VP, Enterprise Digital Marketing

Key Skills

Algorithms, Apache Kafka, Docker, Gamification, JavaScript, Large Language Models - LLMs, Natural Language Processing (NLP), SQL, Web 3.0

Job Description

Overview

Acting as the head of brand digital marketing for Crocs Inc., the VP of Crocs, Inc Digital Marketing will create the enterprise brand digital strategy and drive business objectives across Crocs and HEYDUDE through paid digital, influencers and organic social.

The VP of Crocs, Inc. Digital Marketing leads our “internal brand digital agency” and is responsible for leading our brands’ “close the consumer” strategies through cutting-edge innovation, data-driven decision-making, and global best practice implementation. This role drives brand digital marketing KPIs in close partnership with the Crocs and HEYDUDE brand and integrated marketing teams across US, China, Japan, S Korea, India & Germany. This role will embody our Crocs, Inc. value of Imaginative Innovation and continue to grow our capabilities as a leader in digital and social.

What You'll Do

Create annual brand digital marketing strategy

• Collaborate with Director, Consumer Insights to develop audience strategies and enhance digital marketing strategies and optimization.
• Closely partner with VP, Brand Marketing to define brand digital goal & KPIs. Collaborate on ongoing optimization.
• Collaborate with regional brand digital marketing teams to ensure alignment with global brand playbooks and adapted for local relevance.
• Develop and execute comprehensive digital marketing strategies to drive brand consideration, customer acquisition & retention and engagement on a global scale in a way that suits the unique needs of each brand.
• Collaborate with Marketing Analytics team to strengthen measurement and leverage data-driven insights to optimize digital strategies, campaigns, and audiences globally.
• Partner closely with performance digital marketing teams to ensure consumer journey is optimized across all marketing touchpoints.
• Identify emerging digital trends, technologies, and platforms to stay ahead of the competition and capitalize on new opportunities.

Direct paid media strategy and campaign planning

• Lead annual relationship management with global paid media agency partners overseeing agency report cards and optimization.
• Oversee paid media strategies across various platforms for both brands.
• Allocate budgets effectively to maximize brand KPIs and achieve business objectives.
• Collaborate with creative and content teams to ensure ad creative is optimized for performance and aligned with brand guidelines. Create and optimize AI capabilities to enable digital personalization.
• Optimize performance tracking, attribution models, and reporting to measure campaign effectiveness accurately around the world.

Direct global influencer strategy and negotiations

• Define the global influencer marketing strategy to be executed locally by brand as applicable.
• Optimize contracts and negotiations across Crocs, Inc as applicable.
• Identify and cultivate relationships with relevant brand ambassador and key opinion leaders in the fashion, culture, and lifestyle spaces for both brands.
• Measure and analyze the impact of influencers. Optimize for brand and market maturity.
• Lead annual agency and tool relationship. Optimize agencies, measurement, platforms and tools across Crocs, Inc.

Direct global organic social strategy

• Oversee the global organic social media strategy for both brands, consistently delivering brand positioning and tone across respective brand social platforms.
• Create social best practice playbooks to be executed locally and optimized globally.
• Monitor social media metrics and KPIs, using the data to refine strategies and achieve continuous improvement in performance.
• Partner closely with Consumer Insights team and lead social listening initiatives to gather customer insights, sentiment analysis, and monitor online reputation for each brand.
• Enable closeness to our consumer by being a leader in new social media whitespace and beta testing.

What You'll Bring to the Table

• Bachelor’s degree
• 15+ years of progressive marketing experience, preferably with a global brand that operates in multiple channels
• Minimum 5 years of experience at a senior level (managing large digital marketing teams including retail, complex brand/distribution environments)
• Experience in the apparel or footwear industry is preferred
• Experience leading a digital marketing function, including paid digital, influencers, digital innovation and organic social
• Experience influencing and driving results in a highly matrixed environment
• Experience leading external agency partners
• Ability to lead an “internal agency” with responsibility to brand strategy teams acting with consumer and customer in mind.
• Strong knowledge of best practices and trends in digital and social marketing globally
• Strong financial acumen, and the ability to translate a strategy into a financial plan.

• Strong business acumen with an ability to anticipate risks and identify contingency plans to minimize business disruption.
• Consumer-centric, thought leader. Shows visionary thinking in the digital and social space, including AI, gaming, and Web 3.
• Proven ability to synthesize information and clearly articulate strategic roadmap forward.
• Ability to interpret data, social analytics, consumer insights, to incorporate into content strategies
• Creates a culture of innovation and change that fuels business growth.
• Comfort working in a highly cross-functional matrixed environment and drives a collaborative culture.
• Acts as a talent champion with proven leadership and ability to cultivate large teams.

The Company is an Equal Opportunity Employer committed to a diverse and inclusive work environment. 

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, or disability, or any other classification protected by law.

Title: VP, Enterprise Digital Marketing

Salary or Pay Range: $225,200 - $300,000 

Workplace Persona: Collaborator 

Pay offered will vary based on job-related factors such as location, experience, training, skills, and abilities.

This position is eligible to participate in a company incentive program.

This position is eligible for company benefits including but not limited to medical, dental, and vision coverage, life and AD&D, short and long-term disability coverage, paid time off, employee assistance, participation in a 401k program that includes company match, and many other additional voluntary benefits.