Director of Digital Marketing and Social Media Operations

About Our Company

Lids Sports Group is the largest licensed sports retailer in North America, selling fan and fashion-oriented headwear and apparel across the US, Canada, Mexico, Europe, and Australia. Operating out of Indianapolis, IN, our retail stores offer officially licensed headwear and apparel from collegiate and professional sports teams, plus top brands like Nike, New Era, Adidas, and Mitchell & Ness.

We currently operate 1,200+ locations domestically and 50+ internationally, including specialty concept stores for the NBA, NHL, Paris Saint-Germain, and numerous MLB teams. In recent years, Lids has built partnerships with iconic global brands including Marvel, Playboy, and the Harlem Globetrotters, and gained ambassadors like Justin Jefferson, Quavo, and Josephine Skriver – creating a community for both sports fans and fashion lovers.

The company is currently expanding with the goal of becoming the largest licensed brick-and-mortar sports retailer across the globe.

General Position Summary

This person will be responsible for overseeing and managing all day-to-day digital advertising, ecommerce, and social media initiatives for the LIDS Sports Group. Report directly to the VP of Marketing to develop and implement strategies to achieve reach/frequency targets, attract new fans/consumers, develop community, increase sales, and build loyalty. Is a cornerstone of new product releases, promotions, and marketing campaigns.  Includes all channels/handles (Google, Facebook, Instagram, YouTube, Twitter, TikTok, Snapchat, etc.) for all retail concepts and global markets.  Creates plans, manages execution, and performs regular report outs.  Manage and develop departmental staff.

Principle Duties and Responsibilities

Digital Marketing:

• Develop modernized ecommerce strategy.
• Own all digital advertising, social, web analytics and coordination with ecommerce merchandising to drive traffic and sales.  
• Own all marketing initiatives for LidsHatDrop (Ecom, Digital, Social).
• Implement revitalized consumer loyalty program.
• Email/SMS.
• Develop email / SMS strategy including product release, win-back, campaigns, etc. 
• Create communication calendar based on corporate needs and initiatives. 
• Manage data platforms.
• Develop plans and oversee all paid digital advertising. 
• Oversight of digital agency partnerships. 
• Review and approve daily creative for banners, email, logos, etc. to ensure best practices and adherence to corporate guidelines.

Social Media Marketing:

• Develop and implement content calendar.
• Create paid boost strategy.
• Manage content for all retail handles (Lids, NHL Store, NBA Store, Dodgers Clubhouse, Yankees Clubhouse, etc.) and markets (US, Canada UK, Germany, Australia, France).
• Create community development plan including goals and initiatives.
• Cross functional integration and internal / external relationship building.
• Within Lids:  Ecommerce Merchandising, Creative & Design, Buying, Distribution & Allocation, Additional Marketing Functions.
• Externally:  Promotional Partners and media agencies.
• Create and lead standardized meetings.
• Develop daily, weekly, and monthly budgets to track expenses and performance.  
• Develop standardized reporting strategy.  
• Troubleshoot challenges as they arise in a timely and effective manner. 
• Monitor partner and competitor initiatives and present amplification and countermeasure concepts.
• Stay relevant by understanding industry current best practices.

Additional Principal Duties and Responsibilities

Team/Staff Management

• Manage team development with in-person team building, group outings, and dedicated one-on-one personal development meetings. 
• Collaborate in the development of promotional campaigns internally and externally with partners and vendors.
• Support and adhere to all company policies, procedures, and guidelines.
• Communicate with employees at all levels of the company.

Job Required Knowledge & Skills

• Bachelor Degree required.
• At least 4 years as a marketer in the web, consumer retail, design/ advertising field.
• Ability to work fully on-site in Indianapolis and travel to Lids locations domestically and internationally.  
• Strong social media and digital marketing background.  
• Strong reporting and analytics experience.  
• Oversight of agency buying experience of digital media required, direct buying experience a plus.  
• Experience leading and building a team.

Reports To

• Global VP of Marketing