Director, Digital Marketing & Ecommerce Growth

About the role

The Director of Digital Marketing & eCommerce owns the company's digital growth engine, including demand generation, website platform performance, digital customer experience, and driving revenue scalability. This position reports to the Vice President, Marketing at APPLIED Adhesives. It is a hands-on leadership role responsible for measurable outcomes across lead generation and sales-assisted digital funnels, partnering closely with Sales, Product Management, Pricing team, Business Development, Customer Service, and IT.

Key Responsibilities

• Own and execute end-to-end digital strategy aligned to revenue goals.
• Lead SEO/SEM, paid media, email, retargeting, and CRO.
• Build segment-specific, repeatable digital programs.
• Own Shopify roadmap, UX/UI, CRO, and site performance.
• Lead direction for catalogs, collections, merchandising, and technical content.
• Drive B2B and hybrid buying experiences.
• Develop cohesive strategy to integrate all platforms.
• Expand Martech stack strategy to drive growth (Shopify, CRM, analytics, automation).
• Ensure clean lead flow, attribution, and reporting.
• Build dashboards tied to pipeline and revenue.
• Develop roadmap to fully integrated product marketing portfolio across corporate brand assets.
• Enable Sales through digital tools and workflows.
• Support channel and distributor-friendly models.
• Lead internal teams and external partners.
• Manage budgets with ROI accountability.
• Able to educate and upskill teams on practical AI use cases without over-engineering or hype.
• Establishes guardrails and best practices for AI-assisted content, analytics, and automation to protect brand voice and customer trust.
• Leads change management as AI tools reshape workflows, roles, and productivity expectations.

Qualifications

• Bachelor’s degree required.
• 8–12+ years digital marketing experience in the industrial chemical sector required.
• Digital OMNI channel strategy experience required.
• Shopify, Hubspot, & WordPress platform ownership required.
• B2B demand generation and CRO expertise required.
• CRM integration experience (preferable Salesforce.com) required.
• Proven experience defining and operationalizing an AI strategy across digital marketing functions (content, demand generation, eCommerce, analytics, and personalization).
• Ability to translate AI capabilities into business outcomes (lead conversion, CAC reduction, content velocity, SEO performance, eCommerce optimization).
• Experience evaluating, selecting, and deploying AI-powered marketing tools (e.g., content generation, A/B testing, SEO optimization, email personalization, marketing automation, recommendation engines).
• Strong understanding of first-party data strategy, model governance, and responsible AI use in customer-facing applications.
• Industrial or distribution industry experience.
• Shopify Plus and Salesforce.
• Advanced GA4 and Google Tag Manager (GTM) implementation experience.
• Experience with B2B eCommerce integrations (ERP, PIM, OMS) and product data governance.
• Proven success in scaling lifecycle marketing (nurture, onboarding, retention) in a long sales-cycle environment.
• Demonstrated experience leading web replatforming projects (requirements, vendor management, QA, launch).
• Experience building and managing agency/partner ecosystems (paid media, SEO, creative, development).
• Strong understanding of privacy, consent, and email deliverability best practices (CAN-SPAM/GDPR concepts).
• Experience managing and developing teams (hiring, coaching, performance management).