Senior Manager/Director of Customer Marketing (DTC/Subscription/FMCG)

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Overview

The Healthy Back Institute is seeking an experienced Senior Manager/Director of Customer Marketing specializing in Direct-to-Consumer (DTC), Subscription, and Fast-Moving Consumer Goods (FMCG) marketing strategies. The successful candidate will be responsible for leading customer marketing initiatives that drive acquisition, retention, and engagement. This role entails collaboration with cross-functional teams to develop integrated marketing campaigns, optimize customer journeys, analyze market trends, and leverage customer insights to formulate business strategies. The ideal candidate will possess a strong analytical mindset, creativity in campaign development, and a proven track record in building strong customer relationships through innovative marketing solutions.

Job Responsibilities

• Lead the strategic development and execution of customer marketing initiatives across DTC and subscription models.
• Manage customer segmentation and targeting strategies to optimize marketing effectiveness and drive revenue growth.
• Collaborate with product, sales, and customer service teams to ensure cohesive messaging and presentation across all touchpoints.
• Analyze customer data and market trends to identify opportunities for engagement and retention campaigns.
• Oversee the creation and implementation of integrated marketing plans, including email, digital advertising, and social media campaigns.
• Monitor and report on campaign performance metrics, adjusting strategies as necessary to meet objectives.
• Establish best practices for customer engagement and retention, leveraging insights from A/B testing and customer feedback.
• Manage the marketing budget effectively, ensuring ROI on customer marketing initiatives and campaigns.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, or a related field; MBA preferred.
• A minimum of 7 years of marketing experience, with at least 3 years in a senior management role within DTC or subscription marketing.
• Proven experience in the FMCG sector, with a strong understanding of consumer behavior and market dynamics.
• Expertise in digital marketing channels, including email, social media, SEO, and paid media.
• Exceptional analytical skills with the ability to translate data into actionable marketing strategies.
• Strong leadership and team management capabilities, with experience in cross-functional collaboration.
• Excellent verbal and written communication skills, coupled with strong presentation abilities.

Technologies & Tools

The Senior Manager/Director of Customer Marketing will utilize a variety of technologies and tools to streamline marketing efforts and analyze performance. Familiarity with CRM software (such as Salesforce or HubSpot), marketing automation platforms (like Marketo or Mailchimp), web analytics tools (including Google Analytics), and social media management tools will be crucial. Additionally, proficiency in data analysis tools and reporting software will be essential for measuring campaign success and driving strategic decisions.

Ideal Candidates

The ideal candidate for this position will exhibit a strong blend of creativity and analytical thinking. They will possess a visionary mindset, enabling them to tailor innovative marketing strategies to meet evolving customer needs. Effective communication skills, adaptability, and a collaborative spirit are essential traits, as the role involves extensive interaction with various departments. A passion for consumer engagement and an innate understanding of market trends will distinguish candidates as they contribute to the growth of The Healthy Back Institute’s customer base.