Senior Director, Digital Marketing

We are a lifestyle brand!

We are on a mission to provide the world with simple, wholesome food and beverage items that fit today's lifestyle, offering an intimate - yet fast and consistent - experience to our customers.

We love and take pride in what we do, and we currently offer an exciting opportunity to join a thriving and ever-growing brand in this industry.

The Senior Director of Digital Marketing / Growth is responsible for leading Pura Vida's digital business ecosystem, driving guest acquisition, digital sales, loyalty, retention and long-term customer value across every digital touchpoint.

This leader will own the strategy, roadmap and performance of all digital guest experiences, including first-party ordering, mobile app, loyalty, CRM, third-party marketplaces, website, local listings, performance media and digital marketing. Working cross-functionally, this role ensures every digital initiative improves the guest experience while delivering measurable business growth.

The ideal candidate combines strong business acumen, overall customer lifecycle expertise and operational leadership. They understand that digital is not simply a marketing channel, it is a critical business function responsible for driving revenue, frequency, profitability and guest satisfaction.

• Develop and lead Pura Vida's end-to-end digital growth strategy aligned with company objectives.
• Own the digital business roadmap across guest acquisition, digital ordering, loyalty, CRM, marketplace growth and customer experience.
• Identify opportunities to increase digital revenue, frequency, customer lifetime value and operational efficiency.
• Serve as the business owner for the company's digital ecosystem, continuously evaluating new capabilities, technologies and partnerships.

• Own performance across all digital ordering channels, including first-party website, mobile app and third-party delivery platforms.
• Develop strategies to increase digital sales mix, average order value, conversion and guest retention.
• Optimize digital merchandising, promotional strategy and menu presentation across all ordering platforms.
• Partner with IT, Operations and Culinary to ensure digital offerings are operationally executable and commercially effective.
• Continuously improve the digital ordering experience from discovery through fulfillment.

• Lead the overall guest retention strategy through loyalty, CRM and lifecycle marketing.
• Develop personalized customer journeys that increase visit frequency, engagement and lifetime value.
• Oversee guest segmentation, behavioral targeting and marketing automation.
• Leverage customer data to create increasingly personalized digital experiences.
• Partner with Brand Marketing to ensure lifecycle communications support broader marketing initiatives.

• Ensure a best-in-class, on-brand user experience across all digital touchpoints, leading continuous improvement of the mobile app, website and digital guest experience.
• Prioritize enhancements that improve usability, speed, conversion and guest satisfaction.
• Work closely with technology partners and vendors to deliver new capabilities and platform improvements.
• Ensure every digital touchpoint reflects the Pura Vida brand while minimizing friction throughout the customer journey.

• Lead paid digital acquisition across Meta, Google, Tik Tok and emerging platforms.
• Optimize investment across channels to maximize incremental guest acquisition and return on investment.
• Develop full-funnel measurement frameworks connecting media investment to customer acquisition, retention and lifetime value.
• Partner with agencies to continuously test, learn and improve performance.

• Own the company's local digital ecosystem, including Google Business Profiles, Apple Maps, Yelp and other location-based platforms.
• Ensure store information, menus, imagery, promotions and guest-facing content remain accurate and optimized.
• Improve search visibility, reputation management and discovery for every…