Digital Marketing Director

Duties and Responsibilities

• Develop and execute digital marketing strategies across paid, owned, and earned channels that drive awareness, engagement, and revenue.
• Translate business objectives into measurable KPIs and digital campaigns.
• Manage the digital marketing budget, ensuring efficient allocation of spend across channels for maximum ROI.
• Lead with a player-coach approach: execute key initiatives while mentoring, managing, and growing digital team members.
• Ensure all digital campaigns and content adhere to brand guidelines and maintain consistency across Velocity and its portfolio of brands.
• Oversee paid media campaigns (search, social, display, retargeting), ensuring they deliver qualified leads and strong ROI.
• Define and monitor KPIs including CAC, ROAS, conversion rates, lead quality, and funnel performance.
• Build dashboards and reports that tie digital activity directly to revenue and business growth.
• Implement A/B testing, attribution modeling, and conversion rate optimization to continuously improve performance.
• Foster a culture of experimentation, ensuring all digital channels are regularly tested and optimized for performance.
• Lead SEO strategy, including keyword planning, on-page optimization, and technical SEO.
• Collaborate with IT and web teams to ensure websites are optimized for UX, performance, accessibility, and conversion.
• Conduct regular audits of content, navigation, and site flow to identify optimization opportunities.
• Ensure analytics tagging and tracking infrastructure is accurate and reliable.
• Direct the strategy, content, and execution of email campaigns, SMS/text initiatives, and CRM-based nurturing programs.
• Oversee social media strategy (paid and organic), ensuring alignment with brand goals and measurable audience growth.
• Ensure database segmentation, targeting, and automation are leveraged to increase engagement and conversions.
• Partner with creative and video teams to maximize the impact of digital storytelling across channels.
• Collaborate with creative leadership to develop video and digital content strategies that support campaigns and build brand equity.
• Ensure digital content is audience-centric, compelling, and consistent with brand standards.
• Partner closely with sales leadership to align digital campaigns with pipeline goals.
• Ensure leads generated from digital channels are qualified, nurtured, and tracked effectively through CRM.
• Share digital performance insights with sales to improve close rates and revenue contribution.
• Manage digital marketing agencies and vendors, reviewing media plans, creative, and reports to ensure accountability and results.
• Oversee contracts, budgets, and invoices to ensure spend aligns with strategic goals.
• Cultivate relationships with digital platform reps, influencers, and industry experts.
• Conduct regular industry, competitor, and platform analyses to keep Velocity ahead of trends.
• Evaluate and adopt emerging technologies, platforms, and digital practices that enhance performance.
• Monitor potential digital reputation risks, addressing issues quickly in collaboration with leadership and PR.
• Own the evaluation, implementation, and optimization of marketing technology platforms (CRM, automation, analytics, reporting tools).
• Ensure the digital infrastructure is scalable and supports future growth across multiple brands.

Key Performance Indicators (KPIs)

• Meet or exceed ROAS and CAC targets across paid media campaigns.
• Drive consistent improvements in conversion rates across digital channels.
• Deliver quarterly increases in qualified leads and opportunities sourced from digital campaigns.
• Achieve measurable SEO improvements in keyword rankings, organic traffic, and domain authority.
• Increase website conversion rates through ongoing UX and CRO initiatives.
• Deliver year-over-year increases in email/SMS engagement rates and database growth.
• Ensure social media channels show consistent growth in reach, engagement, and lead contribution.
• Provide accurate monthly and quarterly reporting on digital performance, pipeline contribution, and ROI.
• Ensure 100% accuracy of analytics tagging and tracking infrastructure.
• Implement a regular cadence of testing (A/B, multivariate) with documented learnings and optimizations.

Required Skills and Abilities

• Strong expertise in digital performance marketing, analytics, and ROI optimization.
• Proven ability to run and optimize digital marketing budgets across multiple channels.
• Hands-on experience with SEO/SEM, Google Analytics, Google Tag Manager, and paid media platforms (Google Ads, Facebook/Instagram Ads Manager, LinkedIn Ads).
• Proficiency in CRM and marketing automation tools (HubSpot preferred).
• Familiarity with HTML, CSS, JavaScript, technical SEO, and UI/UX design principles is a plus.
• Excellent leadership skills with a player-coach mindset—able to both execute and mentor.
• Strong communication and presentation skills, with the ability to collaborate across departments and with leadership.
• Ability to thrive in a high-growth, fast-paced, multi-brand environment.