Director Digital Marketing
About The Position
5.11 is seeking a Director of Digital Marketing to lead digital growth strategy, maximize paid media performance, and strengthen organic social presence to drive customer engagement, brand awareness, and profitable revenue growth. Reporting to the Vice President of Marketing, this role oversees paid media, organic social, email, SMS, CRM, and affiliate marketing. The Director leads the internal digital marketing team and external agency partners, collaborating with Brand, Creative, Ecommerce, Product, Retail, and Finance on an integrated digital marketing strategy. The ideal candidate combines hands-on performance marketing expertise and a strong understanding of organic social strategy with the ability to translate data into actionable business decisions. The role balances strategy-setting, agency oversight, significant media investments, and development of a high-performing team.
Requirements
- 10+ years of progressive digital marketing experience, including significant leadership responsibility in paid media and performance marketing for a consumer-facing brand.
- Deep hands-on expertise in paid social, paid search, shopping, campaign optimization, creative testing, and performance measurement.
- Demonstrated success developing organic social strategies that drive audience growth, engagement, and community development.
- Proven ability to integrate paid and organic marketing strategies to improve customer acquisition and business performance.
- Strong analytical and financial skills, including experience with CAC, ROAS, MER, customer lifetime value, forecasting, and budget management.
- Experience leading internal teams and managing external marketing agencies with accountability for performance and results.
- Working knowledge of email, SMS, CRM, customer lifecycle marketing, and affiliate programs.
- Strong communication, collaboration, and leadership skills, including the ability to influence cross-functional partners and senior leadership.
- Bachelor's degree in Marketing, Business, Communications, or a related field, or equivalent professional experience.
Nice To Haves
- Experience overseeing $5 million or more in annual paid media budgets.
Responsibilities
- Lead paid media strategy, budget allocation, and performance across paid social, search, shopping, video, display, programmatic, and emerging digital channels.
- Oversee external paid media agencies, setting performance expectations, KPIs, testing strategies, and accountability for results.
- Optimize campaigns to improve customer acquisition, conversion, ROAS, and overall marketing efficiency.
- Evaluate campaign effectiveness using CAC, incremental revenue, contribution margin, and customer lifetime value.
- Develop and execute organic social strategy to increase audience reach, engagement, community participation, and brand awareness.
- Oversee organic social agency partners, content strategy, platform-specific storytelling, publishing calendars, and community engagement.
- Identify opportunities to strengthen brand storytelling through product content, creator partnerships, customer experiences, and platform-native video.
- Use organic social insights to inform paid media creative, audience targeting, and broader marketing strategies.
- Establish performance metrics to evaluate organic social growth and its contribution to customer demand.
- Align paid media, organic social, email, SMS, CRM, and affiliate marketing to create a consistent customer experience across digital channels.
- Lead digital marketing planning and execution for product launches, seasonal campaigns, promotions, and retail initiatives.
- Oversee email, SMS, and lifecycle marketing strategies focused on acquisition, segmentation, personalization, retention, and repeat purchases.
- Own digital marketing budgets, including media spend forecasting and pacing, agency expenses, invoice reconciliation, and financial controls.
- Monitor spending against approved budgets and ensure appropriate approvals for budget changes.
- Develop and maintain performance reporting across acquisition, revenue, paid media efficiency, organic social growth, retention, and profitability.
- Lead, coach, and develop the internal digital marketing team, establishing priorities, performance expectations, and development opportunities.
- Manage external agency relationships, including performance, scopes of work, deliverables, budgets, and contract renewals.
Benefits
- Medical insurance
- Dental insurance
- Vision insurance
- 401(k) with employer match
- Employer-paid basic life and AD&D insurance
- Voluntary Hospital Indemnity/Accident insurance
- Flexible Spending Account/Health Savings Account
- Employee Assistance Program
- Paid time off
- Paid holidays
- Sick time
- Casual dress code
- Employee discounts
- Bonus
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What This Job Offers
Job Type
Full-time
Career Level
Director
