Digital Director

POSITION OVERVIEW:

The Senior Director, Digital Strategy + Growth is responsible for leading Verb's digital growth engine across DTC Ecommerce, paid media, CRM, SMS, loyalty, affiliate, organic social and influencer marketing. This leader will own the strategy and performance of Verb's North American DTC business, driving revenue, customer acquisition, conversion, retention and lifetime value while building an integrated digital ecosystem that supports long-term brand growth.

Reporting to the Vice President of Marketing, this role will set digital growth priorities, identify the highest-impact opportunities across acquisition, conversion and retention, and ensure teams, agencies and investments are aligned to measurable business outcomes. As Verb’s senior digital leader, this individual will collaborate with Brand Marketing, Creative, Sales, Operations and Technology to deliver a cohesive customer experience and accelerate omnichannel growth.

The ideal candidate combines strong commercial and analytical acumen with customer-centric thinking and digital innovation expertise. This leader moves seamlessly from setting strategy and diagnosing performance to prioritizing opportunities and driving action in a fast-paced, evolving environment.

KEY RESPONSIBILITIES:

DTC & DIGITAL GROWTH

• Own the strategy and performance of Verb's North American DTC Ecommerce business, with accountability for revenue growth and KPIs including traffic, conversion, AOV, ROAS, CAC, retention and customer lifetime value.
• Define and lead Verb's integrated digital growth strategy across acquisition, conversion and retention, prioritizing initiatives with the greatest business impact.
• Develop annual and quarterly growth plans, forecasts and investment priorities and establish a disciplined operating cadence with clear scorecards, business reviews and accountability for performance, risks and corrective actions.
• Leverage customer, channel and performance data to diagnose trends, identify growth opportunities and translate insights into clear priorities and action plans.

ECOMMERCE & CUSTOMER EXPERIENCE

• Own the Ecommerce growth and conversion roadmap across the digital customer journey, including homepage, navigation, product and collection pages, landing pages, merchandising, cart and checkout.
• Build a structured test-and-learn program to optimize the customer journey, testing offers, merchandising, content and digital experiences to improve performance and scale proven strategies.
• Drive conversion through personalization, guided shopping, social proof, bundling, upsell and cross-sell while identifying and addressing pain points across product discovery, mobile usability and the broader customer experience.
• Partner with Technology and external development resources to define and prioritize the Ecommerce capability roadmap to enable future growth.

CUSTOMER ACQUISITION & PERFORMANCE MEDIA

• Lead customer acquisition strategy across paid media, affiliate, referral and emerging digital channels, ensuring investments are optimized against revenue, ROAS, CAC and new customer growth.
• Set channel strategy and budget allocation, holding agency partners accountable for performance and measurable outcomes while continuously evaluating opportunities to diversify and scale customer acquisition.
• Partner with Creative to build a performance creative operating model that increases testing velocity, identifies winning messages and formats, and translates learnings into ongoing content development.
• Develop full-funnel strategies that connect brand awareness and consideration to traffic, acquisition and conversion.

CRM, RETENTION & LIFECYCLE

• Own CRM, email, SMS, loyalty and subscription strategy, with accountability for repeat purchase, retention, customer lifetime value and revenue contribution.
• Develop lifecycle strategies grounded in cohort behavior, purchase patterns and customer insights, advancing personalization and segmentation to improve relevance, engagement and commercial performance.
• Establish lifecycle performance reviews and testing roadmaps tied to retention and customer value objectives, identifying opportunities to strengthen loyalty, community and post-purchase engagement.

SOCIAL, INFLUENCER & DIGITAL CONTENT

• Lead Verb's organic social, influencer and creator strategy, establishing clear channel roles, growth priorities and performance objectives across existing and emerging platforms.
• Oversee paid influencer campaigns, gifting, ambassador programs, affiliate initiatives and user-generated content.
• Define performance frameworks across social and influencer programs, evaluating audience growth, engagement, content performance, traffic, revenue contribution and ROI.
• Partner with Brand Marketing and Creative to translate brand strategy, campaigns and product stories into platform-relevant content and experiences that balance brand-building with measurable commercial impact.

DIGITAL INNOVATION & FUTURE GROWTH

• Identify and evaluate emerging commerce opportunities, technologies, platforms and consumer behaviors that can unlock future growth and competitive advantage.
• Develop a roadmap for evolving Verb's digital capabilities across personalization, customer data, AI, automation, social commerce and emerging technologies.
• Champion experimentation and continuous improvement, evaluating new capabilities against clear customer and business needs.
• Stay ahead of digital, Ecommerce, beauty and consumer trends and translate opportunities into actionable recommendations for senior leadership.

LEADERSHIP & CROSS-FUNCTIONAL PARTNERSHIP

• Build, lead and develop a high-performing multidisciplinary Digital team across Ecommerce, CRM, Social and Influencer Marketing.
• Establish clear goals, KPIs and ownership, empowering team members to own strategy, performance analysis and results within their respective areas.
• Manage key agency, technology and vendor relationships with clear expectations for performance, accountability and ROI.
• Serve as the senior digital partner to Marketing, Creative, Sales, Operations and Technology, driving alignment on priorities and successful execution.
• Lead executive-level digital business reviews, clearly communicating performance, insights, risks and recommended actions.
• Foster a culture of analytical rigor, experimentation, accountability and creative problem-solving.

ESSENTIAL SKILLS & EXPERIENCE:

• 10+ years of progressive leadership experience across Ecommerce, digital growth, performance marketing or related functions within beauty, consumer products or high-growth DTC brands.
• Proven experience owning and growing a DTC Ecommerce business with direct accountability for revenue and digital performance; Shopify experience strongly preferred.
• Strong commercial and financial acumen with demonstrated ability to manage growth against revenue, ROAS, CAC, conversion, retention and customer lifetime value objectives.
• Deep understanding of the full digital growth funnel, with demonstrated success driving acquisition across paid media, affiliate and emerging channels.
• Strong experience with CRO, digital merchandising, experimentation and customer journey optimization.
• Deep CRM and lifecycle marketing experience across email, SMS, loyalty, segmentation, personalization and retention.
• Experience leading organic social, influencer and creator strategies that drive brand engagement and measurable business impact.
• Strong analytical skills with the ability to translate complex or imperfect data into clear decisions, priorities and actions.
• Experience leading multidisciplinary teams and managing agencies and technology partners against measurable performance objectives.
• Proven ability to influence senior leaders and drive alignment across Marketing, Creative, Sales, Operations and Technology.
• Exceptional executive communication and interpersonal skills, with the ability to communicate complex performance and strategy clearly and build trusted cross-functional relationships.
• Ability to balance strategic thinking with hands-on leadership, urgency and agile execution in a fast-moving, high-accountability environment.
• Forward-thinking and curious, with demonstrated interest in AI, automation, emerging commerce models and evolving consumer behavior.
• Collaborative and ego-free, with a strong sense of ownership and accountability.
• Must be able to work in office at least 3 days per week.

Equal Opportunity Statement

This employer is an Equal Opportunity Employer and prohibits discrimination and harassment of any kind. All employment decisions are based on business needs, job requirements, and individual qualifications, without regard to race, color, religion, sex (including pregnancy, sexual orientation, or gender identity), national origin, age, disability, genetic information, veteran status, or any other protected status under federal, state, or local law. We are committed to fostering an inclusive workplace where all individuals feel respected, valued, and empowered.