Responsibilities

• Lead overall paid media strategy across primary search, social and retargeting channels, including: Meta, Google, TikTok, Snap, Pinterest, Programmatic, Youtube, CTV, and emerging platforms.
• Oversee agency partners, ensuring strategic alignment, accountability, and continuous optimization.
• Determine media mix allocation based on incremental business impact—not channel performance alone.
• Drive customer acquisition efficiency through ownership of CAC, ROAS, contribution margin, and payback goals.
• Build a culture of experimentation through creative testing, audience testing, landing page optimization, incrementality testing, attribution analysis, and media mix optimization.
• Evaluate which marketing investments are creating new demand versus simply capturing existing demand.
• Build and manage performance marketing dashboards, reporting regularly on KPIs, investment impact, testing results and actionable insights.
• Own the ecommerce growth roadmap and commercial performance of the DTC business.
• Create DTC promotional activations based revenue and profitability targets, aligned with key product milestones/launches, seasonal events and brand initiatives.
• Partner with Brand, Creative, Ops and Customer Experience to enhance every stage of the customer journey.

Requirements

• 8-10 years of progressive experience, with at least 4 years in leadership roles, working for a consumer-facing brand in Growth Marketing, Performance Marketing, and/or Ecommerce.
• Proven success scaling high-growth direct-to-consumer brands.
• Deep expertise across paid social, paid search, lifecycle marketing, SEO, and ecommerce growth.
• Strong understanding of attribution, incrementality testing, media mix modeling, customer acquisition, and marketing measurement.
• Experience owning significant marketing budgets and accountability for revenue, CAC, ROAS, and profitability.
• Experience with Shopify Plus and modern ecommerce technology stacks.
• Advanced analytical skills with the ability to translate complex data into actionable business strategies.
• Demonstrated success leading agency partners and cross-functional initiatives.
• Strong executive communication and presentation skills.

Preferred

• Experience within beauty, skincare, health & wellness, consumer products, apparel, or subscription businesses is highly preferred.