Sr. Director, Digital Growth & Performance

The Sr. Director, Digital Growth and Performance Marketing is responsible for setting and leading the digital growth strategy that drives customer acquisition, retention, engagement, and revenue growth across AdvoCare digital channels. This role serves as a strategic business leader and collaborative thought partner, translating company objectives into integrated, data-informed marketing plans that improve the customer journey and deliver measurable business impact.

The Sr. Director will lead full-funnel growth initiatives across paid media, lifecycle marketing, website conversion optimization, SEO, performance social, marketplace and eCommerce platforms, analytics, and agency partnerships. The ideal candidate brings strong strategic judgment, cross-functional influence, disciplined performance management, and proven leadership skills to build alignment, develop talent, and foster a culture of accountability, innovation, and continuous improvement.

Job Summary and General Duties:

• Establish and lead the overall digital growth vision, strategy, and roadmap to support customer acquisition, retention, revenue growth, and long-term brand health.
• Translate company and marketing objectives into integrated, full-funnel growth plans with clear priorities, measurable outcomes, and disciplined execution.
• Serve as a collaborative strategic partner to Brand, Product Marketing, Sales, eCommerce, Creative, Analytics, Operations, and external agency partners to align campaigns, promotions, customer experience, and new product launches.
• Lead cross-functional planning discussions, bringing forward data, customer insights, marketplace trends, and performance learnings to support stronger business decisions.
• Own and optimize the customer journey across digital touchpoints, identifying friction points and opportunities to improve engagement, conversion, retention, and lifetime value.
• Oversee paid media, lifecycle marketing, website strategy, SEO, performance social, marketplace growth, and analytics to ensure channel strategies work together for maximum impact.
• Develop and manage budgets across paid media, email, SMS, social, web, and marketplace initiatives, optimizing spend based on performance, business priorities, and return on investment.
• Lead retention marketing strategy, leveraging email, SMS, loyalty programs, segmentation, personalization, and automation to increase repeat purchase behavior and customer lifetime value.
• Direct website performance strategy, conversion rate optimization, A/B testing, and user experience improvements to increase engagement, revenue, and customer satisfaction.
• Lead and execute a comprehensive SEO strategy to increase organic traffic, improve site rankings, and enhance brand and product discoverability.
• Build and lead attribution modeling, marketing mix analysis, dashboards, and reporting routines that create clarity around performance, channel efficiency, and growth opportunities.
• Use data, analytics, behavioral insights, and testing to evaluate performance, challenge assumptions, and continuously improve marketing effectiveness.
• Oversee the strategy and execution of performance-driven social media campaigns across platforms to increase brand visibility, customer acquisition, engagement, and conversion.
• Lead the integration and optimization of key marketing and eCommerce platforms, including Shopify, Salesforce, Amazon, Walmart.com, Target.com, and other marketplaces.
• Own external agency relationships, setting clear expectations, ensuring accountability to KPIs, and driving high-quality execution and strategic recommendations.
• Build, mentor, and lead the Growth and Performance Marketing team, setting clear goals, establishing accountability, and supporting career development.
• Create a team culture that values strategic thinking, collaboration, innovation, continuous learning, strong execution, and measurable business results.
• Conduct regular check-ins with direct reports, providing coaching, feedback, prioritization support, and development guidance.
• Ensure team priorities, resources, and performance goals are aligned with broader marketing and company objectives.

Attributes and Leadership Competencies:

• Strategic thinker with the ability to connect customer insights, channel performance, marketplace trends, and business objectives into clear growth strategies.
• Collaborative leader who actively seeks input, builds alignment, and partners effectively across functions to solve problems and advance shared priorities.
• Strong people leader with experience coaching, developing, and holding teams accountable while creating an environment of trust, ownership, and high performance.
• Clear communicator with the ability to simplify complex data, influence decision-making, and present recommendations to senior leaders and cross-functional stakeholders.
• Analytical and commercially minded, with strong judgment in prioritizing initiatives, allocating resources, and balancing short-term performance with long-term growth.
• Hands-on leader who can move between strategy and execution, providing direction while staying close enough to the work to remove obstacles and improve outcomes.
• Curious, innovative, and test-and-learn oriented, with a commitment to continuous improvement and thoughtful experimentation.
• Strong understanding of digital platforms, email campaign management tools, marketing platforms, CMS tools, CRM concepts, and web analytics tools.
• Strong customer segmentation skills and experience using behavioral data to improve targeting, personalization, conversion, and retention.
• Knowledge of the direct selling industry combined with expertise in current digital marketing practices, technologies, trends, and tools.
• Experience delivering reporting and insights on campaign performance, email conversion, website traffic, customer activity, and revenue impact.
• Proficiency with basic office automation tools including spreadsheets, databases, word processing, and email.

Knowledge and Skills Preferred:

• 10+ years of experience in growth, performance, OTC, digital, or integrated marketing, with meaningful in-house brand experience preferred.
• Demonstrated experience developing and leading digital growth strategies for direct-to-consumer and eCommerce products.
• Proven track record of scaling digital acquisition channels, improving retention, and optimizing website performance to drive conversion and revenue growth.
• Experience leading teams of direct reports, setting goals, managing performance, developing talent, and building strong team culture.
• Strong executive presence and ability to influence across functions, lead collaborative planning, and drive alignment around priorities and decisions.
• Proficiency in key marketing and eCommerce platforms and tools, including analytics, attribution, automation, CRM, CMS, and marketplace platforms.
• Experience with marketing analytics, attribution modeling, marketing mix analysis, and data-driven decision-making.
• Deep understanding of paid social, paid search, organic and performance social media, SEO, lifecycle marketing, and programmatic media buying strategies.
• Experience managing external agency relationships, budgets, KPIs, and performance expectations.
• CPG experience is required; vitamins, minerals, and supplements category experience is a plus.