• Senior Director, Omnichannel Marketing

  • Birks. Pure Delight.

    Established since 1879, Birks is a luxury jewellery store whose reputation is built on quality, exclusivity, unique design and excellence in service. We pride ourselves in offering meaningful experiences and in building intimate relationships with each and every one of our clients.


    As a Senior Director, Omnichannel Marketing, at the Birks Head office, you will get to embody our belief in the promise of a brighter tomorrow through each interaction. As such, you will get to work in a highly motivated team that values excellence, hard work and team work.


    Are you our hidden gem?

    Reporting to the VP, Brand Management and Chief Marketing Officer, the Senior Director of Omnichannel Marketing is responsible for generating revenue while enhancing brand positioning and creating a community around our brand. They develop annual and seasonal marketing programs to inspire customers, amplify Birks’ brand relevance and drive traffic and sales. This leader is responsible for delivering our marketing goals through effectively managing media planning (with an emphasis on digital channels), CRM, social media, direct mail, print media, partner programs including coop marketing and Retail & Wholesale events.



    To do so, the Senior Director of Omnichannel Marketing will be expected to…


    • Partner closely with the Vice President, Brand Management & Chief Marketing Officer to strategize initiatives, propel brand positioning and attain all financial metrics and profitability goals. Operate with a test and learn entrepreneurial mindset.
    • Responsible for brand development through a clearly defined strategy, which unites digital & traditional marketing, website experience, retail programs, events as well working closely with the Creative Director and the PR Director to position the brand favourably in the eyes of the consumer and ensure a cohesive branding and messaging strategy across all channels.
    • Responsible for driving traffic, sales, new customer acquisition as well as overall customer retention to the e-commerce, brick-and-mortar and Wholesale channels for Birks Group.
    • Ensure the adherence to the Go-to-Market calendar to guarantee successful delivery of product introductions and seasonal campaigns across channels.
    • Provide accurate data and metrics to offer a deep understanding of the Birks customer targets and associated path to purchase that will in turn inform Marketing and Product Development strategies. Lead research as required.
    • Provide strategic input to identify the greatest opportunities for Birks Group product brands, recognizing the omnichannel delivery (retail, e-commerce and wholesale) in our business model.
    • Partner with our Credit provider and other parties as required to maximize customer acquisition and retention.
    • Improve the usability, design, content and conversion of the company’s website(s) to increase performance of all metrics and grow traffic and revenue.
    • Manage promotional and CRM strategies, including email and direct mail campaigns. Conduct ongoing measurement of CRM programs and adapt as needed to ensure growth of our online and brick-and-mortar customer database, conversion rate and sales.
    • Oversee the digital (SEM, paid search, PPC, programmatic, display, social advertising, etc.), and traditional (print, OOH, in-mall, etc.) media advertising strategy and work with external media buying agency to develop a robust marketing plan to support the business needs including new product launches.
    • Lead the editorial strategy and production of the 1879 by Birks magazine.
    • Measure and track the impact of all Marketing efforts and specific campaigns through the necessary analysis, research and Brand Awareness measurement.
    • Lead the Marketing team as an energetic contributor by providing a high level of service to internal customers, delivering results in a timely, responsive and efficient way.  
    • Manage a multi-million dollar marketing budget. Exercises disciplined budget management.


    Our ideal candidate has…


    A.      EDUCATION

    • Bachelor’s degree in Marketing or any relevant Degree in Marketing


    B.       EXPERIENCE

    • A minimum of 10 years of experience in a similar position
    • Prior experience in managing digital and traditional campaigns is required
    • Experience in luxury goods or fashion/lifestyle


    C.       SKILLS

    • Client-centric
    • Strategic marketing and strong branding, direct marketing and promotional skills
    • Strong communications skills
    • Solid knowledge of MSOffice (Word, Excel, PowerPoint and Outlook)
    • Team player
    • Innovative thinker
    • Bilingual: French and English (spoken/written)

    Our promise of delight

    In return for your commitment to excellence, we offer…

    • Competitive earnings
    • Social benefits
    • Wellness program
    • Award and recognition programs
    • Innovative and unique training programs
    • Employee discounts

    At Birks, you will find a management team that truly cares about your professional growth. You will be empowered to be yourself, in order to offer excellent customer service and to create an experience that will build long-lasting client relationships.


    Come join us at Birks, and let your true self shine!

    Are you the gem we are looking for?



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