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Director, Digital Marketing

Neiman Marcus
Dallas, Texas, United States
Closing date
22 Dec 2022

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Neiman Marcus Group (NMG) has been the premier destination for luxury fashion and goods, superior service, and an elevated retail experience for more than a century. Today, 9,000 associates contribute to the success of NMG's brands: Neiman Marcus, Bergdorf Goodman, Last Call, and Horchow. There are 38 full-line Neiman Marcus stores in cosmopolitan markets across the United States and a sophisticated digital platform that attracts shoppers worldwide. Bergdorf Goodman operates two stores in landmark locations on Fifth Avenue in New York City and, catering to loyal luxury customers globally. NMG also owns five Last Call stores and, an e-commerce site that offers premium furniture and home decor.

As an organization, NMG is on a transformational journey to become the preeminent luxury customer platform. NMG continues to deliver the best integrated customer experience and has evolved the business to succeed in the ever-changing retail landscape. NMG is a relationship business. What differentiates the organization from other luxury retailers are its unique assets: a strong store footprint, the most knowledgeable associates, an engaging online experience, solid brand partnerships, innovative digital and in-store experiences, the most loyal luxury customer base, and a strong balance sheet.

Our customers will always be at the center of everything NMG does. The company continues to reinvest in new technologies that enhance the customer experience. NMG meets customers where they are. NMG's goal is to offer customers a seamless experience across its stores, online, and remote digital selling.

NMG's priority is to develop a highly engaged and high-performing team where everyone belongs. The business attracts and retains best-in-class talent through unique offerings provided to associates in addition to standard employer benefits. These include an innovative way of working, associate discounts on merchandise, tuition reimbursement, associate hardship fund, and paid time off to volunteer, to name a few.

As part of NMG's Environmental, Social, Governance (ESG) work, the organization is focused on driving its core value of being "All Heart." NMG is also assessing its current environmental and social impact while developing a three-year plan to lead the luxury industry in its commitment and transparency to environmental and social sustainability. NMG strives to become an employer of choice, driven by a culture of Belonging. A dedicated team focuses on this journey, directly impacting how NMG conducts business throughout the workforce, workplace, and marketplace dimensions.

NMG has incredibly passionate and committed corporate and store associates. NMG offers associates an environment where everyone feels welcomed, nurtured, and empowered. Our associates are the heart of NMG. As an organization, NMG leads with love - love for customers, love for associates, and love for brand partners.

The Director of Digital Marketing (Performance Media) is instrumental to the success of Neiman Marcus and Horchow's ecommerce business and quality growth. This role will be responsible for Neiman Marcus' Digital Marketing strategy and the tactical management of all Digital channels to drive customer acquisition & retention, site traffic, and revenue for and Position reports to the Vice President of Marketing Activation and will work closely with the Director of Social Media & Email/Lifecyle Marketing to ensure all digital strategies build towards common business goals and marketing objectives.

Primary Responsibilities
  • Manage Cross-Channel Digital Marketing performance plans and responsible for overall investment decisions and cross channel efficiencies to support our e-commerce and retail businesses
  • Manage programs to drive sales of our products online in order to achieve our financial plans and customer strategies through investments in Search Engine Marketing (SEM/PPC), Comparison Shopping Engines (CSEs), Product Listing Ads (PLAs), Remarketing, Affiliate Marketing, and Paid Social Media Advertising
  • Develop and deliver on the performance plan, maximizing our potential to generate profitable demand
  • Develop and optimize to customer-first strategies and marketing goals
  • Finding new opportunities to grow, innovate and stay competitive through digital marketing channel strategies and investments
  • Digital Marketing channel subject matter expert involved in cross-functional, high priority growth workstreams
  • Manage our organic search channel through a prioritization of key technical and growth initiatives that will allow for us to rank higher and more often for relevant, traffic driving keywords
  • Responsible for driving the implementation and usage of platform specific analytics tools to better understand hot to optimize within and across channels, platforms, channels and devices
  • Collaborate with analytics team to understand how our marketing channels are impacting the customer composition and behaviors
  • Responsible for turning data into actionable insights using analytics & platform tools, which currently include Adobe Analytics, Google Analytics 360 (future GA4), CRM data, in addition to channel specific tools (i.e. SA360)
  • Understanding of MTA/MMM advanced analytics applications to optimizing digital media
  • Lead a team of channel managers and assistiant managers to ensure all day to day tasks are being completed with diligence and expertise
  • Partner with our agencies to ensure scope and quality work is delivered
  • Partner with agile testing team to scale and implement proven tactics that will deliver incremental demand and improve channel effectiveness

Core Competencies
  • Bachelor's degree in a quantitative field. Preferably Business, Finance, Engineering, Economics, MIS, Computer Science, Statistics, or Mathematics
  • 10 years of progressive business experience at companies with a significant e-commerce presence, preferably at an apparel retailer
  • Expertise in emerging & e-commerce technologies with a deep understanding of the mechanics behind successful Digital marketing campaigns and the technical infrastructure required to extract the most value from each channel
  • Experience managing large multi-channel Marketing budgets and maximizing return on ad spend
  • Highly analytical and strong metrics-driven decisioning skills
  • Strong leadership skills and experience working across a large matrixed organization with the ability to influence, work collaboratively, and gain consensus
  • Demonstrated ability to implement change through the effective use of communication skills in formal and informal settings
  • Team management experience required. Must be able to inspire and mentor direct reports.
  • Deep understanding of web analytics tools and technology, data layers, and tag management systems

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