VP, Digital Acquisition

Delta Defense•West Bend, WI

15h•Onsite

About The Position

Delta Defense LLC is the leading provider of integrated self-defense solutions and the official service provider to the USCCA®. Our mission is simple and serious: help responsible American gun owners save lives. Every new member we bring in is another family better trained, better prepared, and better protected. This role owns the engine that makes that growth happen. You'll lead the digital marketing teams responsible for new USCCA® membership growth, deploying approximately $40M in annual marketing investment across paid, owned/organic, and earned media channels — and you'll be accountable for converting that investment into qualified leads and new memberships at target cost-per-acquisition goals. We're not for everyone, and that's the point. We chase progress, not perfection. We measure what matters and hold ourselves to the math. If that sounds like how you already operate, keep reading.

Requirements

Bachelor's degree in economics, marketing, communications, or a related field — or equivalent experience.
10+ years of experience in digital marketing execution.
Leadership within direct-to-consumer (DTC) / business-to-consumer (B2C) brands.
5+ years in a leadership role within a mid-size or large organization, with the ability to navigate organizational boundaries effectively.
Experience with AI-driven marketing tools for personalization, predictive analytics, and adapting search and content strategy for AI-driven discovery.
Strong storytelling and presentation skills, with the ability to translate complex data into actionable insights.
Strong written and verbal communication skills.

Nice To Haves

Advanced analytics and segmentation. Strong aptitude in digital segmentation methods supporting consumer response, conversion, retention, and other end-action business outcomes.
Search built for what's next. Experience evolving traditional SEO into question-based content strategies optimized for AI answer tools (Google AI Overviews, ChatGPT, Perplexity) — often called Generative Engine Optimization (GEO) — turning brand visibility into brand authority.
Relentless curiosity about our space. An in-depth understanding of our industry and the drive to unearth innovative opportunities that open new channels of qualified leads aligned to our target members.
Experience with CDP, segmentation, targeting, and analytics tools including Braze, Google Analytics, Google Search Console, Google Ads, Google Tag Manager, BrightEdge, SurferSEO, AthenaHQ, and Semrush.
Knowledge of web content and social media audience development and production.

Responsibilities

Own the acquisition P&L math: Plan, execute, and measure the digital marketing function on the quantitative merits of its underlying economics — spend, CPA, conversion, and membership growth targets on a weekly, monthly, and annual cadence in a fast-paced, accountability-driven environment.
Orchestrate digital media platforms and channels that can be monetized for new memberships at scale, spanning upper-, mid-, and lower-funnel consumer journeys — with hands-on excellence in mid- and lower-funnel execution and optimization.
Partner with creative directors and their teams to develop marketing assets optimized for the target market, the media channel, and the long-term member lifetime value we're building — and run disciplined champion-versus-challenger test-and-control methods on creative and offers.
Manage digital media agencies, analytics and data projects, and campaign execution partners, holding every vendor to the same standards we hold ourselves.
Structure qualified lead acquisition deals through affiliate channels that are fully compliant with CAN-SPAM and TCPA requirements, supported by the right business controls and technologies.
Integrate digital campaigns with our high-touch Contact Center to amplify conversion beyond what digital-only methods can achieve.
Grow talent from the bench, hire high-impact digital marketing professionals, and hold all team members accountable to ambitious goals. You lead with humility, not ego — and you give a shit about developing your people.