Location: Salt Lake City

Building a modern digital growth capability to complement and accelerate its global direct-selling model. Historically reliant on independent Brand Partners to drive awareness and customer acquisition, company is now investing in enterprise digital demand generation, conversion optimization, and lifecycle automation to support long-term growth.

The Executive Director of Digital Marketing will architect and lead this capability. This role is responsible for building and scaling the brand's global digital acquisition, activation, retention, and reactivation strategy while ensuring digital efforts strengthen the Brand Partner channel.

Essential Functions

Digital Growth Strategy • Define and execute a global digital acquisition and lifecycle strategy aligned to enterprise revenue goals • Develop a multi-year roadmap to establish digital as a predictable, scalable growth engine • Establish clear performance accountability across CAC, ROAS, conversion, retention, and LTV

Performance Marketing • Lead performance marketing in key markets and eventually scale globally across paid search, paid social, programmatic, affiliate, and emerging channels • Select and manage agencies; oversee media investment strategy and budget allocation. • Build a disciplined testing and optimization framework

CRM & Lifecycle Marketing • Design and implement automated lifecycle programs including onboarding, nurture, cart abandonment, retention, and reactivation • Improve customer and Brand Partner activation and repeat purchase behavior through data-driven segmentation and engagement

Measurement & Experimentation • Establish attribution, incrementality testing, and experimentation frameworks • Build executive-level reporting dashboards tied to revenue impact

•Partner with analytics and product teams to improve tracking and data quality.

Product & Field Partnership • Partner with Digital Product to prioritize enhancements that improve conversion and funnel performance. • Translate growth strategy into experimentation roadmaps. • Ensure digital initiatives support and enhance Brand Partner productivity.

Capability Development • Design the long-term digital marketing operating model (agency and in-house mix). • Identify future team structure and scaling needs. • Develop global playbooks adaptable across markets.

Executive Director Level

• 8+ years of experience leading digital growth, performance marketing, or demand generation for DTC, e-commerce, or performance-driven organizations.
• Experience building or transforming digital capabilities at scale. • Ownership of significant paid media budgets and measurable revenue impact. • Proven ability to improve CAC, ROAS, conversion, and retention. • Deep expertise in performance marketing, CRM/lifecycle automation, and experimentation. • Strong agency leadership and budget management experience. • Executive-level communication and cross-functional influence skills. • Familiarity with direct selling or network marketing models strongly preferred.

Preferred Experience • GA4, server-side tracking, CDPs, and enterprise martech stacks.

•Attribution and incrementality modeling. • AI-driven tools and experimentation. • Experience operating across global markets.

Compensation

$175K to $225K