Marketing Director

About Proper Cloth

Proper Cloth is a leader in the direct-to-consumer men’s custom clothing market. Our vision is to build a leading, global, luxury menswear brand.

We see a future where people don’t buy clothes in ill-fitting sizes or styles they don’t love. A future where perfect, custom fit clothing is made on-demand for a superior customer experience and a more efficient supply chain.

Some quick stats about us:

• 70 employees (May 2023)
• Headquartered in Soho, New York
• Over 200,000 customers worldwide
• Over $40m annual revenue and profitable

There aren’t many businesses like ours: half fashion brand, half tech-startup. We've been called “Our New Favorite Online Custom Shirtmaker” by GQ magazine and “One of the most successful made-to-measure e-commerce sites” by Esquire. We’re profitable and growing. We’re ambitious and committed to building something that lasts.

Position: Marketing Director

We’re seeking a creative, analytical leader to help take Proper Cloth’s marketing to the next level. This role will help manage our email marketing and advertising teams and the process of conceiving, producing and optimizing campaigns. In this role you’ll be joining a passionate, talented team of creatives and working directly with the CEO.

Requirements

1. Excellent Communicator - with copywriting skills and a passion for story-telling
2. Excellent Management Skills - a history of managing creatives to success
3. Analytical - comfortable analyzing and presenting data for patterns and insights
4. High Standards - results driven, hard work oriented
5. Humble - open to being wrong and letting the best ideas rise to the top
6. Customer First Mentality - able to empathize with and understand the customer
7. Creative - able to generate new ideas and build on others ideas
8. Excellent Taste - in visuals and design

Candidates should have 4-10 years work experience in a marketing leadership position. MBA desired.

Responsibilities

• Manage the following functions:
  • Email Marketing
    • Develop and refine email marketing campaigns
    • Manage and coach email copywriters and email designers
    • Analyze email marketing success and report key metrics
  • Paid Advertising
    • Propose new concepts for advertising campaigns
    • Produce copy, and provide copy direction for ads and landing pages
    • Coordinate with product, and engineering teams to launch new campaigns
  • Digital Merchandising
    • Coordinate merchandising of galleries, edits and features
    • Track merchandising performance across site

--

More About Marketing & Advertising at Proper Cloth

The Team

Marketing at Proper Cloth (email marketing, paid advertising, photography, influencer partnerships, and digital merchandising) is currently handled by a team of 15 designers, photographers, stylists, copywriters, advertisers, and data analysts.

Brand Values

Marketing our brand values:

• Earned Success
• Quiet Confidence
• Approachable
• Technology Enabled
• Attention to Detail

Our Marketing Approach

We believe that building a brand and driving a response from the customer are not mutually exclusive activities - they go together and support each other. Marketing encompasses a variety of efforts at Proper Cloth, but three in particular are worth highlighting:

1. Tell Product’s Stories

We’re proud of our products: the materials, the design, and the craftsmanship. A big part of our marketing is explaining what makes these products special. We’re trying to help the customer appreciate the products for what they are and make better buying decisions.

• Email Marketing, Product Pages, Features Pages.

2. Produce Lookbooks and Fashion Campaigns

Great design and quality are critical, but clothing purchases are also driven by how well a brand resonates with a person’s personal identity. With this in mind, we go through a great effort to produce exciting images, videos and lookbooks that exhibit the Proper Cloth lifestyle and communicate more emotional brand values like adventure and ambition.

• Lookbooks, Style Guides, Advertising Campaigns, Email Marketing, Home Page Design, Social Media.

3. Paid Advertising

Our paid advertising is almost entirely focused on new customer acquisition with the practical message that “Proper Cloth makes it easy to get perfect fitting custom shirts”. We run paid campaigns across a wide range of online and offline channels. The key to our approach is experimentation. We’re always trying new concepts, channels, creative, copy, and landing pages - and continuously evaluating conversion rates and customer acquisition costs to optimize campaigns.

• Facebook, Google, SiriusXM, Podcasts, Mailers, Magazines, Influencers.

4. Right Product Right Time

With over 2000 products available, we have more products than a customers will be able to see in a typical visit. Showing the right product at the right time to the right customer is key to maximizing conversion rates and revenue/customer login.

• Email Marketing, Digital Merchandising, Features Pages.

The Challenge

Driving consistent, double digit growth, in a way that is profitable and not brand dilutive isn’t easy. It requires finding the careful balance between brand and response driven creative, between aspirational and relatable positioning, and between explainer and lifestyle content. It requires thinking through the entire customer journey, from first exposure to Proper Cloth, to understanding of what we do, to making their first purchase.

And in a fast moving organization, it requires careful communication and coordination between multiple people and parties, including product development, web design, copywriting, photography, social media, merchandising and more.

The Opportunity

At Proper Cloth, we believe we have an opportunity to create the next great luxury menswear brand — a unique brand with a more efficient supply chain and a superior customer experience, all driven by custom, made-to-order products.

Today we’re the largest men’s custom shirtmaker in the world, but we’re still a small player in the overall menswear and luxury markets. In 2023 we’re focused on refining and scaling custom suits, jackets and pants, and opening additional physical showrooms.

With our unique expertise in technology and engineering, you’ll be joining a marketing team that has a powerful, data-driven infrastructure. Come help us improve our marketing and create a menswear brand that lasts for decades to come.

Benefits

Salary

• Full Health Benefits
• Competitive 401(k)
• Generous discount on products
• $170-$200k + bonus