Executive Director of Digital Marketing - DTC Brand

Job Description

A global organization is investing in building a modern digital growth engine to complement its existing go-to-market model. Historically reliant on partner-led and offline channels, the business is now scaling enterprise digital capabilities across acquisition, conversion, and lifecycle marketing to drive long-term, sustainable growth.

This role will architect and lead that evolution.

The Executive Director of Digital Marketing will be responsible for building and scaling a global digital strategy across acquisition, activation, retention, and re-engagement — with a focus on creating a predictable, performance-driven growth engine.

This is a highly visible role with the opportunity to shape strategy, build infrastructure, and influence how digital drives revenue across the organization.

Responsibilities

Digital Growth Strategy

• Define and execute a global digital acquisition and lifecycle strategy aligned to revenue goals
• Build a multi-year roadmap to establish digital as a scalable, predictable growth channel
• Own performance metrics including CAC, ROAS, conversion, retention, and LTV
  
  

Performance Marketing

• Lead paid media strategy across search, social, programmatic, affiliate, and emerging channels
• Manage agency partners and oversee media investment strategy and budget allocation
• Establish a rigorous testing and optimization framework
  
  

Lifecycle & CRM

• Build and scale lifecycle programs including onboarding, nurture, retention, and reactivation
• Leverage segmentation and personalization to improve engagement and repeat behavior
• Partner with cross-functional teams to align lifecycle strategy with customer experience
  
  

Measurement & Experimentation

• Develop attribution models and testing frameworks to measure incrementality and performance
• Build reporting and dashboards tied directly to revenue impact
• Improve tracking, data quality, and decision-making infrastructure
  
  

Product & Cross-Functional Collaboration

• Partner with product and engineering to improve conversion and funnel performance
• Translate growth strategy into experimentation roadmaps
• Align digital initiatives with broader business and go-to-market strategy
  
  

Capability Building

• Design and evolve the digital marketing operating model (agency in-house)
• Define team structure and hiring roadmap over time
• Develop scalable playbooks that can be adapted across markets
  
  

Requirements

• 8 years leading digital growth, performance marketing, or demand generation
• Experience in DTC, e-commerce, or performance-driven environments
• Proven track record building or scaling digital capabilities
• Ownership of significant paid media budgets with measurable revenue impact
• Strong understanding of CAC, ROAS, conversion, retention, and LTV drivers
• Hands-on experience with performance marketing and lifecycle/CRM strategy
• Experience managing agencies and cross-functional stakeholders
• Strong communication skills and ability to influence at the executive level
  
  

Preferred:

• Experience with complex or hybrid go-to-market models
• Familiarity with enterprise martech stacks (GA4, CDPs, server-side tracking, etc.)
• Experience with attribution modeling and experimentation frameworks
• Exposure to global or multi-market organizations
• Interest in leveraging AI-driven tools for marketing optimization