Director, Digital Marketing & Loyalty

Summary

Join WillowTree as a Director, Digital Marketing & Loyalty, managing a client portfolio generating ~$10-15MM in revenue. This leadership role demands strategic thinking, team leadership, and a client-centric approach. You will oversee project delivery, coach team leaders, and build executive client relationships. The position requires a balance of strategic planning and hands-on team management, focusing on delivering client value and achieving company objectives. This role can be remote with frequent travel or hybrid based in Vancouver, BC. You'll be responsible for client success, account growth, team development, product development, operational oversight, business development, data and analytics, and financial management.

Requirements

• 10+ years of relevant leadership and team management experience within a top-tier management consultancy or global and publicly traded enterprise (VP, Director, Senior Director-Level) with a focus on digital marketing, lifecycle marketing, product marketing, and/or loyalty program management
• Leadership over line of business for mid-size to large consultancy (ie: Office, industry, etc.)
• Leadership experience in marketing / CRM consulting, project management, and executive partnerships
• Clear and tested experience in leading cross-functional teams and managing P&L responsibilities
• Familiarity with emerging trends, best practices, and advancements in Marketing
• Track record of being a dynamic decision-maker and having adaptiveness in a quickly changing environment
• Exceptional leadership and people management skills, inspiring and motivating cross-functional teams; experience leading 20+ person teams a plus
• Excellent strategic thinking and problem-solving abilities, with strong business acumen
• Proven ability to develop and maintain effective relationships with clients and key stakeholders
• Outstanding communication skills, both written and verbal, with the ability to present complex ideas effectively to C-level and Executive audiences
• Strong collaborator with the ability to work seamlessly across diverse teams and cultures
• Deep experience in a digital marketing professional services agency or consulting firm engaging with F500-level client accounts
• Strong leadership and people management skills paired with experience leading multi-disciplinary teams
• Minimum 10 years working with digital marketing engagement strategy and lifecycle messaging (website development, CRM, analytics, data management)
• Minimum 5 years working with products within the Adobe Marketing Cloud, Braze, and other MarTech ecosystems
• Track record of success in driving revenue growth in the Marketing Services industry
• Deep understanding of the digital marketing landscape, including trends, technologies, and platforms (Braze + Adobe critical)
• Ability to develop strong relationships with clients by gaining trust and repeated successful delivery of expectations

Responsibilities

• Manage client relationships to ensure high satisfaction and retention. Focus on effective communication and measurable outcomes
• Collaborate with account managers to identify opportunities for service expansion. Upsell or cross-sell digital marketing and loyalty program consulting solutions to existing clients
• Conduct high-level discussions to understand clients' unique needs and challenges. Develop and deliver tailored solutions that provide value
• Oversee talent management: Recruit, mentor, and retain top talent in the digital marketing space
• Promote cross-functional collaboration: Build bridges between marketing, development, design, and analytics teams to foster cohesion and optimize performance
• Design and implement training programs and career pathways that upskill team members and drive innovation, with a focus on leadership growth, development, and accountability in the digital marketing team
• Spearhead the design and implementation of impactful digital lifecycle marketing strategies that drive customer acquisition, retention, and re-engagement. Oversee holistic loyalty programs and multi-channel strategies
• Supervise campaign development to ensure technical proficiency, visual appeal, and alignment with user experience principles
• Guide all aspects of world-class campaign execution, including creation, targeting, testing, and optimization. Ensure alignment with client goals and achievement of desired outcomes
• Implement effective project management practices to deliver projects on time, within scope, and on budget
• Monitor and establish KPIs for the division, including conversion rates, project profitability, customer acquisition cost (CAC), and lifetime value (LTV)
• Ensure that quality standards are met in both the creative and technical aspects of lifecycle marketing and digital channel development deliverables
• Work with the sales team to pitch digital lifecycle marketing and loyalty services to prospective clients, providing expertise and insight into the division's capabilities (especially Braze and Salesforce)
• Guide the creation of proposals, ensuring they highlight the division’s strengths and align with the client’s needs and objectives
• Set and achieve revenue targets for the digital marketing division, seeking new business opportunities and identifying areas for profitable growth
• Establish processes to collect, analyze, and act on data related to customer behavior, campaign performance, and engagement as part of how we train and raise teams to deliver value to clients, including customer acquisition cost (CAC), lifetime value (LTV), conversion rates, and project profitability
• Lead initiatives to implement personalization and customer segmentation strategies, improving the relevance and effectiveness of lifecycle marketing efforts, and training teams on these principles for loyalty, digital, and lifecycle marketing
• Train teams on the best-practices to leverage analytics to optimize campaigns, identify trends, and make strategic adjustments based on measurable outcomes
• Oversee the profit and loss (P&L) of the digital marketing division to ensure financial performance is in alignment with business goals
• Make strategic decisions regarding resource allocation, technology investments, and budget management to support both short-term and long-term objectives
• Manage and monitor costs to ensure operational efficiency while maintaining quality standards

Preferred Qualifications

Master’s Degree in Business Administration

Benefits

• Group Savings Options (GRSP, GTFSA, GIA) with company matching
• Healthcare benefits - Medical, Vision, Dental (We cover 100% of the employee and dependent(s) medical premiums)
• Life & Disability Insurance
• Generous and Flexible Paid Time Off
• Parental Leave Top-Up
• Employee Share Purchase Plan
• Employee Assistance Program (EAP)