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Digital Demand Director


Germantown, MD, US

JOB CATEGORY:  Marketing

A mutually rewarding experience.


Work. Realize your ambitions. And realize there’s more to being in business than just making a profit. That’s the Mars philosophy. And the opportunity we offer every one of our Associates. An opportunity to take what you do and make it mean more for you, for those around you and for the planet.  What you get here is challenging, interesting work. You get the tools you need to do a great job and you get to have the best possible people on your side to help you do it. And at the same time as getting to find ways to do business better today than we did it yesterday and driving a great career, you also get to build a more enlightened business and drive sustainability.


Because it’s never just about a single person, a single project or a single brand. It’s about how you can grab everything that’s within your reach here and use it to pursue mutual, long-term gain. It’s about having ideas. And ideals. Being prepared to risk failure because the promise of success means we’ll all be a little better off. It’s that mix of integrity and ambition that makes Mars such a special place to work. And why working here is always about more than just a job.


About Mars, Incorporated 


Mars is a family-owned business with more than a century of history making diverse products and offering services for people and the pets people love. With almost $35 billion in sales, the company is a global business that produces some of the world’s best-loved brands: M&M’s®, SNICKERS®, TWIX®, MILKY WAY®, DOVE®, PEDIGREE®, ROYAL CANIN®, WHISKAS®, EXTRA®, ORBIT®, 5™, SKITTLES®, UNCLE BEN’S®, MARS DRINKS and COCOAVIA®. Mars also provides veterinary health services that include BANFIELD® Pet Hospitals, Blue Pearl®, VCA® and Pet Partners™. Headquartered in McLean, VA, Mars operates in more than 80 countries. The Mars Five Principles – Quality, Responsibility, Mutuality, Efficiency and Freedom – inspire its more than 100,000 Associates to create value for all its partners and deliver growth they are proud of every day.


The CocoaVia business, a premium dietary supplement that operates almost exclusively as an eCommerce business (D2C, Amazon), is seeking to refocus the demand team to more strongly reflect a dynamic and nimble online mentality, distinct from a brand management-driven company typical within Mars. 

As a member of the Mars Symbioscience leadership team, this role will lead the demand strategic initiatives to build a profitable online business for CocoaVia dietary supplement and related products (goodnessKnows) across all digital channels. We are looking for a leader to build and run a high performing, multi-functional team that leverages the best of internal and external capabilities and talent.
Key responsibilities include: 
  • Building a high-performance team to work collaboratively together to drive the business forward: Single point of accountability to drive equity-accretive and profitable sales growth on, Amazon, and new digital channels. Ownership of S&OP- strategy and sales forecasting, and sales and marketing budgets to deliver plan growth and profit objectives.
  • Own and drive the digital and e-commerce vision and strategy for the brand:  Fully accountable for the look and feel of the brand, including pricing, packaging, display, distribution objectives, and marketing support, ongoing as well as for new item launches.
  • Develop and execute shorter term and longer term brand strategy: Build and execute an integrated and innovative digital demand strategy and business plan that links online retail with the in-store shopping experience to enable and maximize purchase, and drive repeat/retention.
  • Drive consumer acquisition: CocoaVia is a small dietary supplement brand that will grow primarily from penetration of new customers/segments. This role will lead strategies to drive qualified traffic across multiple target audiences through paid/earned media to ultimately incite trial, conversion, and repeat.  As dietary supplement focused on long term benefits, repeat purchase and customer retention are critical features to the success of the brand.
  • Content development and community engagement: Creating reasons to engage with the brand through editorial content, promotional calendars, building/engaging community through social media and influencers.
  • Activate test & learn approach to the brand: Design & execute testing strategies to optimize performance across pricing, bundles, promotions, offers, etc. Employ third party technologies as appropriate.
  • Enhance user experience : Optimize conversion paths, site experience, content, pricing/promotion, UX/Design
  • Manage and analyze customer interactions throughout the customer lifecycle: Repeat purchase and longer term customer retention are critical features to the category and product. This role will lead the development of strategies to: enable repeat purchase; upsell/cross-sell; subscription/bulk purchase; manage eMail marketing; manage the customer care experience; manage fulfillment and delivery experience; build a loyalty program. 
  • People and Team Leadership: Develop and sustain a high-performing team, leading all aspects of managing, coaching, developing, and driving engagement of direct reports for optimal performance and achievement of the company, team, and individual objectives.  Develop effective cross-functional relationships and leverage the best of internal and external talent and capabilities to drive job satisfaction and business growth.
  • Bachelor’s Degree and/or equivalent Experience
  • Technical skills/certifications a plus (Magento experience, Coding, SQL/Analytics, AdWords, etc.)
  • 10+ years of commercial experience, with at least one recent eCommerce leadership role
  • Strong technical knowledge and substantial experience building, running and growing a brand DTC web shop
  • Full Funnel Marketing Responsibilities from acquisition/traffic/awareness through CRM/retention
  • Ability to translate a brand strategy into a coherent user experience across all touch points
  • Amazon business management
  • Experience with Digital media, Growth Hacking, Audience Targeting, Data Science
  • Understands and has worked with CRM best practices
  • Building a high-performance team across internal direct reports and external agencies




Mars is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability status, protected veteran status, or any other characteristic protected by law. If you need assistance or an accommodation during the application process because of a disability, it is available upon request. The company is pleased to provide such assistance, and no applicant will be penalized as a result of such a request.


Nearest Major Market: Washington DC

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