Director Catalog Marketing (Hybrid) (Architecture)

*This is a hybrid role with three weeks per month onsite (Mon – Thurs). The fourth week is fully remote.

People are the heart of our company, and our doors are open to everyone. As a customer, as an employee - we are committed to creating an inspiring culture that is welcoming, safe, and inclusive for all. Our strength in work and life comes from the combination of our experiences, backgrounds, and talents. It's what we do as people that makes Lands' End a great place to shop and a great place to work.

The Director for Catalog Marketing plays a critical role in the strategic planning and implementation of marketing initiatives, including catalog planning, database development, and analysis. The candidate should have a customer and brand-first mentality and a proven track record of driving customer retention and expanding share of wallet in a high-growth company. They should bring relevant and nuanced approaches to attracting, reaching, and engaging key customer segments with a strong emphasis on bringing a customer-centric mindset to marketing while unlocking Lands' End's full brand potential. This highly cross-functional role requires a strong business presence among senior leadership and influence in guiding strategic decision-making on catalog marketing plans and initiatives.

In this role, you will be responsible for the development and implementation of processes, tools, initiatives, and technology required to deliver on marketing goals and plans. You'll direct the activities of the catalog planning and marketing operations team and work across the organization to support strategic business needs while enhancing the effectiveness and efficiency of Catalog, Direct mail, and Package Insert programs. The successful candidate must demonstrate exceptional collaboration skills, be detail-oriented, results-driven, and possess strong managerial, organizational, and project management skills.

Annual Budgeting:

• Develop high-level annual outlook and catalog strategy and goals.
• Plan initial catalog drop strategy/timing and catalog plan projections.
• Identify catalog tests and optimization opportunities.
• Manage ad cost budget.
• Create annual customer and prospecting contact plan for Catalog and Direct mail.

Circulation Planning:

• Develop detailed bottoms-up circulation plan by segment, including factors and circulation mix recommendations.
• Propose test recommendations for audience and implications.
• Determine trim and page count.
• Create detailed acquisition plan.
• Update catalog contact strategy/timing.
• Coordinate with other channel leaders on integrated marketing planning for a season, key event or go to market strategy.

Production:

• Oversee catalog lifecycle, deadlines, and schedule.
• Manage paper, co-op/rental orders, and promotions setup.
• Coordinate print instructions and USPS promotions.
• Handle catalog requestors, hotlines, hot drops, and package stuffers.
• Update customer service as needed.

Merge & Mail file:

• Create test panels and versioning.
• Select customer lists and manage workflow (merge).
• Conduct walkthrough reviews and manage data (merge) cutoff.
• Ensure backend/final counts and send mail files to printer.
• Approve inkjet proofs and track in-home book delivery.
• Monitor daily sales.

Forecasting and Analysis:

• Prepare pre-drop materials.
• Maintain weekly reporting database and YOY comps spreadsheet.
• Perform weekly (re)forecasting of catalog sales based on business trends.
• Track ad costs/expenses and manage invoice/cost tracking.
• Provide monthly/end-of-cycle catalog report-outs.
• Deliver final hindsight presentation per catalog with top findings.
• Analyze merchandising catalog results.
• Conduct periodic assessments of customer trends and competitive marketplace trends.
• Perform special ad hoc analyses as requested.

Vendor and Internal Management:

• Manage relationships with external customer model companies, printers, paper vendors, co-op partners, and data vendors.
• Lead day-to-day communication and meetings for catalog management.
• Oversee catalog planning team and catalog operations/analysts.
• Manage list maintenance specialist.

Skills

• Exceptional analytical skills to lead catalog planning efforts and guide decision-making to meet profitability goals.
• Strong communication and presentation skills to communicate at all levels of the organization. Proficiency in Excel and PowerPoint is required.
• Collaborative approach to work across the organization in support of enterprise-wide strategies.
• Strong management and leadership skills to build and retain a team with a diverse set of skills.
• Ability to think strategically, with exceptional attention to detail.
• Experience with budget management and financial analysis.
• Self-motivated with the ability to prioritize and manage competing demands in a fast-paced environment.
• Excellent project and time management skills, including the ability to manage multiple priorities to meet established timelines.
• IT knowledge to identify and manage needed infrastructure and software support solutions.
• Extensive experience and expertise with CRM solutions, marketing automation tools (IBM/Unica), and email platforms.
• Innovative and passionate about understanding consumer behavior with the ability to translate findings into meaningful, prosperous long-term relationships.
• Outstanding analytical skills, with strong experience interpreting test & learn results and drawing conclusions.
• Entrepreneurial approach with the ability to innovate and deliver results in a matrix-structured business.
• Strong organizational skills with a proactive attitude and ability to bring solutions to business challenges.
• An outgoing approach that welcomes input and transparency.
• Ability to interact with all levels of management within a matrix organization.
• Strong communication skills to persuade others, articulate a point of view, and set direction.

Leadership Responsibilities

• Lead and manager a team of employees.
• Provide guidance, support, and mentorship to team members.
• Foster a collaborative and positive work environment.
• Set performance expectations and goals for team members.
• Conduct regular performance evaluations and provide constructive feedback.
• Identify and address performance issues through coaching and disciplinary actions when necessary.
• Participate and recruitment and onboarding of new team members, as needed.
• Identify training needs within the team and coordinate relevant development programs, encourage continuous learning and skill development among team members.
• Serve as liaison between upper management and team, conveying organizational goals and expectations.
• Address conflicts or issues within the team promptly and effectively.
• Manage team resources, including workload distribution and project assignments.
• Ensure optimal utilization of team member's skills and expertise.
• Collaborate with upper management to establish team goals aligned with organizational objectives.
• Contribute to the development and implementation of department strategies.

Education & Experience Requirements

• Bachelor's Degree in Marketing or related field.
• 8-10 years of relative catalog marketing experience with increasing levels of responsibility.
• Demonstrated success in leading and developing high-performing teams.

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities
The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor's legal duty to furnish information. 41 CFR 60-1.35(c) Marketing & Product Management