Sr Director Digital Marketing – Zale

Signet Jewelers•Irving, TX

About The Position

The Sr. Director of Digital Marketing will be responsible for the strategy, execution, analysis, and ongoing optimization of our online marketing programs as well as the online outlet portfolio for Zales and Banter. Reporting to the VP of CRM and Media, this role is accountable for driving brand awareness, customer acquisition, and revenue growth. This role oversees all digital channels and ensures a cohesive, data-driven approach to marketing performance. This role drives qualified traffic to both ecommerce and stores to support digital and omnichannel sales goals. In addition, this role partners with Consumer Insights and our Analytics teams to understand customer activity across devices and channel to optimize marketing spend and targeted messages to key audiences.

Requirements

Strategy, execution, analysis, and ongoing optimization of online marketing programs
Driving brand awareness, customer acquisition, and revenue growth
Overseeing all digital channels
Ensuring a cohesive, data-driven approach to marketing performance
Driving qualified traffic to both ecommerce and stores
Partnering with Consumer Insights and Analytics teams to understand customer activity
Optimizing marketing spend and targeted messages
Digital marketing budget management
Customer acquisition, retention, and reactivation segment planning
Utilizing MMM, media-driven revenue, media sufficiency, and scenario planning
Interpreting outputs, pressure-testing assumptions, and translating insights into actionable investment decisions
Hiring, training, leading, and developing the Digital Marketing team
Managing digital marketing processes
Establishing and educating the team on digital best practices
Overseeing operational governance for campaign execution
Identifying, negotiating with, and managing digital marketing partners/vendors
Ensuring cohesive marketing execution across all marketing campaigns and tactics
Managing online content and relevant communication to customer segments

Responsibilities

Develop and execute a comprehensive digital marketing strategy across all channels. Examples: Display, Social, Linear/OLV, DOOH, Audio, SEM
Lead seasonal media planning and GTM execution across key business moments, including media strategy, tactical planning, budget phasing, approval readiness, campaign launch, in-flight optimization, and hindsight readouts.
Management of Digital Marketing budget which includes ongoing efficiency improvement and optimization of tactics across channels and devices.
Create digital strategies that drive customer acquisition and engagement for our identified customer segments.
Develop customer acquisition, retention, and reactivation segment plans.
Utilize MMM, media-driven revenue, media sufficiency, and scenario planning into budget allocation, forecasting, tactical recommendations, and performance readouts.
Partner with Analytics, Finance, and agency teams to interpret outputs, pressure-test assumptions, and translate insights into actionable investment decisions.
Hire, train, lead and develop the Digital Marketing team; manage digital marketing processes.
Establish and educate the team on digital best practices across the organization.
Establish and oversee operational governance for campaign execution, including blocking charts, trafficking workbooks, tagging standards, preview link QA, daily and weekly reporting, dashboard accuracy, invoicing inputs, and issue escalation across internal teams, agencies, and platforms
Identify, negotiate with, and manage digital marketing partners/vendors to drive the business.
Work closely with IT, eCommerce and Marketing teams to ensure cohesive marketing execution across all marketing campaigns and tactics.
Partner with Brand, Ecommerce and site Merchants to manage online content and relevant communication to customer segments.