Dir, Marketing Performance & Digital Operations

Job Purpose

We are seeking a dynamic and strategic Director of Marketing Performance & Digital Operations to drive demand, pipeline volume and maximize return on marketing investment within LP’s top business segments. This high-visibility role will set vision and strategy, while reshaping a newly integrated organization, driving strategic cross-functional alignment, and delivering measurable business impact of marketing’s objectives.

The ideal candidate is a proven marketing delivery leader with deep experience in digital transformation, demand generation, financial modeling, and operational excellence. This role is accountable for measuring funnel performance of omni-channel campaigns, with a strong focus on leading data strategy for enhanced audience targeting and conversions. In addition, this role will set the strategic direction for LP’s digital experience, target martech stack and digital products & services roadmap, working in close partnership with IT, Sales Ops and Customer Support teams.

In this position you will have the opportunity to:

Demand & Pipeline Performance

• Develop and maintain a proforma-based investment model across the market to assess market potential, inform marketing mix modeling (MMM) and deliver marketing-attributed volume, revenue, and ROI targets.
• Apply differentiated investment strategies by market (national, regional, local, and scaled co-op programs) to drive integrated campaigns and pipeline performance, streamlining workflow in a way that minimizes administrative overhead and maximize impact with AOR
• Prioritize omni-channel campaigns and media spend in key “market ready” geographies based on stocking locations, product availability, trained installers and program adoption.
• Guide, prioritize and execute customer marketing requests in close collaboration with field sales team.
• Lead strategic alignment and cross-functional campaign activation with Brand, Product, Sales, CX, Finance, and IT to generate demand across all priority segments, audiences, and end-user groups to drive Value at Stake (VAS) targets.
• Ensure ease of onboarding into nurture campaigns for acquisition, conversion and retention across all segments, target audiences, geographies, product mix, code requirements, seasonality, etc.
• Lead establishment of probabilistic and deterministic pipeline forecasting model to align with IFM and VAS.
• Assess and refine marketing programs to deliver intended value, behaviors and ROI.

MarTech & Digital Experience

• Lead the establishment of a robust digital experience, platform & agile practice that leverages CX blueprints to align “above the line” and “below the line” initiatives for seamless execution.
• Oversee journey mapping, UI/UX design, business analysis, process management, agile ceremonies (stories, epics, design reviews), and resource allocation.
• Integrate and modernize the martech stack in a way that establishes a scaled orchestration engine while consolidating and maximizing the full capabilities across CMS, DAM, MAP, analytics, AI and other tools.
• Lead the development of the digital innovation roadmap for digital products & services, including the monetization of subscription as-a-service models in collaboration with finance.

Marketing Operations & Enablement

• Establish a scalable marketing operations and services delivery model, roadmap, and measurement framework for sustained ongoing performance at each level of B2B2C GTM strategy.
• Implement lean management disciplines (A3s, bowlers, value stream mapping, pipeline metrics, predictive forecasting as appropriate).
• Enable self-service for field teams and partners for:
  • Always-on nurturing campaigns
  • Channel / customer enablement (training, collateral, events)
  • Sample ordering and fulfillment
  • Ecommerce enablement and optimization (Amazon, retail.coms, etc.)
• Integrate digital ecosystem to scale loyalty rewards, training, collateral, samples, and events.
• Innovate new programs or features that deliver on brand promise and improve doing business with LP

Cont...

Data Strategy & Measurement

• Refine strategic targets and prime prospects by developing a zero, 1st, 2nd and 3rd party data strategy to more deeply penetrate target markets, partnering closely with Commercial leadership team and cross-functional partners to accelerate volume and revenue targets.
• Partner with Commercial leadership to accelerate volume, revenue and Value at Stake (VAS)
• Deliver monthly executive performance read-outs with actionable insights
• Own all digital marketing and funnel metrics:
  • CPC, ROAS, CPAs,
  • MQL/SQL Conversions,
  • Closed-Won/Lost, etc.
  • Funnel velocity and ROI
• Establish and drive the end-to-end lead management process, streamlining each end-customer’s path to purchase across online and offline touchpoints
• Leverage data insights and personalization capabilities to improve acquisition, conversion, retention and advocacy.

What do I need to be successful?

• 15+ years of progressive experience in brand management, digital marketing, marketing operations and product marketing
• Advanced financial acumen in demand generation environments
• Experience across B2C, B2B, B2B2C, and DTC ecommerce models
• Demonstrated success in digital transformation leadership
• Certified in Six Sigma and/or PMI methodologies
• Strong track record of building and leading high-performing teams
• Ability to influence cross-functional stakeholders and lead through change
• Executive presence with excellent communication, collaboration and team building skills
• Experience in building products is highly desirable

Education

• Bachelor’s degree required. MBA strongly preferred.

Work Environment

• Office environment.

• Up to 50% travel required to meetings, trade shows, customer visits, seminars and manufacturing facilities