Director of Digital Brand Experience

at  Helly Hansen

Founded in Norway in 1877, Helly Hansen continues to develop professional grade apparel that helps people stay and feel alive. Through insights drawn from living and working in the world’s harshest environments, the company has developed a long list of first-to-market innovations, including the first supple waterproof fabrics more than 140 years ago. Other breakthroughs include the first fleece fabrics in the 1960s, the first technical base layers in the 1970s, made with LIFA® Stay Dry technology, the patented H2Flow™ temperature regulating system, and the revolutionary lighter, warmer LIFALOFT™ insulation. Building on Helly Hansen’s proprietary HELLY TECH® waterproof/breathable system, the technical outdoor brand has most recently introduced the award-winning LIFA INFINITY PRO™ - the company’s most innovative and responsible waterproof/breathable technology to date.
Helly Hansen is a leader in technical sailing and performance ski apparel, as well as premium workwear. Its uniforms are worn and trusted by more than 55,000 professionals and can be found on Olympians, National Teams, and at more than 200 ski resorts and mountain guiding operations globally.
Helly Hansen’s outerwear, base layers, sportswear and footwear are sold in more than 40 countries around the world and the company is owned by Canadian Tire Corporation (CTC). To learn more about Helly Hansen’s latest collections, visit www.hellyhansen.com

THE ROLE

At Helly Hansen we are driving for profitable growth, globally, with a sharp focus on key markets and channels, including US, Nordics, and DACH (Germany, Austria, and Switzerland) and our eCommerce channel. We believe in an integrated multi-channel marketplace, in which our investments in DTC and eCommerce benefit our wholesale customers, driving growth across all channels.
This role will be responsible for developing and executing a digital-first asset and content strategy for our website, email and performance marketing teams. Your overall goal will be to increase revenue and ROI by delivering impactful content and assets that engage and motivate existing and future customers; whilst playing a key role in helping to build the Helly Hansen brand and drive sales across all channels. The asset and content strategy that you build and evolve will be executed globally, with key markets across North America and Europe.
You’ll be a digital-first expert with proven ability in developing highly engaging content and activations across digital channels that deliver profitable growth. You’ll have a passion for driving performance improvements through test-and-learn, with extensive knowledge in how best to tailor and measure asset and content performance across multiple digital platforms.
You’ll lead our digital & performance marketing content team, our digital creative agency and work with stakeholders across different teams including performance marketing, e-commerce and brand. You’ll build relationships with key partners including Google and Meta to ensure that maximum performance impact across the platforms.

KEY RESPONSIBILITIES

• Develop and implement Helly Hansen’s global website, email and performance marketing asset and content strategy
• Define and report on clear performance KPIs, measure the impact of asset performance across acquisition, retention and brand metrics and lead the implementation of insights and learnings into improved digital content and performance on KPIs
• Define the design system and modular templates for site, email and paid marketing
• Define and execute the content and asset test and learn performance optimization plan
• Partner with ecommerce managers, site experience managers to define data driven digital best practices for product shots, hero banners, landing page experiences etc.
• Partner with key stakeholders including Senior Acquisition, retention, brand and ecommerce managers to execute performance marketing plan
• Lead the development of seasonal and always on performance marketing campaigns; partnering closely with brand to ensure activity fully integrated
• Build deep relationships with key partners, including Google and Meta to drive creative excellence on each platform
• Lead the digital and performance marketing content and creative team and our digital creative agency partner
• Oversee the creative budget ensuring value delivery from our partners