develop and establish the MakerPlace brand identity, balancing brand integrity with a need to scale this new business. Leverage a keen understanding of the business, customer, competitive landscape, product roadmaps, and relevant technological or program requirements to create a compelling brand value proposition.
Storytelling : Craft compelling brand stories spanning internal and external audiences to build awareness and salience across audiences effectively.
Customer Advocate : Act as the voice of the customer to influence the development of a compelling customer experience across touchpoints. Leverage insights from primary and secondary research and a variety of data sources to uncover opportunities and address seller and buyer pain points effectively.
Brand Briefing : Lead team to develop compelling brand briefs and implement high-impact brand marketing programs. Architect and build advocacy for the brand strategy and marketing briefs with key stakeholders.
Cross-brand collaboration : While MakerPlace by Michaels is a new brand, you will benefit from the size and scale of the broader Michaels ecosystem. Partner with the Michaels brand marketing and channel teams team to identify opportunities for collaboration and synergy across the brands and marketing plans.
Marketing Activation : Partner closely with various business, media, creative, and channel teams to create, execute and optimize the annual MakerPlace marketing plan.
Innovation champion : Act as a brand and customer advocate, creating ongoing innovation and optimization to drive seller and buyer engagement and grow this new business effectively. Monitor and share insights such as competitive analyses, customer insights, and campaign recaps, driving insights into ongoing activations.
Measurement Frameworks : Lead the creation of the MakerPlace marketing measurement framework in partnership with Data Science; analyze key drivers of marketing performance and leverage insights to inform ongoing optimization.
Agency & Budget Stewardship : Act as a key point of contact for external agency partners, including leading agency, production, and media budget prioritization and stewardship. Own and manage the accuracy of the MakerPlace marketing budget through forecasting, accruals, and reconciliations.
Other duties as assigned
Minimum Knowledge/Skills/Abilities
Minimum Education
Bachelor’s degree
Advertising, Marketing or Business Related Degree
Minimum Special Certifications or technical skills
MS Office skills, including PowerPoint, Word, & Excel
Minimum Type of experience the job requires
10#43; years of progressively responsible experience in growing brands at an e-commerce or omnichannel retailer, DTC brand, CPG company, or agency
Brand marketing leadership experience
E-commerce marketing leadership experience
Proven ability to deliver results in ambiguous/start-up environments
Other
Strategic planning experience
Ability to analyze data and make insight-based decisions
Strong collaboration skills with excellent written & oral communication skills, with the ability to adjust content & style for a diverse group
Effective team leadership and development skills
Ability to work under pressure & meet deadlines in a very fast-paced environment
Salary range 105,000-262,500
#LI-RM1
Applicants in the U.S. must satisfy federal, state, and local legal requirements of the job.
For nearly 50 years, Michaels has been the destination where Makers get inspired, learn, shop, and create. We strive to cultivate an inclusive shopping environment for all Makers and work environment for all Team Members, providing a place of belonging and empowering everyone to bring their creative dreams to life. At Michaels, every Team Member is encouraged to hone their craft with opportunities for personal and professional growth. From our Stores and Distribution Centers to Artistree and our Support Center, our best-in-class team is passionate about leaving the world a better, more creative place by contributing to every “make”.
Michaels is an Equal Opportunity Employer. We are here for all Team Members and all Makers to create, innovate and be better together.
Michaels is committed to the full inclusion of all qualified individuals. In keeping with this commitment, Michaels will assure that people with disabilities are provided reasonable accommodations. Accordingly, if a reasonable accommodation is required to fully participate in the job application or interview process, to perform the essential functions of the job, and/or to receive all other benefits and privileges of employment, please contact Customer Care at 1-800-642-4235 (1800-MICHAEL).
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