Director, Brand Media & Performance Social - The Neiman Marcus Group Inc
Denver, CO
About the Job
Description
Neiman Marcus Group is a relationship business that leads with love in everything we do—for our customers, associates, brand partners, and communities. Our legacy of innovating and our culture of Belonging guide our roadmap for Revolutionizing Luxury Experiences.
Your Role
As a part of the Performance/Paid Marketing organization, this leader will play a pivotal role throughout the marketing funnel: brand media (social and all other channels, driving upper-funnel awareness and mid-funnel traffic), product, brand and category-based ads (driving lower-funnel conversion), and audience activation (for CRM segments and direct mail, driving lookalikes and loyalty).
This role serves as the key media link between the brand and performance marketing teams, with an eye on omni performance for media channels affecting our online purchase funnel and our stores. This role uniquely sits at intersection points between the brand organization (creative and production) and the marketing organization (media and analytics) and requires both a qualitative as well as quantitative acumen. This role will be a crucial voice in the overall media planning and investment process. This role partners with brand strategy, content planning, project management, performance, e-comm, and analytics teams to ensure measurable impact is evident in the deliverables for Neiman Marcus, Bergdorf Goodman and our co-op brand partners (the brands we sell), both nationally and in our local store markets. This role reports into the Senior Director of Paid Media and up through the Chief Digital Officer.
What You'll Do
- Play a thought leadership role in overall planning, execution, and maintenance of brand media and performance social strategy
- Drive growth and foster innovation by identifying key gaps and challenges, providing practical strategies and tactics, and helping implement the solutions
- Oversee the agency relationship for brand and coop media and performance social
- Oversee, mentor and grow a team of resources across Brand/Coop, and Performance Social
- Understand and exploit the intersection between paid social and traditional brand media to drive exposure, brand awareness and customer acquisition efficiently
- Collaborate with the manager of Performance Social to develop and execute comprehensive Performance Social marketing plans aligned with the company’s goals. Identify new opportunities, emerging trends, and innovative tactics to drive awareness, customer acquisition and revenue growth
- Develop comprehensive brand media briefs for agency partners to kick off the planning process and RFP process with vendors for both brand media dollars and co-op dollars
- Develop seasonal co-op “rate cards” and presentations for the brand partnerships to utilize in seasonal selling; effectively train and educate internal non-media audiences on media principles so they can intelligently speak to their offerings
- Lead audience planning and maintain a centralized view of cross-channel audience segments, insights, and reporting
- Maintain well-respected industry partnerships with publishers, ad tech partners, and commerce edit teams
- Continually evaluate our KPI framework vs role of channel to enable effective measurement
- Own the development and management of the media learning agenda, in partnership with the external agency and internal analytics teams, inclusive of ensuring all tagging and measurement infrastructure is appropriately implemented; collaborate with internal tech teams to diagnose and address as needed
- Share insights and champion media successes and learnings throughout the organization, up to and including executive team to advocate for future investment
- Work in the customer data platform (such as Action IQ or similar) and with audience enrichment partners (such as Windfall or similar) to deploy lists and audiences to print mailhouses, digital publishers, programmatic outlets, and social platforms for use in CRM media or LAL prospecting efforts
- Contribute to weekly, biweekly, monthly, and seasonal reporting and optimization, specifically via cross-channel performance and MMM/MTA to continually optimize and improve performance
- Effortlessly pivot between areas of purview; prioritize and triage multiple deadlines and changing business needs
What You Bring
- Bachelor’s Degree in Marketing, Media, Communications, Business (or relevant/translatable area of study)
- 8+ years of experience overseeing delivery of integrated media and social strategies (with ad agency experience a major plus)
- 5+ years experience in performance social with an emphasis on Meta, Youtube, Tiktok and Pinterest
- 5+ years managing junior and mid-level employees (coaching their career development in tactical tasks as well as personal growth)
- Experience in luxury and / or retail is preferred
- Strong experience developing data-driven media and paid social strategies with deep understanding of how to balance a media mix
- Experience in demonstrating how upper funnel media drives lower-funnel sales results
- Familiarity with brand tracking studies measuring outcomes like awareness, attitude, perception, and intent
- Demonstrated leadership skills with an ability to motivate, influence, collaborate and work closely both in-function and across the organization, as well as adapt to different work styles
- Experience collaborating with creative and production teams, reviewing ad specs, and working with various external publisher partners
- Familiarity working in project management, execution, or analytics suites such as Wrike, Adobe, Mediaocean/Prisma, Google Analytics, Meta Business Manager, Tableau, Rakuten dashboards, etc.
- Experience working with co-op media programs, as Neiman Marcus brand media campaigns include heavy participation from our brand partners (the brands we sell)
- Deep knowledge of the entire scope of paid media is critical: TV/CTV/OTT/video/pre-roll/streaming, out of home and DOOH/programmatic OOH, print (magazine and direct mail), publisher-direct digital, paid content partners and branded content (sponsorships or native/advertorial), and all manners of digital media (display, rich media/interactive, programmatic, publisher-direct, social), as leadership for these arenas will comprise 50-70% of this role
- Knowledge of and ability to apply Boolean logic; synthesize audience strategies and customer priorities into actionable in-platform segments; if/then logic concepts, proficiency in media and consumer privacy practices and opt-in/opt-out practices (for audience activation of direct mail), as working in the customer data platform and ensuring audiences meet all needs, will comprise 10-20% of this role
- Familiarity with ad tech and activation ops such as URLs, ECIDs, and standard tracking tools and nomenclature, third-party adservers such as Sizmek or DCM/CM360, concepts like viewability, and overall trafficking processes; understanding of these will be critical in leading successful outcomes and liaising between project management and creative teams (internal) and agency activation teams and publishers (external)
- Deep knowledge of media theories and foundations and thresholds-based planning, including how to apply concepts like reach, frequency, breakthrough, wearout, audience accumulation, sufficiency, penetration will be important for leading media budgeting, geographic planning, and seasonal efficacy and efficiency levels
- Strong knowledge of the programmatic marketplace as well as industry planning and research tools; hands-on experience with various media & business resources such as but not limited to: Microsoft Excel, Kantar or Nielsen AdIntel, Pathmatics, MediaTools, MRI-Simmons, Telmar, etc.
Qualifications
Inclusive Benefits
We offer an inclusive and comprehensive range of benefits to our valued associates, including:
• Medical, Dental, Vision Benefits
• Disability Benefits
• Paid Parental Leave, Paid Family Leave, and Adoption Support
• Paid Time Off
• Retirement Savings Plan (401K) and Life Insurance
• Financial Solutions
• NMG Associates Core Discount of 30%
• Personal and Professional Development Opportunities
For more information, please click “Our Benefits” section on our career site or reference the link here: https://www.neimanmarcusgroup.com/benefits
About Neiman Marcus Group
As one of the largest multi-brand luxury retailers in the U.S., with 3,000+ of the world's most desirable brand partners, we're delivering exceptional products and intelligent services enabled by our investments in data and technology. Through the expertise of our associates, we deliver and scale a personalized luxury experience across our three channels of in-store, eCommerce, and remote selling. Our NMG|Way culture, powered by our people, combines individual talents into a collective strength to make life extraordinary. Our brands include Neiman Marcus and Bergdorf Goodman.
Our legacy of innovation and culture of Belonging guide our roadmap for Revolutionizing Luxury Experiences. As a female-founded, female-majority organization that outpaces the U.S. population in racial and ethnic diversity, our people are at the heart of our progress, and we take great care to protect and empower them.
We are committed to equal employment opportunity regardless of race, color, religion, sex, pregnancy, sexual orientation, gender identity and/or expression, marital status, age, national origin, disability, genetic information, veteran status, or any other status protected by federal, state, or local law.
We are committed to providing reasonable accommodations during our Talent Acquisition process. If you have a disability and need assistance or an accommodation, please email us at ApplicantSupport@NeimanMarcus.com.