Senior Director, Digital Marketing

Who 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 (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.

To learn more about our Digital Marketing practice, please visit: https://www.willowtreeapps.com/services/digital-marketing-services 

Location

This role can be Work From Anywhere (Remote) with frequent travel (30%-40%) OR Work From Near (Hybrid) based out of one of our core offices in the US (Boston, MA, Charlottesville, VA, Durham, NC, or Columbus, OH).

The Opportunity

The Senior Director, Digital Marketing 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 marketing services technology alignment, and go-to-market offerings. This senior leader will be responsible for developing and implementing WillowTree's integrated digital marketing services based on the strategic directions set for the company. Your focus will be on fostering a culture of accountability, collaboration, innovation, and client-centricity while scaling our capabilities to deliver unique, high-impact solutions that exceed client expectations across strategy, MarTech implementation, web development, and lifecycle marketing execution leverage Adobe and best-in-class technologies (Braze, Segment, Amplitude, etc). This leadership position will work closely with our service discipline heads, shaping their strategies to align with WillowTree’s solutions vision and continuously evolving our portfolio of services, skills, and capabilities to address emerging client needs and market trends. 

The role is highly cross-functional, requiring strong leadership, industry expertise, client-centricity, and a data-driven approach to deliver value and growth. This leader acts as both a strategist and a leader, balancing the demands of clients, the needs of the team, and the company’s business objectives.

Responsibilities

Client Relationship Management

• Client Success: Oversee the client journey to ensure high satisfaction and retention, focusing on measurable outcomes and effective communication.
• Account Growth: Work closely with account managers to identify opportunities for expanding services with existing clients, including upselling or cross-selling digital marketing and web development solutions.
• Customized Solutions: Engage in high-level discussions with clients to understand their unique needs and challenges, guiding the development of tailored solutions that deliver value.

Team Leadership and Development

• Talent Management: Hire, mentor, and retain skilled professionals in digital marketing, content strategy, analytics, and web development.
• Cross-functional Collaboration: Encourage collaboration among marketers, developers, designers, and analytics professionals to create cohesive, high-performing teams.
• Professional Development: Create training programs and growth paths that enhance skills and foster innovation within the team, focusing on the growth, development, and accountability of the leadership across disciplines and accounts.

Product and Service Development

• Lifecycle Marketing Strategies: Lead teams as they design and implement effective digital lifecycle marketing strategies that encompass acquisition, retention, and re-engagement across multiple channels and holistic loyalty programs.
• Technical and Creative Oversight: Ensure the development of websites, apps, and digital platforms that are user-centric, visually appealing, and functionally sound.
• Campaign Management: Oversee campaign creation, targeting, testing, and optimization, ensuring campaigns align with client objectives and lead to desired outcomes.

Operational Oversight

• Project Management: Ensure projects are delivered on time, within scope, and on budget by implementing effective project management practices.
• Performance Metrics: Establish and monitor KPIs for the division, including customer acquisition cost (CAC), lifetime value (LTV), conversion rates, and project profitability.
• Quality Assurance: Ensure quality standards are met in both the creative and technical aspects of lifecycle marketing and web development deliverables.

Business Development and Sales Support

• Sales Enablement: Work with the sales team to pitch digital lifecycle marketing and web development services to prospective clients, providing expertise and insight into the division's capabilities (especially Adobe and Braze).
• 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 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 web 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 web, 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

• • P&L Responsibility: Oversee the profit and loss of the division, ensuring financial performance aligns with business goals.
  • Resource Allocation: Make strategic decisions about resource allocation, technology investments, and budgeting to support both short- and long-term goals.
  • Cost Management: Monitor and manage costs, aiming for operational efficiency without compromising quality.

Qualifications

• 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
• 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
• 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)
• Deep understanding of software development and nuances of delivering world-class user experiences across digital platforms, martech, and channel messaging
• Demonstrated experience running large engagements with Fortune 500 clients or equivalent
• Ability to develop strong relationships with clients by gaining trust and repeated successful delivery of expectations
• Skilled at building client intimacy with CMOs and CIOs to better understand their ecosystems, pain points, and opportunities for custom solutioning

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.

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