Chief Marketing Officer

Job Description

ABOUT THE COMPANY

Crecera Brands is the driving force behind Sportsman’s Guide, The Golf Warehouse, and Baseball Savings.com, three of America’s leading outdoor gear ret, sporting goods, and golf supplies. For nearly 45 years, our companies have been dedicated to helping customers enjoy the fun, freedom, and traditions of the great outdoors. From hunting and fishing to playing ball and hitting the links, the companies of Crecera Brands deliver the gear you need to succeed. Our websites include sportsmansguide.com, tgw.com, and baseballsavings.com. Together, these companies create a formidable outdoor adventure group selling top-name and private-label brands through a powerhouse e-commerce business.

ABOUT THE POSITION

The Chief Marketing Officer (CMO) will drive the marketing strategy and execution of aligning two business offerings into one unified e-Commerce platform. You are in charge of leading the digital transformation of the organization as well as the SME for all things e-Commerce, social, Omni-channel, and brand. As a master storyteller, you will manage all creative channels and direct each of the objectives differently. This role will develop and execute marketing and advertising strategies and programs to drive sales across all channels. A key area will be to build an internal team focusing on building differentiated brand positions within our distinct brands. Additionally, this position will lead the company’s digital marketing strategy, which will include social media, digital advertising, creative services, and search initiatives.

RESPONSIBILITIES AND DUTIES

·Plan, develop, implement, and direct the organization’s marketing strategy.

·Develop revenue strategy—build the marketing plan and implement key marketing, sales, and customer-centric programs that will grow the customer base, improve retention, and increase customer lifetime value.

·Lead direct marketing, addressable marketing, programmatic marketing, digital marketing, and e-commerce marketing activities—own the functions related to customer acquisition and loyalty/retention-driven programs. Work with media planning and buying agencies to build media plans that best deliver breakthrough marketing initiatives that drive sales.

·Oversee the development and operational P&L of a proprietary e-commerce site built around an exceptional user experience. Develop sophisticated web analytics and site merchandising strategies that maximize desktop and mobile transactional capabilities.

·Develop compelling value propositions that drive distinct competitive advantages for selling new and existing products and expanding adoption with existing customers. Develop a strong loyalty strategy—that isn’t entirely driven by discounts or promotions—to retain current buyers and reactivate lapsed customers.

·Organize the marketing functions (product development, branding, communications, etc.) into one company, ensuring that the company projects its unique “voice.”

·Build a robust e-commerce platform that delivers on the overall business strategy. Implement e-commerce best practices that are consistent for all channels. It is imperative that the website reflects the brand and is recognized for its superior consumer experience.

·Drive articulation of site architecture, user experience, and business requirements. Partner with IT, external vendors, marketing, and product development teams to implement and continually improve the site to deliver high-growth revenue results.

·Develop a product development timeline and process that meets or exceeds product expansion targets.

·Liaise with other departments to guide a unified approach to customer service, distribution, etc. that meets market demands.

·Design and coordinate promotional campaigns, PR, and other marketing efforts across channels (digital, press, etc.).

·Lead the company’s digital marketing strategy, which includes social media, digital advertising, creative and search initiatives.

• Build a highly efficient team of marketing professionals.
• Follow the trends of the market, aligning the market research efforts.

CRITICAL DELIVERABLES

·Sustainable, long-term, profitable product and e-Commerce growth vision

·Creation of one marketing team via consolidation of marketing footprint and teams

·Scalable marketing platform (team, infrastructure, systems, etc.) within three years

VITAL CHARACTERISTICS

·Passion for building brands, creating lasting customer relationships, and mentoring teams

·A strong marketing background with the ability to recognize great storytelling and visual

·P&L ownership and strong financial business acumen

·Omni-channel leadership experience and notable successes

·Strong critical thinking & analytical skills and a proven track record of identifying and executing strategies that have helped to change the course of a business

·History of translating customer insights into marketing strategies that drive revenues and grow customer value

·Ability to develop and communicate a compelling, credible vision

·Equally comfortable and effective in both the world of strategy and the world of execution

·Consumer-first, commercial orientation

·Inspirational leader who can infuse the organization with confidence and optimism during a significant overhaul

·Possess courage of conviction while being open to new, conflicting information… effective in ambiguity

·Indefatigable in the face of a multi-year rebuild from top-to-bottom

·An entrepreneurial spirit with a voracious appetite for marketplace knowledge that can only come from complete immersion in the “conversation” about the evolving landscape of digital commerce

·Vision and passion for creating online experiences for customers

·A high degree of proven creative intelligence and “out of the box” thinking, and a willingness to gracefully “push back” when appropriate

·Both strategic and tactical with the ability to lead and direct – but also "roll up his or her sleeves" and do the work, consistent with the company culture and values.

EXPERIENCE

·Proven experience as a CMO; experience developing marketing strategies and expanding product segments.

·Experience managing brand strategy, media, creative, customer acquisition & retention, digital/e-commerce marketing.

·Previous experience delivering on high growth strategies.

·Demonstrated success in marketing a sporting goods or recreation-related consumer products company is an added benefit.

·Qualities that demonstrate an entrepreneurial mindset, passion and intensity, resilience and drive, high emotional intelligence, and excellent communication skills.

COMPETENCIES

·Shaping Strategy

·Business Acumen

·Brick-and-mortar / Online Retail

·Visionary Thinking

·Inspiring Trust

·Driving Execution

·Attract and Develop Talent

·Empowering Others

·High Impact Delivery

·Bias for Action

·Adaptability

·Industry Knowledge

·Risk taker (Is “right” a lot)

Meet & Exceed Customer Expectations