Director, Digital Strategy

Smith & Wesson Holding Corporation   •  

Columbia, MO

Industry: Manufacturing / Electronics


5 - 7 years

Posted 379 days ago


The Director of Digital Strategy is an influential leader who helps drive revenue, profit, and operational performance from a customer-centric perspective for BTI. This position will help direct and manage all web-based marketing, e-commerce and CRM activities for BTI. The Director of Digital Strategy is responsible for collaborating with cross-functional brand, marketing, business insights, finance, logistics and IT partners to lead innovation and process improvement initiatives. The desired candidate will be goal oriented, possess exceptional attention to detail, and have outstanding interpersonal skills. This role will interact with several customer channels as well as marketing channels. Responsibilities include supporting e-commerce capabilities, creating a personalized shopping experience, ensuring quality interaction across digital devices, driving effective online promotions, improving site conversion, and aligning with the company's Omni-channel strategies to deliver a superior brand experience. This position will work closely with digital marketing, brand marketing, channel marketing, IT, marketing communications and other areas of the company to explore and develop new online initiatives and opportunities designed to meet and exceed the needs of the customer and e-commerce revenue goals.


Essential Duties/Responsibilities:


  • Manage and execute project deliverables, performance metrics, Omni-channelsales, analytics and business analysis for all program enhancements
  • Set vision across brand exploration and conversion, develop and motivate team, build effective relationships across teams, and foster entrepreneurial culture that encourages breakthrough ideas and innovation
  • Launch and maintain all online promotions
  • Keep pace with search engine, social media and internet marketing industry trends and development
  • Strategize, launch, manage and optimize organic and paid digital marketing campaigns
  • Manage SEO/SEM/SERP projects and Team
  • Help support all inbound marketing initiatives/campaigns
  • Supervise all online marketing activities (including digital media buys) throughout all digital media platforms
  • Review main KPIs, web site traffic, sales figures and registration volume to quantify business and identify trends and opportunities
  • Contribute to development and execution of new ideas and concepts to grow online business and sales for all BTI brands
  • Manage, optimize, and enhance CRM database and related online activities
  • Foster new initiatives and concepts about using electronic mediums to digitally build customer relationships and increase sales
  • Supervision of online brand representation(website updates, emails, data)
  • Develop and execute ideas for increasing visibility on Search Engines such as Google, Yahoo and Bing (Search Engine Optimization and Search Engine Marketing)


Job Standards:


Any combination of education and experience providing the required skill and knowledge is qualifying. Typical qualifications would be equivalent to:




  • Bachelor's degree --preferably relevant to Business Administration/ Marketing
  • Passion for the outdoors/outdoor industry
  • 5+ years' experience in Search Engine Marketing (SEM) and Search Engine Optimization (SEO)
  • Google Adwords certification




  • 5+ years recent work experience in e-commerce environment
  • Experience conceptualizing, evaluating and negotiating 3rd party strategic partnerships
  • Experience with large-scale, global consumer websites is a plus
  • Experience working with popular keyword tools (Google, WordTracker, Keyword Discovery, etc)
  • Experience working with CMS and building/administering content in multiple CMS environments
  • Knowledge of HTML/CSS and website administration
  • Knowledge of Landing page optimization and strategy
  • Expertise in SERP competition analysis
  • Expertise in Google Adwords and Bing Ads; proficiency with Google AdWords Editor and Bing Ad Editor
  • High-level proficiency in MS Excel, PowerPoint, and Word
  • Enthusiastic and self-motivated
  • Meticulous attention to detail, with an overall passion for continuous improvement
  • Innovative and creative, with excellent communication, presentation and interpersonal skills
  • Quick learner and passion to grow in a fast-paced environment
  • Team worker -- ready to work with internal stakeholders at all levels of seniority.
  • Must be team oriented with the ability to work on high collaboration and performance teams

Requisition Number BTI-1728