Creative Director Job at West Marine
About West Marine
We don’t just sell anchors and rigging. We sell a love of the water that lasts for generations.
We don’t just sell life jackets and flares. We sell peace of mind for your most precious cargo.
We don’t just have a passion for boating. We have a lifetime of experience that we can’t wait to share with you.
So when you shop at West Marine, it’s not just for boating gear – it’s for the pure pursuit of more water and less hassle.
If you have a passion for being on the water and are looking to join a world-class organization, then West Marine is the place for you! West Marine is recognized as the premier multi-channel retailer of boating and fishing supplies with more than 230 stores located throughout 37 states and Puerto Rico. When you work at West Marine, you’re part of a family; one that values spending quality time on the water, doing the things you love, and sharing that passion with our customers and community.
Position Summary:
The Director, Creative Strategy will develop and lead the creative group that supports all design initiatives across channels and functions within the West Marine brand and is responsible for the creative integrity of all design work. This group will work directly with cross-functional teams including Marketing, Merchandising, Visual Merchandising and eCommerce to ensure successful execution of the brand look and feel, and a seamless cross-channel Customer experience. Under the leadership of the Director, Creative Strategy, this team will create both offline and online design elements and campaigns that are innovative and original, bringing personality, identity, and distinctiveness to the brand. This role is key to ensuring that the Creative and Production teams receive the creative support they need to deliver on time, on budget and with the highest quality possible — all while achieving Company goals. In addition to leading the team, you should also feel comfortable diving into creative execution and working alongside the team to produce content. The Director, Creative Strategy reports to the VP, Marketing.
Primary Responsibilities:
- Lead, mentor and inspire a world-class creative team, fostering an open culture that celebrates original thinking, innovation and creative risk taking.
- Push the creative boundaries from traditional promotions to fully integrated omni-channel strategies to deliver fresh, new creative while maintaining consistently high standards and brand-right material that positively impacts overall business goals.
- Deliver strategic, creative communication solutions that support brand positioning and emotionally connect with the Customer in order to drive sales and encourage purchases.
- Develop and direct a go-forward process to create best-in-class product information and content (product copy, photography, West Advisors articles, videos, etc.) to improve site conversion and customer experience in their purchase journey.
- Create and direct new brand standards, maintaining a consistent tone, voice and creative visual approach throughout all touch points and guidelines that govern the creative elements in print and digital advertising including direct mail, in-store marketing, logistics packaging, events and websites (retail and wholesale).
- Ensure team strictly adheres to all production deadlines to achieve on-time and on-budget delivery of all projects. Given the team size, you should be comfortable diving into design yourself and helping to produce assets as needed.
- Direct the evolution of the creative team’s technology needs and marketing/digital capabilities by staying informed on all trends and innovations.
- Serve as a key contributor on the West Marine Marketing Leadership team, acting as a thought leader to influence strategic business decisions which ensures the voices of the brand and the Customer are reinforced through all communication channels.
- Design and build creative executions when the team workload demands additional design support
Education, Experience & Skills:
Minimum education required/preferred, area of study: • Bachelor’s degree in related field required
Minimum years of relevant experience required: • 10-15 years consumer marketing and creative management experience in retail or packaged goods. Strong track record of establishing a creative vision that drives awareness, acquisition and loyalty
Additional skills/knowledge required include: • Expert user of Adobe Creative Suite required
- Knowledge of HTML and CSS required
- Knowledge of Basecamp Collaborative tool set a plus
- Knowledge Sales Force or similar platforms a plus.
- Strategic thinker with passion for our business and the Customer
- Ability to think creatively and commercially at all times
- Proven track record of developing and managing relationships with key business partners and key stakeholders
- Ability to manage and lead through ambiguity and change; strong problem solving skills
- Exceptional brand strategy skills, brand development, positioning and creative execution
- Self-starter with strong creative point of view, and persuasive communicator
- Proven experience in working effectively in Creative and Merchandising organizations
- Expertise in leveraging historical information, sales trends, competitive insights, best practices and marketplace intelligence
- Expertise in creative traffic-driving strategies and tactics
- An effective online brand leader/brand development, and a consumer behavior expert
- E-commerce experience required
- Passion/experience in boating/marine industry highly preferred
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