Marketing Director

About Fellers, LLC

Since 1986, Fellers has been a reliable source of sign and graphics films, color change vinyls, and supplies for printers, sign makers, and installers across the U.S.  Since 2021, Fellers has been private equity owned, and focused on investing heavily in expanding business into new growth segments including automotive window tint, paint protection film, printing and finishing equipment, tools, and film-cutting software. Fellers is the trusted leader in delivering speed, service, and selection to our customers.  This is backed by a national network of warehouses, stocked with industry leading brands and a competitive proprietary branded product offering.  Additionally, Fellers has a dedicated sales team which is supported by best-in-class customer service and technical support professionals to deliver superior service. 

About the role

The Director of Marketing reports to the Chief Executive Officer, and owns the entire marketing function from demand generation, and product marketing to e-commerce growth and digital experience. This role will oversee the successful performance, strategy, and user experience of all of Fellers e-commerce sites. The key candidate in this position will be able to successfully unite creative vision with analytical rigor, ensuring our brands dominate both online and offline markets.

The Director will oversee paid and organic digital marketing initiatives (SEO, SEM, PPC, Social media), partner with internal teams and external agencies, and ensure vendor collaboration on key promotions, product launches and trade show execution. By aligning marketing activities with company goals, this leader will help position Fellers for sustained growth and competitive advantage

Duties

Strategic Leadership

• Lead efforts to scale Ecommerce revenue through strategic planning, execution, and optimization.
• Develop, execute and measure the impact of the enterprise-wide marketing strategy in alignment with the company’s growth objectives and brand vision.
• Analyze marketing structure, workflows, and capabilities to build on strengths and address areas of opportunity.
• Build a high-performing team culture with clear goals, accountability, and professional development pathways.
• Lead marketing and branding of Proprietary Brands Portfolio.
• Oversee the creative direction and messaging for the full portfolio of brands (Avery, 3M, Arlon, etc.), ensuring alignment of all customer-facing content for Email, Organic Social, Tradeshows, Traditional Advertising, Marketing Collateral/POP, and Promotions
• Lead go-to-market plans for product launches, new geographies, and category expansions.
• Manage integrated marketing campaigns across paid, owned, and earned channels to maximize awareness and conversion.
• Partner cross-functionally with key internal business units to align marketing activities with business goals.
• Oversee brand architecture and positioning for the full portfolio, ensuring cohesive identity and clear differentiation in the market.

Budgeting and Market Development Funds (MDF) Management

• Lead efforts to scale Ecommerce revenue through strategic planning, execution, and optimization.
• Oversee annual marketing budget planning, forecasting, and spend optimization to ensure ROI and profitability targets are met.
• Oversee co-marketing and partner funded initiatives with maximum revenue and brand impact.
• Demonstrate success in managing partner and suppler marketing programs.
• Identify process enhancements to improve tracking, ROI measurement, and speed of fund utilization.

E-Commerce & Digital Marketing

• Lead efforts to scale Ecommerce revenue through strategic planning, execution, and optimization.
• Oversee annual marketing budget planning, forecasting, and spend optimization to ensure ROI and
• Own and scale all aspects of the e-commerce business to achieve the share of revenue driven online, for the entire portfolio of Feller’s E-Commerce sites.
• Oversee the company’s portfolio of e-commerce sites, ensuring strong UX, SEO, and performance.
• Manage paid digital marketing (SEM, PPC, social), optimizing campaigns for ROI.
• Collaborate with agencies and third-party partners to execute digital campaigns.
• Track and report on KPIs using GA4 and other analytics tools.
• Guide ongoing site updates, content optimization, and conversion improvements.
• Enhance brand presence and engagement across digital and social channels.

Analytics, Insights & Innovation

• Implement marketing analytics frameworks to track campaign performance, CAC, LTV, and channel ROI.
• Oversee marketing technology stack strategy, including CRM, automation platforms, and personalization tools, to enable data-driven customer engagement.
• Identify and evaluate new market opportunities, partnerships, and distribution channels to drive category and geographic expansion.
• Monitor industry trends, competitor activities, and emerging technologies to stay ahead of market shifts.
• Foster a test-and-learn culture that encourages innovation in marketing tactics and channels.

Cross Functional Collaboration

• Serve as the marketing voice at the senior leadership level and above, representing the customer perspective in strategic decisions.
• Work closely with senior leadership to align marketing investments with financial objectives, ensuring efficient and impactful resource allocation.
• Collaborate across departments to ensure customer insights inform decisions and campaigns.
• Provide updates on marketing and e-commerce performance to leadership on a regular basis.

Qualifications

• Bachelor’s degree in Marketing, Business, or related field; MBA preferred.
• 7+ years of progressive marketing leadership experience, including senior executive roles with multi-channel marketing and e-commerce ownership.
• Experience growing e-commerce sales and brand equity at scale.
• Demonstrated success in managing MDF programs and maximizing partner/supplier funding.
• Proven track record in demand generation in a distribution environment or mass marketing environment.
• Strong knowledge of SEO, SEM, PPC, paid social, and analytics platforms (Google Analytics GA4, Power BI, Tableau).
• Experience leading brand strategy, digital campaigns, creative development, and demand generation.
• Experience effectively managing tradeshows.
• Skilled in managing marketing agencies and external partnerships.
• Excellent leadership, communication, and presentation skills.
• Experience with Salesforce or other CRM systems a plus.

Physical Requirements

• Prolonged periods of sitting at a desk and working on a computer.

As part of our commitment to maintaining a safe and productive work environment, we require all new hires to pass a background check and drug screen unless otherwise prohibited by state law. Any offers of employment made are contingent on these requirements. Please note that failure to pass the background check or drug screen will result in disqualification from employment.  

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