VP, Digital Acquisition (Job Based in SE Wisconsin; Relocation Assistance Available

Revenue Vertical |

Reports to:

Chief Revenue Officer | West Bend, WI (Headquarters-Based) | Relocation Assistance Available

Delta Defense LLC is the leading provider of integrated self-defense solutions and the official service provider to the USCCA®. Our mission is simple and serious: help responsible American gun owners save lives. Every new member we bring in is another family better trained, better prepared, and better protected.

This role owns the engine that makes that growth happen. You'll lead the digital marketing teams responsible for new USCCA® membership growth, deploying approximately $40M in annual marketing investment across paid, owned/organic, and earned media channels — and you'll be accountable for converting that investment into qualified leads and new memberships at target cost-per-acquisition goals.

We're not for everyone, and that's the point. We chase progress, not perfection. We measure what matters and hold ourselves to the math. If that sounds like how you already operate, keep reading.

You're a highly quantitative marketer with a proven track record of acquiring new customers for membership- or subscription-based organizations, and you've scaled digital businesses inside growth-focused companies. You lead teams the same way you run campaigns: with clear standards, honest data, and full accountability. You have genuine conviction about the self-defense community and the responsibly armed Americans we serve — this mission isn't a line on our website, and it can't be one on your resume.

• The acquisition P&L math. Plan, execute, and measure the digital marketing function on the quantitative merits of its underlying economics — spend, CPA, conversion, and membership growth targets on a weekly, monthly, and annual cadence in a fast-paced, accountability-driven environment.
• The full channel mix. Orchestrate digital media platforms and channels that can be monetized for new memberships at scale, spanning upper-, mid-, and lower-funnel consumer journeys — with hands-on excellence in mid- and lower-funnel execution and optimization.
• Creative that converts. Partner with creative directors and their teams to develop marketing assets optimized for the target market, the media channel, and the long-term member lifetime value we're building — and run disciplined champion-versus-challenger test-and-control methods on creative and offers.
• Agency and partner performance. Manage digital media agencies, analytics and data projects, and campaign execution partners, holding every vendor to the same standards we hold ourselves.
• Affiliate and compliance-sound lead generation. Structure qualified lead acquisition deals through affiliate channels that are fully compliant with CAN-SPAM and TCPA requirements, supported by the right business controls and technologies.
• Digital-to-human conversion. Integrate digital campaigns with our high-touch Contact Center to amplify conversion beyond what digital-only methods can achieve.
• The team. Grow talent from the bench, hire high-impact digital marketing professionals, and hold all team members accountable to ambitious goals. You lead with humility, not ego — and you give a shit about developing your people.

• Advanced analytics and segmentation. Strong aptitude in digital segmentation methods supporting consumer response, conversion, retention, and other end-action business outcomes.
• Search built for what's next. Experience evolving traditional SEO into question-based content strategies optimized for AI answer tools (Google AI Overviews, ChatGPT, Perplexity) — often called Generative Engine Optimization (GEO) — turning brand visibility into brand authority.
• Relentless curiosity about our…