Director Digital Activation

Staples-posted 4 months ago

Full-time • Senior

Framingham, MA

Merchant Wholesalers, Nondurable Goods

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The Director of Digital Activation at Staples plays a critical leadership role within our eCommerce division, leading our homepage strategy and activation. This leader is tasked with developing and executing innovative activation strategies to drive both engagement and sales. This role is focused on integrating customer insights, analytics, and robust testing to optimize product launches and seasonal campaigns. The Director will spearhead initiatives that enhance user interaction and conversion on mobile, desktop, and app interfaces, ensuring Staples remains a top choice for digital commerce.

Strategize, develop, and implement comprehensive digital go-to-market (GTM) plans for new products and services, ensuring alignment with Staples' strategic business objectives.
Lead the coordination and execution of all digital marketing activities associated with product launches, including SEO, SEM, email marketing, social media, and display advertising.
Utilize data and analytics to drive decision-making, continuously optimizing GTM strategies to improve conversion rates and overall market performance.
Collaborate with product management, sales, and marketing teams to ensure a unified approach to market introductions and ongoing promotions.
Manage the development and execution of targeted digital campaigns that align with broader marketing strategies and enhance customer engagement.
Oversee the design and implementation of customer segmentation strategies to deliver personalized marketing experiences and increase customer loyalty.
Monitor and assess the performance of digital marketing campaigns and GTM strategies, leveraging insights to make data-driven adjustments.
Establish and maintain strong working relationships with key internal stakeholders and external partners to ensure successful campaign execution and alignment with company goals.
Provide leadership and guidance to the digital marketing team, fostering an environment of continuous improvement and innovation.
Develop and manage budgets related to digital marketing and GTM activities, ensuring optimal allocation of resources for maximum return on investment.
Stay informed of industry trends and advancements in digital marketing and eCommerce technology, applying new insights to enhance GTM strategies.
Create eCommerce activation plans against Omnichannel go-to-market & brand calendars based on business priorities and best-in-class digital execution.
Oversee Staples.com homepage and Staples App homepage wireframing, as well as development of evergreen and seasonal digital shopping centers (Back to School, Holiday, Deals).
Lead communication to Merchandising teams on homepage and digital activation plans.
Partner closely with Promotional Strategy team to identify and prioritize products and promos on homepage and Deals page.
Partner closely with the Personalization and Recommendations team to create dynamic, personalized homepage experience; optimize plans based on data & performance.
Oversee marketing and creative briefing for digital activation needs.

Bachelors degree in Marketing, Business Administration or a related field OR equivalent work experience.
Minimum of 10 years in digital marketing or eCommerce, with at least 5 years in a strategic GTM or product marketing role.
Demonstrated experience in developing and implementing successful digital go-to-market strategies for major brands or platforms.
At least 10 years of professional experience in digital marketing or eCommerce, with a focus on strategy development and execution.
Minimum of 5 years in a leadership role, managing cross-functional teams within a complex organizational structure.
High level of knowledge and hands-on experience with SEO, PPC, email marketing, and social media strategies.
Strong analytical capabilities, with extensive experience in utilizing digital analytics tools such as Google Analytics, Adobe Analytics, or similar platforms to measure campaign effectiveness and make data-driven decisions.
Proven track record in product marketing and the successful launch of digital products or services.
Solid understanding of customer journey mapping and the ability to leverage customer insights for targeted marketing initiatives.
Experience in managing substantial digital marketing budgets and resources, ensuring optimal allocation for maximum ROI.
Expertise in crafting compelling digital content strategies that enhance brand visibility and engagement.
Skilled in negotiation and relationship management, with the ability to forge partnerships and work collaboratively with vendors, partners, and internal teams.
Excellent project management skills, with a history of delivering complex digital projects on time and within budget.
Familiarity with compliance and regulatory environments relevant to digital marketing and eCommerce.

Advanced degree in Marketing, Business Administration, Digital Strategy, or a related field.
Direct experience in the retail or technology sectors, particularly with high-volume eCommerce platforms.
Proficiency with advanced CRM and marketing automation tools such as Salesforce, HubSpot, or Marketo.
Demonstrable success in international market strategies and multi-regional digital campaign management.
Knowledge of emerging digital marketing technologies and innovations, including AI-driven marketing tools and data integration platforms.
Extensive experience in managing and optimizing multi-channel digital marketing campaigns that span social media, search engines, email, and mobile.
Strong background in user experience design and its impact on digital marketing effectiveness.
Prior leadership roles in settings that required rapid adaptation and deployment of cutting-edge marketing tactics.
Experience in strategic planning and execution within a fast-paced, growth-oriented environment.
Track record of enhancing digital customer engagement through personalized marketing strategies and advanced segmentation techniques.
Deep understanding of data privacy laws and regulations, including GDPR and CCPA, as they relate to digital marketing practices.

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