Director, Digital Marketing & Loyalty

Director, Digital Marketing & LoyaltyWho We Are

WillowTree is a leading digital consultancy that partners with the world’s most admired brands to orchestrate winning experiences across the customer journey. Experiences that are personalized, on-brand, and consistent across channels and platforms. Experiences that can both drive customer delight and reduce operating costs.

Our services include digital strategy consulting, product development, brand and experience design, digital marketing, and data and AI services. WillowTree’s client roster spans industries and growth stages, including T-Mobile, Marriott, Allianz, Dexcom, PepsiCo, Brightline Trains, Synchrony Financial, Domino’s, and Dairy Queen. Check out how we have impacted our clients' digital portfolios over the years.

In January 2023, WillowTree was acquired by TELUS Digital Experience (Symbol: TIXT), a leading provider of next-generation digital customer experience (CX) solutions for global and disruptive brands. The combined firm brings an unparalleled ability to deliver seamless, trusted, digitally-enabled experiences across any channel a customer might choose — including mobile apps, websites, voice UI, chatbots, email, customer service agents, and retail associates.

Location & Flexibility 

This role can be Work From Anywhere (Remote) with frequent client travel (25%-40%) OR Work From Near (Hybrid) based out of our Vancouver, BC office with frequent travel (10%-25%). Regardless of the working model, travel is required. 

The Opportunity 

This role will individually manage a portfolio of clients (generally ~$10-15MM in revenue) within the Marketing Services branch. This role requires a strategic focus on delivering results for clients while managing internal teams and contributing to the company's growth. You will oversee the growth of teams, clients, craft, and overall vision for digital marketing and loyalty services. This leader spends a significant amount of their time overseeing the successful delivery of project work in their portfolio, coaching squad/triforce leaders and proactively developing relationships with executive client leaders to offer their expertise and partnership. This position reports to the executive leader(s) of the Marketing Services branch. 

This leadership role requires a balance of strategic thinking and team leadership, while maintaining a client-centric and data-driven approach. The successful candidate will demonstrate industry expertise and the ability to work cross-functionally to achieve growth and deliver client value, all while balancing client demands, team needs, and company objectives.

Responsibilities

Client Relationship Management

• Client Success: Manage client relationships to ensure high satisfaction and retention. Focus on effective communication and measurable outcomes.
• Account Growth: Collaborate with account managers to identify opportunities for service expansion. Upsell or cross-sell digital marketing and loyalty program consulting solutions to existing clients.
• Customized Solutions: Conduct high-level discussions to understand clients' unique needs and challenges. Develop and deliver tailored solutions that provide value.

Team Leadership and Development

• 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.
• Spearhead professional development: 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.

Product and Service Development

• Lifecycle marketing: 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.
• Campaign expertise: Supervise campaign development to ensure technical proficiency, visual appeal, and alignment with user experience principles.
• Excellence in craft: Guide all aspects of world-class campaign execution, including creation, targeting, testing, and optimization. Ensure alignment with client goals and achievement of desired outcomes.

Operational Oversight

• Project Management: Implement effective project management practices to deliver projects on time, within scope, and on budget.
• Performance Metrics: Monitor and establish KPIs for the division, including conversion rates, project profitability, customer acquisition cost (CAC), and lifetime value (LTV).
• Quality Assurance: Ensure that quality standards are met in both the creative and technical aspects of lifecycle marketing and digital channel development deliverables.

Business Development and Sales Support

• Sales Enablement: 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).
• Proposal Development: Guide the creation of proposals, ensuring they highlight the division’s strengths and align with the client’s needs and objectives.
• Revenue Growth: Set and achieve revenue targets for the digital marketing division, seeking new business opportunities and identifying areas for profitable growth.

Data and Analytics

• Data-Driven Decision Making: 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.
• Personalization and Segmentation: 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.
• Continuous Improvement: Train teams on the best-practices to leverage analytics to optimize campaigns, identify trends, and make strategic adjustments based on measurable outcomes.

Budgeting and Financial Management

• Financial Management: Oversee the profit and loss (P&L) of the digital marketing division to ensure financial performance is in alignment with business goals.
• Strategic Planning: Make strategic decisions regarding resource allocation, technology investments, and budget management to support both short-term and long-term objectives.
• Operational Efficiency:  Manage and monitor costs to ensure operational efficiency while maintaining quality standards.

Competencies

Marketing Consulting Experience:

• 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

Leadership Competencies:

• 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

Communication and Collaboration:

• 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

Qualifications

• 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

Bonus Points

• Master’s Degree in Business Administration

Why WillowTree?

We offer a place to be yourself.

Our differences, both visible and invisible, benefit our teams, our communities, and the products we craft. That’s why WillowTree strives to build a team with diverse backgrounds, skills, and perspectives. You’ll work hard here; however, we’ll balance that with a culture that supports your growth and cares about your well-being. We’re committed to creating an environment of inclusion — a place where every Tree can thrive.

We want you to reach your fullest potential and part of your professional development at WillowTree will include dedicated time to innovate on passion projects and an annual stipend to fund your professional pursuits.

WillowTree upholds our core values in every aspect of our work. We promote safe and inclusive work environments and maintain a drug-free workplace. We celebrate our differences and provide equal employment opportunities to all team members and applicants without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. Diverse teams build better products. We acknowledge that the tech industry especially lacks opportunity for those who are of non-traditional backgrounds and in underrepresented groups. In order to create the best products for everyone, we know that it's important for our team to reflect the diversity of our users, and we are committed to being the change we want to see.