Director of Ecommerce

Digital Marketing Director
Location: Richmond, VA - Hybrid: T/W/TH in office M/F remote (fully remote not available)

Our client is a fast-growing lifestyle brand known for its strong creative identity, loyal customer community, and innovative approach to consumer products. As the brand continues to scale across digital channels, they are seeking a strategic and creative‑minded Digital Marketing Director to lead performance‑driven marketing initiatives while partnering closely with cross‑functional teams to elevate the customer experience.

Position Overview
Our client is seeking a Digital Marketing Director to lead and evolve the brand’s digital marketing strategy across acquisition, retention, and customer engagement channels. Reporting directly to the VP of Revenue, this individual will play a critical leadership role in driving growth while ensuring brand consistency and creative excellence across all digital touchpoints.

This is a highly collaborative role that partners closely with the Creative team, eCommerce leadership, and external agency partners. The ideal candidate is both strategic and hands‑on – someone who can think broadly about the customer journey while also executing and optimizing campaigns that drive measurable business results. The Digital Marketing Director will oversee an eCommerce Marketing Manager and manage the relationship with the brand’s paid media agency. The ideal candidate is a creative thinker, commercially minded, data‑informed, and energized by building integrated marketing strategies that connect brand storytelling with performance marketing.

Key Responsibilities
Digital Marketing Strategy & Execution

Develop and lead the overarching digital marketing strategy across paid media, social, email, SMS, loyalty, and customer retention

Drive customer acquisition, engagement, and revenue growth through full‑funnel marketing initiatives

Oversee integrated campaign planning aligned with product launches, seasonal moments, and brand initiatives

Ensure cohesive messaging and customer experience across all digital channels

Continuously identify opportunities to optimize performance, scale channels, and improve ROI

Paid Media & Agency Management

Lead strategy and execution with the external media agency across Meta, Google, TikTok, Pinterest, YouTube, and emerging channels

Review campaign performance, budgets, attribution, and reporting to ensure efficiency and growth

Partner with agency teams to test new audiences, creative approaches, and acquisition strategies

Evaluate media performance and make data‑driven recommendations to improve CAC, ROAS, and LTV

CRM, Retention & Loyalty Marketing

Oversee email marketing, SMS, and loyalty initiatives to drive retention and repeat purchase behavior

Partner with internal teams to build customer segmentation, lifecycle journeys, and personalized marketing campaigns

Optimize customer communication strategies based on performance data and customer insights

Identify opportunities to enhance loyalty, subscription, referral, or retention programs

Social & Brand Growth

Oversee social marketing strategy in partnership with internal creative and social teams

Ensure content and campaigns align with brand positioning while supporting growth and conversion goals

Collaborate on influencer, creator, and social commerce initiatives

Stay current on emerging digital trends, platform changes, and evolving consumer behavior

eCommerce Collaboration & Optimization (Plus)

Partner closely with eCommerce leadership to support site merchandising, conversion optimization, and promotional strategy

Contribute to digital merchandising and customer journey improvements where applicable

Experience owning or supporting eCommerce strategy is strongly preferred

Team Leadership & Cross-Functional Collaboration

Manage and mentor the eCommerce Marketing Manager

Foster strong collaboration across Creative, eCommerce, Revenue, and Leadership teams

Help prioritize initiatives, streamline workflows, and create alignment across departments

Serve as a strategic thought partner to the VP of Revenue and broader leadership team

Reporting & Performance Optimization

Analyze marketing performance across channels and provide actionable insights and recommendations

Build and maintain reporting frameworks for acquisition, retention, and campaign performance

Use analytics and attribution tools to evaluate channel effectiveness and customer behavior

Monitor KPIs including ROAS, CAC, conversion rate, retention, engagement, and revenue growth

Qualifications

7+ years of experience in digital marketing, growth marketing, or performance marketing roles

Experience within DTC, lifestyle, fashion, beauty, or consumer brands strongly preferred

Proven success managing integrated digital marketing channels including paid media, email, SMS, social, and retention marketing

Experience managing agencies and cross‑functional teams

Strong understanding of performance marketing metrics, analytics, and customer lifecycle strategy

Experience leading or mentoring direct reports

Familiarity with platforms such as Shopify, Klaviyo, Attentive, Meta Ads Manager, Google Analytics, and related marketing tools

eCommerce marketing and site optimization experience is a strong plus

Strong communication, leadership, organization, and project management skills

Creative thinker with a strategic mindset and strong business acumen

Comfortable operating in a fast‑paced, evolving environment

What Success Looks Like

Strong growth across acquisition, retention, and customer engagement metrics

High‑performing, integrated digital campaigns that balance brand storytelling with measurable results

Clear alignment between marketing, creative, and revenue‑driving initiatives

Optimized paid media and CRM performance across channels

A collaborative, scalable marketing function that supports continued brand growth

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