VP, DIGITAL ACQUISITIONRevenue Vertical | Reports to: Chief Revenue Officer | West Bend, WI (Headquarters-Based)
WHY THIS ROLE EXISTSThis role owns the engine that makes that growth happen. You'll lead the digital marketing teams responsible for new USCCA® membership growth, deploying approximately $40M in annual marketing investment across paid, owned/organic, and earned media channels - and you'll be accountable for converting that investment into qualified leads and new memberships at target cost-per-acquisition goals.
We're not for everyone, and that's the point. We chase progress, not perfection. We measure what matters and hold ourselves to the math. If that sounds like how you already operate, keep reading.WHO YOU AREYou're a highly quantitative marketer with a proven track record of acquiring new customers for membership- or subscription-based organizations, and you've scaled digital businesses inside growth-focused companies. You lead teams the same way you run campaigns: with clear standards, honest data, and full accountability. You have genuine conviction about the self-defense community and the responsibly armed Americans we serve - this mission isn't a line on our website, and it can't be one on your resume.
WHAT YOU'LL OWN- The acquisition P&L math. Plan, execute, and measure the digital marketing function on the quantitative merits of its underlying economics - spend, CPA, conversion, and membership growth targets on a weekly, monthly, and annual cadence in a fast-paced, accountability-driven environment.
- The full channel mix. Orchestrate digital media platforms and channels that can be monetized for new memberships at scale, spanning upper-, mid-, and lower-funnel consumer journeys - with hands-on excellence in mid- and lower-funnel execution and optimization.
- Creative that converts. Partner with creative directors and their teams to develop marketing assets optimized for the target market, the media channel, and the long-term member lifetime value we're building - and run disciplined champion-versus-challenger test-and-control methods on creative and offers.
- Agency and partner performance. Manage digital media agencies, analytics and data projects, and campaign execution partners, holding every vendor to the same standards we hold ourselves.
- Affiliate and compliance-sound lead generation. Structure qualified lead acquisition deals through affiliate channels that are fully compliant with CAN-SPAM and TCPA requirements, supported by the right business controls and technologies.
- Digital-to-human conversion. Integrate digital campaigns with our high-touch Contact Center to amplify conversion beyond what digital-only methods can achieve.
- The team. Grow talent from the bench, hire high-impact digital marketing professionals, and hold all team members accountable to ambitious goals. You lead with humility, not ego - and you give a shit about developing your people.
WHAT SETS YOU APART- Advanced analytics and segmentation. Strong aptitude in digital segmentation methods supporting consumer response, conversion, retention, and other end-action business outcomes.
- Search built for what's next. Experience evolving traditional SEO into question-based content strategies optimized for AI answer tools (Google AI Overviews, ChatGPT, Perplexity) - often called Generative Engine Optimization (GEO) - turning brand visibility into brand authority.
- Relentless curiosity about our space. An in-depth understanding of our industry and the drive to unearth innovative opportunities that open new channels of qualified leads aligned to our target members.
QUALIFICATIONSRequired- Bachelor's degree in economics, marketing, communications, or a related field - or equivalent experience.
- 10+ years of experience in digital marketing execution.
- Leadership within direct-to-consumer (DTC) / business-to-consumer (B2C) brands.
- 5+ years in a leadership role within a mid-size or large organization, with the ability to navigate organizational boundaries effectively.
- Experience with AI-driven marketing tools for personalization, predictive analytics, and adapting search and content strategy for AI-driven discovery.
- Strong storytelling and presentation skills, with the ability to translate complex data into actionable insights.
- Strong written and verbal communication skills.
Preferred- Experience with CDP, segmentation, targeting, and analytics tools including Braze, Google Analytics, Google Search Console, Google Ads, Google Tag Manager, BrightEdge, SurferSEO, AthenaHQ, and Semrush.
- Knowledge of web content and social media audience development and production.
We're the Sheepdogs - the people pushing our industry forward. We work hard, have a damn good time doing it, and lead with humility. Complacency kills, so we don't get comfortable. Growth doesn't have a finish line here, and neither does the opportunity in front of the right leader.
MEMBERS FIRST. MISSION ALWAYS. 
