Offline Marketing Manager

Position Mission: The CED vision is to inspire and develop the builders of tomorrow through personally relevant and enriched LEGO experiences.  The Offline Marketing Manager for LEGO Direct to Consumer (a division within CED) is the driver for offline marketing and developing the strategy and campaigns that deliver on the CED vision and grow demand for  enriched LEGO experiences in our Shop at Home Catalog.  Additionally this role collaborates across all LEGO touch points to ensure strong cross-channel integration. 

As the Offline Marketing Manager, this role will be responsible for the oversight and development of the Shop at Home Catalog in the US and Canada with global synergies, support and execution of the CRM strategy, and reporting and analysis for the segment; all with a clear focus on buyerbase - acquisition, conversion, retention and re-activation.

60%     Business Planning and Implementation

-       Development of Shop at Home (SAH) Catalog mail plan and contact strategy for North America that meets business objectives – Marketing Return on Investment (MROI) and Marketing Return on Objective (MROO)

-       Clear focus on buyer-base and development of offline marketing plans & promotions

-       Work closely with merchandising, and online marketing teams to set offers, align calendars and content

-       Oversight and management of offline marketing deliverables – i.e. catalog pagination, product selection, creative look and feel, and offer deployment

-       Work closely with the Consumer Experiences (CX) Team to offer insight and ensure proper strategy and implementation of LEGO loyalty program (VIP) and adherence to data governance guidelines  

-       Budget and P&L responsibility for North America Offline Marketing – including monthly forecasts and quarterly budget reconciliations in partnership with Finance

25%      Leadership, People Management and Team Development

-       Lead, manage and mentor 2 direct reports – Offline Marketing Coordinator; Copywriter / Proofreader

-       Supervision / relationship management with Marketing Communications (MC) personnel responsible for the development of the SAH Catalog – creative, production, and project management

o    Ensure deadlines and objectives are met – on time, on budget and on strategy

-       Lead and oversee copy development process for Direct to Consumer whilst ensuring global efficiencies – copywriting, translation and proofreading

-       Oversight and management of external partners in support of Offline Marketing objectives – i.e. prospecting and catalog request fulfillment

-       Close collaboration with local and global colleagues across functional areas to build / execute effective multi-channel marketing campaigns and identify economies of scale globally in the catalogue production process

15%      Reporting, Analysis and Insights to Action

-       Work closely with the Direct Marketing Specialist:

o    to develop and publish Quarterly Business Review (QBR) documents, outlining performance year to date, file health and corresponding adjustments to the plan

o    publish match-back reports, articulating the impact of offline marketing efforts on all channels

-       Analyze performance metrics to:

o    measure offline marketing programs effectiveness while testing and rationalizing ideas

o    evaluate offline marketing effectiveness and impact across Direct to Consumer (D2C) touchpoints with a cross-channel mindset

-       Support the marketing planning and business planning process with key insights and business metrics from offline marketing initiatives

Qualifications

-       Bachelors degree in business, marketing or other related field(s)

-       Hands-on direct marketer with 3-5 years direct marketing experience, preferably with 2-3 years catalog marketing and people management experience

-       Experience working with CRM databases

-       Creative / graphic design and production experience is a plus

-       Ability to work with an entrepreneurial spirit in a dynamic and collaborative team setting

-       Ability to interpret data and make recommendations

-       Ability to think holistically, beyond the task and exercise right brain creative skills, along with left brain analytics

-       Organized with a strong attention to detail and accuracy

-       Exceptional verbal and written communication skills

-       Able to work independently and as a part of a cross-channel, global team

-       Computer skills: Microsoft Office Suite; advanced MS Excel; Adobe Writer; & Adobe Photoshop a plus

-       Experience in CPG / Kid and Parent Marketing a plus