Director Digital Activation

The Director of Digital Activation at Staples plays a critical leadership role within our eCommerce division, leading our homepage strategy and activation. This leader is tasked with developing and executing innovative activation strategies to drive both engagement and sales. This role is focused on integrating customer insights, analytics, and robust testing to optimize product launches and seasonal campaigns. The Director will spearhead initiatives that enhance user interaction and conversion on mobile, desktop, and app interfaces, ensuring Staples remains a top choice for digital commerce.

 

Duties & Responsibilities 

• Strategize, develop, and implement comprehensive digital go-to-market (GTM) plans for new products and services, ensuring alignment with Staples' strategic business objectives. 

• Lead the coordination and execution of all digital marketing activities associated with product launches, including SEO, SEM, email marketing, social media, and display advertising. 

• Utilize data and analytics to drive decision-making, continuously optimizing GTM strategies to improve conversion rates and overall market performance. 

• Collaborate with product management, sales, and marketing teams to ensure a unified approach to market introductions and ongoing promotions. 

• Manage the development and execution of targeted digital campaigns that align with broader marketing strategies and enhance customer engagement. 

• Oversee the design and implementation of customer segmentation strategies to deliver personalized marketing experiences and increase customer loyalty. 

• Monitor and assess the performance of digital marketing campaigns and GTM strategies, leveraging insights to make data-driven adjustments. 

• Establish and maintain strong working relationships with key internal stakeholders and external partners to ensure successful campaign execution and alignment with company goals. 

• Provide leadership and guidance to the digital marketing team, fostering an environment of continuous improvement and innovation. 

• Develop and manage budgets related to digital marketing and GTM activities, ensuring optimal allocation of resources for maximum return on investment. 

• Stay informed of industry trends and advancements in digital marketing and eCommerce technology, applying new insights to enhance GTM strategies. 

• Ensure compliance with all regulatory requirements and ethical standards in the execution of digital marketing and sales activities.Create eCommerce activation plans against Omnichannel go-to-market & brand calendars based on business priorities and best-in-class digital execution 

• Oversee Staples.com homepage and Staples App homepage wireframing, as well as development of evergreen and seasonal digital shopping centers (Back to School, Holiday, Deals) 

• Collaborate with product management, sales, and marketing teams to ensure a unified approach to market introductions and ongoing promotions

• Lead communication to Merchandising teams on homepage and digital activation plans 

• Partner closely with Promotional Strategy team to identify and prioritize products and promos on homepage and Deals page 

• Partner closely with the Personalization and Recommendations team to create dynamic, personalized homepage experience; optimize plans based on data & performance 

• Oversee marketing and creative briefing for digital activation needs 

• Provide leadership and guidance to the digital marketing team, fostering an environment of continuous improvement and innovation. 

• Utilize data and analytics to drive decision-making, continuously optimizing activation strategies to improve conversion rates and overall business performance 

• Stay informed of industry trends and advancements in digital marketing and eCommerce technology, applying new insights to enhance activation strategies 

• Establish and maintain strong working relationships with key internal stakeholders and external partners to ensure successful campaign execution and alignment with company goals. 

• Ensure compliance with all regulatory requirements and ethical standards in the execution of digital marketing and sales activities.

 

Qualifications 

• Bachelors degree in Marketing, Business Administration or a related field OR equivalent work experience. 

• Minimum of 10 years in digital marketing or eCommerce, with at least 5 years in a strategic GTM or product marketing role.

• Demonstrated experience in developing and implementing successful digital go-to-market strategies for major brands or platforms. 

• At least 10 years of professional experience in digital marketing or eCommerce, with a focus on strategy development and execution