Title: Director of Digital Marketing
Reports To: President/CEO
Location: Bellingham, WA or Waynesboro, TN (negotiable)
Department: Marketing
Salary: $155K - $135k annual base salary for the initial six months, with transition to an attractive incentive-based compensation package designed to reward performance and contribution.
The Role
Own and rapidly scale our $17M direct-to-consumer channel as the primary growth engine for the company. Lead all DTC digital channels (paid media, SEO, email, e-commerce, social) while building a high-performing team that embodies our values-listening deeply to customers, taking bold data-driven action, embracing AI innovation, collaborating across departments, and continuously optimizing every metric.
Your Mission: Transform our DTC business from $17M to $30M+ while improving unit economics and customer lifetime value.
Year One Goals: Drive $5-8M incremental DTC revenue, improve ROI 20%+ across channels, establish us as the go-to educational authority in our space, build a world-class marketing team, and create a scalable foundation for continued growth.
What Youll Do
DTC Growth Leadership: Own P&L and growth strategy for our $17M direct-to-consumer business. Develop and execute digital marketing strategy aligned with our education-first philosophy. Build financial models forecasting CAC, LTV, channel contribution, and path to $30M+. Balance diverse opinions while making timely decisions. Partner directly with CEO on growth initiatives.
Education-First Campaigns: Listen to customer feedback to translate complex nutritional science into
compelling content that builds trust and lifetime loyalty. Oversee all digital campaigns (PPC, display, retargeting, paid social), SEO/SEM, email automation, and e-commerce strategies that prioritize education over hard selling.
E-commerce Excellence: Drive DTC revenue through seamless customer experiences, conversion optimization, and retention strategies. Own the digital customer journey from first touch to loyal advocate. Collaborate with e-commerce operations to ensure platform excellence.
Multi-Channel Collaboration: Work cross-functionally with retail and wholesale teams to ensure brand consistency while optimizing DTC as a distinct, high-growth channel. Share insights and leverage total company scale ($50M) for better vendor relationships and testing capabilities.
AI-Driven Innovation: Champion cutting-edge AI tools for customer segmentation, personalization, predictive analytics, and campaign optimization. Use AI to streamline content creation, improve targeting, and optimize ad spend. Test boldly, learn quickly.
Analytics & Optimization: Define OKRs and report on DTC performance, ROI, and effectiveness. Analyze customer behavior and attribution to drive continuous improvement. Manage marketing tech stack with relentless focus on extracting value and scaling what works.
Team Building: Recruit, develop, and lead a high-performing DTC marketing team. Foster a culture of collaborative effort, purposeful action, and never settling for good enough.
Required Qualifications
- 8+ years progressive digital marketing experience; 3+ years leading teams at DTC brands doing $17M+ revenue
- Proven track record scaling DTC revenue 50%+ while maintaining or improving unit economics
- Health/wellness/supplement industry experience marketing products requiring customer education (supplements, functional medicine, health optimization)
- Deep technical expertise in SEO/SEM, Google Analytics, Google Ads, Meta Ads, attribution modeling, funnel optimization
- E-commerce platform expertise with proven ability to optimize conversion rates and customer experience
- AI implementation experience using Claude, ChatGPT, Midjourney, Jasper or similar tools for marketing performance
- Data-driven decisiveness-translating analytics into strategy and taking action with incomplete information
- Team leadership building high-performing teams through collaborative effort and never-settle mindset
- Bachelors degree in Marketing, Business, or related field (Masters preferred)
Preferred Skills
- Experience with Shopify, Klaviyo, or similar DTC platforms
- Background in supplement/functional medicine industry with understanding of regulatory landscape
- Strong creative sensibility partnering with design and content teams
- Experience managing $1M+ annual ad budgets
- Track record of successful email/SMS retention programs driving 30%+ of revenue
Who You Are
You create customers for life by listening deeply and measuring success by LTV and advocacy, not just conversions. You take purposeful action-decisive without being reckless, gathering input but making timely decisions. You embrace sudden change and see AI as opportunity, not risk. You thrive on collaborative effort, seeking diverse perspectives and amplifying team strengths. You never settle-optimization is your mindset, and "good enough" makes you uncomfortable. Youre authentically you-honest about strengths and weaknesses, giving and receiving candid feedback. Youre mission-driven and energized by the challenge of scaling a $17M DTC business while helping people make better health decisions through education.
Why Join
- Mission & values-aligned culture: Make genuine impact on peoples health
- High-growth opportunity: Own and scale our fastest-growing channel with strong company backing
- Autonomy: Real ownership of $17M P&L backed by resources and CEO partnership
- Innovation encouraged: Embrace sudden change with full support to test and optimize
- Location: Beautiful Bellingham, WA with mountain and water access, or remote flexibility
- Compensation & Security: Competitive salary, bonus opportunity tied to DTC growth, 401(k) with 6% match, life insurance, short-term disability
- Time Off & Balance: 4 weeks of vacation, with additional sick leave, 9 holidays, plus your birthday off
- Health & Wellness: Medical, dental, vision, wellness/travel reimbursements, on-site fitness, discounted product stipend
- Growth & Development: Personal and professional training opportunities
