Sr Director of Digital and Performance Marketing
BYLT Premium Basics
On-site
Irvine, California, United States
POSITION SUMMARY
The Senior Director of Digital & Performance Marketing will be responsible for scaling customer acquisition, optimizing retention, and driving revenue growth across all digital touchpoints. This role will lead performance marketing, paid media, lifecycle marketing, analytics, and digital brand initiatives to accelerate BYLT’s growth. The ideal candidate is both strategic and hands-on, with proven expertise in DTC e-commerce, omni-channel retail, and brand storytelling.
The Senior Director of Digital & Performance Marketing will be responsible for scaling customer acquisition, optimizing retention, and driving revenue growth across all digital touchpoints. This role will lead performance marketing, paid media, lifecycle marketing, analytics, and digital brand initiatives to accelerate BYLT’s growth. The ideal candidate is both strategic and hands-on, with proven expertise in DTC e-commerce, omni-channel retail, and brand storytelling.
ESSENTIAL DUTIES AND RESPONSIBILITIES
Leadership & Strategy
- Develop and execute the digital marketing roadmap, aligning with company goals for growth and profitability.
- Lead, mentor, and grow a high-performing digital marketing team.
- Develop and execute UX/UI initiatives to position BYLT’s eComm experience as best in class
- Drive refinement of BYLT’s mobile app to deliver incremental sales in that channel
- Collaborate closely with the CMO, Creative, Retail, and Product teams to ensure integrated campaigns
Performance Marketing
- Oversee all paid media (Meta, Google, TikTok, YouTube, Affiliate, Programmatic) to drive acquisition and efficiency (ROAS, CAC/LTV).
- Manage agency and vendor relationships while evaluating new growth opportunities.
- Own testing frameworks to drive optimizations across creative, targeting, bidding, and channel mix.
Retention & Lifecycle Marketing
- Lead CRM, email, and SMS strategies to maximize retention and repeat purchase rates.
- Partner with the eCommerce team to optimize on-site conversion, upsell, and personalization.
- Implement segmentation and automation strategies to improve engagement.
Analytics & Measurement
- Establish KPIs, dashboards, and reporting for campaign performance and ROI.
- Leverage data and insights to influence cross-functional decision making.
- Ensure proper tracking and attribution across platforms (GA4, Shopify, Pixels, CDP).
Digital Brand & Innovation
- Partner with the creative team to ensure digital storytelling aligns with BYLT’s brand identity.
- Explore new platforms, emerging technologies, and influencer/affiliate strategies.
- Drive innovation in how BYLT engages with its customers online.
PREFERRED EXPERIENCE/SKILLS
- 10+ years in digital marketing, with at least 5 years in senior leadership roles.
- Proven success scaling DTC e-commerce brands (apparel experience strongly preferred).
- Deep expertise in paid media buying, CRM, lifecycle marketing, and analytics.
- Strong understanding of omni-channel retail and how digital integrates with stores.
- Exceptional leadership skills with ability to inspire and grow teams.
- Data-driven, with ability to translate insights into strategy and execution.
- Strong financial acumen with experience managing multimillion-dollar marketing budgets.
PHYSICAL DEMANDS AND WORK ENVIRONMENT
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this position. Reasonable accommodations may be made to enable individuals with disabilities to perform the functions. While performing the duties of this position, the employee is regularly required to talk or hear. The employee frequently is required to use hands or fingers, and handle or feel objects, tools, or controls. The employee is occasionally required to stand; walk; sit, and reach with hands and arms. The employee must occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this position include close vision, distance vision, and the ability to adjust focus. The noise level in the work environment is usually low to moderate.
NOTE
This job description in no way states or implies that these are the only duties to be performed by the employee(s) incumbent in this position. Employees will be required to follow any other job-related instructions and to perform any other job-related duties requested by any person authorized to give instructions or assignments. All duties and responsibilities are essential functions and requirements and are subject to possible modification to reasonably accommodate individuals with disabilities. To perform this job successfully, the incumbents will possess the skills, aptitudes, and abilities to perform each duty proficiently. Some requirements may exclude individuals who pose a direct threat or significant risk to the health or safety of themselves or others. The requirements listed in this document are the minimum levels of knowledge, skills, or abilities. This document does not create an employment contract, implied or otherwise, other than an “at-will” relationship.
BYLT provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any time without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristics protected by federal, state, or local laws.
This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.