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Job Description:

Overview of prAna:

prAna is an ancient Sanskrit word for breath, life and vitality of the spirit. We are honored to borrow this word as our company name, as it lifts our aspirations and helps guide our actions towards a socially mindful and environmentally sustainable organization.

We started back in 1993 in Carlsbad, California and we continue to grow and resonate with like-minded people; climbers, surfers, athletes of all flavors, yogis, artists and free spirited folks around the world.

Our apparel and accessories are thoughtfully designed and built to last, for sport, life, travel and adventure. It is our hope that when people wear prAna, they can feel the intention and passion that is woven into everything we make and everything we do.


Essential Functions and Responsibilities:

1. Traffic Growth and Customer Acquisition


  • Develop and execute a cohesive online marketing strategy to cost effectively grow traffic and customer acquisition via SEM, SEO, Social, Email, Affiliate and Display advertising
  • Develop and implement digital Customer Retention plans
  • Monitor and improve key drivers influencing traffic growth (e.g. SEO, SEM, Social, Email, etc.)
  • Partner with Circulation Manager/Direct Sales Analyst to scale and optimize the overall Marketing Mix
  • Develop plans and targeted strategies to enhance prAna.com to improve engagement (e.g. functionality, landing pages, etc.), particularly as it relates to Digital Marketing efforts
  • Partner with Creative and IT Departments to blend online promotional materials with a complimentary site-side experience
  • Review and evaluate site analytics to gain strategic insights and develop recommendations to improve site performance as it relates to specific traffic-driving efforts
  • Partner with Online Sales Manager to develop, implement and manage traffic and sales growth plans for eCommerce (e.g. SEM, SEO, Email, Social, promotions and affiliate sales)
  • Work with Online Sales Manager and Web Development to create, implement and manage mobile/tablet strategy and plans to enhance user experience, increase traffic, conversion rate and average order value
  • Partner with Online Sales Manager to develop, lead, manage and execute strategy and tactics related to customer email communication programs (e.g. Consumer, Influencer, Retail Store, Buyer LifeCycle, Magento)
  • Partner with Online Sales Manager in creating, updating maintaining of accurate customer segments
  • Develop direct to consumer calendar linked to sales strategies; make adjustments to calendar as needed
  • Lead, manage and execute strategy and tactics related to promotion of special online sales events and programs (e.g. garage sales, pre-garage sale, cheerleader promotions, Influencer friends and family, Influencer free shipping program, Cyber Monday program, Holiday shipping program)
  • Partner with Merchandising to plan and manage updates to prAna.com

2. Budgeting and Forecasting

  • Review eCommerce sales results, Digital Marketing revenue returns and shipping on a daily, weekly, monthly and annual basis
  • Monitor Digital Marketing performance relative to budget and forecast
  • Keep Director, eCommerce informed of campaign performance relative to budget daily
  • Work with Online Sales Manager and Circulation Manager/Direct Sales Analyst to prepare and modify sales budget and forecast based on trending performance on a daily, weekly, monthly and annual basis

3. Campaign Management

  • Own the Digital Marketing Mix and manage and optimize all vehicles to continue working in conjunction with non-digital Marketing initiatives and deliver strong ROI
  • Work with Circulation Manager to establish Digital Marketing strategies around each catalog drop
  • Work with Online Sales Manager and lead the planning and execution of Digital promotions around seasonal product launches
  • Partner with Merchandising, Creative, IT, Inventory Management, etc. on planning, timing and execution of Digital promotions around product launches
  • Work with Online sales Manager to ensure that all site content (i.e. product descriptions) is written in a brand-and-search-engine-friendly way
  • Ensure that all possible/applicable SEO best practices are being leveraged at all times, and monitor rankings, traffic and sales gains associated with organic search optimization tactics employed
  • Ensure that scaling of Paid Search programs continues to deliver strong ROI without undermining the Brand, Dealers in the space, and SEO
  • Work with Marketing on Email segmenting and messaging, and ultimately own the Email calendar
  • Work with Marketing on Social messaging, brand/product mix, and leveraging Social to drive traffic to prana.com
  • Work with Marketing and Creative to test, implement, and optimize Display advertising campaigns including endemic media buys and ad networks and track view thru conversion
  • Work with outside vendors and agencies to plan and track all Digital Marketing initiatives

Education and Experience Requirements

  • Bachelor's degree required in relevant field (Business)
  • 5+ years of experience with Online Marketing and Web Analytics with bottom line responsibility for ROI
  • 5+ years managing marketing vendors including ROI, budget and planning

Key Competencies

  • Ability to manage and prioritize against aggressive deadlines; attention to detail and accuracy for project execution
  • Ability to analyze performance metrics, identify opportunities and translate analysis into action
  • Results-driven, goal-oriented
  • Flexibility
  • Team-oriented
  • Interpersonal skills
  • Effective communicator verbally and in writing, with customers, employees and all levels of management
  • Initiative, proactive, self-directed
  • Effective time management, planning and prioritizing skills
  • Excellent planning skills
  • Effective interpersonal skills
  • Problem solving, critical thinking
  • Organized, detail-oriented
  • Ability to operate in the spirit of service (SEVA) in how we treat our customers and each other

Technical Skills and Experience

  • Proficient in HTML, Dreamweaver, Photoshop and other web/online programs.
  • Proficient with Google Analytics or other online reporting tool
  • Proficient with MS Office (Word, Excel and Outlook)
  • Knowledge of social media (Facebook, Twitter, etc) preferred

Physical Requirements
Employee must be able to perform essential functions of position with or without reasonable accommodations.

Job Category:


Career Level:

Management (Manager/Director)

Job Type:

Full Time/Permanent