Digital Media Lead

We’re looking for a Digital Media Lead with strong hands-on expertise across both CRM/lifecycle marketing and paid media.

This is an ownership role for someone who can assess what a business needs, build the strategy and roadmap, make recommendations, and execute directly in the platforms. You’ll own CRM and lifecycle strategy, manage paid media across key channels, translate performance insights into creative direction, and identify opportunities to test emerging channels.

What You’ll Do

A. CRM & Lifecycle

• Own email and SMS strategy, including campaigns, flows, segmentation, and lifecycle calendars.
• Build and optimize key lifecycle journeys such as welcome, browse/cart abandonment, post-purchase, replenishment, winback, VIP, and sunset flows.
• Develop testing strategies across messaging, offers, cadence, segmentation, and creative formats.
• Maintain strong deliverability and list-health practices, including authentication, suppression, engagement-based sending, and list hygiene.
• Analyze revenue per recipient, flow performance, attribution, and LTV contribution to identify next steps.

B. Paid Media & Performance

• Build and manage paid media strategies across paid social, paid search, and retail media.
• Work directly in platforms such as Meta Ads Manager, Google Ads, TikTok, and retail media platforms.
• Manage account structure, feeds, audiences, bidding, budgets, tracking, and measurement.
• Monitor budget pacing and performance while identifying opportunities for optimization and growth.
• Diagnose tracking and attribution issues involving pixels, conversion APIs, UTMs, feeds, and related measurement systems.
• Stay current on emerging paid search opportunities, including new advertising surfaces within AI and generative search environments.

C. Creative Performance & Briefing

• Translate performance data into actionable creative insights and recommendations.
• Develop clear creative briefs covering objectives, audiences, channels, KPIs, proof points, objections, and platform considerations.
• Identify patterns in creative performance across channels and communicate learnings to designers, copywriters, and creative teams.
• Partner with creative teams to establish structured testing frameworks and use performance learnings to inform future content.

D. Emerging Channels

• Identify and lead testing opportunities across emerging channels such as Pinterest Shopping, Reddit, YouTube Shorts, AppLovin, and other relevant platforms.
• Build a clear test-and-learn plan covering objectives, budgets, success metrics, and criteria for scaling or stopping.
• Bring new channel opportunities forward with a clear business case and execution plan.

E. Roadmaps & Cross-Channel Strategy

• Build sequenced, budgeted digital media roadmaps tied to business goals and seasonality.
• Connect CRM, paid, organic, affiliate, creator, and retail media strategies into a cohesive customer journey.
• Brief organic, affiliate, and creator teams on the types of content and assets that can perform effectively in paid media.
• Collaborate with creators and affiliate partners to develop content that can be leveraged across paid channels.
• Present recommendations and strategic plans that clients and internal teams can clearly execute against.

• Proven performance marketing experience with genuine hands-on depth in both CRM/lifecycle and paid media.
• Strong experience with Klaviyo or a comparable ESP, along with Meta Ads Manager, Google Ads, TikTok, and at least one retail media platform.
• Strong technical understanding of feeds, pixels, conversion APIs, UTM tracking, attribution, and measurement.
• Ability to independently diagnose tracking and performance issues.
• Strong understanding of creative performance and the ability to brief designers and copywriters based on performance insights.
• Experience developing strategic roadmaps that connect marketing activity to measurable business outcomes.
• Highly self-directed and comfortable working with minimal day-to-day direction.
• Strong analytical and problem-solving skills with the ability to turn data into clear recommendations.
• Agency, consulting, or multi-brand experience, with the ability to manage priorities across different brands and business objectives.

• Experience with CPG, food & beverage, or DTC brands.
• Hands-on experience with Pinterest Shopping, Reddit paid media, AppLovin, YouTube Shorts, or emerging paid search/AI advertising environments.
• Experience with affiliate platforms such as Impact, ShareASale, or Levanta.
• Strong familiarity with the Shopify ecosystem.
• Experience with SQL, GA4 Explorations, or Looker Studio.

• CRM / Email & SMS: Klaviyo or comparable ESP
• Paid Social: Meta Ads Manager, TikTok Ads
• Paid Search: Google Ads
• Retail Media: Amazon Ads, Instacart Ads, Target Roundel, Walmart Connect, or comparable platforms
• Analytics & Measurement: GA4, attribution platforms, UTM tracking, pixels, Conversion APIs
• Reporting & Data: Looker Studio, SQL
• E-commerce: Shopify
• Affiliate: Impact, ShareASale, Levanta