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 Topps, 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:
Digital Marketing strategic leader and operational expert that establishes data-driven points of view positioned towards increasing revenue growth.
The Senior Digital Marketing Analytics Manager is responsible for strategic planning and tactical operations oversight, quantitative campaign analysis, KPI dissemination, and collaborating with various internal and external groups to achieve company goals. This position will have a focus on defining, creating, and communicating a framework for activation and optimization across all digital platforms that drives brand and performance outcomes. This position manages and recommends campaigns in line with marketing plans for company initiatives, researches and identifies potential placements, and oversees platform best practices.
The Primary responsibilities are to increase acquisition and reduce churn through optimization of the Customer Journey (CX) while identifying growth opportunities for Lids' Direct-to-Consumer (DTC) strategy.
Principle Duties and Responsibilities:
Execute the primary duties and responsibilities of the position according to the Digital Marketing Director and Head of Marketing direction and expectations.
Optimizing the Customer Experience & Journey:
Oversee the customer journey on across Lids' DTC businesses identifying opportunities to enhance user experience, drive engagement, and increase sales
A|B Testing & Data Analysis:
Lead A|B testing initiatives to optimize campaign performance, website user experience, consumer outreach (CRM) and conversion rates
Analyze results, share insights, and make data-driven recommendations to senior leadership
Collaborate with external agency partners and internal creative teams, providing clear guidance and feedback
Strategy Development & Execution:
Collaborate with the Digital team leaders to define, optimize, and create and implement the DTC commerce strategy for
Work closely with cross-functional teams, ensuring alignment of DTC objectives with broader brand and business goals
Marketing Operations:
Create annual sales strategy and operational planning prior to fiscal year launch (budgeting)
Create and present weekly, monthly, quarterly reporting to peers and senior leadership
Administrative responsibility across all digital platforms, maintaining access levels and securing operational functions for digital marketing platforms and tools
Performance Marketing - Paid media expertise and experience with practical execution at all functional stages across Social, Search, OOH, OTP, CTV, others. 5+ years of experience
Email - practical experience with email best practices, list management and deployment (5+ years of experience)
eCommerce- acquisition and retention strategy development and execution across all properties (5+ years of experience)
SEO - site architecture and SEO optimization experience
Any additional responsibility as set by Director or Head of Marketing
Job Required Knowledge, Skills and Education:
Bachelor of Science degree in Marketing, Business, Finance, Information Systems, Data Science or related field. Meaningful experience at a retail or tech-forward company preferred
Minimum of 7 years of marketing and analytics experience
Advanced in A|B testing tools and analytics platforms
Strong analytical, organizational, and project management skills
Expertise in DTC channels and the evolving commerce landscape
Exceptional leadership abilities with experience in managing cross-functional teams
Excellent communication and presentation skills, with ability to influence and be influenced through maintaining data-driven views that are loosely held
Comfort with ambiguity as demonstrated by being able to adapt in structured and un-structured environments
In Order to be Successful in this Role:
Desired prior work environment experience (fast paced), proficiency in processes, positive mindset, demonstrate solution-oriented positivity, great work ethic, excellent communicator, proficiency in Excel.
Physical/ Travel Requirements:
Non-Remote - This position is based in the Indianapolis, IN office