Company Description

Cricut® makes smart cutting machines that work with an easy-to-use app, an ever-growing collection of materials, and crafting essentials to help you design and personalize almost anything — custom cards, unique apparel, everyday items, and so much more.

Overview

We believe everyone is born creative. We’re a diverse tapestry of thinkers, dreamers, givers, DIYers, handi-workers, artisans, and forever and always architects of things.

At Cricut, we place the power of handmade into the hands of all. We give you beautiful, easy-to-master tools so you can make something unique, remarkable, perfect. We surround you with ideas, community, inspiration, and encouragement to take your creativity further than you ever imagined. And as a community, we celebrate the exhilarating act of making every single day.

So, make that handcrafted card that feels like a hug. Design a shirt for fun, for family, or for a full-blown business. Craft with a passion or for a purpose. Make something big and bold, itsy-bitsy, amazingly ambitious, or just plain silly. Whatever you make, just make your heart out. Because here’s the remarkable truth: When we all make together, we make all things possible.

Let’s make.

Job Description

As the Senior Digital Marketing Manager for International markets you will be responsible for managing and developing Paid Digital Channels and Email Marketing to drive brand awareness, engagement and generate profitable growth of the Cricut ecosystem across international markets.

Your focus will be on defining, evaluating, and optimizing strategies and operations to ensure maximum effectiveness and efficiency of International campaigns and digital marketing efforts. You will lead the strategic planning, relationship management, and overseeing of agency contributions to meet overarching international business goals and objectives. This role requires being both an expert operator but also strategist, capable of analyzing trends, making data-driven decisions, and driving significant growth through innovative tactics.

Key Responsibilities: 

Digital Marketing Strategy

• Develop and oversee International Performance Marketing and Email strategies, ensuring alignment with company priorities and delivery on goals.
• Own and manage the performance of International Digital Marketing across the funnel, driving optimized performance  and delivering insights to leadership and key stakeholders.
• Develop overarching agency strategies aligned with the business's broader international objectives, focusing on optimization, efficiency, and innovation in campaign execution.
• Create Digital Marketing Playbook to support the roll-out of Paid Media and email marketing in new markets and ensure best practices are implemented across all international markets.
• Provide e-Retail partners with right frameworks and guidance for running effective performance marketing.

Campaign Strategy and Planning: 

• Own and manage comprehensive multi-channel campaign plan and calendar encompassing all paid digital channels, email marketing and eCommerce promotions to enable cross functional visibility and planning.
• Monitor campaign performance and make data-driven recommendations for improvements and implement learnings from previous campaigns.
• Oversee the creation and implementation of content refreshes to deliver optimized performance in paid channels.
• Establish guidelines for paid digital content to ensure that all materials are consistent with the brand image and optimized for the channel and funnel stage

Agency Management: 

• Own and lead the strategic relationships with the agencies operating across International markets.
• Set the overarching vision for agency partnerships, establishing collaborative frameworks, and overseeing the execution of campaigns, encompassing Paid Digital Channels and Email Marketing across International markets.
• Provide strategic guidance to digital agencies based on a deep understanding of our brand, target audience, and industry trends.
• Lead contract negotiations, establish KPIs and SLAs, and provide strategic guidance, ensuring that agency efforts contribute significantly to driving brand awareness, engagement, and profitable growth.

Budget Management: 

• Responsible for the management and performance of the digital marketing budgets for each market, ensuring maximized ROI across each stage of the funnel to achieve marketing and sales plans.
• Oversee the tracking and monitoring of the budget on a monthly basis to ensure delivery of agreed plan.
• Participate in annual budget forecasting and building of paid media plans to support marketing and sales plans.

Campaign Execution: 

• Support Digital team to deliver and execute the day to day operations across paid digital and email campaigns, ensuring agreed budgets are adhered to and that all campaigns launch on time.
• Analyse performance of all paid activity and content to give recommendations and actionable insight to inform efficiency, and effectiveness of campaigns on an ongoing basis.

Data Analysis and Reporting: 

• Develop and own digital marketing reporting dashboards
• Connect business goals with paid KPI's to provide context around the paid media strategy and performance.
• Utilize advanced analytics and data insights to make informed decisions and drive marketing effectiveness.
• Present paid media and email performance to leadership and cross functional partners regularly

Stay Current with Industry Trends: 

• Stay abreast of new features and best practices in platform-specific outreach
• Ensure media buys and builds are in line with best practice.
• Suggest new audiences, formats, ad styles or platforms to ensure we lead with innovative paid media content.

Cross-Functional Collaboration: 

• Mentor team members, helping them develop their skills and understanding of growth marketing strategies and tactics.
• Work closely and cross-functionally with other teams to ensure a cohesive and integrated approach to delivering the requirements of the international business.
• Drive innovation and experimentation, foster a culture of excellence. Support a spirit of collaboration and integration across the business.

Qualifications

• 8+ years proven experience managing Performance Marketing for a brand and/or in agency
• Prior experience in a senior or strategic role is essential
• Experienced in implementing strategic plans across markets with varying levels of digital maturity
• Demonstrable experience leading and managing Performance Marketing and email campaigns with a DTC brand across multiple markets
• A digital native with strong creative, commercial and analytical skills
• You are quantitative and analytical with a passion for using data to answer questions and enable decision-making.
• Strong written and verbal communication skills with experience in establishing and managing process
• A focus on customer journeys and loops in growth marketing, not just linear funnels
• Strong analytical and data interpretation skills. Proficiency in online marketing tools and platforms, as well as data analysis tools - GA4 and Datalooker preferred . Excellent project management, communication, and leadership abilities
• Show great attention to detail and be results-driven

Additional Information

What to Do Next: Please attach your resume including links to your portfolio where applicable. You MUST submit a portflio as well. You can be sure that Cricut® is an employer who values individuality, equality and diversity, so tell us what you’re all about. If you are a Maker or a DIY enthusiast, whether you think you are a good one or not, we would love to hear about it when you send us your information!

At Cricut®, we celebrate inclusion and diversity. Cricut is an equal opportunity employer and makes employment decisions based on merit. Cricut prohibits discrimination based on race, color, religion, sex, sexual identity, gender identity, marital status, veteran status, nationality, citizenship, age, disability, medical condition, pregnancy, or any other unlawful consideration. All your information will be kept confidential according to EEO guidelines. Cricut participates in E-Verify.

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