Senior Director, Digital (Retail)

Job Description

Key Responsibilities

• Owns the digital revenue contribution, site conversion and online-to-offline experience
• Manages and optimizes a multi-channel digital budget, directly accountable for ROI, ROAS and contribution margin
• Drives digital innovation- from loyalty gamification and mobile app engagement to frictionless payments and emerging tech integration
• Partners closely with P&L owners to align digital marketing strategy and spend, translating goals into clear business outcomes
• Educates cross-functional stakeholders on the impact of digital marketing levers, driving understanding, trust, and shared accountability for results
• Implements a test-and-learn culture leveraging A/B testing, predictive analytics and personalization to improve conversion and retention
• Defines and executes the digital product roadmap for retail marketing, collaborating with product and engineering teams to bring to life seamless customer journeys
• Owns the development and performance of CRM channels, including personalized, high-conversion email and SMS marketing
• Drives paid media and national advertising, scalable outreach, referral and review programs, building systems to convert satisfied customers into promoters and new traffic
• Builds and mentors a growing digital team, fostering a culture of ownership, experimentation and innovation
• Partners with Regional VP of Retail to execute approved regional programs that drive consistency, performance, and adoption of marketing processes
• Provides dotted-line leadership to a regional marketing team that supports day-to-day execution and cross-functional alignment across markets, ensuring consistency with national digital strategies
• Establishes a culture of accountability and ownership within the digital marketing team, setting clear expectations and delivering results with operational excellence
• Partners cross-functionally across Retail Operations, Merchandising & Planning, IT/Dev, Finance, HR, Wholesale Marketing etc. to ensure unified execution of initiatives and proactive communication of plans
• Owns internal marketing operations systems and toolkits, ensuring processes are scalable, repeatable, and consistently executed across teams

Requirements

• A bachelor’s degree and 10+ years of digital marketing experience in high-growth, multi-unit retail environments
• Proven success in leading end-to-end digital commerce ecosystems that integrate loyalty, CRM, e-commerce, media and analytics
• Deep understanding of customer segmentation and lifecycle marketing, with demonstrated ability to personalize experiences that drive measurable outcomes
• Direct experience partnering with technology and data teams to build and optimize digital infrastructure and martech systems
• Strong analytical mindset and comfort with KPIs spanning both customer behavior and commercial metrics
• Outstanding communication and stakeholder management skills, with a proactive and transparent approach to cross-functional collaboration
• A builder and leader of high-performing teams, who sets a high bar, offers strong support, and develops future leaders
• Operates with an ownership mindset — delivers with excellence, follows through on commitments, and proactively solves problems

Benefits & Perks

• Major medical, dental and vision insurance
• 401(K)-match program
• FSA/HSA programs
• LTD/STD options
• Life insurance and AD&D
• Paid holidays and paid time off
• Annual discretionary bonuses
• Stock options
• Participation in our employee discount program

Job Details