Director, Customer Acquisition

Responsibilities

• Serve as the senior subject matter expert for digital advertising, advising internal teams and vendor partners on best-in-class strategies, platforms, and measurement approaches
• Own and evolve Fleet Feet’s full-funnel paid media strategy across search, social, programmatic, display, connected TV (CTV) and online video (OLV) with accountability for acquiring new, high-propensity customers and driving incremental demand
• Plan, pitch, execute, and optimize multi-channel paid media campaigns supporting e-commerce growth, vendor co-op programs, local marketing initiatives, and test-and-learn pilots
• Lead geo-targeted media strategies that support national brand building while driving local relevance, store traffic and e-commerce conversion
• Develop and scale awareness-driving media programs that increase brand visibility, familiarity, and consideration with a clear path to conversion
• Partner with analytics and CRM teams to connect upper-funnel media exposure to downstream outcomes such as site engagement, conversion and customer lifetime value
• Ensure paid media strategies balance reach, frequency, efficiency and quality of acquisition, ensuring acquisition efforts drive long-term value
• Execute campaigns supporting e-commerce growth, vendor co-op initiatives, local marketing priorities, and test-and-learn pilots
• Partner closely with creative, content, merchandising, and vendor teams to ensure cohesive messaging and seamless execution across the customer journey
• Act as the primary day-to-day point of contact for agencies and key media partners, ensuring clear communication, accountability and strong performance
• Leverage analytics platforms (Google Analytics, BI tools, platform reporting) to monitor performance, uncover insights and drive ongoing optimization
• Advance Fleet Feet’s media effectiveness and incrementality measurement capabilities, including testing frameworks, attribution approaches and advanced analytics
• Manage all digital advertising budgets with a disciplined focus on ROI, efficiency and scalable growth
• Build and maintain a forward-looking roadmap for advertising operations, tools, and processes to enable speed, agility and innovation
• Develop and own tools, workflows, and documentation that improve campaign execution, reporting accuracy and cross-team collaboration
• Lead, coach, and develop members of the digital advertising team, with a strong emphasis on skill growth, strategic thinking, and executional excellence
• Proactively identify new opportunities, partners, and solutions that can strengthen Fleet Feet’s paid media capabilities and competitive advantage

Qualifications

• Bachelor’s degree or equivalent practical experience
• 10+ years of progressive experience in digital advertising, performance marketing, or paid media, demonstrating significant leadership growth, strategic impact, and the ability to drive transformative marketing solutions
• Proven experience leading full-funnel paid media strategies for an ecommerce and/or omnichannel retail brand
• Deep expertise across Search, Paid Social, Programmatic, Display and Video advertising ecosystems, including measurement and optimization methodologies
• Familiarity with CTV and OLV executed on a geotargeted basis
• Advanced proficiency with cutting-edge digital marketing tools including Google Ads, Meta Ads, Google Analytics, Excel, and enterprise BI platforms like Looker Studio, Tableau, or Power BII
• Demonstrated success managing agency relationships and complex cross-functional stakeholder groups
• Excellent communication, presentation, and organizational skills with a high attention to detail
• Advertising agency experience or equivalent professional experience strongly valued
• Franchisor, multi-location, and/or retail experience preferred