The Chief Marketing Officer for Lane will be responsible for the development and implementation of the marketing strategy for the organization including: Direct to Consumer (B2C) ecommerce, marketing analytics, branding, and all marketing initiatives. The CMO will work closely with both internal and external partners to meet growth objectives. This role will be highly focused on balancing the strategy between the brick and mortar retail and the ecommerce go to market plans and sales. In this position, the CMO will utilize skills in digital marketing, advertising, content, and visual design to effectively market products and brand concepts to both customers and consumers. The CMO will work closely with the sales, customer service, operations, and senior management in a collaborative, fast paced environment. Must be driven, energetic, innovative, organized, and nimble to manage multiple priorities. Previous experience in apparel, textiles, and ecommerce a plus.
Position Responsibilities
Own the customer experience by managing all customer facing functions – including sales, merchandising, customer service and branding
Mine data for insights about consumer needs and behaviors, and use those findings to fuel innovation
Drive success by breaking down silos between teams and building a culture of collaboration and trust
Build brand awareness and ensure that all communications align with the brand
Oversee multiple teams including customer service, sales, and content
Work closely with Merchandising to direct product marketing strategies
Oversee new product launch time
Provide direction and feedback for content marketing and social media strategies with Content Manager
Manage advertising on Amazon, Google, social media, etc.
Research and experiment with new initiatives for long term impact
Provide direction and feedback for photography, video, and AR strategies with Studio Manager
Direct ecommerce and branded website advancements
Oversee social media strategy
Acquire reliable and comprehensive data on sales and customer experience from different departments
Drive investment in digital marketing and roll out technological upgrades
Collect and track data on customer loyalty and retention
Extensive experience with managing or building a direct to consumer business via an owned website
Know how to blend into the strategy existing retail channels with a direct to consumer website
Experience with integrated digital platforms to manage consumer data in real time
Demonstrated ability to lead and inspire a team
Outstanding communication and interpersonal skills
Flexibility
Passionate customer advocacy
Thorough knowledge of marketing principles, brand, product and service management
Deep understanding of changing market dynamics
Entrepreneurial spirit
Marketing and ecommerce strategy development
Broad knowledge of applied marketing concepts
Advanced problem-solving skills
Experience in Search, PPC, and social media advertising
Advanced knowledge of SEO, SEM, and keyword research
Highly analytical and experienced in analytics platforms (e.g., Google, Power BI)
Dedicated to successful customer/client experience
Strong written and verbal communication skills
Creative thinker, with an eye towards design
Detail oriented, accurate, and highly organized
Exceptional interpersonal/communication skills
Individual Characteristics
Faster-than-average pace; ability to learn quickly, thoroughly, and in detail. Must recognize and adjust to change. There is considerable variety in the work
Strategic, big-picture thinking backed by an added focus on the tactical aspects of the work. Setting and achieving specific standards for self and for others; an emphasis on schedule and quality Primarily task-focused, with some action-oriented collaboration required occasionally
Seeks and accepts decision authority & responsibility. Will effectively weigh risk against the benefit; while not cautious, a calculated decision maker. An independent decision maker, will occasionally utilize team consensus or collaboration.
Requires a lively and incisive communicator, more authoritative than persuasive in style. A stimulating influence on others, while being firm, direct, and self-assured in dealing with them.
Creates a disciplined process
Bachelor's Degree in marketing, merchandising, ecommerce, digital retailing, or business administration; will also consider equivalent in relevant work experience
10 years of well-rounded marketing or business development experience in positions of increasing responsibility- with a focus on marketing expansion
Three to five years of experience in a leadership role.
Legal right to work in US without employer sponsorship
Clear criminal history
Clear drug screen at hire & random drug tests
All your information will be kept confidential according to EEO guidelines.
No contract, remote, or work from home candidates will be considered
Recruiters and staffing agencies do not contact the employer.
Job details are sourced from the employer's original posting.
Open job postingAbout the company
Lane is a leading on trend manufacturer of high-end leather boots and accessories. Lane products can be found at the top retailers, leading ecommerce sites, and direct to consumer via www.laneboots.com . Innovation is the heart of the company and it continues to evolve based on next generation opportunities. Lane is looking for self-motivated team members who are creative, attentive to detail, business minded and have an entrepreneurial spirit. Lane is a fun, progressive, fast paced organization that is growing exponentially. Our core values motivate and drive every action in our organization. We are looking for individuals that can embrace and embody these values. Lane Boots is part of Lane Capital Partners family of brands. Core Values Passion with an attitude: Having a passion for what you do is not optional. If you love what you do, you do it with a positive attitude and you have fun doing it, there is nothing that can stand in the way of success. Integrity : Doing what is right even when it is harder, costlier, more time consuming or just not easy. Continuous Improvement without fear of failure : We constantly need to be evaluating all aspects of our business and looking for better ways to accomplish the tasks at hand. A key component of this is the understanding that failure is necessary to accomplish greatness. If we do not fail sometimes, it means we are not pushing hard enough or trying new ways of doing business. Purpose: Know why you are doing what you are doing and why it is important to the success of our company. Understanding the company’s vision and always striving to accomplish it. Communicate: Clear, intentional and effective communication and feedback between each other is vital to the success of any organization as well as any individual Pass It On: Spread the values and talk about the values to anyone who will listen