Director, Digital Performance & Analytics

Overview:

We are seeking a Senior Manager / Director of Digital Performance & Analytics to drive customer acquisition, retention, and digital growth through strategic oversight of Paid Media, SEO, and performance analytics for Patricia Nash Designs. This role will partner closely with agencies and cross-functional teams to ensure digital investments drive measurable business impact.

The ideal candidate excels at cross-functional leadership, acting as the internal expert on digital performance and educating key stakeholders on best practices, new opportunities, and industry trends. This role is responsible for managing agency, vendor, and technology partnerships, ensuring transparency, efficiency, and accountability in digital performance and investments.

Key Responsibilities:

1. Digital Strategy & Performance Oversight

• Own the strategic direction for Paid Media, SEO, and Performance Analytics, ensuring digital investments align with business goals.
• Partner with the E-commerce, Marketing, and Finance teams to develop and monitor KPIs, budget allocations, and performance benchmarks.
• Proactively analyze customer acquisition, retention, and lifetime value (LTV) to inform marketing spend and strategy.
• Develop and oversee promotional strategies that align with the marketing calendar, support financial objectives, and ensure margin integrity, while driving customer engagement and revenue growth.

2. Paid Media Strategy & Agency Management

• Develop a long-term roadmap for Paid Media investments (Google Ads, Meta, PMax, Affiliate, Display, CTV, TikTok, etc.), ensuring spend efficiency and ROI.
• Partner with external agencies to review campaign performance, audience insights, and creative effectiveness, ensuring continuous optimization.
• Implement a robust testing strategy to improve incrementality, attribution accuracy, and CAC efficiency.
• Ensure media mix modeling and data transparency to validate agency-reported results.
• Long-term: Develop a plan for bringing Paid Media in-house, defining hiring needs and executional requirements.

3. SEO Strategy & Roadmap

• Own the SEO strategy, working with agencies and internal stakeholders (copy, digital marketing teams) to improve organic search rankings and site visibility.
• Oversee technical SEO, content strategy, and site optimizations, ensuring best practices are implemented.
• Analyze SEO trends, algorithm updates, and keyword performance to drive organic traffic growth.
• Ensure SEO efforts are integrated with broader content and e-commerce strategies.

4. Data, Attribution & Insights

• Lead the development of multi-touch attribution models to track Paid, Organic, and CRM performance effectively.
• Build and maintain internal dashboards (GA4, Looker, Tableau) to independently track performance outside of agency reports.
• Develop and implement regular reporting tools to ensure transparency across teams, providing consistent updates and actionable insights to improve performance, optimize strategies, and enhance cross-functional collaboration.
• Ensure ROAS, CAC, LTV, and incrementality testing are accurately measured and consistently reported.
• Partner with external agencies and internal teams to connect on-site behavior data with Paid and SEO performance insights.

5. Customer Lifecycle & Retention

• Oversee customer segmentation models to drive more personalized marketing strategies.
• Ensure alignment between Paid Media, SEO, Email/SMS, and retention marketing efforts to maximize LTV.
• Partner with CRM and Marketing teams to develop strategies for repeat purchase, win-back, and customer journey optimization.

Qualifications:

• 10-12 years of experience in performance marketing, digital strategy, and analytics, preferably in e-commerce or retail.
• Strong expertise in Paid Media strategy and SEO oversight; experience managing agencies is a plus.
• Deep understanding of marketing data, attribution models, and analytics tools (GA4, Looker, Tableau).
• Experience optimizing CAC, ROAS, and LTV through strategic media and organic growth initiatives.
• Ability to translate complex data into clear, actionable strategies for executive stakeholders.
• Proactive, solution-oriented mindset with a strong ability to drive change and challenge the status quo.