Director of Web Marketing (CPG & Supplement Industry)

Our client in California is looking for a Director of Web Marketing and Lifetime Value to join their team! This is a remote/full-time/direct-hire position Salary based on experience: Up to $220k As the Director of Web Marketing & LTV, you will lead the planning, execution, and optimization of the web marketing strategy and content management for all global web properties, including email marketing and customer relationship database management, to drive a superior consumer experience. You are responsible for organizing and developing strategic website and email marketing plans that help achieve broader organizational and departmental goals. The person in this role should have experience with DTC web strategy, email/CRM strategy, and an understanding of consumer purchase behavior. The Director of Web Marketing and Lifetime Value is responsible for supporting a variety of initiatives to help our client achieve its marketing goals. Primary responsibilities include building plans to acquire new consumers, increase brand engagement & loyalty with existing consumers, and merchandise and promote our product line on owned web properties. The Director will play a key role in crafting strategic plans for their department, building awareness and consensus across the organization for those plans, and ensuring marketing strategies are executed according to plan, on time, and on budget. Strategic thinking skills, marketing-savviness, a high degree of organization, data-oriented analytical abilities, and project management experience are key attributes that the Director of Web Marketing & LTV will bring to the table. To ensure success, you should remain knowledgeable about relevant trends and innovations in direct-to-consumer web sales. Ultimately, you will endeavor to enhance your skill set by continually learning about adjacent techniques that might improve collaboration between departments. ESSENTIAL FUNCTIONS To accomplish this job, this individual must be able to perform, with or without reasonable accommodation, each essential function satisfactorily. Reasonable accommodations may be made to help enable qualified individuals with disabilities to perform essential functions. Essential Functions: • Web & CRM Strategy & Planning • Develop and execute the overall web marketing strategy aligned with business and brand goals • Own the web role in the consumer journey and understand best practices in pushing through the funnel from awareness to advocacy • Partner with internal and external partners to achieve cohesive campaigns and messaging (Performance Marketing, Brand Marketing, Creative, IT) • Optimize plans and performance based on agreed-upon KPIs Consumer Experience • Oversee web content strategy – including landing pages, PDPs, campaign hubs, and educational content • Optimize site merchandising, messaging, and CTAs to drive conversion • Build & expand content (in collaboration with internal/external partners) to align site experience with brand guidelines • Improve loyalty and lifetime value of consumers and share across monthly KPIs (subscriber rate, churn, basket size, trial, average order, overall sales growth) Leadership & Collaboration • Partner with IT on tech stack needs and agency partners • Partner with the corporate PMO team to manage web projects and share out progress to executive leadership team • Partner with brand to optimize performance on key product lines and skus • Be a thought leader and set the vision for our DTC ecosystem over the next 5 years (web needs, loyalty & retention, reflecting a lifestyle brand to the consumer SKILLS & ABILITIES • 8+ years of marketing, strategy, consulting, e-commerce, and/or business development experience with a strong foundation in business, strategy, digital marketing, and consumer data • 3+ years of direct leadership experience • Deep understanding of UX best practices, web content strategy, & digital merchandising • Strong knowledge of SEO principles & web analytics tools • Experience with relevant marketing technology and channels, with a heavy focus on digital email, website, search, mobile app, and affiliate. Experience with direct-to-consumer platforms required • Intellectual curiosity and rigorous analytical experience, ability to use data to build a business case and e-commerce marketing plan • Experience developing marketing strategy in a subscription business • Experience with Google Ads, and Social Media marketing platforms • Experience with: Klaviyo, Shopify, etc. Apply tot his job