Senior Director Integrated Marketing

What You’ll Own

• Enterprise GTM Strategy & Prioritization
• Define integrated GTM strategy across categories, channels, and moments to drive customer growth and new customer acquisition.
• Translate brand, category, product, and experience priorities into a single prioritized GTM plan aligned to growth goals and investment.
• Decide which campaigns and moments receive priority—and which do not.
• Acquisition Messaging & Category On-Ramps
• Define how new customers enter the brand by category (acquisition on-ramps) and clarify category roles in acquisition.
• Build messaging frameworks and value propositions that resonate with first-time buyers and remain consistent across paid, owned, and on-site experiences.
• Partner with Brand, Performance Marketing, Categories, and Analytics to refine message hierarchy and differentiation.
• Campaign & Moment Portfolio Management
• Own the portfolio of launches, campaigns, and seasonal moments; establish pacing and sequencing.
• Prevent fragmented execution by concentrating resources on the moments that deliver the greatest acquisition and growth impact.
• Weekly GTM Planning & Launch Readiness
• Translate enterprise strategy into weekly execution plans across campaigns, site moments, and channels.
• Ensure initiatives are clearly scoped, sequenced, aligned to acquisition priorities, and launch-ready across teams.
• Create operating rhythms that close gaps between strategy and execution.
• On-Site Content & Moment Strategy (in partnership)
• Partner with eCommerce and Categories to define homepage/category narratives, promotional moments, and customer journeys.
• Ensure on-site experiences reinforce acquisition messaging and reduce friction for new customers.
• Performance Readouts & Learning Loops
• Own weekly/monthly/quarterly readouts for new customer acquisition, demand, channel performance, and campaign effectiveness.
• Translate results into recommendations, tradeoffs, and GTM decisions.
• Codify learnings into playbooks, briefs, and planning processes so performance improves over time.

Required Qualifications

• 12+ years of experience in integrated marketing, GTM strategy, growth marketing, or related roles in consumer and/or eCommerce.
• Proven track record driving new customer acquisition and customer growth through messaging, prioritization, and cross-channel alignment.
• Strong ability to influence and align cross-functional teams without direct ownership of execution.
• Knowledge of how brand marketing, performance marketing, CRM/lifecycle marketing, eCommerce, and site merchandising work together.
• Data-driven decision maker with strong analytical skills; ability to translate insights into strategy and prioritization.
• Excellent communication and stakeholder management skills; ability to simplify complexity and drive action.

Preferred Qualifications

• Experience partnering closely with Category Management, Merchandising, Digital Product, and eCommerce teams.
• Familiarity with performance marketing, CRM/lifecycle, testing/optimization, and site conversion strategies.
• Experience operating in matrixed organizations with shared ownership models.
• Experience building marketing operating cadences, campaign frameworks, and GTM playbooks.