Director of Member Marketing

GOVX is the #1 Ecommerce destination for those who serve our country and communities in the military, as first responders, fire fighters, emergency medical services and government employees. It is our goal for GOVX to be the starting point when our members shop online. The member should always check GOVX first to get the best value in the market. The Director of member Marketing is responsible for driving member traffic and communications to make this vision a reality.

The Director of Member Marketing is a key part of our Ecommerce Management team and reports to the Chief Revenue Officer. This role owns our Member Traffic goals, a metric with the largest impact on achieving our Revenue and Margin goals. You will figure out how to leverage our various channels (Email, SMS, Social Media, Search, Video and more) to meet traffic goals and increase member visits to GOVX.

Key Responsibilities

• Manage, develop and coach two “Manager of Member Marketing” roles, each responsible for the strategy for member communication across all channels (email, website and SMS) across both of our websites: shopvcs.com and govx.com
• Establish reporting and proactively manage the performance of all marketing channels by partnering with internal owners and external agencies to regularly review, drive and optimize KPIs.
• Develop KPIs and core strategies and work with the team to implement effective tactics that grow GOVX Members into enthusiastic fans of GOVX.
• Ownership of the marketing budget, working with finance to get the budget approved, and update based on performance monthly to ensure we are maximizing all spend and seeing return.
• Develop traffic reports to be shared with the management team monthly.
• Actively monitor performance across channels daily, ensuring campaigns are executed flawlessly and performance is in line with expectations.
• Lead quarterly marketing calendar planning to make sure all channels support the calendar and synchronize with one another.
• Collaborate closely with cross-functional teams, including Category Management, Partner Development, Creative, and Brand Marketing, to ensure successful campaign launches within a clear and cohesive marketing plan.

Key Channel Ownership

• Blast Email Marketing
  • Work with Member Marketing Manager to develop the calendar, strategies and execute all blast emails to drive to email traffic targets.
  • Develop quarterly tests to improve performance of blast emails.
  • Work cross-functionally to develop incentives and offers to help increase email engagement.
  • Develop a personalization strategy to meet each member segment where they are and increase orders from emails across all member segments.
• Trigger Email marketing
  • Constantly test current trigger emails and email journeys to drive increased traffic from each initiative.
  • Understand the business and data limitations to develop new trigger messages that can personalize our communication with members based on their activity and engagement with GOVX.
• Transactional Marketing
  • Review performance of all transactional email sends and develop targets for improvement in the future.
  • Develop strategies around content to be included in transactional messaging to decrease the time between transactions.
• Paid Performance Marketing
  • Hold agency accountable to targets and the budget while pushing to meet traffic plan from paid marketing.
  • Understand the business, key dates and initiatives and get ahead of the promotional calendar with the agency, so messages align with internal promotions.
  • Act as the gatekeeper for our marketing budget ensuring that the dollars invested result in a profitable return. Work to increase the budget as we find success and profitability by partnering with finance, sharing data regularly and building trust in our ability to drive return on spend.
• SMS
  • Develop the strategy for this new channel including but not limited to incentives to grow the SMS list, SMS calendar and message timing, SMS content.
• Homepage and Landing Pages
  • Develop an A/B testing plan to improve log in rates while lowering bounce rates from the Homepage and Landing Pages.
  • Work with agency to build and leverage landing pages to improve conversion rate of paid traffic.
  • Scale the landing page program, so we can continue to build effective pages in a timely manner.
• Marketing Services
  • Work with team on the execution of all paid marketing campaigns.
  • Build reporting to ensure the placements sold via the GOVX rate card are effec