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We are working with Lumens Light + Living in their search for a Director of Marketing. Lumens Light + Living is a rapidly growing, multi-channel retailer of lighting products for home and business based in Sacramento, CA.
HARRY'S COMMENTS: Let's start this section by saying that Ken Plumlee, Lumens? CEO, is a very nice guy. I do project kickoff calls all the time. Maybe three per week these days. Some of them are great. Some of them not so much. The difference is always related to the knowledge, vision, and enthusiasm of the hiring manager towards the role. Make no mistake: If you get this job, this company will be behind you 100%.
Who is Lumens?
Lumens is an Internet Retailer Top 500 sized company focused on the sale of lighting and home furnishings for design savvy customers, designers, and architects. 35% of the company?s business is to the wholesale trade ? but ultimately, Lumens? customers are homeowners who are either remodeling, or building, or redecorating. They value well-known brands, clean contemporary design, and they look to Lumens as a definitive source for those products. They tend to read Elle D?cor or Dwell and take personal interest in design.
Lumens? trade audience is composed mostly of interior desig ners who have a contemporary style.? It's a fantastic market: The US interior design industry includes about 10,000 companies with combined annual revenue of about $8 billion. Major companies include units of architecture and design firms such as Gensler, HOK, and Perkins + Will. The industry is highly fragmented: the 50 largest firms account for about 10 percent of revenue.
The company has a fanatical focus on customer service, which complements the tools and capabilities that it offers on its website. Think of Lumens as the Crutchfield Electronics of the lighting business: Have you ever bought something from Crutchfield? If you have, then you may know that Crutchfield's customer service reps are audiophiles whose contagious love of both the customer and the product is obvious.
It's the same at Lumens: Clients can speak with a human being and get objective, expert advice from somebody who loves the client and the products. If customer satisfaction is any measure, then Lumens is a company that has its act together. See for yourself.
About the role ...
?Previously Lumens had someone in the role, but the company has changed its focus slightly. The former Director managed event marketing, trade marketing, print marketing, and some ecommerce functions (primarily affiliate and email). Today, Lumens? Director of Ecommerce is handling online marketing, user experience, and web analytics, while the new Director of Marketing will be a ?pure marketer,? with a focus on brand building utilizing mostly off-line tools.
The new Director of Marketing will also be responsible for managing the company?s trade programs, which will include enrollment of new trade partners as well as communication and segmentation for existing trade customers. Beyond that, the company seeks a new voice in formulating its brand advertising programs. The company values its print channels (like Dwell) but would also like to better evaluate its advertising and steer its brand accordingly.? The company also publishes a twice-yearly catalog, and Ken would love some assistance in figuring out how to get more mileage out of it. There is an enormous amount of information I can share with qualified candidates on this last point.
How will I know if I?m doing a good job after 100 days?
From a marketing standpoint, this role is really a mixed bag: In order to succeed, a candidate must have a deep working knowledge of branding and positioning, ad agency management, print advertising, media buying, CRM (NetSuite), database marketing, loyalty and retention strategies, catalog marketing, and email marketing. Trust me, if you don't have these things, then you really don't want this job.
After 100 days, you should have reviewed and implemented an update to Lumens? brand advertising strategy, implemented a trade customer acquisition program, and reevaluated the company's catalog strategy. Your success will rely on your ability to ?
- Formulate and match the right message with the right target markets,
- Research and test the impact of the company's previous brand marketing efforts,
- Dig in to Lumens? trade customer database and ask important questions about which vehicles the company can use to reach new and potential customers, and ...
- Completely review Lumens? catalog strategy to determine its role in the marketing mix going forward.
Ideally, you'll be strategic. You will be completely comfortable evaluating and managing outside resources, and you won't need hand-holding. You might know a thing or two about copywriting. (Trust me, that's a handy skill.) And beyond all that, you will have an analytical bias to the way you make decisions.
If this sounds like you, then I'd love to hear from you. Please check out the rest of this job posting, then apply.
Please Tweet this job, and you'll be automatically entered into our monthly drawing. Just do it and see what happens: 2010 prizes included $100 Amazon gift certs, Dean & Deluca steaks, and Keurig coffee machines ...
Position Overview:
The Director of Marketing is responsible for building brand awareness, preference and loyalty through the use of offline marketing channels including public relations, print advertising, direct mail, product placement, catalogs and event marketing. This position has overall company responsibility for managing marketing budgets.
All online marketing activities (SEM, SEO, Affiliate, PPC, and Social Media) report to the Director of Ecommerce. The Director?s of Marketing and Ecommerce work closely together. This position reports to the CEO.
Key Responsibilities:
- Establishes overall Lumens brand messaging and oversees its application across all points of customer communication.
- Coordinates with Ecommerce and Merchandising to assure that Web messaging and promotional programs provide a consistent image and brand position.
- Establishes an overall advertising program to reach consumer and trade audiences.
- Responsible for establishing campaign concepts, and executing photography, production and placement.
- Negotiates media rates and programs with print media.
- Coordinates with the Director of Merchandising to establish annual coop advertising contributions from vendors and manufacturers.
- Manages required vendor approvals for eligible advertising.
- Tracks spending and oversees billing and credits.
- Establishes an overall program to grow enrollment and revenue from trade segment (architects, designers, builders, and electrical contractors.)
- Establishes competitive requirements for program and develops program features and benefits to maintain ?best of class? capabilities.
- Establishes and manages a Trade Show marketing program.
- Manages Lumens catalog program including overall concept and execution, mailing schedule, and budget.
- Evaluates mailing list strategy and measures performance by segment
- Works with Director of Merchandising to solicit vendor participation and establish co-op terms.
- Establishes and maintains an overall Publicity and Public Relations programs to build Lumens brand awareness and product mentions across all editorial media.
- Evaluates and manages requests for product samples and placement.
- Establishes a list of product and style editorial contacts and solicits product mentions in appropriate media outlets.
- Evaluates and coordinates opportunities for event participation including Designer Show Houses, Conferences, and other events.
- Coordinates product participation requests for vendors and manufacturers.
- Establishes an overall branding program for Lumens including customer communication,? fulfillment materials such as packing slips and packaging and other materials.
- Develops and oversees production of required collateral materials such as brochures, fulfillment materials, and other printed materials
- Responsible for selection, evaluation and management of outside advertising, creative, direct marketing, and catalog? agencies as required.
- Identifies and manages mail house, printers, and other outside production resources.
- Establishes, manages, and evaluation of all customer satisfaction programs including outside services such as Bizrate and internal customer satisfaction survey programs.
- Completes periodic analysis of customer feedback and presents to management team.
- Identifies customer satisfaction issues and proposes enhancements to improve satisfaction.
- Provides overall management of marketing budget.
- Completes an annual marketing budget within business model guidelines.
- Measures overall marketing performance and return on marketing spend.
- Hires and manages direct reports.
Position Requirements:
- BS or BA Degree in Communication, Marketing or Business
- 10 years of progressive experience in retail marketing management
- 5 years experience in ecommerce
- Relevant consumer advertising and brand-building experience
Applications for this position are being coordinated by Harry Joiner. To apply, CLICK HERE.? Candidates, please be sure to email Harry Joiner for a packet of market research and company / competitive intel that will differentiate you in your candidacy. Due to the intensely competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.
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