Suitsupply is a market leader in the fashion industry, and plans to build the very best omnichannel fashion brand. With this goal in mind, a top-class digital team is being assembled. The most senior position within this team is the Head of Performance Marketing. A high-profile position which offers the potential for advancement to C-level.
Fokke de Jong started Suitsupply in 2000 as a web shop. The first bricks-and-mortar store above the A4 served as a pick-up point. The young CEO was well ahead of his time, shifting the focus to international (offline) expansion and marketing. And with great success: Suitsupply has become a top brand internationally and has shown double-digit growth for years. And now that customers are ready to shop online, the online business accounts for a significant share of the growth in the business.
In order to maintain and expand the position as market leader, a number of heavyweights have joined the organization, including David Dijkhuis (CFO at Suitsupply and former investment banker at Bank of America Merrill Lynch), and Nick Lenten (CMO/CPO at Suitsupply and ex CMO/CPO/CTO at Coolblue). The growth strategy is aimed at improving the company’s online presence and creating a seamless integrated customer experience in both the online and offline channels. The ultimate goal is to become the best omnichannel brand in the fashion industry.
Omnichannel fashion brand
At present, the online business accounts for 30% of sales , and it’s growing fast. The aim is to speed up online growth and to achieve a strong integration between online and offline channels. To accomplish this goal, they are building an entrepreneurial, data-driven and customer-oriented team. The biggest challenge? To improve the current (data) infrastructure, develop and link the channels, and extend the current customer experience in retail to online platforms (and vice versa).
“If you can’t measure it, you can’t improve it. With twelve internal product/tech teams, we intend to build a data driven infrastructure to provide an ever-better customer experience.” – Nick Lenten (Chief Customer Officer)
The goal is to become the best omnichannel player, so for the consumer, there shouldn’t be any obstacles in switching from one channel to another. In addition, the range, price, experience and service between the different sales channels must be seamless. In order to achieve this, a good, insightful and manageable data flow is crucial. Suitsupply is working on building data-rich customer profiles that will be available to all Suitsupply professionals at any point in the customer’s journey, irrespective of the channel. Stylists will have access to a dashboard displaying all relevant customer information such as sizes, fit, style, and purchase history. Customer service staff will use a similar dashboard. The dashboard will also be available to sales personnel on the shop floor to aid in helping and advising customers in-store.
An omnichannel and customer-oriented process calls for a radical approach. Nick is building a central division from where he plans to drive the revolution. This department has a matrix structure where the key focus on product categories and emphasis on a seamless customer journey come together. Online specialists update content and cross-functional categories to optimize the conversion at every stage of the funnel and achieve the very best customer experience.
Vacancy: Head of Performance Marketing
The Head of Performance Marketing will ultimately be responsible for the online marketing strategy and building a dedicated team for its execution. The Head of Performance Marketing will develop an attribution model for the future – focusing on the maximum ROI.
The Head of Performance Marketing is responsible for increasing conversion. It’s all about achieving maximum ROI by deploying the right channels (including display, search, social, and programmatic) aimed at the right target audience and at the right time within the customer journey.
The Head of Performance Marketing will manage a team of two Online Marketers and further expand this team. They will report to Nick, who at the same time will act as an important sparring partner for the Head of Performance Marketing, with solid line reporting to the MT. Selection is based on the potential to advance to C-level.
- Strategist and change agent
- Sparring partner for the MT and strong in stakeholder management
- A minimum of 7 years’ experience in e-commerce performance marketing
- Experience with building and setting up new channels
- And with developing new attribution models
- Analytical and data-driven
- Enquiring and enterprising