Head of Digital

Duties

• DTC P&L: Revenue, contribution margin, and growth levers
• Paid Acquisition Strategy: Channel strategy and budget allocation across Meta, Google, and TikTok, YouTube, Pinterest, Snap
• Performance Creative: Lead the performance creative function, drive creative testing velocity, angle development, and iteration discipline tied to acquisition performance
• Growth Experimentation: Build the testing system, prioritize the highest-leverage tests across offers, funnel, and channels, maintain a rolling test roadmap with clear ownership and learning goals
• CRO: Own the conversion roadmap across Shopify - landing pages, PDPs, bundles, cart/checkout, upsells, coordinate with web/dev resources, use TripleWhale + Shopify analytics for clean pre/post measurement
• Lifecycle & Retention: Own the CRM agency relationship and direct retention outcomes across email + SMS, tie everything to cohort behavior and LTV, build a monthly lifecycle review tied to new customer revenue, repeat rate and attach rate
• Growth Operating Cadence: Weekly scorecards, monthly forecasts, quarterly strategy reviews, clean KPI definitions, standardized reporting, decision logs, and cross-functional accountability

Qualifications

• 7-10+ years in growth, digital strategy, or performance marketing with P&L accountability in ecommerce or consumer
• Consulting background preferred with transition into growth or digital leadership at a DTC/consumer brand
• Deep working knowledge of Meta + Google with a track record of scaling profitably
• Strong command of CRO, offer architecture, lifecycle/CRM strategy, and experimentation design
• Experience managing direct reports, contractors, and agencies with clear expectations and measurable output