Director of Digital Marketing - DTC Brand

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: 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 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

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