VP, Growth Marketing

Serving the needs of all families with young children, Carter’s Inc. is the largest North American apparel retailer exclusively for babies and young children, encompassing Carter’s, Osh Kosh B’gosh, Skip
* Hop and Little Planet brands. Meaningful work, constant learning, genuine people, and a community guided by core values that promote inclusion and innovation is in everything we do. There are many reasons to build your career at Carter's.

This innovative leader will have responsibility for the strategy and execution of a broad array of marketing initiatives focused on “acquiring and keeping the customer.” Responsibilities include creating innovative, data-driven growth marketing strategies and programs that support key business objectives and drive brand engagement and retail sales response.

This role reports to Chief Marketing Officer, manages 3-5 direct reports and is based in our headquarters in Atlanta, GA (on-site 4 days a week).

Media (30%)

• Lead strategy and execution to drive traffic, sales, and engagement focusing on paid media and paid social for the brands
• Develop strategic, integrated marketing plans and programs that align with the organization’s goals, inclusive of customer acquisition, eCommerce traffic and store traffic
• Lead quarterly and weekly inter-agency planning processes, facilitating connectivity between creative teams and media agency to develop and execute effective 360 campaigns
• Oversee total enterprise media investment, partnering with Finance and Marketing Analytics to ensure spend is pacing to forecast and delivering on objectives

Personalization (30%)

• Develop and lead the enterprise Personalization strategy in support of all channels. Build out a full personalization vision and technical solution amongst diverse stakeholders.
• Leverage personalization data to build robust, triggers, audiences, customer journeys to drive revenue, retention, and acquisition
• Integrate personalization across all channels: email, web, app, store, media, etc.
• Partner with external vendors leading the CDP and personalization engine implementations & integrations

Email and SMS Marketing (20%)

• Develop strategic, integrated marketing plans and programs that align with the organization’s priorities: increase awareness, increase customer acquisition, and drive online traffic
• Visionary leader over the email marketing program and team; including providing strategic insight into the marketing calendar, template creation, targeting, deployment, optimization, reporting and analysis
• Lead email marketing programs for all brands to deliver on sales plans for both online and retail in a high visibility, fast paced environment

Loyalty, App & Credit Card Marketing (20%)

• Drive store and site traffic and improved customer retention, frequency and life-time value through the successful development and execution of loyalty strategies. Develop and execute private label credit card strategy, marketing plans and develop goals to achieve corporate objectives.
• Develop, evaluate, and prioritize loyalty program opportunities to best direct resources and optimize the financial return on the loyalty investments and activities
• Drive innovation in loyalty offerings to provide a positive customer experience and a strong ROI by generating new ideas and using test and learn strategies to gauge performance and optimize their implementation
• Lead cross-functional efforts to drive growth through credit card program and integrate credit card initiatives into all marketing programs
• Innovate on our market leading app as the hub for customers. Move from a functional shopping app to a personalized “Passport to Parenthood” combining loyalty, shopping and content

Must have:

• 15+ years of progressive leadership experience in innovative, fast-paced marketing organizations (preferably retail)
• Advanced understanding of media, personalization, consumer segmentation, acquisition cost and lifetime value
• Demonstrated ability to understand retail metrics and the impacts of what drives P&L performance to ensure programs are delivering on profitable sales and consumer growth
• Decisive individual who displays…