Sr. Manager - Go To Market (Gtm) Retention

Why Work for Us?

The Michaels Companies, Inc., is North America’s largest arts and crafts specialty retailer. Together the teams in our stores, distribution and manufacturing centers, and support center work together to help our customers make creativity happen. We offer career growth, benefits packages, retirement plans, tuition reimbursement, and more. Michaels Team Members also enjoy a wide variety of ways to save including discounts at our stores, select fitness and childcare centers, restaurants, hotels, and more.

We're here for the makers! Come be a part of the team where innovation and teamwork come together to support the most exciting missions in the world!

We are currently recruiting for a Sr. Manager - Go To Market (GTM) Retention. Our Support Center (Global Headquarters) is located in Irving, TX.

What will you be doing?

The Sr. Manager - Go To Market (GTM) Retention, MakerPlace, is part of a larger Digital and Omni channel platform and will be responsible for setting and driving the end-to-end go-to-market strategy to retain customers for MakerPlace. Responsibilities include marketing, operations, customer engagement, and financials & analytics to support both the seller and buyer CX. This role will oversee content infrastructure, run the day-day business, and partner with internal and external stakeholders to launch MakerPlace from the ground up with a path to rapidly scale. A self-starter, you will lead cross-functional collaboration and alignment across marketing, product, and technology functions, incorporating the needs and constraints of all stakeholders. You will engage with business leaders and users to translate complex business and marketing objectives focused on MakerPlace customer retention (seller and buyer). Work is both detailed and strategic as you handle complex product development and business management scenarios, requiring smart trade-offs and a collaborative approach across functional partners.

We are developing a world-class 3rd Party Marketplace for Maker-Sellers to learn, grow, connect, and sell their handmade finished goods and services. This effort, alongside a significantly enhanced site experience and B2B Marketplace, will deliver a full transformation of the digital ecosystem for the company.

How will you do it

Go To Market Strategy, Site Optimization, and Customer Outreach

• Partner and lead agencies and marketing teams to drive sales and profit across Michaels MakerPlace through creative marketing strategies, social media engagement, and digital calendar planning
• Develop and implement strategies to build average order values through effective selling of projects and add-ons and through product assortments.
• Work closely with the Digital Marketing team to develop direct response tactics and budgets for MakerPlace based on promotional cadence and competitor intelligence.
• Drive customer retention (both sellers and buyers) with content, media, search, community & influencer reach, and partnerships.
• Regularly reviews product pages in assigned categories to ensure content is accurate, current, and is presented in a way that encourages purchases.
• Champion a seamless E2E customer (both sellers and buyers) experience by reducing friction points and advocating for impactful CX enhancements.
• Drive end-to-end GTM retention strategy for MakerPlace by Michaels digital platform.
• Maintain a broad knowledge of emerging digital marketing platforms, site monetization, and optimization opportunities.

Business Development and Program Management

• Actively identify new marketing and business partnership opportunities/trends.
• Identify, build relationships, educate, and onboard new customers (both sellers and buyers)
• Collaborate with cross-functional partner teams, including Product, Marketing, Tech, Finance, UX/UI Design, and Store Ops teams, to scope and prioritize platform enhancements and projects.
• Use data to make decisions and form business cases centered around a strong understanding of unit economics and customer lifetime value.

GM & Financials

• Oversee the day-to-day performance of MakerPlace by Michaels, ensuring business, site, and customer retention metrics/KPIs are delivered.
• Analyze and report on business, site, and customer retention KPIs and drive effective optimization efforts (promotions, cost savings).
• Conduct ongoing analysis of seller and category performance, trends, and competitive assortment and pricing.
• Use data to make decisions and form business cases, and go to market strategy to deliver P&L targets.
• Partner with MakerPlace GM to develop revenue and margin plans and forecasts for MakerPlace using market, consumer, and competitive insights, and internal analysis

Operations

• Oversee site content administration and development of education and community content to support the ecosystem flywheel.
• Develop and maintain seller onboarding, registration, and education processes and documentation (SOPs and SLAs) while handling ongoing support and retention.
• Lead Ad Hoc Projects as requested by leadership.
• Lead the definition and improvement of business operational processes as they relate to MakerPlace. This will include understanding business and process improvement opportunities, understanding the competitive landscape, and defining solutions to meet the needs of our customers (both sellers and buyers).

What Skills you will need to do your job?

• Thorough understanding of desktop, mweb, and app technologies
• Bachelor’s Degree in Marketing, Business, Merchandising, or related field required (MBA preferred or commensurate work experience)
• Experience in using web analytics tools such as Adobe Analytics, Google Analytics, Site Catalyst
• Excellent Microsoft suite abilities, including executive-level presentations, project management software
• Expertise in defining and driving business development, and product/program management frameworks & methodologies
• Experience building ground up, nascent business models/functions/products/services from concept development to launch
• Customer-obsessed with high-quality standards for delivering high-impact front-end and back-end CX.
• Excellent attention to detail and verbal/written communication skills
• 6+ years of professional non-internship Digital, eCommerce, Tech, and/or 3P Marketplace experience
• Excellent oral and written communication, negotiation, and interpersonal skills with the ability to work effectively with business and technology executives in a fast-paced, startup environment
• Detailed understanding of eCommerce Systems, Infrastructure (e.g., Order Management, Catalog, APIs, and Content Management)