Director of Performance Marketing

ABOUT US

Stio® is an omni-channel mountain brand that designs, develops and sells beautiful, functional, and innovative apparel, footwear and other accessories infused with the soul of the mountain lifestyle. With headquarters in Jackson, Wyoming, Stio draws inspiration from the surrounding Teton Range and offers product via Stio.com, catalog, B2B and its Mountain Studio® retail locations.

We live and love mountain life, and as such see ourselves as caretakers of the resources that provide it. We are proud partners of Protect Our Winters and the Conservation Alliance among many other organizations. We have a strong preferred materials platform, use Bluesign® approved textiles wherever possible, audit our supply chains for best practices, and operate our workplaces responsibly.

We think that outside is the best side and that you can’t improve on nature. It’s good for mind, body and soul, and it’s our responsibility to help enable access for all people, regardless of race, gender, beliefs, background or ability. We strive for inclusion at Stio and in our local and national communities.

YOUR ROLE

As the Director of Performance Marketing (DPM) at Stio you will oversee the growth, performance and optimization of the company’s performance marketing channels. You will be focused on driving customer acquisition, increasing customer retention, and revenue generation from all of the performance marketing channels that Stio participates in.

You will work closely with the VP of DTC and the CFO to manage the direct response marketing mix at Stio, including, direct mail, paid social, influencer, paid search, retargeting, affiliate, SEO, email, SMS and any new channels that arise like Tiktok, OTT, CTV, etc. This role has responsibility for the performance of all in-house performance marketing team members, agency and contract partners doing any work on or through our various advertising platforms and campaigns.

As a key member of the Marketing Leadership Team, you will develop strategies to drive customer acquisition at scale, site visitation improvements, conversion rate maximization, and repeat purchase rate at stio.com in partnership with other members of the team. You will be responsible for reporting on the performance of all performance marketing channels and campaigns, and related budgets and management platforms.

Lastly, you will be responsible for channel attribution, working to improve our LTV and acquisition models, to understand any overlap that may exist with our Retail and Wholesale channels. and improve quality of data, automation, and accuracy over time. You will be the driver of channel innovation at Stio.

The DPM reports to the Vice President of DTC.

YOUR SKILLS

The DPM is a self-motivated, digitally-oriented marketing leader with exceptional organizational and leadership skills and deep expertise in DTC or e-commerce businesses. You are an outstanding manager of people with strong interpersonal and communication skills, capable of getting the best out of direct reports with a wide array of experience and abilities including meaningful experience with the primary channels we oversee - direct mail, paid social, influencer, etc.

You have an aptitude for problem-solving, decision-making, and drive insights and recommendations through a solid background in and understanding of data, analytics, 3rd party reporting, post-attributed reporting, Google Analytics and / or other data tools. You have an entrepreneurial mindset and relish the opportunity to grow the e-commerce channel at Stio, and innovate.

You’re a critical, analytical thinker who’s comfortable with models, data and frameworks. You’re progressive and comfortable with cutting-edge performance marketing innovations, and love testing, analyzing and optimizing your team’s marketing efforts to acquire and / or retain customers.

You possess excellent active listening skills and manage time well in order to connect with all direct reports on a regular basis. You operate well with executives and employees alike, with professional communication skills.

You understand expenses and manage costs through guidance from the VP of DTC and / or other executives. You work well with others and are solution-oriented.

YOUR RESPONSIBILITIES

• Revenue growth, customer acquisition and retention : You’re partly responsible for revenue growth on stio.com and participation in all discounting and margin-impacting sales, promotions and activations. You’re the owner of CAC and LTV and related retention and acquisition metrics.
• Strategic leadership : You’re a key participant in developing and executing on strategies that are aligned with business goals that optimize the product assortment, pricing and promotional tactics to drive online sales and overall profitability.
• Team management : Lead, mentor and inspire a high-performing team or performance marketing channel managers, fostering a culture of innovation, collaboration and continuous improvement through testing and analysis.
• Data-driven decision making : Utilize advanced analytics and performance metrics to assess and refine channel strategies, ensuring that data-driven recommendations and decisions are made to enhance the customer journey and increase conversion rates over time.
• Collaboration : Collaborate closely with cross-functional teams, including marketing, planning, operations, finance and retail to ensure seamless execution of initiatives and alignment with business goals and GTM priorities. Close collaboration with Brand Marketing and E-Commerce teams to identify opportunities across different audience segments and markets.
• Identify opportunities for improving new user acquisition and revenue growth across audiences
• Creation of channel-level revenue and operating expense forecasts
• Work with VP of DTC and CFO to set performance marketing goals
• Accountable for performance of all channels by week, month and quarter
• Drive recommendations for monthly and mid-monthly changes based on performance
• With with team members across direct mail, digital channels, retention channels (email and social) to maximise performance and optimise budget spend
• Work with 3rd party tools, Google Analytics and Stio proprietary data to optimize channel performance, ROAS, CPA and LTV
• Work with team members to drive proactive insights, analyses and recommendations to improve performance
• Provide cross-functional support and input with regards to channel and spend forecasting by channel
• Mastery of high level and granular direct response metrics, including CPA, ROAS, CAC (P&L at acquisition), repeat purchase rates, LTV, etc.
• Must be able to handle a high volume of work and do what it takes to meet deadlines
• Additional responsibilities as necessary

YOUR SKILLS AND EXPERIENCE

THE FINE PRINT

We provide competitive compensation packages, inclusive of base pay, incentives and benefits. The base salary range for this role is $110,00-$150,000. It would not be typical for someone to be hired at the top end of the range for the role, as actual pay will be determined based on several factors including experience, skills and qualifications.

This job description is not necessarily an exhaustive list of all responsibilities, skills, duties, requirements, efforts, or working conditions associated with the job. While this is intended to be an accurate reflection of the current job, we reserve the right to revise the job or to require that other or different tasks be performed. Stio is an equal opportunity employer of all qualified individuals, including minorities, BIPOC, LGBTQ+, veterans & individuals with disabilities.