The North Face: Mobile Marketing Manager
The North Face, a VF Company
At The North Facewe dare to lead the world forward through Exploration.We were born to Explore. We were born to Disrupt. We were born to Lead.
The North Face is the premier exploration company in the world. Founded in the counterculture of Berkeley, CA in 1966 we have a long and storied legacy of enabling exploration, loving and protecting wild places, and creating iconic and technically advanced product.
We believe that exploration is a mindset both on the mountain and off the mountain and it infuses everything we do. As a community of explorers, we stay curious about new ideas, places and people.
Love wild places
Dare to disrupt
Lead with integrity
By joining The North Face, you will help provide the best gear for our athletes and the modern-day explorer. You will also have the opportunity, tools and environment to more deeply explore the world around you and make meaningful, lasting connections.
Where You Will Be Located - Denver, Colorado Preferably
Covid-19 Hiring Update:Weve transitioned to a work-from-home model and were continuing to interview and hire for select roles during this time. This role is expected to begin as a remote position, and we are open to it continuing to be remote or to be located in our Denver HQ.
How You Will Make a Difference:
The Mobile Marketing Manager is a key member of The North Face eCommerce team. She or he is responsible for leading the strategy, design, launches, and optimization of The North Face mobile channels. This new role will manage the TNF mobile app and SMS, in order to drive effective customer communication, acquisition, loyalty engagement, and incremental revenue. This Manager will develop our SMS marketing strategy, including ad hoc and transational campaigns such as shipping and loyalty member acquisition and engagement. She or he will need to coordinate closely with the email channel, which is why this role will sit within that team. This person will also manage our mobile app calendar and execution including content updates, push notifications, and sweepstakes. This role is not expected to be a developer; however, a mix of technical and creative skills will set this individual up for success.
Work closely with the TNF.com team, Loyalty and agencies to develop mobile app and SMS marketing strategies.
Manage mobile marketing budget, internal and agency resources including mobile app agency,
Collaborate with cross-functional teams including Loyalty, product, creative, design, retail marketing, brand, and business analytics to drive significant improvements in key customer/business growth metrics app downloads and engagement, SMS subscribers, conversion and revenue.
Oversee all related functions including analytics, feature selections, competitive analysis, storefront optimization, creative design, promotions, and functionality improvements.
Oversee the mobile marketing calendar to ensure all key initiatives, particularly Loyalty, are supported.
Brief in creative asset needs and work closely with internal creative and project management teams on the development/execution of creative across mobile channels, ensuring all deadlines are met.
Analyze and summarize performance metrics across the mobile channels to ensure goals and KPIs are met and identify problems or areas of opportunities; help identify and establish benchmarks.
Create agile testing calendar to continually test new creative, tactics, tools, campaigns, etc. apply learnings, and optimize.
Develop audience tactics and journeys to optimize the cross-channel customer experiences, particularly driving to in-person/in-store experiences
Lead mobile app enhancements to improve in app user experience, grow loyalty-first offerings, acquisition and integrations with brand initiatives, events, content, etc.
Work with mobile app agency/developers, internal platform team, CRM and dev resources to identify and fix in-app bugs, issues and address App Store reviews and feedback.
Create mobile app release and content calendar and execute including testing/QA via CMS console
Ensure all elements of the programs align with site and brand experience.
Keep up to date on mobile marketing trends and best practices; serve as the TNF subject matter expert.
What You Bring
5+ years experience managing digital marketing programs, with specific app and SMS expertise.
BA/BS degree in marketing, engineering, or related field.
Experience working at or with a digital agency and creative teams and utilizing project management tools.
Detail oriented and very strong organization and project management skills with the ability to work in a fast-paced environment and track/manage multiple campaigns/projects at a time.
Comfortable with advanced Excel, data dashboards, and Google Analytics; proficiency with performance metrics and return on investment analysis; test-and-learn mentality.
Subject Matter Expert understanding of app and mobile metrics and best practices including push notifications, SMS, digital media testing methodology, and optimization strategies.
Technically fluent enough to speak the language of developer, engineering and architecture team mates.
Passion for data driven decision making and creating compelling, personalized digital customer experiences.
Experience with Salesforce Journey Builder, Airship, and Jira are a strong plus.
Familiarity with mobile-first UI/UX preferred.
Must be a strong communicator who is able to effectively communicate marketing efforts, mobile performance/ROI, and best practices to the broader organization.
Highly driven with a positive, high-energy, team-oriented attitude.
NEVER STOP EXPLORING
The North Face is a subsidiary of VF Corporation. At VF, we outfit consumers around the world with our diverse portfolio of lifestyle brands. Founded in 1899, VF is one of the worlds largest apparel, footwear and accessories companies with socially and environmentally responsible operations spanning numerous geographies, product categories and distribution channels. We are committed to delivering innovative products to consumers and creating long-term value for our customers and shareholders.
While our VF company and brands are diverse, we work together within a One VF culture to capitalize on our greatest opportunities for long-term performance. Across our company, a collaborative, global mindset differentiates our products and the unique experiences we provide to our consumers. It all adds up to a lasting competitive advantage built on harnessing the power of our differences to achieve great things together, all while positively impacting the lives of hundreds of millions of people and the world.
VF is committed to creating an inclusive environment that welcomes and values the differences among all of our associates, customers, suppliers and the communities in which we live and conduct business. The continued success and growth of VF is enhanced through initiatives that promote diversity throughout VF around the world.