Senior Director of Marketing

About the role

Plunge is looking for a Sr. Director of Marketing to lead our marketing department and scale effective, efficient growth across our consumer and commercial businesses.

This role combines department leadership with hands-on execution. You should be comfortable setting strategy, developing a team, managing budgets, and working directly in advertising platforms. You bring a scientific approach to growth: clear hypotheses, meaningful KPIs, disciplined testing, and the judgment to know what the results actually tell you.

You will report directly to our CEO, who is deeply involved in marketing and brings strong opinions about brand and growth. Success requires a confident partner who can explain recommendations, challenge assumptions constructively, and turn decisions into action.

The team you’ll build

Our current team includes a videographer and a Director of E-commerce and Automation who supports marketing and conversion rate optimization. We are also hiring a Sr. Manager of Content. You’ll work with strong agency and consulting partners across paid media, affiliate marketing, email and SMS, design, and growth consulting through Northbeam.

This is an opportunity to build the internal marketing team from the ground up, with strong agency partnerships already in place, a deep understanding of what has worked, and a library of existing media and footage to draw on. You’ll define the internal team’s structure, make key hires, and develop the people who will help drive Plunge’s next stage of growth.

We want a team that embraces how quickly AI is changing the way work gets done. We also value human relationships, partnerships, and original content made by people. This role requires judgment about where AI improves the work and where personal connection, creative craft, and firsthand experience make the difference.

What you’ll own

Marketing leadership and execution

• Lead the marketing department, set priorities, and translate company goals into clear plans, budgets, and accountability.

• Hire, coach, and develop the internal team; manage agencies, consultants, freelancers, and other external partners.

• Coordinate paid acquisition, content, lifecycle marketing, ecommerce conversion, brand, partnerships, and marketing support for B2B sales.

• Partner with sales, product, finance, and operations to coordinate launches, promotions, and growth plans.

• Maintain a clear operating rhythm for reviewing performance, resolving obstacles, and moving work forward.

• Build a team that adapts quickly, shares what it learns, and takes responsibility for improving how it works.

Growth marketing and profitable scale

• Own the acquisition strategy and marketing budget, with accountability for both growth and efficiency.

• Stay actively involved in Meta Ads Manager, with the ability to evaluate campaign structure, creative performance, audiences, budgets, and opportunities to scale.

• Guide performance across paid search and other relevant acquisition channels, allocating resources based on business results.

• Work with the Director of E-commerce and Automation and agency partners to improve the purchase journey, including ads, landing pages, product pages, email, SMS, and sales follow-up.

• Build a consistent creative testing process that turns customer insights into new concepts, messages, and offers.

• Plan and evaluate discount campaigns and promotions as part of the business. Use them thoughtfully to drive demand while protecting margin and Plunge’s premium positioning.

Measurement and experimentation

• Establish a focused KPI framework that connects marketing activity to revenue, customer acquisition cost, contribution margin, conversion, and qualified pipeline.

• Understand attribution models, their limitations, and the difference between attributed conversions and incremental growth.

• Use historical performance to identify what has worked, develop multiple hypotheses, and prioritize what to test next.

• Design tests with the help of our agencies and growth consultants, establishing clear success criteria, appropriate budgets and timelines, and enough evidence to support a decision.

• Account for longer purchase cycles, seasonality, promotions, and data limitations when interpreting results.

• Turn findings into action: scale successful approaches, revise promising ideas, stop ineffective spend, and document what the team learns.

Customer understanding, brand, and relationships

• Develop a deep understanding of why customers buy Plunge, what holds them back, and what helps them feel confident making a significant purchase.

• Study customer data, purchase behavior, reviews, research, and sales and support conversations to shape marketing decisions.

• Adapt strategy to Plunge’s unusually high average order value and considered purchase journey.

• Translate customer insight into positioning and creative that communicate a compelling premium value proposition.

• Stay close to developments in fitness, wellness, recovery, and health technology, with a real interest in sauna and cold plunge.

• Develop relationships with creators, affiliates, customers, and complementary brands that build credibility and create growth opportunities.

• Partner with the Sr. Manager of Content to produce original, human-crafted content that reflects real experiences, strong storytelling, and a clear point of view.

• Support B2B marketing with audience-specific messaging, lead generation, case studies, and sales materials that help move commercial opportunities toward purchase.

Building with AI

Plunge has an internal company brain and AI connected to our business systems. These tools can access and combine data across platforms, analyze marketing spend, create landing pages, edit video, and support other marketing work. Using them is an expectation of this role.

• Use natural language to investigate performance, synthesize customer insights, and answer business questions across connected systems.

• Work directly in source platforms alongside AI tools to validate findings and understand the details behind the numbers.

• Build and launch useful work with AI, including landing pages, creative variations, analyses, and repeatable workflows.

• Help employees and agency partners continually improve their methods as AI capabilities evolve.

• Apply editorial and creative judgment to AI output, preserving the quality, originality, and personal connection that customers expect from Plunge.

What you bring

• A track record of leading marketing teams and scaling growth with clear accountability for financial results.

• Deep, current growth marketing experience and the ability to work directly in advertising platforms alongside agency partners.

• Experience marketing premium products with high average order values or similarly complex purchase decisions.

• Strong analytical skills and a practical understanding of attribution, incrementality, unit economics, and experimental design.

• The ability to review historical data, identify plausible explanations, and propose specific tests with a clear rationale.

• Strong creative judgment and the ability to connect customer insight with effective messaging and execution.

• Experience managing a combination of internal talent, agencies, and specialist consultants.

• The confidence to build a productive relationship with an involved CEO and other senior leaders.

• Practical experience using AI to analyze, create, and improve how work gets done, with a willingness to keep learning as the tools change.

• An appreciation for partnerships, human relationships, and the craft involved in making compelling original content.

• A builder’s mindset: you take ownership, work through ambiguity, and carry ideas through to launch and measurable results.

Previous agency experience and experience supporting B2B or commercial sales are pluses.

What success looks like

• Marketing delivers growth at an efficiency the business can sustain.

• Internal team members and external partners know their priorities, own their KPIs, and follow through.

• Customer insight consistently informs positioning, creative, and the purchase experience.

• Testing produces useful learning and clear decisions about where to invest.

• Plunge maintains a compelling premium brand while executing effective promotions.

• The team uses AI to produce better work faster while continuing to invest in relationships, partnerships, and original human-crafted content.