Location: Mendrisio
Department: Marketing
Reporting line: Direct report to Head of Marketing Dickies EMEA
Scope: Dickies EMEA
About SPORTLUX Founded in 2024, SPORTLUX is a multi‑brand platform operating iconic streetwear and lifestyle brands. Headquartered in Dubai, with operational hubs in Mendrisio, London and New York, and a design hub in Milan, SPORTLUX runs brands end‑to‑end across strategy, design, go‑to‑market, wholesale and DTC.
About the Role The Digital Marketing Manager is responsible for leading Dickies Europe’s digital strategy, ensuring a consistent brand experience across all digital touchpoints while contributing to both brand awareness and business growth objectives.
Working cross‑functionally with Designs, E‑commerce, Sales and external partners, this role will develop and implement digital initiatives focused on customer acquisition, conversion, retention and overall digital performance.
Key Responsibilities
Digital Strategy
Develop and execute the overall digital marketing strategy for Europe.
Translate business and marketing objectives into actionable digital plans.
Identify growth opportunities and optimization initiatives across all digital channels.
Paid Media
Lead the paid media strategy across Meta, TikTok, Google and other relevant platforms.
Ensure media investments support both brand‑building and performance objectives.
CRM & Customer Retention
Define and oversee the CRM and email marketing strategy.
Manage customer segmentation, automation flows and loyalty initiatives.
Drive customer retention and lifetime value through data‑driven communication strategies.
Oversee the implementation and ongoing development of CRM tools and platforms.
E‑commerce Growth
Drive customer acquisition and online revenue growth through performance marketing initiatives.
Develop and manage affiliate marketing programs to generate incremental sales.
Identify new digital growth opportunities across paid acquisition, affiliate partnerships and conversion optimization.
Work closely with E‑commerce and CRM teams to improve conversion, ROAS and customer lifetime value.
Analytics & Performance
Monitor and analyse the performance of all digital channels.
Produce regular reporting and actionable insights.
Identify opportunities to improve traffic, acquisition, conversion and retention metrics.
Agency & Partner Management
Coordinate and manage paid media, CRM and other digital partners.
Ensure the successful delivery of campaigns and projects within agreed timelines.
Manage budgets and evaluate partner performance against business objectives.
Digital Ecosystem Management
Ensure alignment between digital initiatives, commercial goals and brand strategy.
Identify new opportunities to strengthen the brand’s digital presence and drive growth.
Profile
3‑5 years of experience in Digital Marketing, E‑commerce, CRM and/or Performance Marketing roles.
Strong working knowledge of CRM platforms, preferably Klaviyo.
Experience managing or collaborating on Shopify‑based e‑commerce environments.
Familiarity with customer segmentation, lifecycle marketing, automation flows and retention strategies.
Previous experience within fashion, lifestyle, sportswear, streetwear, consumer brands or culturally relevant consumer businesses.
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Department: Marketing
Reporting line: Direct report to Head of Marketing Dickies EMEA
Scope: Dickies EMEA
About SPORTLUX Founded in 2024, SPORTLUX is a multi‑brand platform operating iconic streetwear and lifestyle brands. Headquartered in Dubai, with operational hubs in Mendrisio, London and New York, and a design hub in Milan, SPORTLUX runs brands end‑to‑end across strategy, design, go‑to‑market, wholesale and DTC.
About the Role The Digital Marketing Manager is responsible for leading Dickies Europe’s digital strategy, ensuring a consistent brand experience across all digital touchpoints while contributing to both brand awareness and business growth objectives.
Working cross‑functionally with Designs, E‑commerce, Sales and external partners, this role will develop and implement digital initiatives focused on customer acquisition, conversion, retention and overall digital performance.
Key Responsibilities
Digital Strategy
Develop and execute the overall digital marketing strategy for Europe.
Translate business and marketing objectives into actionable digital plans.
Identify growth opportunities and optimization initiatives across all digital channels.
Paid Media
Lead the paid media strategy across Meta, TikTok, Google and other relevant platforms.
Ensure media investments support both brand‑building and performance objectives.
CRM & Customer Retention
Define and oversee the CRM and email marketing strategy.
Manage customer segmentation, automation flows and loyalty initiatives.
Drive customer retention and lifetime value through data‑driven communication strategies.
Oversee the implementation and ongoing development of CRM tools and platforms.
E‑commerce Growth
Drive customer acquisition and online revenue growth through performance marketing initiatives.
Develop and manage affiliate marketing programs to generate incremental sales.
Identify new digital growth opportunities across paid acquisition, affiliate partnerships and conversion optimization.
Work closely with E‑commerce and CRM teams to improve conversion, ROAS and customer lifetime value.
Analytics & Performance
Monitor and analyse the performance of all digital channels.
Produce regular reporting and actionable insights.
Identify opportunities to improve traffic, acquisition, conversion and retention metrics.
Agency & Partner Management
Coordinate and manage paid media, CRM and other digital partners.
Ensure the successful delivery of campaigns and projects within agreed timelines.
Manage budgets and evaluate partner performance against business objectives.
Digital Ecosystem Management
Ensure alignment between digital initiatives, commercial goals and brand strategy.
Identify new opportunities to strengthen the brand’s digital presence and drive growth.
Profile
3‑5 years of experience in Digital Marketing, E‑commerce, CRM and/or Performance Marketing roles.
Strong working knowledge of CRM platforms, preferably Klaviyo.
Experience managing or collaborating on Shopify‑based e‑commerce environments.
Familiarity with customer segmentation, lifecycle marketing, automation flows and retention strategies.
Previous experience within fashion, lifestyle, sportswear, streetwear, consumer brands or culturally relevant consumer businesses.
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