Digital Marketing Director

Imperial is seeking a strategic, performance-minded Digital Director to lead our full digital ecosystem across paid media, CRM/lifecycle marketing, and website content planning. This role owns the end‑to‑end digital customer journey—from awareness to conversion to retention—translating business objectives into integrated digital plans that drive revenue growth, brand equity, and customer lifetime value. This position partners closely with Brand, Creative, Product, and Analytics teams while managing agency and/or internal execution.

Full Time

Remote

• Lead full-funnel paid media strategy across key platforms (Meta, Google, You Tube, Tik Tok, Pinterest, display, affiliate, etc.) and align channel strategy to revenue goals and brand priorities
• Oversee performance optimization across channels; monitor ROAS, CAC, MER, LTV, and contribution margin
• Partner with internal teams or agencies to ensure efficient execution and ongoing improvement

• Build annual media plans tied to product launches and brand campaigns
• Own budget allocation, forecasting, and pacing to ensure spend aligns with business priorities and performance targets

• Establish testing roadmaps for audience expansion, creative iteration, channel mix, and incrementality
• Strengthen measurement practices and ensure insights translate into clear, actionable next steps

• Own CRM strategy across email, SMS, and retention channels
• Build lifecycle frameworks including welcome, post‑purchase, replenishment, loyalty, winback, and VIP flows

• Align segmentation strategy with customer data and behavioral insights
• Optimize automation journeys to improve retention, repeat purchase rate, and customer lifetime value
• Lead CRM testing strategy for subject lines, offers, personalization, and send cadence

• Own digital merchandising and website content planning in partnership with Product and Brand Marketing teams
• Develop homepage, landing page, and PDP content strategies aligned with marketing initiatives
• Ensure the site supports campaign launches, seasonal storytelling, and product prioritization

• Maintain alignment between paid traffic messaging and the on‑site experience
• Ensure website content supports SEO objectives and improves paid media landing page performance
• Identify and prioritize opportunities that improve website conversion rate

• Ensure cohesive messaging and performance alignment across paid media, CRM, and website
• Lead integrated campaign planning across digital touchpoints to support launches and brand moments

• Develop digital KPIs and reporting frameworks across channels
• Present performance insights and strategic recommendations to executive leadership
• Collaborate closely with Brand, Content, and Creative teams to balance brand storytelling with performance needs
• Analyze creative performance and identify optimization opportunities

• Manage agency partners and/or internal teams to deliver outcomes on timeline and to standard
• Create clear expectations, workflows, and accountability across digital work streams

• Stay current on platform changes, consumer behavior shifts, and emerging technologies; translate learnings into actionable strategy

• 10+ years of digital marketing experience with demonstrated leadership across paid media and CRM/lifecycle marketing
• Proven experience managing multi‑channel budgets and performance forecasting
• Strong understanding of media buying platforms and attribution models
• Experience with CRM platforms (Klaviyo, Salesforce, Hub Spot, or similar)
• Strong analytical skills with ability to translate data into strategy and action
• eCommerce / DTC experience preferred
• Excellent communication skills and strong cross‑functional leadership

• Ability to sit or stand for extended periods of time while working…