About the role

The Senior Director, Digital Growth Marketing owns the engine that gets new customers to Brio, keeps them buying, and turns them into long-term subscribers — and is accountable for the revenue that engine produces. This role owns every traffic-driving and revenue-driving channel on briowater.com: paid search, paid social, SEO, CRM and lifecycle, organic social and the creator network, affiliate and partnership, and display.

You will set strategy and lead execution end-to-end — partnering with sales, merchandising, creative, engineering, and data — to build a measurable, compounding growth engine that drives profitable acquisition, repeat purchase, subscription growth, and LTV expansion. You will manage an in-house team across paid, organic, lifecycle, and social/creator, plus performance and creator agencies, own a multi-million-dollar budget, and report on ROAS, CAC, LTV, retention, and demand on a daily, weekly, monthly, quarterly, and annual cadence.

This role is senior in scope and hands-on in execution. You know what "good" looks like when auditing an ad account, a lifecycle program, an SEO backlog, or a creator deal — you can coach a team or an agency to get there, and you don't wait for permission to make the call that moves the number.

How We Work

• Outcome-obsessed. Every initiative ties to revenue, CAC, LTV, ROAS, retention, or conversion. If it doesn't, we don't do it.
• Weekly cadence. Targets set Monday, shipped through the week, reviewed Friday. Monthly and quarterly roll-ups hold us to the bigger number.
• Bias for action. We prototype, launch, and iterate rather than polish in a vacuum. Reversible decisions are made quickly.
• Radical transparency. Wins and misses are shared openly. Data is accessible to everyone who needs it.
• Accountability. You own your channels, your number, and your team. Support is available, excuses are not.

What you'll do

Paid Media & Customer Acquisition

• Own the paid-media engine end-to-end: strategy, allocation, and optimization across Google Ads, Meta, TikTok, Pinterest, Snapchat, programmatic display, and YouTube — and hold every dollar accountable to a revenue outcome.
• Hit (and beat) strict CAC, ROAS, and revenue targets while protecting Brio's brand equity and elevated voice.
• Lead internal paid team and/or external performance agencies on tactical execution, creative briefs, audience strategy, and bid management with weekly performance reviews and clear accountability.
• Develop and maintain relationships with platform partners (Google/YouTube, Meta, TikTok, Pinterest, Snapchat) — unlocking betas, test budgets, and rep attention competitors don't get.

SEO & Organic Growth

• Own the briowater.com organic engine: technical SEO, on-page optimization, content and editorial strategy, internal linking, and site architecture — set the roadmap and ship.
• Drive sustained growth in non-brand organic traffic, share of voice, and organic revenue against category competitors (filtration, hydration, premium DTC home).
• Build a content program tied to commercial intent and the filter-replacement lifecycle — partner with creative, merchandising, and engineering to ship landing pages, PDP content, and editorial that ranks and converts.
• Lead authority-building and digital PR: high-quality link acquisition, partnerships, and earned coverage that compounds over time.
• Own SEO tooling and reporting (GA4, GSC, Ahrefs/Semrush, Screaming Frog) and the technical SEO backlog with engineering.

CRM & Lifecycle Marketing

• Own the CRM and lifecycle engine across email, SMS, push, and on-site personalization — from welcome through win-back — and treat the existing customer base as a primary revenue channel, not an afterthought.
• Drive repeat purchase rate, AOV, LTV, subscription attach and retention, and reduce churn on filter-replacement and recurring SKUs — own the number.
• Design and operate segmentation, triggered flows, and automated journeys in Klaviyo (and SMS platform) — abandoned cart/browse, replenishment, post-purchase, loyalty, reactivation, VIP, and subscription lifecycle.
• Build and lead a rigorous testing program against subject lines, creative, offers, send time, frequency, and journey logic — a new test live every week.
• Partner with merchandising, brand, and creative to plan and ship a high-cadence campaign calendar aligned with product drops, replacement cycles, and seasonal moments.
• Own deliverability, list health, consent and compliance (CAN-SPAM, TCPA, CCPA/GDPR where applicable), and the lifecycle data model in partnership with Data and Engineering.
• Stand up loyalty and referral programs that compound LTV and reduce paid dependency.

Social & Creator Network

• Own organic social and the creator/influencer network as a paid-equivalent growth channel — accountable to attributable revenue, CAC contribution, and brand lift, not just impressions.
• Build the Brio creator network from scratch: identify, recruit, brief, contract, and manage creators across TikTok, Instagram, YouTube, and emerging platforms — micro, mid-tier, and flagship talent.
• Operate the full creator funnel: gifting and seeding, paid partnerships, affiliate-style commission deals, allowlisting/whitelisting for paid amplification, and UGC pipelines that feed paid creative.
• Own organic social strategy and channel growth across TikTok, Instagram, YouTube Shorts, and Pinterest — content franchises, posting cadence, community management, and trend response.
• Stand up the systems: creator CRM, contracting and rights management, FTC-compliant disclosure, performance tracking by creator and content piece, and a clear path from creator content to paid scale.
• Partner with brand and PR on influencer-led launches, seeding programs, and creator events that drive both demand and brand equity.

Affiliate & Partnership Marketing

• Own the affiliate program end-to-end — strategy, recruitment, activation, and optimization — across networks (Impact, Rakuten, CJ, ShareASale, Skimlinks) and direct partners.
• Recruit, onboard, and grow high-intent affiliates: editorial and review partners (Wirecutter-tier and category-specific), deal/coupon, loyalty/cashback, BNPL, content creators on commission, and strategic brand-to-brand partners.
• Manage commission structures, placements, exclusives, and incrementality testing — pay for incremental revenue, not last-click that would have happened anyway.
• Land co-marketing and cross-promotion partnerships with complementary DTC and home brands that drive new-to-file acquisition at attractive blended CAC.

Site & Conversion

• Lead landing-page optimization, on-site personalization, and A/B and multivariate testing focused on click-through, conversion rate, AOV, and revenue per session — a new test shipped every week.
• Partner with engineering to ship site updates on fast timelines and with creative to produce scroll-stopping, on-brand assets that actually convert.
• Own the on-site lifecycle layer — pop-ups, exit intent, post-purchase upsell, quiz-driven discovery, subscription on-ramp — and tie it directly to CRM/lifecycle journeys.

Strategy, Roadmap & Budget

• Build and own the integrated digital growth budget — paid, organic content, lifecycle/CRM, social and creator, affiliate, and tooling — aligned with company revenue targets; forecast spend, demand, ROAS, and LTV daily, weekly, monthly, quarterly, and annually.
• Develop the digital growth roadmap: existing-channel optimization, new-channel expansion, and the lifecycle/retention layer — synced with merchandising moments, product launches, and the filter-replacement lifecycle.
• Identify and launch new acquisition, retention, and reactivation initiatives as the channel mix evolves; move quickly from hypothesis to in-market test to scaled program.

Measurement & Insights

• Report holistically and at the channel, campaign, creator, and journey level on CAC, ROAS, LTV, retention, churn, and competitive benchmarks — with a weekly scorecard the business actually uses.
• Maintain and evolve analytics and attribution infrastructure in partnership with Data and Engineering — multi-touch attribution, MMM where appropriate, incrementality testing, and clean event tracking across paid, organic, lifecycle, and creator.
• Build the LTV/CAC model that drives channel allocation and investment decisions across the full funnel — first purchase through subscription renewal.
• Turn data into plain-language insight that moves the business, not dashboards that collect dust.

Team & Cross-Functional Leadership

• Build, manage, and develop the digital growth team across paid, SEO/content, CRM/lifecycle, and social/creator — set specific, measurable, time-bound goals for the function and each individual, and hold the line.
• Partner with merchandising, planning, brand marketing, creative, customer experience, legal, and engineering to align growth efforts with company priorities and unblock fast.
• Evaluate and manage vendors, publishers, networks, creators, and agency partners against contribution to the business; replace what doesn't work.

Qualifications

Required

• 15+ years in digital / performance / growth marketing, with 7+ in an eCommerce or omni-channel retail environment.
• Demonstrated ownership of a full-funnel growth function — paid plus at least two of: SEO, CRM/lifecycle, organic social/creator, affiliate — with track record of leading a digital growth function through a revenue inflection (meaningful CAC reduction, ROAS lift, LTV expansion, or scale-up milestone).
• Deep technical fluency across Paid Search, Paid Social, SEO, and CRM/lifecycle platforms (Klaviyo or equivalent ESP, SMS, journey orchestration) — you can audit an ad account, a Klaviyo flow, a site's technical SEO, or an agency deliverable and know immediately what's working and what isn't.
• Hands-on experience building or scaling an influencer/creator program — sourcing, contracting, briefing, performance management, and turning UGC into paid creative.
• Advanced analytical rigor: GA4, attribution platforms, SQL fluency or equivalent, and data-visualization tools. Decisions are made on data, not guesses, and made within the day.
• Strong financial discipline — comfortable owning a multi-million-dollar budget across channels, forecasting spend, and translating KPI movement into revenue impact.
• Proven cross-functional leadership with technology, creative, merchandising, and operations; known for shipping, not stalling.
• Excellent verbal and written communication; able to influence up, across, and down and drive decisions in rooms full of strong opinions.
• Advanced Microsoft Excel and PowerPoint skills; strong working knowledge of Google Workspace.
• Bachelor's degree preferred, ideally in Marketing, Business, or a related field.

Preferred

• Prior Senior Director or Head-of role leading a unified digital growth P&L spanning acquisition and retention; built and scaled a team from small to 10+.
• Experience in a DTC home-goods, appliance, or subscription / replenishment business (filter-replacement, CPG recurring) — comfort with both first-purchase and renewal economics.
• Deep fluency with Shopify, Klaviyo, Attentive/Postscript, Ahrefs or Semrush, GA4, and the modern DTC stack; familiarity with creator platforms (GRIN, Aspire, Impact Creator) and affiliate networks (Impact, Rakuten, CJ).
• Experience marketing a "premium mass" brand — you can drive urgency and conversion without compromising brand voice.
• Experience in a highly-matrixed, multi-channel retailer or with a distributed dealer / franchise network.

Leadership & Culture

• Operate with the highest level of integrity and confidentiality; set the example for your team and peers.
• Build and nurture strong cross-functional partnerships; foster transparency, collaboration, and accountability.
• Set the pace. Raise the bar. Make the rest of the organization move faster because you're in the room.
• Recruit, develop, and retain high-performers who want to move quickly and win. Coach out anything less.
• Balance a strong management presence with a high level of approachability; create space for your team to push back, iterate, and grow — without losing the outcome.

Benefits / Perks

We believe in recognizing and rewarding our employees for a job well done. We offer growth potential for motivated individuals, competitive compensation, and a comprehensive benefits package, including:

• Medical, Dental, Vision, Life Insurance
• 401K Retirement Plan
• Paid Vacation Time
• Paid Holidays
• and More!