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Sr. Director, Digital Growth and Performance Marketing
Location: Richardson, TX, US
The Sr. Director is responsible for setting and leading the digital growth strategy that drives customer acquisition, retention, engagement, and revenue growth across AdvoCare digital channels. This role serves as a strategic business leader and collaborative thought partner, translating company objectives into integrated, data-informed marketing plans that improve the customer journey and deliver measurable business impact.
Job Summary and General Duties
- Establish and lead the overall digital growth vision, strategy, and roadmap to support customer acquisition, retention, revenue growth, and long-term brand health.
- Translate company and marketing objectives into integrated, full-funnel growth plans with clear priorities, measurable outcomes, and disciplined execution.
- Serve as a collaborative strategic partner to Brand, Product Marketing, Sales, eCommerce, Creative, Analytics, Operations, and external agency partners to align campaigns, promotions, customer experience, and new product launches.
- Lead cross-functional planning discussions, bringing forward data, customer insights, marketplace trends, and performance learnings to support stronger business decisions.
- Own and optimize the customer journey across digital touchpoints, identifying friction points and opportunities to improve engagement, conversion, retention, and lifetime value.
- Oversee paid media, lifecycle marketing, website strategy, SEO, performance social, marketplace growth, and analytics to ensure channel strategies work together for maximum impact.
- Develop and manage budgets across paid media, email, SMS, social, web, and marketplace initiatives, optimizing spend based on performance, business priorities, and return on investment.
- Lead retention marketing strategy, leveraging email, SMS, loyalty programs, segmentation, personalization, and automation to increase repeat purchase behavior and customer lifetime value.
- Direct website performance strategy, conversion rate optimization, A/B testing, and user experience improvements to increase engagement, revenue, and customer satisfaction.
- Lead and execute a comprehensive SEO strategy to increase organic traffic, improve site rankings, and enhance brand and product discoverability.
- Build and lead attribution modeling, marketing mix analysis, dashboards, and reporting routines that create clarity around performance, channel efficiency, and growth opportunities.
- Use data, analytics, behavioral insights, and testing to evaluate performance, challenge assumptions, and continuously improve marketing effectiveness.
- Oversee the strategy and execution of performance-driven social media campaigns across platforms to increase brand visibility, customer acquisition, engagement, and conversion.
- Lead the integration and optimization of key marketing and eCommerce platforms, including Shopify, Salesforce, Amazon, Walmart.com, Target.com, and other marketplaces.
- Own external agency relationships, setting clear expectations, ensuring accountability to KPIs, and driving high-quality execution and strategic recommendations.
- Build, mentor, and lead the Growth and Performance Marketing team, setting clear goals, establishing accountability, and supporting career development.
- Create a team culture that values strategic thinking, collaboration, innovation, continuous learning, strong execution, and measurable business results.
- Conduct regular check-ins with direct reports, providing coaching, feedback, prioritization support, and development guidance.
- Ensure team priorities, resources, and performance goals are aligned with broader marketing and company objectives.
Attributes and Leadership Competencies
- Strategic thinker with the ability to connect customer insights, channel performance, marketplace trends, and business objectives into clear growth strategies.
- Collaborative leader who actively seeks input, builds alignment, and partners effectively across functions to solve problems and advance shared priorities.
- Strong people leader with experience coaching, developing, and holding teams accountable while creating an environment of trust, ownership, and high performance.
- Clear communicator with the ability to simplify complex data, influence decision-making, and present recommendations to senior leaders and cross-functional stakeholders.
- Analytical and commercially minded, with strong judgment in prioritizing initiatives, allocating resources, and balancing short-term performance with long-term growth.
- Hands-on leader who can move between strategy and execution, providing direction while staying close enough to the work to remove obstacles and improve outcomes.
- Curious, innovative, and test-and-learn oriented, with a commitment to continuous improvement and thoughtful experimentation.
- Strong understanding of digital platforms, email campaign management tools, marketing platforms, CMS tools, CRM concepts, and web analytics tools.
- Strong customer segmentation skills and experience using behavioral data to improve targeting, personalization, conversion, and retention.
- Knowledge of the direct selling industry combined with expertise in current digital marketing practices, technologies, trends, and tools.
- Experience delivering reporting and insights on campaign performance, email conversion, website traffic, customer activity, and revenue impact.
- Proficiency with basic office automation tools including spreadsheets, databases, word processing, and email.
Knowledge and Skills Preferred
- 10+ years of experience in growth, performance, OTC, digital, or integrated marketing, with meaningful in-house brand experience preferred.
- Demonstrated experience developing and leading digital growth strategies for direct-to-consumer and eCommerce products.
- Proven track record of scaling digital acquisition channels, improving retention, and optimizing website performance to drive conversion and revenue growth.
- Experience leading teams of direct reports, setting goals, managing performance, developing talent, and building strong team culture.
- Strong executive presence and ability to influence across functions, lead collaborative planning, and drive alignment around priorities and decisions.
- Proficiency in key marketing and eCommerce platforms and tools, including analytics, attribution, automation, CRM, CMS, and marketplace platforms.
- Experience with marketing analytics, attribution modeling, marketing mix analysis, and data-driven decision-making.
- Deep understanding of paid social, paid search, organic and performance social media, SEO, lifecycle marketing, and programmatic media buying strategies.
- Experience managing external agency relationships, budgets, KPIs, and performance expectations.
- CPG experience is required; vitamins, minerals, and supplements category experience is a plus.