Digital Growth Marketing Director

We are looking for an experienced, digital-first leader who thrives in a fast-paced environment and challenges the status quo. Thrives on driving sustainable, profitable growth by focusing on the full customer journey from awareness to loyalty. A strategic, innovative, problem-solving thinker who can flex between long-term planning and reactive, day-to-day optimizations. Experienced in leading a data-driven, test-and-learn approach across all channels and landing pages. A thought leader and growth marketing expert that effectively communicates, collaborates and influences.

This role is critical and instrumental to enable growth to the brand as BELLAMI’s business is exclusively driven by its eCommerce websites, both for BELLAMI Professional and BELLAMI Consumer DIY. This role will manage 3 direct reports and will report directly to the VP of Marketing.

This is a hybrid position with 3 days onsite at our Chatsworth office.

This brand-new role in the organization will require a performance-oriented leader who can build strategy and vision while also executing a fast-paced growth program.

• Manage the execution of the overall digital marketing strategy for the Company.
• Responsible for revenue-driving activities across the following channels: Social, email/SMS, ratings & reviews, affiliates, promotions, and advertising for both BELLAMI Professional and BELLAMI Consumer DIY.
• Own of the full funnel traffic from acquisition to retention, including lead generation campaign, testing plan to drive traffic to the website, conversion optimization, email & SMS campaigns, ratings & reviews and affiliates (Aspire, Rakuten).
• Drive the customer-first strategy, execution, and expansion of paid acquisition. Develop and manage acquisition campaigns, leading the end-to-end process from concept to activation, measurement, and optimization, ensuring optimized delivery and execution. Develop an omnichannel strategy and push the boundaries to maximize impact, attain revenue goals, and drive efficient performance metrics without sacrificing brand or long-term growth.
• Lead digital acquisition program management for all paid campaigns, channel optimization, testing strategies, critical timelines and prioritizing dedication of key resources.
• Manage monthly paid ad budget through bottoms-up forecasting & drive re-allocations/optimizations to deliver revenue and acquisition & retention goals.
• Provide creative solutions to optimize KPI metrics, including net sales, LTV, LTV to CAC.
• Optimize existing channel performance, and identify new messaging, targeting, and capability opportunities across all paid channels, including paid search, paid social, display, video, shopping, affiliates, OTT, and audio/podcast.
• Drive the relaunch of the brand websites with an external agency. Create and implement on-going, robust experiments and testing plans for audiences, copy, creative, landing pages, etc that create seamless user journeys and drive continual improvements in conversions and other key metrics.
• Assess the competitive landscape and identify new vendors to help better capture new customers.
• Closely monitor performance within paid platforms, looking for improvement opportunities and diving in deep when needed for more insights and/or campaign optimizations when needed.
• Work with the Creative team on comprehensive briefs, making sure requests are aligned with media and testing plans, campaign goals, and best practices.
• Partner and collaborate with Media Partner reps (Facebook / Google / TikTok) to mitigate/resolve issues, identify new tests for implementation, beta opportunities and full utilization of all the capabilities of the platform.
• Work with experts at Beauty Industry Group (BELLAMI’s parent company) on media buy, digital product and SEO to leverage cross-brand insights & learning.

Qualifications

• At least 8-10 years of experience leading lifecycle, CRM and/or Engagement/Loyalty Marketing programs across email, social, notifications and other digital avenues, preferably in B2B and B2C.
• Expertise in all aspects of email and SMS marketing including design, creative best practices, list management, deliverability, etc.
• You should also be an enthusiast for e-commerce/marketing trends and provide forward-thinking ideas to maintain strong growth in new and existing channels.
• Proven analytical ability to digest data, build reports, and derive tactical and strategic insights.
• Shopify, Salesforce Marketing Cloud and Klaviyo experience needed.
• Exceptional attention to detail and excellent written and oral communication skill.
• Comfortable working in a fast-paced environment and pivoting quickly when needed.