Responsibilities

• Define and lead the strategy, management, and performance of paid acquisition channels across Meta, Google, TikTok, YouTube, paid social, paid search, display, CTV, affiliates, Amazon, and emerging growth channels.
• Oversee agency partners responsible for media planning, buying, optimization, reporting, and execution, while managing budgets, forecasting, pacing, and channel allocation recommendations.
• Partner with agencies and internal teams to test new channels, audiences, creative formats, and campaign structures that drive efficient new customer acquisition.
• Own and improve key metrics including ROAS/MER, nCAC, CAC, LTV:CAC, new/returning customer revenue, traffic/sessions, and conversion rate, translating insights into actionable recommendations for creative, merchandising, site UX, and promotional strategies.
• Own the strategy and performance of email and SMS marketing across Attentive, driving CRM revenue while maintaining a strong customer experience.
• Develop lifecycle programs that increase repeat purchase, customer engagement, LTV, and retention across key customer segments and cohorts.
• Lead segmentation, personalization, campaign strategy, automated flows, winback programs, post-purchase journeys, loyalty initiatives, and customer cohort strategies.
• Partner with creative, brand, merchandising, and eCommerce teams on lifecycle messaging, while building a testing roadmap across subject lines, offers, segmentation, creative, send timing, automation logic, and customer journeys.
• Own and improve key retention and lifecycle KPIs, including CRM revenue, repeat purchase rate, customer retention rate, LTV, email/SMS engagement, list growth, flow revenue, campaign revenue, unsubscribe rate, and customer reactivation.
• Share responsibility for overall eCommerce growth, with primary accountability for digital marketing revenue.
• Partner with the eCommerce team on campaign planning, traffic generation, funnel performance, landing page needs, promotional support, and conversion opportunities.
• Collaborate with merchandising and product teams to align marketing strategies with assortment, product launches, inventory priorities, and business goals.
• Work closely with analytics, finance, and IT to evaluate marketing performance through a revenue, margin, and profitability lens while ensuring proper tracking, attribution, reporting, tagging, and platform integrations.
• Present performance, insights, opportunities, and recommendations to executive leadership.
• Own weekly, monthly, and quarterly reporting for paid media, lifecycle marketing, and digital marketing revenue.
• Create clear narratives around what is working, what is not, and where the business should focus next.
• Manage agency relationships, including priorities, performance expectations, deliverables, timelines, and accountability.
• Serve as a senior digital marketing voice across the organization, bringing a strong balance of strategic thinking, analytical rigor, and brand sensibility.
• Collaborate closely with creative, brand, merchandising, product, finance, analytics, IT, and eCommerce teams.

Requirements

• 8+ years experience in digital marketing, performance marketing, lifecycle marketing, or growth marketing, preferably within a high-growth DTC brand.
• Proven experience owning paid acquisition strategy across Meta, Google, TikTok, YouTube, affiliates, paid search, paid social, display, CTV, Amazon, and other growth channels.
• Direct experience managing $10M-$20M annual paid marketing budgets and with external agencies, setting clear priorities, and holding partners accountable to measurable business outcomes.
• Deep understanding of full-funnel performance marketing, attribution, media efficiency, creative testing, customer acquisition economics, and budget management.
• Hands-on experience with retention and lifecycle marketing strategy, including email, SMS, segmentation, customer journeys, automated flows, winback, post-purchase, loyalty, and customer cohort strategies.
• Experience with ESP platforms including Attentive required.
• Strong analytical, communication, and cross-functional leadership skills, with the ability to interpret data, present recommendations to senior leadership, balance growth and profitability, and influence without direct authority.
• Position required to be in the San Diego headquarters (no remote).

Preferred

• Klaviyo experience preferred.
• Experience with Shopify Plus or similar eCommerce platforms.