Director, Digital

We are on a mission to provide the world with simple, wholesome food and beverage items that fit today's lifestyle, offering an intimate - yet fast and consistent - experience to our customers.

We love and take pride in what we do, and we currently offer an exciting opportunity to join a thriving and ever-growing brand in this industry.

RESPONSIBILITIES

• Own and evolve the overarching digital strategy aligned with brand and business goals
• Lead digital innovation across ordering, loyalty, personalization, and guest engagement

Website & Digital Experience

• Own the strategy, performance, and ongoing optimization of the Pura Vida Miami website
• Ensure a best-in‑class, on‑brand user experience across all web touchpoints
• Lead development of campaign landing pages and site content to support key launches
• Partner with product/engineering or external vendors to manage site enhancements and functionality
• Continuously improve conversion rate, site speed, mobile experience, and SEO performance
• Oversee site merchandising, ensuring key products and promotions are effectively featured

Performance Marketing

• Oversee paid media channels (Meta, Google, TikTok, etc.) with a focus on ROI/ROAS and customer acquisition
• Optimize budget allocation across channels to maximize efficiency and growth
• Partner with agencies and internal teams to continuously test, learn, and scale

eCommerce & Online Ordering

• Own and optimize the online ordering experience across web and app
• Identify opportunities to increase conversion, AOV, and repeat purchase behavior
• Collaborate with product/tech teams on UX/UI enhancements and platform performance

CRM & Lifecycle Marketing

• Lead email and push notification strategies to drive retention and LTV
• Build segmentation and personalization strategies to enhance guest engagement
• Oversee loyalty integration and lifecycle journeys

Analytics & Insights

• Establish KPIs and reporting frameworks across all digital channels, including website performance
• Leverage tools like Google Analytics to uncover actionable insights
• Use data to inform decision‑making, campaign optimization, and growth strategies

Cross‑Functional Collaboration

• Partner with Brand/Creative to ensure cohesive storytelling across digital platforms
• Work closely with Operations to align digital initiatives with in‑store execution
• Support major brand moments, product launches, and campaigns with digital amplification

QUALIFICATIONS

• 7–10+ years of experience in digital marketing, eCommerce, or growth roles (hospitality, retail, or consumer brands preferred)
• Proven track record of driving measurable growth through digital channels, including website optimization
• Strong understanding of performance marketing, CRM, website management, and digital analytics
• Experience managing agencies, developers, or web platforms (e.g., Shopify, WordPress, or similar CMS)
• Highly analytical with a strategic mindset and attention to detail
• Passion for hospitality, wellness, and lifestyle brands

BENEFITS

• Health & Wellness – Medical, Dental & Vision
• PTO
• Discounted Meals
• 401(k) Plan With Company Match

The general nature and level of work being performed by persons assigned to this job classification are contained in this job description. This job description should not be construed as an exhaustive list of all responsibilities, essential job functions, duties, skills required and other job requirements of personnel in this role. All employees may be required to perform duties outside of their normal responsibilities from time to time as needed. Management reserves the right to assign or reassign duties and responsibilities to the job at any time.

Pura Vida Miami is proud to be an equal opportunity employer. We are committed to creating a workplace where diversity is celebrated and everyone feels welcome, regardless of race, color, religion, national origin, age, sex, sexual orientation, gender identity or expression, disability, veteran status, or any other legally protected characteristic. We believe that building a team with diverse perspectives and experiences makes us stronger, more creative, and more connected to the communities we serve.

Agency Disclaimer We’ve got this covered! At Pura Vida Miami, our Talent Acquisition team leads all hiring efforts internally. We do not accept unsolicited resumes from agencies, we mean it. Any resumes sent our way without a signed agreement in place (including those sent directly to our team or hiring managers) will be considered property of Pura Vida Miami and we won’t be responsible for any fees. If you’re interested in partnering with us, reach out to our Talent team first. We’re happy to connect the right way!