eCommerce Director

Blackhawk Network•Pleasanton, CA

About The Position

About Blackhawk Network: Today, through BHN’s single global platform, businesses of all kinds can tap into the world’s largest network of branded payment solutions. BHN helps businesses grow revenue, increase loyalty, motivate and reward their teams, disburse funds and engage consumers. Branded payment solutions include the issuance and distribution of gift cards, egifts, corporate payouts and rewards, along with the technology to deliver these products in seamless, integrated ways. BHN’s network spans the globe with more than 400,000 consumer touchpoints. Learn more at BHN.com. Overview: We are seeking an experienced and strategic Digital Marketing Director focused on our Gift Cards program to lead, grow, and optimize digital marketing initiatives that drive gift-card sales, revenue, and customer engagement. The role will oversee all digital channels and own the end-to-end marketing strategy for gift cards — from awareness and acquisition to retention and loyalty — working across content, paid media, CRM, analytics, and partnerships.

Requirements

Bachelor’s degree in Marketing, Business, Communications or related
Extensive experience (often 8–15+ years) in digital marketing or gift cards, ideally including time in a senior leadership role in the gift card arena.
Demonstrated track record of successfully running multi-channel digital marketing campaigns, driving revenue growth, and meeting KPIs (e.g. online sales, conversions, customer acquisition/retention)
Strong leadership and team management skills; proven ability to build and manage high-performing marketing teams.
Proficiency with digital marketing tools and platforms: Google Analytics, CRM and marketing-automation tools, social media management.
Analytical and data-driven mindset—capable of interpreting performance data and turning insights into actionable strategies.
Excellent communication and collaboration skills; ability to coordinate with cross-functional teams (product, sales, finance, operations).
Creative thinking and adaptability — able to design new campaigns, test new ideas/channels, and respond to market changes or seasonality.
We seek candidates who not only demonstrate curiosity and adaptability in emerging technologies but have also successfully implemented and utilized AI tools to enhance their work, improve processes, or deliver measurable results.
Our teams embrace continuous learning and the thoughtful integration of AI to create meaningful impact – for our employees and the future of work.

Responsibilities

Develop & Own Gift Card Marketing Strategy
Define and implement a comprehensive digital marketing strategy specifically for the gift cards business (prepaid cards, digital gift codes, etc.).
Set goals, KPIs, and success metrics tailored to gift-card sales, activation, redemption, and customer lifetime value.
Forecast sales performance trends for gift cards and adjust strategy to optimize performance.
Manage Multi-Channel Digital Campaigns
Lead and oversee campaigns across digital channels: email, paid media (PPC, display), social media, content/SEO (OCS) , website/landing pages.
Ensure cohesive messaging & branding for gift-card offerings across all digital touchpoints, satisfying both brand consistency and campaign-specific goals.
Collaborate with product, sales, and customer service teams to align gift-card marketing with broader business objectives, promotions, and retail cycles.
Team Leadership & Cross-Functional Collaboration
Build, lead, and mentor a cross-functional digital marketing team (e.g. content, paid media, CRM, analytics).
Work with external agencies or vendors (e.g. ad agencies, gift-card fulfillment providers) as needed to support campaign execution and reach.
Coordinate with finance, operations, and sales to integrate gift-card promotions with store or product launches, seasonal cycles, and loyalty programs.
Performance Measurement, Analytics & Budget Management
Monitor digital marketing performance: gift-card sales, redemption rates, customer acquisition cost (CAC), lifetime value (CLV), ROI.
Use analytics tools (e.g. Google Analytics, CRM data, marketing-automation platforms) to generate actionable insights and optimize campaigns.
Prepare and manage the digital marketing budget for gift-card initiatives and ensure efficient allocation of resources to maximize ROI.
Content Strategy & Customer Engagement
Oversee content creation and distribution (landing pages, emails, social media,) promoting gift cards, seasonal gift-card campaigns, and special offers.
Design and implement customer retention and engagement strategies related to gift-cards (e.g. reminders, loyalty offers, re-engagement, gifting campaigns).
Ensure that digital promotions for gift cards are optimized for user experience, conversion, and redemption ease.
Innovation & Market Intelligence
Keep abreast of digital marketing trends, gift-card market dynamics, competitor offers, consumer behaviors, technologies, and payment/gifting innovations.
Identify and test new channels, digital tools, or partnerships (e.g. mobile wallets, gift-card marketplaces, referral systems) to expand reach and drive growth.