URBN Director, Digital Marketing

Digital Marketing And Data Savvy Director, Generative Engine Marketing

URBN is seeking a Digital Marketing and data savvy Director, Generative Engine Marketing, to support multiple Marketing and Innovation initiatives for our Technology organization. The role will have responsibility to establishing a new internal team that sits across Paid and Organic Search, LLM Discoverability, and Marketing Feeds, all in service of driving Demand, increasing Customer acquisition and retention, and optimizing campaigns for short and long term brand goals. This role also will champion new LLM centric strategies, adapting our approach to Marketing for AI Engines and tracking Customer and platform trends in this quickly transforming space. AI automation, data and analytics, and flawless execution will all be key drivers of success in this role.

Role Responsibilities

Establish new internal team that sits across Paid and Organic Search, Marketing Feeds, and Generative AI Engine Marketing and Optimization.

Develop new Brand relationships and ways of working; align on goals, priorities, budgets, and targets, roles and responsibilities, and communication checkpoints for progress and feedback across all levels and stakeholders.

Review current SLAs established by Programmatic Media and SEO teams and apply / enhance as needed.

Ensure Paid Search campaigns are transitioned flawlessly from agency and highlight milestones and risks along the way.

Consider expansion opportunities for in house capability, perhaps via YouTube / Social search, through bringing on EU brand teams, etc.

Champion efforts and testing around AI Engine discoverability, including on site optimization, enrichment of Feeds, and through Paid opportunities. Communicate progress on efforts and identify actions for the organization to take to be early adopters in the space.

Stay very up to date on the changing space with AI and Shopping, including new Customer trends, new platforms launched, and changing capabilities across the variety of platforms that have already popped up.

Establish relationships with key vendors in the total space, including a deepened relationship with Google.

Develop testing and reporting with teams to lean into Paid and Organic synergies and identify efficiencies or new Demand drivers.

Support Organic team growth across channels and through potential to build out the team.

Lead FDX relationship and enhance our approach to Marketing Feeds, through incremental testing and learning, more customizations, and feeds enrichment or incremental automation.

Engage readily in Marketing measurement discussions and become a super user of our new MTA (and somewhat MMM) solutions.

Report out team and brand KPIs very regularly, to illustrate to Brand and Tech leadership success measures and progress against stated goals.

Role Qualifications

10-12 years experience in Search Engine Marketing or related fields

Excellent understanding of the Digital Marketing space, with special focus and deep experience in Paid and Organic Search and Marketing Feeds.

Experience with Google Search, YouTube Search, Social Search, and related tools such as SA360, PMAX, Google Analytics, BrightEdge, and SEMRush.

Strong ability to synthesize data and communicate insights clearly to both technical and non-technical stakeholders.

Excellent presentation and writing skills, with incredible attention to detail.

Hugely proactive and entrepreneurial approach to work and collaboration.

Bachelor's degree in Marketing, Communications, or related fields, or equivalent work experience.

The Perks

URBN offers comprehensive Perks & Benefits to employees. Availability and eligibility to specific benefits may be subject to your location and employment status. Benefits include medical, dental, vision, PTO, generous employee discounts, retirement savings and much more! For additional information visit www.urbn.com / work-with-us / benefits.

EEO Statement

URBN celebrates diversity and is committed to creating an inclusive environment for all employees. We are proud to provide equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, sex (including gender, pregnancy, sexual orientation, and gender identity or expression), religion, creed, age, physical or mental disability, national origin or ancestry, ethnicity, citizenship, service in the uniformed services, genetic information, or any other protected characteristic as established by law. We believe strongly in fostering a safe, fair and respectful work environment. To ensure compliance with our non-discrimination and anti-harassment policies, we offer anti-harassment training to managers and employees.