Sr. Director - Digital Marketing & Ecommerce

Job ID


The Senior Director Digital Marketing and Ecommerce will direct and manage digital based business, strategies and initiatives driving traffic, maximizing the ROI across digital channels, drive conversion and the roadmap for and digital entities.  The Senior Director will optimize customer acquisition and retention through digital content, elevating and expanding our digital marketing approach, increasing awareness and driving qualified traffic to the site. The role will drive brand engagement and develop rue21’s one-to-one relationship with the consumer by leveraging opportunities using interactive and database technologies. This role will be the owner and key influencer in Customer Relationship Management (CRM) initiatives and in setting future digital advertising strategies. The Senior Director leads a team responsible for analyzing and optimizing our marketing and ecommerce investments across all of rue21’s digital channels.



  • Manage the in terms of content, monitor performance and propose continuous improvements along key metrics such as traffic, conversion, order value returns and cancellations
  • Work in partnership with Merchant and Brand teams on development of seasonal strategies
  • Build, manage and maintain relationships with third parties, vendors and online partners to explore any new effective way to improve customer experience and generate profitable revenues
  • Assure the execution of all relevant site analytics, to improve website performance, including new ways to drive traffic and revenue opportunities
  • Drive overall customer experience strategy, partnering with players across the organization to enhance the online customer experience, maximize site usability, performance and ROI
  • Manages and resolves customer service and site issues by collaborating with IT, technology provider, customer service, fulfillment center and store operations

Digital Marketing

  • Develop omnichannel marketing plans, with investment, by digital channel and market segment
  • Responsible for managing digital marketing efforts in conjunction with Director of Ecommerce Merchandising to determine content, product availability, store locater information and pricing
  • Works with digital marketing partners to develop strategy, monitor results and allocate budget based on performance to maximize return; work with finance and ecommerce planning to develop weekly ROA tracking tools and monthly re-forecasting process for traffic and spend
  • Lead the email acquisition programs by working with Store Operations and 3rd parties to develop strategies to aggressively grow the email list and the productivity of the CRM program
  • Own search optimization to increase search position for both paid and organic search
  • Work in collaboration with the Social Media and Brand team to ensure comprehensive digital marketing campaigns across all digital channels


  • Develop, manage and maintain communications strategy across and digital marketing channels, while ensuring brand consistency. This role will work closely with Creative Director who will lead creative content, branding, and communication development
  • Work across the business to develop marketing communication calendar supporting all marketing channels. Work with Creative Director to manage the creative production calendar
  • Develop site content and promotional strategies to drive site traffic and increase profitable sales.


  • Create and implement strategies to improve consumer loyalty and enhance the value of the rue21 websites and databases
  • Identify key consumer groups and create specific marketing programs tailored to their needs and interests. Work with key marketing and store operations team members to develop messaging and implement one-to-one marketing initiatives and measure results
  • Identify actions to establish and improve strong customer acquisition, retention, and loyalty
  • Collect customer data/information and incorporate back into customer database to drive more personalized engagement over time

Research & Analytics

  • Conduct website usage and content research, audit competitive sites, and analyze site log and usage data to optimize the customer experience
  • Analyze consumer feedback and site performance. Collaborates with cross-functional ecommerce team to identify and prioritize the user experience initiatives based on feedback
  • Establish and monitor metrics to track performance, create internal process for review, report on trends, competitive activities and recommend strategies to improve and optimize results
  • Develop data strategy to support marketing analytics and enhance business intelligence needed to provide timely, insightful and action oriented monitoring of marketing programs
  • Lead experimental design and implementation of A/B tests needed to improve funnel performance and channel efficiency and inform marketing investment decisions


  • Four-year college degree, with advanced degree in business, marketing or advertising a plus
  • 8+ years of work experience in the marketing field; significant digital marketing experience and knowledge of web and marketing tools, platforms and analytics
  • 4+ years' experience in a leadership role driving large scale digital marketing strategy and ecommerce business
  • 2+ years’ experience with cloud-based ecommerce environments preferred
  • In-depth knowledge and extensive experience with SEO, SEM and email marketing. Google AdWords and Google Analytics. Experience working with a CRM platform.
  • Excellent analytical, organizational, research and interpersonal communication skills with a high level of attention to detail
  • An impressive understanding and passion for digital media and ways to differentiate a brand in a competitive space
  • Experience in managing agency relationships and in planning and buying of display media, building campaigns, implementing bidding strategies
  • Expert knowledge of digital marketing principles such as funnel optimization UX, SEO & Landing Page optimization and experience in running A/B tests for campaigns/deriving customer insights
  • Exceptional communicator who inspires the team and can engage senior level audience on relevant topics in a time efficient manner
  • Excellent writing skills, flexibility and the ability to translate complex business concepts into clear and compelling text
  • Strong partnering skills with internal and external groups, including senior-level executives and field-based sales and marketing teams
  • Ability to think creatively while remaining results-driven, and inspiring trust through open communications, adaptability, and personal accountability
  • Proficient in Microsoft Office: PowerPoint, Word, Excel, and Outlook


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