What are the responsibilities and job description for the Sr. Director, Digital Growth & Performance Marketing position at ADVOCARE INTERNATIONAL LLC?
Senior Director, Digital Growth and Performance Marketing
Reports to: VP, Integrated Marketing
The Senior Director of Growth and Performance Marketing is responsible for driving customer acquisition, retention, and revenue growth through data-driven marketing strategies. This role will oversee paid media, lifecycle marketing, conversion rate optimization, social media strategy, and analytics to scale performance across all digital platforms. The ideal candidate is a strategic leader with a deep understanding of growth marketing, digital advertising, social media trends and website and full-funnel optimization, leveraging insights and testing to drive business results.
Responsibilities:
• Develop and lead the overall digital growth strategy to drive customer acquisition, retention, and revenue growth.
• Own and optimize a full-funnel marketing approach, ensuring seamless customer journey experiences.
• Oversee paid media, retention, website strategy, social media and analytics, ensuring alignment for maximum impact.
• Develop and allocate budgets across paid media, email, SMS, social and web, optimizing spend for performance.
• Develop and execute a retention marketing strategy, leveraging email, SMS, and loyalty programs to maximize customer lifetime value (LTV) and drive repeat purchases.
• Lead website performance strategy and optimize website conversion funnels ensuring seamless user experiences to maximize engagement and conversions
• Lead and execute a comprehensive SEO strategy to drive organic traffic growth, improve site rankings, and enhance discoverability.
• Leverage behavioral data to identify friction points and improve site navigation and conversion paths.
• Own the relationship with external agencies, ensuring high-quality execution and performance against KPls.
• Partner with Brand and Product Marketing to align on campaigns, promotions, and new product launches.
• Collaborate closely with the creative team to develop compelling, high-performing content that is grounded in a test and learn strategy.
• Build and lead attribution modeling and marketing mix analysis to ensure efficient budget allocation across channels.
• Leverage data, analytics and automation to optimize campaigns, improve targeting, and identify growth opportunities.
• Maintain a performance dashboard while driving A/B testing and optimization across paid media, email, SMS, and web experiences.
• Oversee the strategy and execution of performance-driven social media campaigns across platforms to increase brand visibility, customer acquisition, and engagement.
• Lead the integration and optimization of key marketing and eCommerce platforms, including Shopify, Salesforce, Amazon, Walmart.com, Target.com and other marketplaces.
• Build, mentor, and oversee the Growth and Performance Marketing team, fostering a culture of accountability and innovation.
• Ensure team priorities and goals align with broader marketing and company objectives to drive business growth.
• Conduct regular check-ins with direct reports, providing guidance, support, and career development opportunities.
Qualifications:
• 10 years of experience in Growth and Performance OTC marketing, with at least some of those years in-house at a brand.
• Experience leading digital growth marketing campaigns for direct to consumer and eCommerce products.
• Proven track record of scaling digital acquisition channels and optimizing website performance to drive conversion and revenue growth.
• Proficiency in key marketing and eCommerce platforms and tools.
• Experience with marketing analytics, attribution modeling, and data-driven decisionmaking.
• Have a deep understanding of paid social, paid search, organic and performance social media, and programmatic media buying strategies.
• Experience leading a team of direct reports and being accountable for their performance.
• CPG experience is required; vitamins, minerals and supplements category is a plus.
