prAna is an ancient Sanskrit word for breath, life and vitality of the spirit. We are honored to borrow this word as our company name, as it lifts our aspirations and helps guide our actions towards a socially mindful and environmentally sustainable organization.

We started back in 1993 in Carlsbad, California and we continue to grow and resonate with like-minded people; climbers, surfers, athletes of all flavors, yogis, artists and free spirited folks around the world.

Our apparel and accessories are thoughtfully designed and built to last, for sport, life, travel and adventure. It is our hope that when people wear prAna, they can feel the intention and passion that is woven into everything we make and everything we do.

Overview of the Position:

The Director of Direct Marketing oversees all direct marketing in the ecommerce channel, including the website, catalog, email, online marketing, and social. The position establishes and executes strategies for growth and leads the direct marketing team.

Essential Functions and Responsibilities:

1.      Marketing Strategy and planning

• Manages the process to develop the seasonal customer communication plan, including the development of key message and the editorial calendar
• Oversee selection and management of marketing vendors, including printers, paper suppliers, USPS, email vendor, data vendor, coops, site analytics; fosters relationships; negotiates contracts

2.      Website and online marketing

• Develops and updates 2 year plan for the website based on company priorities, industry trends, and customer insight
• Oversees ecommerce initiatives in support of company growth goals, brand strategies, and the seasonal editorial plans
• Ensures optimal customer experience on the website as measured by user analytics, overall sales KPIs, and usability sessions
• Oversees email marketing programs including vendor relationships, seasonal schedule, briefing process, and performance reporting for weekly, transactional, and triggered emails
• Oversees paid and organic search efforts, including investment strategy, program performance, vendor relationships, and testing
• Develops seasonal editorial plans for social media; responsible for content and investment strategy for social media
• Stays abreast of current ecommerce trends and technology

3.      Direct marketing

• Oversees the strategy and implementation of the catalog initiative including targeting, messaging, and circulation selection
• Builds season catalog plans by customer segment in support of the editorial/seasonal messaging
• Manages the execution of the circulation / contact strategies within and across channels that builds a healthy buyer file and can show positive return on converted prospects within 12-months
• Briefs each catalog for merchandising and creative; coordinates the post mortem process to assess performance to the brief
• Manages prospecting efforts to achieve new buyer goals, including the brief for the prospect books and circulation initiatives with the co-ops
• Oversee the execution of a detailed merge-purge of each mailing with an outside database company

4.    Performance and analysis

• Develops annual direct budgets; updates direct forecasts monthly based on performance
• Develops annual customer file projections and strategies to meet company objectives
• Oversees measurement, interpretation, and reporting of direct channel performance; provides daily and weekly demand projections for the direct channel relative to forecasts
• Builds the customer database; achieves buyer goals; oversees database hygiene and appending efforts
• Keeps abreast of industry changes to ensure we are utilizing best practices and aligning with consumer trends
• Manages gathering, interpretation, and reporting of customer insight and market research

5.      Influencers

• Develops annual strategy for the Influencer program and each of its segments; determines contact strategy and forecasts performance
• Ensures program initiative aligns with company priorities, seasonal messaging, and brand guidelines
• Oversees the communication to the Influencers and the reporting of results

6.      People Management/Leadership

• Leads and manages the direct marketing department
• Hires and develops staff members
• Actively engages with colleagues through the leadership team
• Prepares and conducts performance assessments and pay reviews
• Member of prAna’s Leadership Forum; attends and actively participates in meetings

Required Experience

 Education and Experience Requirements

• Bachelor’s degree required; in relevant field preferred (e.g. Marketing, Business)
• Relevant experience in the direct to consumer apparel industry
• Familiarity with prAna’s target consumer
• Experience building and managing an ecommerce business; 3 to 5 years required
• Extensive direct marketing background; minimum of 5 years of experience
• Experience developing new digital and ecommerce initiatives within an established company
• Experience driving direct marketing innovation with clear results in customer acquisition, retention and sales utilizing catalogs
• Proven track record of success in leading the development and implementation of integrated marketing programs that drive business results and align with company strategies
• Proven track record of success scaling an existing global ecommerce business within a multi-channel environment
• Proven ability to extend/refine a brand and its expression in the digital market
• Proven ability to use analytics to strategically drive business growth
• Ability to translate company priorities to customer facing programs delivering and outstanding user experience
• Experience building new teams and leading within a new structure
• Experience in a fast paced, growing and less structured company environment

Technical Skills and Experience

• P& L management, budgeting
• Catalog/circulation management expertise
• Website/online marketing expertise
• Familiarity with Google analytics
• Proficient with MS Office (Word, Excel and Outlook)

Employee must be able to perform essential functions of position with our without reasonable accommodations.

**Please note: All candidates will be subject to a pre-offer background check which may include, depending on position requirements, criminal history, credit history, driving record, employment verification, education and reference check.

prAna is an Equal Employment Employer

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