Senior DTC and Social Marketing Manager

Merchsource•Irvine, CA

1d•$0 - $100,000

About The Position

The Senior DTC and Social Marketing Manager is responsible for driving customer acquisition, engagement, retention, and revenue growth across the company's direct-to-consumer business. This role serves as the strategic owner of consumer demand generation and retention marketing initiatives, including paid social advertising, email and SMS marketing, organic social media, influencer marketing, affiliate marketing, and customer engagement programs. The Senior DTC and Social Marketing Manager partners closely with Digital Commerce, Brand Marketing, Product Development, Customer Service, and external agency partners to develop and execute integrated marketing strategies that increase brand awareness, customer acquisition, customer lifetime value, and profitable business growth. Additionally, this position provides leadership and development to the Social Media Coordinator and is responsible for managing marketing investment, customer acquisition strategy, creator partnerships, retention marketing, performance analytics, and consumer engagement initiatives. The role requires strong strategic thinking, analytical capabilities, leadership skills, and the ability to translate customer insights and performance data into business growth.

Requirements

Bachelor's degree in Marketing, Business Administration, Communications, Digital Marketing, or related field preferred.
Minimum of 5 years of experience in digital marketing, performance marketing, direct-to-consumer commerce, customer acquisition, or related disciplines.
Demonstrated experience developing and executing customer acquisition and retention strategies.
Experience managing paid digital advertising campaigns and budgets.
Experience administering email marketing and marketing automation platforms, including Klaviyo or similar technologies.
Experience developing and managing influencer, creator, affiliate, or partnership programs.
Previous experience managing, coaching, or developing team members preferred.
Strong understanding of direct-to-consumer business models, customer acquisition strategies, retention marketing, and digital commerce performance drivers.
Experience developing and executing paid and organic social media strategies.
Strong understanding of lifecycle marketing, customer journey mapping, audience segmentation, and personalization strategies.
Deep understanding of influencer marketing, creator partnerships, affiliate marketing, and customer acquisition channels.
Familiarity with social media management platforms, creator management tools, affiliate networks, and marketing technology platforms.
Understanding of attribution models, conversion optimization, customer lifetime value analysis, and performance measurement.
Demonstrated ability to analyze complex business and marketing data and translate findings into actionable strategies.
Experience managing digital advertising budgets and optimizing return on investment.
Strong understanding of customer acquisition metrics, attribution, retention analytics, and performance marketing measurement.
Experience utilizing analytics and business intelligence platforms to identify trends, opportunities, and business risks.
Advanced proficiency in Microsoft Office applications, particularly Excel.
Experience with Google Analytics, Klaviyo analytics, social platform analytics, and business intelligence platforms preferred.
Strong leadership skills with the ability to influence cross-functional teams and develop direct reports.
Excellent verbal, written, and presentation communication skills.
Strong project management and organizational skills with the ability to manage multiple priorities simultaneously.
Strong relationship management, negotiation, and interpersonal skills.
Creative problem-solving abilities combined with analytical decision-making skills.
Self-motivated with the ability to work independently in a fast-paced environment.
Ability to balance strategic planning with tactical execution.

Nice To Haves

Experience within consumer products, durable goods, or omnichannel retail industries.
Experience working with influencer agencies, affiliate networks, creator management platforms, and paid media agencies.
Experience managing user-generated content, brand ambassador programs, and community engagement initiatives.
Familiarity with SEO, content marketing, and conversion optimization strategies.
Experience supporting product launches, seasonal campaigns, and integrated marketing initiatives.

Responsibilities

Develop and execute customer acquisition and growth strategies to support direct-to-consumer revenue and profitability objectives.
Identify opportunities to improve traffic, conversion rates, customer acquisition costs, customer lifetime value, and overall DTC business performance.
Partner with Digital Commerce and Brand Marketing teams to develop integrated growth strategies and annual business plans.
Support product launches, promotional initiatives, seasonal campaigns, and merchandising strategies.
Analyze customer behavior, market trends, and competitive activity to identify opportunities and business risks.
Develop business cases, performance analyses, forecasts, and strategic recommendations to support business objectives.
Own paid social advertising strategy, execution, budgeting, and performance across Meta, TikTok, Pinterest, YouTube, and emerging digital platforms.
Develop customer acquisition strategies designed to maximize revenue growth, profitability, and customer lifetime value.
Manage advertising budgets and optimize performance based on return on advertising spend, customer acquisition cost, and incremental contribution.
Develop testing strategies to improve audience targeting, creative performance, conversion rates, and customer acquisition efficiency.
Collaborate with internal stakeholders and external agency partners to maximize advertising performance.
Evaluate emerging advertising opportunities and recommend strategic investments.
Own the strategy, administration, and performance of customer lifecycle marketing platforms, including Klaviyo and related technologies.
Develop and execute email and SMS marketing programs that support customer acquisition, engagement, retention, and revenue growth objectives.
Design and optimize lifecycle marketing programs including welcome series, abandoned cart, browse abandonment, post-purchase, win-back, and loyalty campaigns.
Develop customer segmentation, personalization, and audience targeting strategies.
Monitor subscriber growth, deliverability, engagement, conversion, and revenue performance metrics.
Conduct testing and optimization initiatives to improve campaign performance and customer experience.
Collaborate with internal stakeholders to ensure integrated customer communication strategies.
Develop and execute organic social media strategies across all company brands and social platforms.
Oversee content planning, editorial calendars, audience engagement, and community management initiatives.
Develop strategies to increase brand awareness, audience growth, engagement, and customer loyalty.
Ensure brand consistency and messaging alignment across all consumer-facing channels.
Monitor industry trends, emerging platforms, and competitive activity to identify strategic opportunities.
Evaluate social media performance and optimize strategies to achieve business objectives.
Develop and manage influencer marketing, creator partnership, affiliate marketing, and brand ambassador programs.
Identify, recruit, negotiate, and manage relationships with creators, influencers, affiliates, publishers, and strategic partners.
Develop partnership programs that align with brand objectives and customer acquisition goals.
Manage campaign execution, performance measurement, and optimization for creator and affiliate initiatives.
Identify opportunities to expand partnership programs and improve business performance.
Ensure compliance with applicable advertising, disclosure, and affiliate marketing regulations.
Provide leadership, coaching, and performance management for the Social Media Coordinator.
Establish priorities, objectives, and performance expectations for social media and customer engagement initiatives.
Support professional development and continuous improvement within the team.
Foster collaboration between social media, brand marketing, customer service, and digital commerce teams.
Manage team workloads, resources, and project priorities to ensure successful execution.
Analyze performance data across DTC, paid media, email, social media, influencer, and affiliate channels.
Develop dashboards, forecasts, business cases, performance reports, and strategic recommendations.
Monitor key performance indicators including customer acquisition cost, customer lifetime value, return on advertising spend, conversion rates, engagement, retention, and revenue growth.
Translate complex performance data into actionable business insights and growth strategies.
Present business performance analyses and strategic recommendations to leadership.
Collaborate with Brand Marketing, Product Development, Customer Service, Sales, Operations, and Digital Commerce teams to support business objectives.
Lead cross-functional initiatives related to customer acquisition, retention, brand awareness, and business growth.
Coordinate with internal stakeholders and external partners to ensure successful execution of marketing initiatives.
Communicate business performance, opportunities, and risks to leadership.
Support strategic projects and special initiatives as assigned.