Senior Director of Acquisition

The Sr. Director of Customer Acquisition will lead the strategy and execution for acquiring valuable customers across multiple digital channels, focusing on digital and traditional marketing initiatives that drive traffic, sales, and brand loyalty. This person will be responsible for creating the media strategy for DTC, optimizing our customer acquisition funnel, analyzing campaign performance, managing budgets, and delivering measurable growth in new customers that have meaningful LTV. This role will also partner with technology to ensure a successful migration to Shopify. The Director reports to the Chief Revenue Officer.

KEY RESPONSIBILITIES:

• Customer Acquisition Strategy: Develop and execute a comprehensive customer acquisition strategy to drive growth across all channels, including DTC, retail partnerships, and e-commerce. Focus on both short-term and long-term customer engagement tactics.
• Digital Marketing Leadership: Lead paid media initiatives across platforms (e.g., Google Ads, Facebook, Instagram, TikTok, and other emerging channels) to optimize reach, engagement, and conversions – focusing on delivering improvements in marketing KPIs (CAC, CPA, AOV, etc.).
• Channel Diversification: Identify and test new acquisition channels, staying current with industry trends and emerging platforms to ensure the brand remains competitive.
• Performance Analysis: Define KPIs and metrics to measure campaign effectiveness, regularly reporting insights to the executive team. Use data to inform strategies, optimize campaigns, and maximize return on ad spend (ROAS). Analyze market trends, customer behaviors, and campaign performance to make informed marketing decisions. Use marketing KPIs to measure success and pivot strategies when necessary.
• Site & Purchase Funnel Optimization: Improve the user experience on the e-commerce platform to improve checkout flow, site merchandising, and feature requests to streamline the customer journey from awareness to purchase.
• Customer Journey Optimization: Analyze and map the customer journey, identifying areas to improve conversion rates and reduce customer acquisition costs (CAC). Implement strategies to improve the overall customer experience and drive retention.
• Budget Management: Develop and manage the acquisition budget, ensuring resources are allocated efficiently across channels. Monitor spend closely to achieve high performance within budget constraints.
• Cross-Functional Collaboration: Work closely with internal teams (e.g., product, sales, finance, creative, supply chain, etc.) to align acquisition efforts with brand goals, seasonal initiatives, and product launches. Build and maintain partnerships with agencies, vendors, and industry experts to enhance brand visibility and drive marketing success.

• Team Development: Build and lead a high-performing customer acquisition team, fostering a data-driven, innovative, and collaborative environment. Mentor team members and support their professional growth.

• Education: Bachelor’s degree in Marketing, Business, or a related field. Advanced degree (MBA or similar) preferred but not required.
• Experience: Minimum of 10 years of experience in digital marketing and customer acquisition, ideally within an omni-channel CPG brand.
• Technical Skills: Proven expertise in digital advertising platforms (Google Ads, Meta, TikTok, etc.), analytics tools (Google Analytics, Mixpanel, etc.), and CRM systems. Proficiency with testing and optimization tools (e.g., A/B testing, multivariate testing). Experience overseeing site optimizations on Shopify is required.
• Data-Driven Mindset: Proven track record of driving revenue growth and improving customer acquisition through data-driven marketing strategies. Strong analytical and quantitative skills, with experience using data to make strategic decisions. Familiarity with customer data platforms (CDPs) and marketing automation tools is a plus.
• Industry Knowledge: A deep understanding of the CPG industry, including current trends, consumer behavior, and the competitive landscape. Experience working with Amazon, a plus.
• Budget Management: Experience with budget management and performance tracking
• Leadership Skills: Demonstrated experience building and managing a team with a collaborative and results-driven approach.
• Strategic Thinker: Ability to think strategically while executing on a tactical level, with a strong focus on achieving measurable results.
• Analytical and Results-Oriented: Ability to balance data-driven decision-making with creativity and innovation.
• Stakeholder Management: Ability to manage multiple stakeholders and competing deadlines through prioritization and expectation management.
• Customer-Centric Mindset: Commitment to understanding and enhancing the customer journey.
• Adaptability: Comfortable working in a fast-paced environment, managing multiple projects, and pivoting as needed.
• Strong Communicator: Excellent written and verbal communication skills to convey complex insights clearly and effectively. Experienced with analytics and BI tools (Excel, Power BI, and GA4).

• Full medical, dental, and vision benefits
• Basic Life Insurance
• 401(k) eligibility with company matching
• Flexible Vacation and time off policy
• $100/month wellness stipend
• Paid holidays
• Competitive compensation
• Tuition reimbursement
• Fringe benefits including free access to Onnit Academy gym ; co-pay healthy meals; among many others

EOE race/color/religion/sex/sexual orientation/gender identity/national origin/disability/veteran status