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Title:  Sr Dir. Brand Strategy & Integrated Marketing

Req ID:  1069
Job Category:  Marketing
Location: 

Phoenix, AZ, US, 85007

Job Family

Marketing

Exempt/Non-Exempt

Exempt

Dare to Dream

 

Known for democratizing better sleep by bringing “Comfort for All” to sleepers across incomes and life stages, Serta is the biggest brand in Serta Simmons Bedding’s (SSB) brand portfolio which also includes Beautyrest, Simmons, and Tuft & Needle. This is a once-in-a-career opportunity to put your fingerprints on a billion dollar 90-year-old heritage brand and make it fit to win with today’s rapidly changing consumer and retail demands. Within the context of a global wellness macro trend – and with all of life’s stressors and distractions keeping us up at night – helping ALL people sleep better has never been more top-of-mind than now.

 

At SSB, we are radically reshaping how we think about mattresses, sleep, and shopping across our brands; and, in the process, standing for something bigger, helping people sleep better and live healthier lives – and we’re just getting started. As part of this endeavor, it’s time for us define Serta’s next chapter as America’s best-loved mattress brand. Want to join us?

 

This Sr. Brand Marketing Director is a “maker” role critical to the CMO’s leadership team, and has scope over Brand Positioning, Product Positioning, Brand Architecture, Creative and Campaign Development, Full-Funnel Comms Planning and Media Execution, and ensures best-in-class landing experiences on dotcom so we maximize our conversion from both Paid and Unpaid Channels. It requires a blended background in classic Brand Management and Performance Marketing, preferably in an eCommerce environment. We are on a fast-track evolution from operating in a Traditional Marketing Model to a Modern Marketing Model in terms of our Creative and Media approaches and require an experienced and inspiring strategic marketing leader who likes to get their hands dirty to drive the change.

What You'll Do:

 

  • Work alongside the CMO, determining Serta’s role in SSB’s portfolio architecture and the brand’s architecture to serve customer needs in a way that supports our House of Brands reaching and appealing to the broadest addressable audience
  • Work alongside the CMO to reset the Brand Foundation, Brand Positioning and how that Positioning is expressed in a differentiated, compelling Brand Platform that drives consistency and laddering up of messaging across all Channels
  • Own the development of the brand’s annual marketing communications plan, aligned to our organizational priorities and financial goals, and inclusive of brand, product, partnership, and promotional programming
  • Lead our agency relationships, both Creative and Media
  • Lead execution of the marketing communications plan by partnering with our agency and in-house Media, Creative and UX/UI teams, ensuring tight customer journeys to dotcom and B&M
  • Brief and judge media plans and collaborate with our in-house Media team on optimization decisions, both short and medium-longer term
  • Brief and judge creative and collaborate with our in-house Creative teams on A/B testing and optimization across campaigns, audiences, channels, and platforms
  • Develop brand comms that are emotionally led as well as product marketing comms that are functionally led for strategic deployment along the customer journey
  • Improve brand consideration and purchase likelihood while taking a strategic approach to funnel investment mix and achieving performance KPIs
  • Collaborate cross-functionally on our product-led brand partnerships agenda and influencing product development strategy within the context of these relationships
  • Partner with our in-house Legal team in negotiating partnership agreements designed to elevate our brand to broader engaged audiences
  • Partner with our in-house Media leader on establishing JBPs with platform partners
  • Collaborate with UX/UI on the development and/or optimization of landing pages that ensure seamless customer journeys for Paid ads and optimize conversion
  • Find ways to build operating leverage in the business through gains in Paid efficiency and Unpaid purchase conversions

How You'll Do It:

 

As the Sr. Brand Marketing Director for Serta, you will report directly to the CMO. You will work alongside leaders across our agency and in-house Media, Creative and UX/UI teams to deliver best-in-class customer experiences. You will collaborate with Product Development leaders, Legal counsel, Data Science and Consumer Insight teams from a cross-functional standpoint. You will also support our Retail and Trade Marketing teams and find ways to create connectivity between our brand marketing investment and Co-op plans.

 

You will also:

  • Collaborate with Data Science to define and align measurement frameworks for brand and product marketing through the funnel
  • Define our qualitative and quantitative consumer research agenda and briefing in our Consumer Insights team on comms-driven initiatives around motivations, behaviors, attitudes, and latent needs
  • Interpret Brand Heath measurement and translate insights into actions to unlock growth

What You'll Bring:

 

  • 10+ years of consumer brand management, ideally in both corporate and startup eCommerce environments; experience in durables and the Home category is a plus
  • A deep understanding of how to grow a multichannel Omni business, balancing traditional trade in B&M with eCommerce and direct-to-consumer
  • Experience building direct-to-consumer brands through the full brand lifecycle
  • A proven track record in connecting brand and product marketing to measurable customer and business outcomes
  • Be adept at blending digital and traditional marketing channels in cohesive customer-first campaigns
  • A strong strategic marketing capability with willingness to roll up your sleeves and get it done in execution
  • An ability to provide leadership, mentorship and build internal culture
  • Experience leading teams through change and taking a leadership role in digital transformation
  • Be an expert in utilizing different methodologies to understand customer behavior, identify opportunity areas and pivot marketing plans to unlock growth
  • A balanced approach to the art and science of truly great marketing
  • An entrepreneurial spirit, and willingness to take on new challenges and risks, challenge the status quo, and think differently about an established brand
  • An ability to calibrate myriad growth opportunities and determine order of priorities with the biggest payoffs
  • An MBA is preferred but not required

Come Dream With Us!

 

When you join Serta Simmons Bedding, you become part of our 220-year legacy of sleep solutions with endless opportunities to impact our future for centuries to come.

Once you’re here, you’ll be part of a winning company that invests and supports our team members’ career journeys.  We offer competitive benefits, job training, learning and development, and other employee perks such as our employee discount on all products.

 

Serta Simmons Bedding is an Equal Opportunity and Affirmative Action Employer with a Drug-Free Working Environment.  It is committed to not discriminating and treating all qualified applicants equally without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran. 


Nearest Major Market: Phoenix