Director, Customer Acquisition

Fleet Feet • Carrboro, NC

8d • Hybrid

About The Position

The Director, Customer Acquisition is a senior leader responsible for defining and executing Fleet Feet’s paid media strategy across the full customer funnel, with accountability for customer acquisition and demand generation. The role leads the digital advertising function and owns strategy, execution, optimization, and measurement across e-commerce, vendor co-op, local, test-and-learn, and advanced analytics programs.

Reporting to the Senior Director of Performance Marketing & Partnerships, this leader works across internal teams, external agencies, and vendor partners to translate business objectives into scalable, high-performing media strategies. The role balances near-term performance with long-term brand and awareness building, connecting upper-funnel investment to downstream consideration, conversion, and customer quality.

This is a strategic and hands-on role for a paid media professional who thrives in complex environments and is passionate about building modern, full-funnel advertising programs that increase awareness, acquire high-quality new customers, and connect media investment to business growth. It is a hybrid position based in Carrboro, North Carolina, with an expectation of working in the office three days per week. Candidates must live within commuting distance or be willing to relocate.

Requirements

• Bachelor’s degree or equivalent practical experience.
• 10 or more years of progressive experience in digital advertising, performance marketing, or paid media, with demonstrated leadership growth and strategic impact.
• Proven experience leading full-funnel paid media strategies for an e-commerce and/or omnichannel retail brand.
• Deep expertise in Search, Paid Social, Programmatic, Display, and Video advertising ecosystems, including measurement and optimization methodologies.
• Familiarity with CTV and OLV executed on a geotargeted basis.
• Strong analytical skills, including the ability to interpret complex data and translate insights into recommendations and actions.
• Advanced proficiency with Google Ads, Meta Ads, Google Analytics, Excel, and enterprise BI platforms such as Looker Studio, Tableau, or Power BI.
• Demonstrated success managing agency relationships and complex cross-functional stakeholder groups.
• Excellent communication, presentation, and organizational skills, with strong attention to detail.

Nice To Haves

• Advertising agency experience or equivalent professional experience.
• Franchisor, multi-location, and/or retail experience.

Responsibilities

• Serve as the senior subject matter expert for digital advertising and advise internal teams and vendor partners on strategies, platforms, and measurement approaches.
• Own and evolve full-funnel paid media strategy across search, social, programmatic, display, connected TV (CTV), and online video (OLV), acquiring high-propensity customers and driving incremental demand.
• Plan, pitch, execute, and optimize multichannel paid media campaigns for e-commerce growth, vendor co-op programs, local marketing initiatives, and test-and-learn pilots.
• Lead geo-targeted media strategies that support national brand building while driving local relevance, store traffic, and e-commerce conversion.
• Develop and scale awareness-driving media programs that increase brand visibility, familiarity, and consideration with a path to conversion.
• Partner with analytics and CRM teams to connect upper-funnel media exposure to site engagement, conversion, and customer lifetime value.
• Balance reach, frequency, efficiency, and acquisition quality to support long-term customer value.
• Partner with creative, content, merchandising, and vendor teams to ensure cohesive messaging and execution across the customer journey.
• Serve as the primary day-to-day contact for agencies and key media partners, ensuring communication, accountability, and performance.
• Use analytics platforms, including Google Analytics, business intelligence tools, and platform reporting, to monitor performance, uncover insights, and optimize campaigns.
• Advance media effectiveness and incrementality measurement, including testing frameworks, attribution approaches, and advanced analytics.
• Manage digital advertising budgets with a focus on ROI, efficiency, and scalable growth.
• Build and maintain a forward-looking roadmap for advertising operations, tools, and processes.
• Develop and own tools, workflows, and documentation that improve campaign execution, reporting accuracy, and cross-team collaboration.
• Lead, coach, and develop digital advertising team members, emphasizing skill growth, strategic thinking, and executional excellence.
• Stay current on digital advertising trends, platform updates, privacy changes, and retail media dynamics.
• Identify new opportunities, partners, and solutions to strengthen paid media capabilities and competitive advantage.

Benefits

• Performance-based annual incentive compensation tied to company results.
• Relocation assistance for candidates who require a move to the area.
• Medical, dental, and vision coverage, plus FSA, HSA, EAP, and other benefits.
• 401(k) with a 4% company match for employees aged 21 or older at company-owned stores.
• Exclusive discounts on industry-leading products and specialized training programs.
• Professional development through mentorship, employee resource groups, and ongoing learning sessions.
• Opportunities to participate in local outreach and service initiatives.
• Supportive team culture.

What This Job Offers

• Job Type: Full-time
• Career Level: Director