The client seeks a Vice President, Direct Marketing to drive profitable customer acquisition, retention, and lifetime value through direct marketing programs. This leader will shape the end-to-end customer experience across digital and traditional channels, using data and performance insights to grow the brand and expand household penetration in a competitive category.
Key responsibilities include developing and executing direct marketing strategies for acquisition, onboarding, loyalty, and repeat purchase; building lifecycle journeys and CRM programs to increase usage and upgrade rates; and using segmentation, personalization, and offer optimization to maximize return on investment and conversion. The role also leads omnichannel direct response efforts across channels such as email, SMS, digital media, paid search, social, and DTC ecommerce, as well as retail partner CRM, with an emphasis on expanding subscription and replenishment programs and partnering with product and ecommerce teams to improve storefront performance and merchandising.
The Vice President will enhance customer analytics, attribution, and measurement frameworks, and lead test-and-learn roadmaps to refine messaging, targeting, and promotions. The position requires leading a high-performing marketing team and managing agency and technology partners, collaborating cross-functionally to ensure a cohesive customer experience, championing privacy and data governance compliance, and owning direct marketing budget, forecasting, and performance targets, including channel economics such as CAC, LTV, margin, and promotional spend effectiveness. Qualifications include 10+ years of direct marketing, CRM, and/or performance marketing experience with measurable, data-driven growth outcomes, expertise in CRM and marketing automation and performance analytics, strong leadership and vendor management skills, and experience supporting ecommerce and subscription-based revenue models as a preferred fit.