Director Digital Marketing

Responsibilities

• Lead paid media strategy, budget allocation, and performance across paid social, search, shopping, video, display, programmatic, and emerging digital channels.
• Oversee external paid media agencies, establishing clear performance expectations, KPIs, testing strategies, and accountability for results.
• Optimize campaigns to improve customer acquisition, conversion, return on advertising spend (ROAS), and overall marketing efficiency.
• Evaluate campaign effectiveness using customer acquisition cost (CAC), incremental revenue, contribution margin, and customer lifetime value.
• Develop and execute an organic social strategy that increases audience reach, engagement, community participation, and brand awareness.
• Oversee organic social agency partners, including content strategy, platform-specific storytelling, publishing calendars, and community engagement.
• Identify opportunities to strengthen brand storytelling through product content, creator partnerships, customer experiences, and platform-native video.
• Use organic social insights to inform paid media creative, audience targeting, and broader marketing strategies.
• Establish meaningful performance metrics to evaluate organic social growth and its contribution to customer demand.
• Align paid media, organic social, email, SMS, CRM, and affiliate marketing to create a consistent customer experience across digital channels.

Requirements

• 10+ years of progressive digital marketing experience, including significant leadership responsibility in paid media and performance marketing for a consumer-facing brand.
• Deep hands-on expertise in paid social, paid search, shopping, campaign optimization, creative testing, and performance measurement.
• Experience managing multimillion-dollar annual paid media budgets; experience overseeing $5 million or more annually strongly preferred.
• Demonstrated success developing organic social strategies that drive audience growth, engagement, and community development.
• Proven ability to integrate paid and organic marketing strategies to improve customer acquisition and business performance.
• Strong analytical and financial skills, including experience with CAC, ROAS, marketing efficiency ratio (MER), customer lifetime value, forecasting, and budget management.
• Experience leading internal teams and managing external marketing agencies with accountability for performance and results.
• Working knowledge of email, SMS, CRM, customer lifecycle marketing, and affiliate programs.
• Strong communication, collaboration, and leadership skills, with the ability to influence cross-functional partners and senior leadership.
• Bachelor's degree in Marketing, Business, Communications, or a related field, or equivalent professional experience.

Benefits

• 5.11 offers a best-in-class benefits program including: medical, dental and vision insurance; a 401(k) program with employer match; employer-paid basic life and AD&D insurance. Additionally, employees can choose from several voluntary benefits including: Hospital Indemnity/Accident insurance; Flexible Spending Account/Health Saving Account; Employee Assistance Program; Paid Time Off/Paid Holidays/Sick Time; Casual Dress Code; and Employee Discounts.