Family Christian prays for a worthy new CMO

Family Christian prays for a worthy new CMO

Steve’s breakdown: This retail chain has approximately 281 stores in 261 cities and they are on a mission. Can I get an Amen?!?

Anyway, they clearly have plans to expand and they are motivated beyond money. Two great traits of a good client.

GRAND RAPIDS, MI: Family Christian is the nations leading Christian Retailer dedicated to one common mission.  We exist to create value today and for eternity in the lives of those we touch through our service, products, and the stewardship we model.  We have locations in 36 states, a strong on-line presence, consistently solid business performance, and exciting plans for growth.  At the heart of our company you will find passionate, energetic, flexible retail minded business people who are committed to doing their best everyday, and to making a difference in the community they serve.

We are currently searching for a Chief Marketing Officer.  The CMO will create an integrated marketing vision that reaches across all channels, touch-points and media types. This vision will include a digitally enabled strategy that drives traffic and sales, encouraging consumers to purchase where they want, when they want. Functions reporting into this role include:  Brand Management and Enhancement, Catalogue Marketing, Visual Merchandising, Ecommerce, Multi-Channel Marketing, Customer Relationship Management, Trade and National Marketing and Production.

Key accountabilities will include creating, driving and shaping the digital strategy for FCS.  This executive will engage the key internal stakeholders in the digital strategy and implementation to drive results, customer engagement, ROI, innovation and tools for growth and business advancement. The CMO will be a “big thinker” and “evangelist” and go beyond paid media and web content to bring best-in-class social media tools to FCS, thus raising the level of FCS’s digital DNA and consumer engagement.

The CMO will be a catalyst for transformation as well as a hands-on manager of both the digital and traditional marketing functions of the organization. The executive we seek will be a well-rounded marketing executive with prior experience operating in a multi-channel consumer business and with particular expertise in digital and social media.  Though a big picture thinker, the successful candidate will have the capacity to isolate issues and help the organization to focus on implementing both top-level strategic solutions and also day-to-day tactical deliverables that are necessary for winning in the marketplace.


Develop an integrated marketing vision leveraging consumer insights and a channel-neutral marketing approach; ensure that all marketing and brand-related communications are delivered with a consistent message or theme across all channels; manage all marketing-related spending.

Develop and deploy the systems, infrastructure, brand strategies, sales strategies, and product strategies needed to position the company as a world class easy to shop multichannel retailer.

Develop strategy to strengthen the brand across all retail channels.

Develop, continually refine and drive the online vision for FCS in a manner that optimizes revenue and profits in a multi-channel environment. Evaluate the effectiveness of current online strategies and brand positioning. Engage consumers and other stakeholder audiences to create new conversations and communities.

Create a digitally enabled Consumer Engagement/Experience strategy. Leverage digital channels to build Consumer Connections, challenging the organization to embrace rapidly changing technology and social network sites as a means to reach customers, track social and consumer preferences, build brand loyalty, and deliver products and services.

Develop a vision for each retail channel and hold annual, quarterly and monthly business reviews.

Support the development of a 1-5 year financial forecast for each retail channel and be an active participant during annual, quarterly and monthly financial planning activities.

Lead the multichannel team contributing to overall business strategy and decision-making.  Must truly understand the value of being a world-class multichannel retailer and develop product marketing plans across multiple areas/channels of the company.

Must understand the operational implications of marketing decisions to ensure customer expectations can be met or exceeded

Provide insight, guidance, and direction to other senior business leaders about broader, organization -wide marketing-related ideas and concepts to grow on-line.

Oversee the design, coordination, execution, and analysis of all tests and develop recommendations based on the results of these tests.

Drive growth in Multi-Channel Consumers and Sales through leveraging new platform; explore a roadmap for mobile commerce and beyond.

Develop sales goals and market basket strategy for each channel.

Develop the team capabilities around targeted marketing and multi-channel commerce, and lift the Digital IQ of FCS across the organization.

Elevate consumer awareness through new promotional programs and secure winning marketing partners and alliances.

Lead an effective and useful marketing research and analytics effort to better understand appropriate target audiences and best practices required to reach different market segments; provide regular analytics and support services to gauge and improve brand positioning and awareness; provide important and relevant intelligence regarding competitor marketing and branding efforts and strategies; and applying this knowledge toward changes in approach as appropriate.

Knowledge, skills & abilities:

Strong experience in multi-channel environments (including web-based approaches and tools) with an appreciation for the importance of acquiring high-value customers on a cost-effective basis.

Deep digital experience – leveraging emerging trends/technology, crafting effective digital strategies, architecting an engaging user experience online.

Created or re-launched an e-commerce business and distinctive    market position.

A clear understanding of on-line productivity measurement.

A strong business, versus technological, orientation with proven ability to manage and grow a P&L.

Marketing savvy, as to both merchandising and customer messaging.

Makes understanding consumers a priority and knows how to leverage Consumer Insights.

Experienced Marketer – digital marketing a must; brand marketing preferred; loyalty marketing a plus.

Family Christian Stores offers a comprehensive medical, dental, and vision package, life insurance, 401K matching program, flexible spending accounts, competitive vacation package, and more.  One of the most amazing benefits is the opportunity to be part of our non-profit foundation, The James Fund, which is dedicated to meeting the needs of orphans and widows. Our employees have the opportunity to tangibly meet these needs through in-store initiatives, community events, and “work trips” to Mexico and other places of need in partnership with the James Fund. Take a closer look at for more information.


Type and press Enter to search