About the Role As the Director of Content Merchandising, Site & App Experiences, you will be at the forefront of shaping and executing the E2E content strategy and landing page experiences that drives our commerce experience for our site and app. You will focus on building a social-first content plan, leveraging data and consumer insights to inspire, educate and entertain millions of women and girls through daily content refreshes on site, driving increased session frequency, engagement, and site conversion. You are equal parts tapped into social aesthetic trends, athletic lifestyles, fashion, and cultural conversations as you are an expert in ecommerce and site merchandising. Your fluency in A/B testing and site experimentation will lead to creating optimized landers while you balance cultural relevance with search query data to drive ROI and engagement in our content. You will work cross functionally to translate consumer needs into product stories to drive deeper discovery of our product catalog while aligning closely with commercial objectives. Balancing creativity with e-commerce acumen, you will ensure our consumers are continuously engaged, shopping more frequently and excited to return. You think like a social content creator and operate like a business owner.
Remember to check your CV before applying Also, ensure you read through all the requirements related to this role.
What You'll Do Develop E2E Content & Curation Strategy: Lead the development of strategic content pillars for the site and app in collaboration with cross-functional teams. Define what ATHLETA stands for via content and craft briefs across our Creative and Site merchandising team that brings these pillars to life every day and translates to commerce results.
Content Planning, Briefing & Operations: Develop Site Content Merchandising strategy and lead your team to source, secure and execute against content franchises ensuring a constant flow of fresh content with each pull to refresh for consumers. Partner cross functionally to ensure branded content, social content, styling/outfitting, UGC + are briefed and secured efficiently. Develop time and publishing workflow and test & iterate to drive optimal results. Provide feedback and guidance on our CMS transformation efforts and capabilities to continue transforming the operation to drive more efficient speed to market.
Landing Page Development & Experimentation: Develop our Landing Page strategy and execution, leveraging your A/B testing chops to ensure each consumer journey is optimized for the best results. Create custom journeys from unique Paid Social and Influencer creative into ATHLETA’s world, you understand how to balance story telling with maximizing ROI through our site journeys.
Competitive Analysis: Maintain a deep understanding of the competitive landscape to ensure we offer a differentiated content POV, are always on the pulse of emerging social & consumer trends and adjust briefs and execution strategy to read and react to the marketplace. Be so in tune with what our consumers are looking for, she is consistently inspired and feels seen by our content across all touch points.
Data-Driven Decision Making: Leverage our data & analytics to make informed decisions about content briefs, types of home feed media (short form video, carousel, posts, etc), and outfitting curation objectives. Obsess over results and consumer signals, adjust strategies, and maximize commercial impact.
Optimization & Innovation: Drive continuous improvement in user experience to increase scroll time, CTR, conversion rates, session frequency, revenue/session, and customer loyalty.
Who You Are 10+ years of relevant experience in social media, content marketing, ecommerce, or a related field, with a focus on driving the development, execution, and analysis of content strategy, social media marketing or site merchandising programs.
Proven track record of driving digital and commercial outcomes through content strategy, site/app experience, and customer engagement.
Strong expertise in using data to optimize user journeys, improve conversion, and enhance retention.
A discerning eye for curation, product styling, and understanding of apparel/consumer fashion trends.
Strategic & Business-Oriented: You have a strong understanding of e-commerce, content strategy and content operations and can create strategies that drive measurable results.
Proactive & Collaborative: A self-starter with exceptional interpersonal skills, able to work effectively across teams and build relationships with key business stakeholders.
Adaptable & Structured: Thriving in fast-paced environments, you bring structure to ambiguous situations and are able to navigate challenges with ease.
Analytically Driven: You have exceptional analytical skills, fluent in Adobe (Full Story a plus) and are able to draw insights from data and translate those into actionable strategies. Building out reports to drive continuous improvement from our creative teams is something you are fluent in.
Performance + Style Obsessed: You love aesthetic trends and also understand athletic performance needs and are an expert curator in bringing these to life for our consumers.
Effective Communicator: You have strong written and verbal communication skills and are able to simplify complex ideas, telling compelling stories through data insights.
Premium Brand Building: You have experience building and working within premium brand codes and have an excellent eye for developing aspirational story-telling and working within a design-led organization.
Experience with Growth & Retention: In-depth understanding of growth strategies, retention, and lifecycle programs is a plus.
If you're passionate about building compelling digital experiences that inspire customers, join us as the Director of Content Merchandising, Site & App Experience and help us shape the future of our online presence!
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