Digital Marketing Director

Digital Marketing Strategy and Leadership

• Lead, coach and mentor a high-performing team of digital marketing professionals. Foster a culture of performance, innovation, inclusion, and continuous learning.
• Develop and implement an integrated digital marketing roadmap aligned with company growth objectives, with clearly defined KPIs and measurable outcomes.
• Collaborate closely with brand marketing, ecommerce, creative, and technology stakeholders to ensure alignment across messaging, promotion strategy, and campaign delivery.
• Work with internal project managers to ensure campaign deadlines and milestones are achieved on schedule.
• Effectively manage budgets and allocate resources to maximize ROI across marketing initiatives.

• Oversee the daily activities of digital marketing managers and channel specialists responsible for paid media, social and SEO.
• Leverage tools such as Google Analytics, Adobe Analytics, Google Search Console, Meta Business Suite, and email analytics to optimize spend and content across digital platforms.
• Own paid media platforms having a keen eye for scaling profitably.

• Champion a results-driven, customer-first culture across all digital marketing programs.
• Serve as a key contributor to the company’s broader brand and growth strategy through actionable performance insights and media recommendations.

• 8 years in digital marketing with 4 years leading teams and agencies; proven ownership of multimillion-dollar budgets.
• Full-funnel expertise across brand and performance; deep hands-on knowledge of paid search, paid social, programmatic, and CRO.
• Strong analytics and experimentation mindset; experience with MMM/MTA, incrementality testing, and cohort/LTV modeling.
• SEO/content strategy and measurement experience.
• Excellent leadership, cross-functional collaboration, and communication skills; can translate data into clear decisions.

• Media: Google Ads/SA360, Google Merchant Center, Microsoft Ads, Meta, TikTok, DV360/The Trade Desk, YouTube, Amazon Ads, CTV, Adobe Analytics
• SEO: Ahrefs/SEMrush, Screaming Frog; feed management (Feedonomics).

Strategy and planning

• Build and own the annual digital marketing plan, channel mix, and budget across upper- and bottom-funnel programs.
• Set KPI frameworks by funnel stage; forecast pipeline/revenue and manage to CAC, ROAS, MER, and LTV:CAC targets.
• Develop the experimentation roadmap (creative, audiences, bids, landing pages); champion incrementality testing and MMM/MTA.
• Channel leadership (see funnel/channel ownership below)
• Guide channel managers on media strategy, targeting, and optimization cadence.

Analytics and attribution

• Build executive reporting on performance, learnings, and next actions.
• Team and vendors
• Mentor, coach and develop a high-performing team. Manage martech vendors on SLAs and ROI targets.

Upper-funnel (awareness and interest)

• Paid social prospecting: Meta, TikTok, and other related platforms
• Programmatic display and video: worked with manager to drive effectiveness and scale.
• CTV, streaming, and other top-of-funnel digital media channels
• Influencer/creator marketing: oversee strategy and execution of brand co-op partnerships.
• Organic/owned: SEO top-of-funnel content, community, organic social.
• Brand amplification and content syndication.

Bottom-funnel (consideration and conversion)

• Paid search/SEM: Google/Bing, Performance Max, Shopping/PLA, RLSA/DSA.
• Retargeting/remarketing across web and social; dynamic product ads.
• Affiliate/partner marketing (CJ) and referral programs.

Key KPIs

• Upper-funnel: reach and frequency, VTR/VCR, unique new users to acquisition, engaged sessions, incremental site traffic
• Bottom-funnel: CVR, CPA/CAC, ROAS/POAS, MER, margin contribution, pipeline and revenue contribution.