VP, Marketing - Family Dollar

VP, Marketing - Family Dollar

The position is responsible for strategic direction of the Family Dollar Marketing organization across brand management, retail media, print & digital (trade) marketing, and e-commerce (currently UberEats and Instacart). This position is responsible for developing and implementing integrated plans that enhance the customer experience and support the overarching goals of the marketing department. This includes driving long terms customer loyalty and retention, growing share of wallet and customer lifetime value. This role will be instrumental in driving monetization efforts with established and emerging Marketing and Promotional platforms with strategic partners, and leading revenue generation within marketing.

Responsibilities:

• Help optimize print and digital ads, including page count, messaging, and discounting versus EDLP
• Oversee and engage with CPG and other Non-Endemic Business partners to participate in our emerging retail Media Network through 3rd party monetization suppliers and internal resources.
• Drive monetization efforts through aligning merchant led initiatives and shopper marketing with monetization assets and platforms.
• Develop roadmap to evolve the FD App and Smart Coupons program to increase long term loyalty and customer retention
• Increase identifiable customer base, 1st party data capture and grow monetizable assets
• Develop the roadmap for personalization to increase customer relevancy
• Manage all 3rd Party relationships within Loyalty, eCommerce and Retail media and help identify new strategic and business partners to expand and evolve the monetization enterprise.
• Create and manage annual/monthly expense budgets and revenue goals, ensuring all activities are executed on time and on budget. Reporting out regularly performance vs. expense and revenue targets.
• Build a clear and defined customer experience strategy that is focused on the customer and adapt marketing strategies and tactics to satisfy their needs
• Build the support for the effectiveness and efficiencies of marketing ROI; leverage the use of best practices technology to drive and improve results.
• Develop strategic staffing plan for functional area and build a high performing team of professionals. Inspire and mentor team to implement a common shared vision and to create a top-notch marketing organization.
• Determine the strategic direction with third party vendors and advertising agencies assessing their potential value to Family Dollar.
• Leverage best practice knowledge and benchmarking to support recommendation and strategic plans.

Minimum Requirements/Qualifications:

• BA/BS.
• Experience: Minimum ten or more years of marketing experience in Retail and CPG.
• Excellent communication skills – both verbal and written – at all levels of management.
• Experiencing selling or buying retail media.
• Ability to build bridges and alliances with business partners – managing expectations and adeptly communicating strategies and tactics throughout the company
• Proven track record of growing revenue streams and developing retail media monetization
• Extensive experience in loyalty programs within Retail/Consumer business, delivering measurable increase in customer retention, loyalty, and share of wallet
• Demonstrated experience designing and using analytics to make fact based decisions that improve the effectiveness and the efficiencies of all marketing activities.
• Expertise in managing agency relationships. Integrated communications experience, strategic alliance development and strategic planning.
• Superior change management skills to support the transformation and evolution of the marketing function across Family Dollar.
• Strong financial and commercial acumen, quantitative analytics, problem-solving, multi-tasking and prioritization
• Sense of urgency to quickly and decisively put into place strategic ideas and action plans for execution
• Record of personal leadership and sound judgment, with a track record of attracting, hiring and retaining a strong team of qualified marketing professionals.
• Technical Skills: Intermediate to advanced working knowledge of Microsoft Office desktop applications, inclusive of Excel, Word, PowerPoint and Outlook.