Keurig Dr Pepper Director Digital Marketing in Burlington, Massachusetts
Keurig.com is at the beginning of our digital marketing transformation. We are looking for a strong leader to take ownership over the entire consumer journey and create a vision for the future of digital marketing at Keurig Dr Pepper.
The “Director of Digital Marketing, Creative, Content at Keurig.com” will be responsible for creating and implementing a digital marketing transformation as well as leading all marketing, creative and content functions for Keurig’s DTC site Keurig.com (including our subscription program Auto-Delivery). The role is one of three Directorships on Keurig.com and partners w the Director of Merchandising and Director of Product to ensure Keurig.com consumers are served well. The role will also work closely with our Ecommerce Data Science team to develop a course for continuous analysis, measurement, testing, interpretation and spend optimization.
The Director owns multiple consumer touchpoints and will lead a team of Ecommerce experts that represent Keurig to consumers, and are the heart of Keurig.com’s ongoing consumer centric Digital transformation. In order to achieve the company’s aggressive Ecommerce objectives, this leader will utilize strategic thinking to create collaborative and value-added marketing plans that start with the consumer and work backwards, influence internal and external stakeholders, and solve highly complex consumer/marketing challenges; all with an end-goal of increasing value to the consumer.
Scope of Responsibilities:
·Paid Marketing Activities: own the budget and set the strategy for all paid marketing spend relating to KCOM (includes on and off-line). Manage the paid digital marketing agency, Tinuiti. Focus on life-time value and cost per subscription acquisition.
·Email/SMS: lead and execute the email and SMS strategy to reach consumers about order status, promotions, and subscriptions. Develop consumer journeys and pre/post purchase paths. Drive automation and testing through SFMC and data.
·SEO: lead and execute the SEO strategy to drive organic traffic. Use google and Brightedge tools to ensure KCOM is capitalizing on organic traffic.
·Creative: lead and manage the creative and content team to build world class content for site, email, paid tactics, and more. Deep dive creative processes to help the team build a best in class/efficient way to intake and deliver creative.
·Keurig Brand Team: work w the Keurig Brand Equity team to consolidate multiple digital spends and build marketing events.
·Deliver KPIs: drive profitable growth via traffic through increasing consumer value. This will require close alignment across the Keurig Dr Pepper team, and a collaborative, added-value relationship with internal/external partners.
·Organizational Capability-Building: the Director will be charged with building world-class organizational and functional capabilities in the area of Ecommerce and Digital Marketing within the Keurig Dr Pepper organization. Raise the Ecommerce acumen of numerous internal organizations. Tell our story using data.
·Team Management: oversee and influence a high-performing team that are committed to excellence and delivering results in the right manner. Train and mentor all direct reports and maintain an energetic, forward-thinking, professional environment. Challenge and show staff how to build personal skills, capabilities and expand their capacity, and push them to be aspirational in their career. Additionally, as a senior and visible Keurig Dr Pepper leader, mentor and encourage the broader Ecommerce and Sales teams, modeling the right attitudes and behaviors.
Performance & Success Measures
·Cost per subscriber acquisition
·Customer Feedback and NPS
How to be successful
·Put the consumer first in everything you do.
·Be an excellent people manager.
·Able to influence across large groups of stakeholders.
·Use data to drive decisions.
The “Director of Dgital Marketing Keurig.Com” will report to Mr. Daniel Silverfield, VP, Ecommerce. Daniel has been at Keurig Dr Pepper for 1.5 years after 5.5 years at Amazon spent in the Seattle and London offices. In his time at Amazon, Daniel led the Hardlines business for Fulfillment by Amazon’s North American team and several businesses for the European Fashion team (including Shoes/Bags and Jewelry, Watches, Luggage). Prior to Amazon, he worked in retail at Sears Holdings and Home Depot in roles including category leader, merchandising, innovation, operations, and finance. He earned his BBA in Finance and Accounting from Emory University, and he earned his MBA from Kellogg School of Management at Northwestern University.
Staff & Resources
·Manager: Paid Marketing
·Sr Manager: Email
·Specialist III: Email
·Manager: Keurig Brand Partner
·Specialist III: SEO + Content
·Manager: Creative Lead + team of three
Ecommerce Experience: Recent senior level experience with an online business or online retail channels to accelerate digital marketing, with a deep understanding of the current best practices across all things marketing.
Budget owner : We are seeking Ecommerce experts with who have currently or previously owned the digital marketing budget.
Functional Development : Demonstrated success building organizational capabilities through process design, organizational development, recruiting and training high-performing Ecommerce/Digital Marketing teams.
Highly collaborative and can influence (works respectfully with internal and external peers)
World class Digital Marketing and Ecommerce skills (technically proficient)
Innovative, divergent and creative thinking (can see the bigger strategic picture)
Intellectual horsepower/curiosity (highly analytical and strategic; can connect the dots)
Drives for results in a principled manner (balanced sense of urgency, a “doer”)
Listening skills, ego-less (listen first, then respond; shines the light on others)
Organized and attention to detail approach (executes quickly with excellence)
Highly resourceful, frugal (stretches people and money; treats resources as his/her own)
Self-directed and motivated
Focused on results vs. process
Flexible and adaptable
Tenacious, “roll-up your sleeves” work ethic
Keurig Dr Pepper Inc.is an equal opportunity employer and affirmatively seeks diversity in its workforce. Keurig Dr Pepper Inc. recruits qualified applicants and advances in employment its employees without regard to race, color, religion, gender, sexual orientation, gender identity, gender expression, age, disability, genetic information, ethnic or national origin, marital status, veteran status, or any other status protected by law. EOE Minorities/ Females/ Protected Veterans/ Disabled
Job Locations US-MA-Burlington
Job ID 2020-25902
Keurig Dr Pepper
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