Senior Director of Marketing

Job Description

Job Description

About the Job

SEE, a heritage optical brand, was founded in 1998 by a spirited optical pioneering family that plays by its own rules (and has won Caddy Awards, Addy Awards, and a handful of Clio Awards along the way). In other words, they know a thing or two about marketing, advertising, and building a retail brand that resonates with the fashion-savvy set. They created the most disruptive and revolutionary concept in optical retailing, developing an exclusive and original collection of high-quality, limited-edition fashion eyewear that can only be found in SEE stores. Voted “Best Eyewear” 85+ times in readers’ polls in major publications coast to coast, SEE is known for its diverse workforce, exceptional customer service, leading-edge style, and lively in-store vibe.

We are looking for a dynamic team leader who exemplifies the SEE attributes: Thoughtful, Passionate, Accountable, and Cutting Edge. The Senior Director of Marketing will be responsible for providing branding, creative, and strategic direction for SEE Eyewear’s 40 stores nationwide. This is a full-time, in-office position based in Southfield, Michigan. The ideal candidate is located in or willing to relocate to Southeast Michigan.

Reporting directly to the Founder and CEO, Richard Golden, and working closely with sales, operations, product development, and other departments, this unique role requires a hands-on, seasoned marketing professional (retail experience preferred) with strong business acumen, exceptional leadership skills, and a proven track record in driving both in-store and ecommerce traffic and sales.

SEE’s Senior Director of Marketing functions as the lead of our in-house agency, directing and executing the company’s marketing strategy across all channels. The ideal candidate is a brand marketing–driven and ecommerce-savvy creative leader who is not only strategic but scrappy, snappy, and execution-focused—someone who can lead big ideas but also roll up their sleeves and get things done. They should bring strong creative thinking, a test-and-learn mentality, and ideally have experience with guerrilla marketing or other unconventional brand-building tactics.

Key Responsibilities:

• Marketing Strategy, Planning, and Execution: Develop and execute the overall marketing and branding strategy in alignment with company goals. Identify market trends, customer preferences, and the competitive landscape to drive growth.
• Public Relations: Write and distribute press releases; build and maintain relationships with fashion, market, and accessories editors.
• Branding: Maintain brand integrity and generate innovative ideas to promote brand awareness. Ensure consistent brand presentation across all platforms.
• Ecommerce Management: Lead the ecommerce team to aggressively grow online sales. Experience with Shopify and Klaviyo is preferred.
• Digital Marketing: Oversee content strategies aligned with business objectives and audience segmentation. Direct digital ads and collaborate with digital agencies to optimize ad spend.
• Creative Campaign Development: Bring fresh, bold, and unconventional marketing ideas to life—leveraging both traditional and guerrilla marketing techniques to capture attention and build community.
• Store Expansion & Development: Collaborate with retail leadership on new store openings, remodels, and relocations to ensure branding consistency.
• Cross-Functional Collaboration: Partner with other departments, such as merchandising, operations and human resources, to align strategies, leverage resources, and achieve company-wide objectives, foster strong relationships with internal stakeholders to drive collaboration and achieve shared goals.
• Performance Analysis: Track and analyze marketing performance (sales, traffic, conversion, etc.) and deliver insights and action plans to leadership.
• Industry & Competitive Analysis: Stay informed on industry trends and competitor movements. Recommend innovative strategies to maintain a competitive edge.

Requirements:

• Bachelor’s degree (advanced degree preferred).
• Extensive experience in a similar leadership role, with a focus on retail marketing, brand development, and ecommerce strategy.
• Proven success in building and executing marketing plans that drive both retail and online growth.
• Strong understanding of digital marketing, SEO, and analytics tools.
• Preferred experience with Shopify and Klaviyo.
• Demonstrated ability to lead with creativity, execute quickly, and bring fresh, bold marketing ideas to life.
• Experience with guerrilla marketing or experiential brand tactics is a plus.
• Excellent leadership, communication, and strategic thinking skills.
• Highly collaborative and able to thrive in a fast-paced, entrepreneurial environment.
• Proficiency in Microsoft Office.
• Agency experience a plus.