Role Overview

The Director of Paid Media & Email/SMS is responsible for driving customer acquisition, retention, and revenue growth across performance media and owned messaging channels for Talbots and Haven Well Within. This role owns strategy, budget, execution, and optimization for paid media (search, social, display) and CRM channels (email and SMS), ensuring an always-on, data-driven approach aligned with brand voice and customer expectations.

This leader will balance brand stewardship and performance rigor, leveraging analytics, testing, and personalization to deliver profitable growth across Talbots’ omnichannel ecosystem.

Key Responsibilities

Paid Media Strategy & Performance

• Own paid media strategy and investment across Search, Paid Social, Display, Affiliate, and Upper-/Lower‑Funnel digital channels.
• Drive customer acquisition, reactivation, and incrementality, with a strong focus on ROI, LTV, and efficiency.
• Partner with internal teams and agency partners to manage annual planning, forecasting, and pacing. Key internal partners include finance, Merch, Brand, PR, Analytics.
• Establish and optimize audience, targeting, creative testing, and full‑funnel measurement strategies.
• Lead continuous test-and-learn roadmaps (creative, attribution, bidding, channel mix).

Email & SMS (CRM) Leadership

• Own Email and SMS lifecycle strategy, including acquisition, onboarding, promotional, triggered, and retention programs.
• Drive personalization, segmentation, and automation to increase engagement, conversion, and customer lifetime value.
• Partner with Creative, Merchandising, and Planning to ensure message relevance, cadence, and brand consistency.
• Oversee deliverability, list growth, compliance, and channel health.

Analytics, Measurement & Optimization

• Define KPIs and success metrics across media, CRM, and omnichannel impact.
• Leverage first‑party data, attribution frameworks, and reporting tools to inform investment decisions.
• Translate insights into clear recommendations and executive‑level reporting.
• Champion data integrity, experimentation, and performance transparency across teams.

Team & Cross‑Functional Leadership

• Lead, mentor, and develop high‑performing teams across paid media and CRM.
• Act as a strategic partner to Ecommerce, Brand, Merchandising, Analytics, IT, and Creative teams.
• Influence senior stakeholders with a clear point of view grounded in data and customer insight.
• Manage agencies and vendors to ensure strong collaboration, accountability, and innovation.

Qualifications

• 8+ years of digital marketing experience, with senior leadership across paid media and CRM (email/SMS) in retail or e-commerce.
• Proven success managing multi‑million‑dollar media budgets with clear ROI impact.
• Deep expertise in performance marketing platforms, marketing automation tools, and analytics.
• Strong understanding of omnichannel retail, customer journeys, and lifecycle marketing.
• Experience leading teams, influencing cross‑functional partners, and working with external agencies.
• Highly analytical, but equally strong in storytelling and executive communication.

Location:

Corporate Office-Talbots-Hingham, MA 02043Position Type:
Regular/Full time