BW Retail Solutions

Creative Director of Digital Content

About Us

BW Retail Solutions is a leading omnichannel ecommerce retailer of replacement parts for powersports vehicles and outdoor power equipment. With over one million direct to consumer orders shipped annually, BW Retail Solutions has quickly become one of the largest and most disruptive forces in our industry. Founded in 2017, BW Retail Solutions is a joint venture between two long standing, multi-generational, family owned, Michigan companies.

Our portfolio includes end-to-end marketing, retail, and fulfillment of popular OEM products and accessories on the most well-known marketplaces and on our online retail stores www.fixmytoys.com and www.mowthelawn.com. We feature brands such as Polaris, Cub Cadet, Can-Am, Honda, Husqvarna, Arctic Cat, and many others. We also support our wholly owned, digitally native vertical brands 8TEN Parts, NICHE Industries, and SureFit. 

Headquartered in Chesterfield, MI with additional distribution centers near Atlanta, Georgia and Ontario, Canada, our quickly growing team now includes over 170 awesome and dedicated individuals. We are a growth focused organization that believes in constantly investing and reinvesting in the business, starting with the people. 

Position Summary 

We are seeking a creative, detail oriented, and data driven individual with a passion for developing content better than anyone else. Reporting to the VP of Consumer Experience, the Creative Director of Digital Content is a newly created role responsible for the conception, planning, and execution of all creative elements that define the marketing of our brands, and/or touch the outward facing consumer experience. Content is king, and our leadership is committed to the belief that the success of our brands is directly correlated to the quantity and most importantly the quality of the information we present to the consumer. The Creative Director of Digital Content is the conductor of the orchestra that engages our customers with our products and separates us from our competitors. 

The entire scope of this role includes but is not limited to, website product content and UI experience, stock and lifestyle photography, social media, video production, influencer negotiation/management, retail package design, brand standards, email newsletters and notifications, marketing calendar, trade show exposure, and enhanced marketplace content.

Our product catalogs are large and technical in nature. Success in this role will be starting at the ground floor to build the vehicle that scales with the current and future growth of the business. This includes recommending additional support roles and products to align with business needs. If you do not want or appreciate a challenge, this may not be the role for you. If you do, this will be an opportunity to have a direct impact on something exciting.

Essential Duties & Responsibilities

• Serve as a standard bearer for brand/product messaging and visual identity. Create, document, and monitor brand standards and assets.
• Develop a comprehensive social media content strategy across multiple platforms (Facebook, Twitter, YouTube, Instagram, TikTok, industry forums, and influencer related marketing). 
• Conceptual design and creative oversight of all related graphic and video content.
• Create brilliant assets that meet the strategic goals of the marketing team, including, but not limited to product videos, brand videos, eGuides, banner ads, html emails, print materials, infographics, website content, landing pages, trade show booths, marketing materials, and more.
• Balance and manage resources as a service provider to our PPC, Advertising, and Catalog teams. 
• Oversee relationships with creative agencies and freelancers. Serve as the primary point of contact for initiation of new creative projects, onboarding support, design direction, and feedback.
• Oversee the use of freelance design services, artists, illustrators, photographers, technical production, printing, and specialty printing. Lead contract and negotiation processes with outside vendors and consultants.
• Identify opportunities for content additions, improvements, and effectively pitch those ideas to the team and stakeholders.
• Collaborate with sourcing, Catalog, and Product Development teams to create an amazing unboxing experience for our consumers.
• Record, monitor, recommend, and react to consumer feedback on products, our brands, and the overall experience with our company.
• Report back to leadership on experiments, conclusions, successes, and lessons learned to improve processes, collaborate on methods, and create tools to improve productivity and quality.
• Maintain awareness of key performance metrics and incorporate them as part of the goals of the user experience.
• Display continuous intellectual curiosity for changes in marketing trends and emerging technologies such as artificial intelligence, SOS platforms, consumer demographic changes in social media behavior, and emerging influencers/markets.
• Serve as advisor and subject matter expert for debut on digital-first consumer brand creative best practices, trends and advancements.

Other Duties & Responsibilities 

• Other duties or projects as assigned by the VP of Consumer Experience. 

Required Qualifications, Experience, & Education

• Bachelor’s degree or higher in Communications, Marketing, Advertising or related field or equivalent combination of education and experience
• Compelling portfolio or samples of work demonstrating smart, brand-building ideas and executions.
• Experience supervising and delegating work successfully within collaborative teams, with a proven ability to provide effective creative feedback on work and help junior talent grow and improve.
• Ability to meet high standards for quality and accuracy under tight deadlines.
• Strong copy, editing, and proofreading skills with a solid understanding of video, design, copy and web best practices.
• Digital marketing experience and familiarity with various platforms in an omnichannel environment. (Shopify, Facebook, eBay, Amazon, Walmart, etc.) 
• Exposure to, and in-depth understanding of consumer behavior. You must have significant consumer knowledge in North America.
• Passion for new technologies and trends.
• 122% internet fluency. You know the ins and outs of social media, speak the language of the internet, have gone down YouTube rabbit holes for multiple hours in a row, and have explored without fear the inner depths of Reddit.
• Ability to work independently, comfort with navigating ambiguity, and energized by working in a fast-paced environment.
• A basic level of aptitude and understanding of mechanical parts and/or the power sports and OPE industry is recommended but not required. 
• You’re a genuinely good person who brings energy and passion every single day to your work and to the company. You care about people even more. 

Compensation – Base Pay Range

The base salary begins at $80,000, and up to $120,000. The starting salary for this position is commensurate with a candidate’s experience and qualifications.

Physical Requirements 

While performing the duties of this job, the employee is frequently required to stand; sit for long periods; use hands to finger, handle, or feel and talk or hear. The employee is frequently required to walk and reach with hands and arms, including lifting up to 10 pounds on occasion. Specific vision abilities required by this job include close vision and the ability to adjust focus. Must be able to operate an automobile.

Work Environment

The work environment consists of a standard office environment. The noise level in the work environment is usually moderate and may require visits to the service area or warehouses on occasion. Travel will be required on occasion depending on business needs. 

Why You’ll Love Working Here 

You will be a part of an industry-leading company where you will continuously be surrounded by a team of positive, energetic leaders that care about their staff and want to see you succeed. Our competitive benefits package and culture at BW Retail are just a few of the many things that set us apart. 

• 100% Employer Paid Premiums for Medical Health Insurance, Dental, Short Term Disability and Life Insurance
• Additional Voluntary Benefits Offered: Vision, Long-Term Disability and Additional Life Insurance
• 401(k) plan, plus company matching contribution 
• Paid time off package offered, in addition to six annual paid holidays
• Tuition reimbursement program 
• Opportunity for annual profit sharing and performance based bonuses 
• Employee events hosted throughout the year – from lunches to team-building events to golf outings to the annual company holiday party
• Work culture that promotes continuous learning and development
• Employee referral bonus program

BW Retail Solutions