Director of Digital

About The Role

Sustainable Lifestyle Brand is looking for an experienced Director of Ecommerce who is passionate about growth, has a data-driven mindset, and thrives in a dynamic and fast-paced environment. The Director of Ecommerce is responsible for driving the Ecommerce growth to achieve demand plans with ownership over forecasting, performance marketing, affiliate, retention marketing, and promotions. As the Director of Ecommerce, you will be developing and implementing DTC growth strategies that drive double digit annual growth for this key channel. The ideal candidate has a testing-first mindset and enjoys working cross-functionally to execute tried and true as well as innovative strategies.

You will be Responsible for

• Utilize marketing expertise to manage the full-funnel DTC marketing budget across channels (e.g., Paid Search/Google, Paid Social, Email, Direct Mail) and deliver improvements in Customer Acquisition Cost (CAC) and Lifetime Value (LTV)
• Lead efforts in both paid and organic customer acquisition, using advanced targeting, segmentation, and personalization techniques. Oversee SEO strategy and implement organic tactics to drive new customer growth.
• Manage paid media agency to oversee digital marketing campaigns including Paid Social, SEM, display advertising, YouTube, CTV, affiliate and other types of paid digital media.
• Oversee retention marketing strategies including email/SMS, direct mail and customer segmentation contact strategies
• Own the performance creative roadmap leveraging image USP testing and measurement to support growth in key categories and drive new customer acquisition
• Create and manage monthly demand plans & forecasting (reforecasting as necessary) with an understanding of YOY comp trends, promos, AOV, seasonality etc. Leverage historical retention metrics to forecast repeat customer behavior & coordinate with agency to define spend plan to meet or exceed new customer acquisition goals
• Proactively utilize metrics, developing and using dashboards/data, to measure and analyze business performance and specific campaign results. Assess performance against goals (KPIs) to identify trends and insights, and optimize spend, promotions and category marketing.
• Create and collaborate with internal partners to share 6-12-month view of consumer digital marketing strategies and plans
• Leadership: Managing the media agency and internal teams to develop a paid media and CRM plan including strategy, goals, KPIs, budget and tactics.
• Stay up to date with the latest trends and best practices in online marketing and measurement
  
  

What We’re Looking For

• 7 years’ experience in ecommerce with strong growth results
• Experience leveraging and scaling full-funnel digital marketing budgets (brand awareness prospecting retargeting) to drive results
• Deep knowledge of digital performance marketing on Meta, Google, Pinterest, TikTok, YouTube, CTV and audience segmentation best practices. Ability to measure and report on the performance of marketing campaigns, gain insights, and assess against goals.
• Strong analytical repertoire with experience in forecasting, measurement, and creative and incrementality testing
• Experience managing and optimizing online marketing tactics and CRM, with an emphasis on efficient spending to generate high ROI
• Advanced experience with: Shopify, Google Analytics (GA4), Klaviyo
• Excellent communication skills, with the ability to collaborate effectively across departments. Confident presenting to senior leadership, external partners, and peers
• Experience and excitement about working with creative teams to drive creative and USP testing that aligns with brand guidelines and brand voice
• B.S. or B.A. Degree or higher
  
  

Salary $150,000 Bonus