Senior Manager Digital Marketing

About the Role

This is a high-impact leadership role responsible for shaping and executing the digital marketing and CRM strategy for a fast-growing omnichannel beauty brand. Reporting directly to the Chief Digital Officer, you will lead a data-driven digital team focused on full-funnel growth—from awareness and consideration to conversion and retention.

You will oversee performance marketing, lifecycle marketing, CRM, and cross-functional campaign execution, ensuring best-in-class content, paid media, and analytics. Your mandate is to drive efficient growth across multiple product lines while elevating digital excellence across the organization.

Key Responsibilities:

Performance Marketing & Growth

• Lead the strategic planning, execution, and continuous optimization of all performance marketing channels, including paid social, paid search, display, online video, affiliates, and lifecycle marketing.

• Own monthly, quarterly, and annual paid media budgets with accountability for sales targets, ROAS, LTV, and overall revenue contribution.

• Develop full-funnel acquisition and retention strategies to support North American growth targets.

• Build and present detailed monthly, quarterly, and campaign-specific digital marketing plans focused on increasing qualified traffic and revenue.

CRM, Lifecycle & Customer Data

• Lead the evolution of the CRM practice, including database management, segmentation, and customer journey mapping.

• Partner with the e-commerce team to implement automated pre- and post-purchase journeys that drive engagement, repeat purchase, and LTV.

• Ensure marketing operations comply with customer data requirements in Canada and the United States.

• Identify cross-sell, upsell, and retention opportunities using CRM and customer insights.

Campaign & Cross-Functional Collaboration

• Translate brand marketing plans into performance-driven digital strategies and campaigns.

• Manage the digital promotional calendar—identifying key moments, offers, and seasonal opportunities in collaboration with brand marketing.

• Evaluate performance across all channels, uncover insights, and drive continuous optimization across the entire marketing mix.

• Elevate digital marketing knowledge across the organization by presenting insights, performance updates, and best practices.

Leadership & Digital Excellence

• Champion a test-and-learn, data-driven culture within the digital team.

• Partner with internal teams to ensure alignment on objectives, KPIs, messaging, and campaign execution.

• Stay ahead of industry trends, emerging tools, and best practices in DTC, performance marketing, and CRM.

Qualifications

• 7–10 years of experience leading digital marketing for a DTC e-commerce brand, preferably in beauty, fashion, or consumer goods.

• Bachelor’s degree in Marketing, Business, Digital, or a related field.

• Hands-on experience with:

  • Shopify Plus

  • Google Analytics / GA4

  • Google Tag Manager

  • Google Ads

  • Meta Business Manager

  • Klaviyo

  • Attentive

  • Monday.com

• Deep understanding of performance marketing channels (SEO/SEM, PPC, paid social, affiliates, email, social commerce).

• Data-driven mindset with strong analytical and problem-solving skills.

• Entrepreneurial, adaptable, and comfortable operating in a fast-paced environment.

• Exceptional communication and presentation skills.

• Strong leadership abilities with experience motivating cross-functional teams and managing direct reports.