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ABOUT US

Stio® is an omni-channel mountain brand that designs, develops and sells beautiful, functional, and innovative apparel, footwear and other accessories infused with the soul of the mountain lifestyle. With headquarters in Jackson, Wyoming, Stio draws inspiration from the surrounding Teton Range and offers product via Stio.com, catalog, B2B and its Mountain Studio® retail locations.

We live and love mountain life, and as such see ourselves as caretakers of the resources that provide it. We are proud partners of Protect Our Winters and the Conservation Alliance among many other organizations. We have a strong preferred materials platform, use Bluesign® approved textiles wherever possible, audit our supply chains for best practices, and operate our workplaces responsibly.

We think that outside is the best side and that you can’t improve on nature. It’s good for mind, body and soul, and it’s our responsibility to help enable access for all people, regardless of race, gender, beliefs, background or ability. We strive for inclusion at Stio and in our local and national communities.

YOUR ROLE

As the Senior Director of Performance Marketing and E-Commerce (SDPME) at Stio you will oversee the growth, performance and optimization of the company’s performance marketing channels. You will be focused on driving customer acquisition, increasing customer retention, and revenue generation from all of the performance marketing channels that Stio participates in. You will also oversee the growth, performance and ongoing operations of the company’s e-commerce sales channel.

You will work closely with the VP of DTC and the CFO to manage a team of 4 – 5 channel managers and the direct response marketing mix at Stio, including, direct mail, paid social, influencer, paid search, retargeting, affiliate, SEO, email, SMS and any new channels that arise and could include Tiktok, OTT, CTV, etc. This role has responsibility for the performance of all in-house performance marketing team members, agency and contract partners doing any work on or through our various advertising platforms and campaigns.

In addition, you will drive the performance, growth and optimization of the Stio.com e-commerce website. You will be responsible for creating Stio’s e-commerce growth strategy, identifying new technology or merchandising-oriented opportunities, managing A/B tests and various 3rd party relationships, overseeing a team of 3 – 5 team members, and all major sale moments in the annual marketing calendar.

You will also be a key contributor to the overall GTM process and a cross-functional partner to our Product, Planning, Finance, Marketing, Operations and Retail teams. As a key member of the Marketing / DTC Leadership Team, you will develop strategies to drive customer acquisition at scale, site visitation improvements, conversion rate maximization, and repeat purchase rate at stio.com in partnership with other members of the team. You will be responsible for reporting on the performance of all performance marketing channels and campaigns, and related budgets and management platforms.

The SDPME reports to the Vice President of DTC.

YOUR SKILLS

The SDPME is a self-motivated, digitally-oriented marketing and e-commerce leader with exceptional organizational and leadership skills and deep expertise in DTC and / or e-commerce businesses. You are an outstanding manager of people with strong interpersonal and communication skills, capable of getting the best out of direct reports with a wide array of experience and abilities including meaningful experience with the primary channels we oversee – direct mail, paid social, influencer, etc.

You have an aptitude for problem-solving, decision-making, and drive insights and recommendations through a solid background in and understanding of data, analytics, 3rd party reporting, post-attributed reporting, Google Analytics, PowerBI and / or other data tools. You have an entrepreneurial mindset and relish the opportunity to grow the e-commerce channel at Stio, and innovate.

You’re a critical, analytical thinker who’s comfortable with models, data and frameworks. You’re progressive and comfortable with cutting-edge performance marketing innovations, and love testing, analyzing and optimizing your team’s marketing efforts to acquire and / or retain customers. 

You possess excellent active listening skills and manage time well in order to connect with all direct reports on a regular basis. You operate well with executives and employees alike, with professional communication skills.

You understand expenses and manage costs through guidance from the VP of DTC and / or other executives. You work well with others and are solution-oriented.

YOUR RESPONSIBILITIES

• Revenue, Margin and Growth: You’re responsible for revenue growth on stio.com and participation in all discounting and margin-impacting sales, promotions and activations. You’re the owner of CAC and LTV and related retention and acquisition metrics. You’re a key participant in developing and executing on strategies that are aligned with business goals that optimize the product assortment, pricing and promotional tactics to drive online sales and overall profitability.
• Site and Channel Performance: You will identify opportunities for improving new user acquisition and revenue growth across audiences. You’re responsible for the creation of channel-level revenue and operating expense forecasts. You’ll work with the VP of DTC and the CFO to set performance marketing goals, and be accountable for performance of all channels by week, month and quarter. You’ll drive recommendations for monthly and mid-monthly changes based on performance and will work with team members across direct mail, digital channels, retention channels (email and social) to maximise performance and optimise budget spend.
• Cross-Functional Collaboration: Collaborate with leaders across PD, Retail, E-Commerce, Wholesale, Corporate and Operations to deliver a unified narrative across the omni-channel experience of Stio. Collaborate closely with cross-functional teams, including marketing, product, supply chain and operations, finance and retail to ensure seamless execution of merchandising initiatives and alignment with business goals and GTM priorities. Close collaboration with other teams to identify onsite A/B testing opportunities across different audience segments and markets.
• Data-Driven Insights: You will utilize GA4, PowerBI, Shopify, Netsuite and all available data sources, in addition to paid research efforts, to inform and refine key strategies and tactics. Work with 3rd party tools, Google Analytics and Stio proprietary data to optimize channel performance, ROAS, CPA and LTV. Mastery of high level and granular direct response metrics, including CPA, ROAS, CAC (P&L at acquisition), repeat purchase rates, LTV, etc. Utilize advanced analytics and performance metrics to assess and refine merchandising strategies, ensuring that data-driven recommendations and decisions are made to enhance the customer journey and increase conversion rates over time. Specifically, monitor and analyze KPI’s related to sales, conversion rates, customer review and search ranking to identify areas of improvement
• Agency Management: Manage any agency partners, including brand, creative, research and / or others to deliver their best work in support of the brand’s objectives, on time and within budget.
• Budget management – You should manage budgets and resources accurately and timeously, with attention to detail and notes made for any reforecasts and changes that are made to your plans for the year.
• Leadership and Management: Lead, mentor and inspire a high-performing team or performance marketing channel managers, fostering a culture of innovation, collaboration and continuous improvement through testing and analysis. Mentor, coach, and develop this high-performing team across disciplines, fostering a culture of creativity, collaboration, performance, and continuous improvement. You should furthermore, be an inspiring leader cross-functionally to not only the Brand Team, but also the Creative Team and colleagues across DTC and the broader business. As a senior director you should be coaching and leading by example across all teams.
• Market Analysis: Stay informed of industry trends, the competitive landscape and emerging technologies to identify opportunities for innovation and differentiation in our approach to merchandising.

YOUR SKILLS AND EXPERIENCE

• 8 + years of performance marketing experience
• 5+ years of management experience
• 3+ years of advanced direct mail and / or catalog marketing experience
• 5+ years of e-commerce leadership experience, ideally with Shopify
• Must have relevant DTC, retail and / or agency experience
• Deep understanding of GTM strategies and planning timelines
• Proven ability to complete projects according to outlined scope and timeline
• Excellent time management skills
• Exceptional interpersonal skills with the ability to communicate with teams at every level
• Proficient editor and creative mind with excellent attention to detail
• Bachelor’s degree or greater preferred
• Proficiency with Microsoft Office and Google products including GA4, PowerBI, etc.
• Asana work collaboration experience would be a bonus
• Commitment to our company mission, vision and values

THE FINE PRINT

• Must be able to work in a stationary position 50% – 75% of the work day 
• Medical, dental and vision plans
• Company paid long term disability coverage
• Employee Assistance Program 
• 401k with match 
• Generous paid time off policies
• Gear test, perks, and more

We provide competitive compensation packages, inclusive of base pay, incentives and benefits. The base salary range for this role is $130,00-$160,000. It would not be typical for someone to be hired at the top end of the range for the role, as actual pay will be determined based on several factors including experience, skills and qualifications.

This job description is not necessarily an exhaustive list of all responsibilities, skills, duties, requirements, efforts, or working conditions associated with the job. While this is intended to be an accurate reflection of the current job, we reserve the right to revise the job or to require that other or different tasks be performed. Stio is an equal opportunity employer of all qualified individuals, including minorities, BIPOC, LGBTQ+, veterans & individuals with disabilities.

At Stio, we create gear that embodies the true essence of mountain life from our hometown of Jackson, Wyoming. Our elevated, responsibly designed styles range from the epic to the everyday and are inspired by an ecosystem that blends natural connection and active balance. We are rooted at the base of the Tetons so we can see mountains, access trailheads and hear spring creeks daily to feed our souls and keep us grounded. This shared mindset of nature, access and balance resonates far beyond our peaks and valley, directly to your mountain life community across distance, geography and topography.