Growth Marketing Director

Growth Marketing Director

Blenders Eyewear is seeking a proven, data-centric Growth Marketing Director to oversee our paid acquisition and retention/lifecycle marketing initiatives. The successful candidate will possess extensive, real-world experience in a fast-paced, DTC environment, demonstrate proficiency in scaling comprehensive digital marketing strategies, and maintain a deep understanding of eCommerce drivers to translate key performance indicators into substantial revenue growth.

This role reports to the Head of eCommerce and Digital, leading the strategic planning and execution of all paid media and retention/lifecycle initiatives. Additionally, the role owns all agency partnerships and collaborates cross-functionally to accelerate eCommerce revenue through optimized customer acquisition and retention. Although there are no immediate direct reports, this leader will be instrumental in influencing internal teams and driving measurable business KPIs.

Our ideal candidate is a self-starter, autonomous problem solver, and collaborative team player who can balance big-picture strategy with hands-on executional oversight. We are looking for a leader who acts with a sense of urgency to drive results while maintaining a high level of analytical rigor. This individual is a continuous learner, staying ahead of emerging growth marketing, retention, and loyalty trends to create best-in-class strategies that drive sustainable growth.

Performance Marketing & Paid Acquisition

• Define and lead the strategy, management, and performance of paid acquisition channels across Meta, Google, TikTok, YouTube, paid social, paid search, display, CTV, affiliates, Amazon, and emerging growth channels.
• Oversee agency partners responsible for media planning, buying, optimization, reporting, and execution, while managing budgets, forecasting, pacing, and channel allocation recommendations.
• Partner with agencies and internal teams to test new channels, audiences, creative formats, and campaign structures that drive efficient new customer acquisition.
• Own and improve key metrics including ROAS/MER, nCAC, CAC, LTV:CAC, new/returning customer revenue, traffic/sessions, and conversion rate, translating insights into actionable recommendations for creative, merchandising, site UX, and promotional strategies.

Retention & Lifecycle Marketing

• Own the strategy and performance of email and SMS marketing across Attentive, driving CRM revenue while maintaining a strong customer experience.
• Develop lifecycle programs that increase repeat purchase, customer engagement, LTV, and retention across key customer segments and cohorts.
• Lead segmentation, personalization, campaign strategy, automated flows, winback programs, post-purchase journeys, loyalty initiatives, and customer cohort strategies.
• Partner with creative, brand, merchandising, and eCommerce teams on lifecycle messaging, while building a testing roadmap across subject lines, offers, segmentation, creative, send timing, automation logic, and customer journeys.
• Own and improve key retention and lifecycle KPIs, including CRM revenue, repeat purchase rate, customer retention rate, LTV, email/SMS engagement, list growth, flow revenue, campaign revenue, unsubscribe rate, and customer reactivation.

eCommerce Growth Partnership

• Share responsibility for overall eCommerce growth, with primary accountability for digital marketing revenue.
• Partner with the eCommerce team on campaign planning, traffic generation, funnel performance, landing page needs, promotional support, and conversion opportunities.
• Collaborate with merchandising and product teams to align marketing strategies with assortment, product launches, inventory priorities, and business goals.
• Work closely with analytics, finance, and IT to evaluate marketing performance through a revenue, margin, and profitability lens while ensuring proper tracking, attribution, reporting, tagging, and platform integrations.

Reporting, Leadership & Cross-Functional Collaboration

• Present performance, insights, opportunities, and recommendations to executive leadership.
• Own weekly, monthly, and quarterly reporting for paid media, lifecycle marketing, and digital marketing revenue.
• Create clear narratives around what is working, what is not, and where the business should focus next.
• Manage agency relationships, including priorities, performance expectations, deliverables, timelines, and accountability.
• Serve as a senior digital marketing voice across the organization, bringing a strong balance of strategic thinking, analytical rigor, and brand sensibility.
• Collaborate closely with creative, brand, merchandising, product, finance, analytics, IT, and eCommerce teams.

Qualifications

• 8+ years experience in digital marketing, performance marketing, lifecycle marketing, or growth marketing, preferably within a high-growth DTC brand.
• Proven experience owning paid acquisition strategy across Meta, Google, TikTok, YouTube, affiliates, paid search, paid social, display, CTV, Amazon, and other growth channels.
• Direct experience managing $10M-$20M annual paid marketing budgets and with external agencies, setting clear priorities, and holding partners accountable to measurable business outcomes.
• Deep understanding of full-funnel performance marketing, attribution, media efficiency, creative testing, customer acquisition economics, and budget management.
• Hands-on experience with retention and lifecycle marketing strategy, including email, SMS, segmentation, customer journeys, automated flows, winback, post-purchase, loyalty, and customer cohort strategies.
• Experience with ESP platforms including Attentive required and Klaviyo preferred, plus experience working with Shopify Plus or similar eCommerce platforms.
• Strong analytical, communication, and cross-functional leadership skills, with the ability to interpret data, present recommendations to senior leadership, balance growth and profitability, and influence without direct authority.
• Position required to be in the San Diego headquarters (no remote).

Success in This Role Looks Like

• Paid acquisition scales efficiently while maintaining healthy CAC, ROAS, MER, contribution margin, and overall profitability.
• Lifecycle marketing becomes a major growth driver across email, SMS, segmentation, automation, retention, and repeat purchase.
• Digital marketing revenue goals are met or exceeded, with agency partners focused, accountable, and consistently improving performance.
• Reporting is clear, actionable, and trusted by leadership, with strong visibility into marketing priorities, performance, and opportunities.
• The business has a clear roadmap for acquisition, retention, testing, and profitable growth, supported by strong cross-functional alignment. Partnering closely with creative teams to develop performance-driven ads and creative diversification strategies.