Senior Director, Merchant Marketing

Job Description

As the Sr. Director of Merchant Marketing, you will be responsible for leading the teams accountable for the acquisition, retention and engagement of our local and national merchants for our 13 international countries. You will drive the marketing strategy, planning and execution of the entire merchant lifecycle management. Responsible for managing and improving all of our channels with multiple teams across SEO, SEM, Email, Social, Referral, Events and Trade Shows, you will be charged with optimizing our demand waterfall, creation of compelling sales enablement and providing our sales teams with the critical marketing qualified leads for acquisition, winback and reactivation.

​Core responsibilities:

· Lead Groupon’s International (13 markets) Merchant Marketing team.

· Must possess strong written and oral communication skills and adept at developing crisp executive-level presentations.

· Demonstrated ability to lead and develop cross-functional teams and to lead others by influence and example.

· Reinvent how Groupon communicates and engages with our existing and potential merchants through the delivery of best in class acquisition of CRM and Lifecycle management programs. Own this program from strategy to execution and ongoing improvement.

· Drive all B2B CRM activities, multi-channel campaigns, integrated marketing programs and online marketing activities to acquire, activate and retain merchants while growing inbound leads and the merchant value.

· You will be the B2B acquisition and growth subject matter expert.

· Develop and supervise a best-in-class Account Based Marketing (ABM) program that supports our National Sales efforts across all countries.

· Oversee all of the merchant relationship initiatives; a growth strategy including automation, lead nurturing and optimized merchant lifecycle management.

· Work closely with the sales operations team to segment merchant data, improve the database health strategies and growth for B2B efforts.

· Develop a best-in-class marketing qualified lead process that delivers the most qualified merchant that meets our needs for demand, value and quality.

· Manage the creation and adaptability of best-in-class sales enablement materials and collateral for our sales teams and supporting organizations.

· Oversee the B2B online channel web while monitoring performance and improvement strategies.

· Collaborate with the analytics team to plan, test and project manage the creation of Customer Growth Dashboards for International markets to use the insights to test and establish new B2B marketing channels

· Champion the needs of merchants, their value and the importance of meeting and even exceeding their expectations within the B2B marketing framework.

Skills, Competencies and Required Knowledge :

• Minimum 10+ years track record of success in a fast-paced data-driven B2B environment
• Bachelor’s degree required, Master’s degree preferred (MBA, M.Sc. or similar)
• Experiences in online marketing, acquisition marketing, lead management and CRM required
• Analytics and operational comfort with key marketing metrics
• Previous experience with Salesforce, CRM systems and HTML knowledge a big plus
• People management skills are critical. Motivation of team members, communicating goals, impacts and the bigger picture effectively and create an environment that encourages effective communication and a positive learning curve
• Previous experience or working with a highly-driven sales and marketing teams
• Fluent in written and spoken English, other European languages a big plus