Description
At Shutterfly, we make life’s experiences unforgettable. We believe there is extraordinary power in the self-expression. That’s why our family of brands helps customers create products and capture moments that reflect who they uniquely are.
The Senior Director, Integrated Marketing leads Shutterfly’s enterprise go-to-market (GTM) strategy for customer growth and new customer acquisition. This role defines what we market, when, why, and how it connects across categories, channels, and on-site moments—ensuring clear messaging, strong prioritization, and coordinated execution. As Shutterfly grows, customer growth cannot rely on disconnected campaigns or competing messages. This role brings clarity, focus, and a repeatable GTM system that improves acquisition efficiency and builds durable marketing capabilities over time.
This is a strategy and integration leadership role. This role does not own channel execution (e.g., paid media buying, CRM deployment, creative production, site operations). Instead, they own integrated GTM strategy, acquisition messaging frameworks, prioritization, planning cadence, and performance insights, partnering across Brand, Category Management, Digital Product, Marketing Channels, eCommerce, and Analytics.
FY26 focus: Strengthen integrated GTM strategy and execution to translate brand, category, and experience priorities into customer-clear campaigns that drive growth.
What You’ll Own
Enterprise GTM Strategy & Prioritization
- Define integrated GTM strategy across categories, channels, and moments to drive customer growth and new customer acquisition.
- Translate brand, category, product, and experience priorities into a single prioritized GTM plan aligned to growth goals and investment.
- Set enterprise focus by deciding which campaigns and moments receive priority—and which do not.
Acquisition Messaging & Category On-Ramps
- Define how new customers enter the brand by category (acquisition on-ramps) and clarify category roles in acquisition.
- Build messaging frameworks and value propositions that resonate with first-time buyers and remain consistent across paid, owned, and on-site experiences.
- Partner with Brand, Performance Marketing, Categories, and Analytics to refine message hierarchy and differentiation.
Campaign & Moment Portfolio Management
- Own the portfolio of launches, campaigns, and seasonal moments; establish pacing and sequencing.
- Prevent fragmented execution by concentrating resources on the moments that deliver the greatest acquisition and growth impact.
Weekly GTM Planning & Launch Readiness
- Translate enterprise strategy into weekly execution plans across campaigns, site moments, and channels.
- Ensure initiatives are clearly scoped, sequenced, aligned to acquisition priorities, and launch-ready across teams.
- Create operating rhythms that close gaps between strategy and execution.
On-Site Content & Moment Strategy (in partnership)
- Partner with eCommerce and Categories to define homepage/category narratives, promotional moments, and customer journeys.
- Ensure on-site experiences reinforce acquisition messaging and reduce friction for new customers.
Performance Readouts & Learning Loops
- Own weekly/monthly/quarterly readouts for new customer acquisition, demand, channel performance, and campaign effectiveness.
- Translate results into recommendations, tradeoffs, and GTM decisions.
- Codify learnings into playbooks, briefs, and planning processes so performance improves over time.
What This Role Owns / Does Not Own
Owns: Integrated GTM strategy and prioritization for customer growth and acquisition; acquisition messaging frameworks and category on-ramps; campaign/moment portfolio decisions and pacing; weekly planning cadence; performance readouts; codified learnings.
Does not own: Channel execution (paid media buying, CRM deployment, creative production, site operations); category ownership/P&L.
Required Qualifications
- 12+ years of experience in integrated marketing, GTM strategy, growth marketing, or related roles in consumer and/or eCommerce.
- Proven track record driving new customer acquisition and customer growth through messaging, prioritization, and cross-channel alignment.
- Strong ability to influence and align cross-functional teams without direct ownership of execution.
- Knowledge of how brand marketing, performance marketing, CRM/lifecycle marketing, eCommerce, and site merchandising work together.
- Data-driven decision maker with strong analytical skills; ability to translate insights into strategy and prioritization.
- Excellent communication and stakeholder management skills; ability to simplify complexity and drive action.
Preferred Qualifications
- Experience partnering closely with Category Management, Merchandising, Digital Product, and eCommerce teams.
- Familiarity with performance marketing, CRM/lifecycle, testing/optimization, and site conversion strategies.
- Experience operating in matrixed organizations with shared ownership models.
- Experience building marketing operating cadences, campaign frameworks, and GTM playbooks.
Supporting a diverse and inclusive workforce is important to Shutterfly not only because it directly reflects our value of Embracing our Differences, but also because it’s the right thing to do for our business and for our people. We welcome all applicants and evaluate them based on their qualifications. Learn more about our commitment to Diversity, Equity, and Inclusion on our Career Site.
The compensation package for this role is based on multiple factors, such as job level, responsibilities, location, and candidate experience. The base pay ranges included below are specific to the locations listed and may not be applicable to other locations.
California : [$212,750- $255,000]
Connecticut and New York: [$212,750-$255,000]
Colorado, Illinois, Minnesota and Washington: [$194,500-233,250
Nevada: [$180,250-$216,000)
Maryland and New Jersey: [$180,250- $216,000)
Hawaii : [$194,500-233,250)
This position may be eligible for a bonus incentive, health benefits, a 401K program, and other employee perks. More details about our company benefits can be found at https://shutterflyinc.com/benefits/.
This opportunity can be remote, but candidates must reside in a state in which Shutterfly is registered to do business. This includes all US states except District of Columbia, North Dakota, Mississippi, Rhode Island, Vermont, and Wyoming.
