Digital Marketing Director - Bourbon - Imperial

Description

Imperial is seeking a strategic, performance-minded Digital Director to lead our full digital ecosystem across paid media, CRM/lifecycle marketing, and website content planning. This role owns the end‑to‑end digital customer journey—from awareness to conversion to retention—translating business objectives into integrated digital plans that drive revenue growth, brand equity, and customer lifetime value. This position partners closely with Brand, Creative, Product, and Analytics teams while managing agency and/or internal execution.

Full Time

Location

Remote

What You'll Be Doing

Paid Media Strategy & Performance

• Lead full-funnel paid media strategy across key platforms (Meta, Google, YouTube, TikTok, Pinterest, display, affiliate, etc.) and align channel strategy to revenue goals and brand priorities
• Oversee performance optimization across channels; monitor ROAS, CAC, MER, LTV, and contribution margin
• Partner with internal teams or agencies to ensure efficient execution and ongoing improvement

Media Planning, Budgeting & Forecasting

• Build annual media plans tied to product launches and brand campaigns
• Own budget allocation, forecasting, and pacing to ensure spend aligns with business priorities and performance targets

Testing, Attribution & Measurement

• Establish testing roadmaps for audience expansion, creative iteration, channel mix, and incrementality
• Strengthen measurement practices and ensure insights translate into clear, actionable next steps

CRM & Lifecycle Marketing

• Own CRM strategy across email, SMS, and retention channels
• Build lifecycle frameworks including welcome, post‑purchase, replenishment, loyalty, winback, and VIP flows

Segmentation, Personalization & Automation

• Align segmentation strategy with customer data and behavioral insights
• Optimize automation journeys to improve retention, repeat purchase rate, and customer lifetime value
• Lead CRM testing strategy for subject lines, offers, personalization, and send cadence

Website Merchandising & Content Strategy

• Own digital merchandising and website content planning in partnership with Product and Brand Marketing teams
• Develop homepage, landing page, and PDP content strategies aligned with marketing initiatives
• Ensure the site supports campaign launches, seasonal storytelling, and product prioritization

Conversion Rate Optimization & On‑Site Experience

• Maintain alignment between paid traffic messaging and the on‑site experience
• Ensure website content supports SEO objectives and improves paid media landing page performance
  
• Identify and prioritize opportunities that improve website conversion rate

Cross‑Channel Campaign Planning

• Ensure cohesive messaging and performance alignment across paid media, CRM, and website
• Lead integrated campaign planning across digital touchpoints to support launches and brand moments

Reporting, Executive Insights & Stakeholder Management

• Develop digital KPIs and reporting frameworks across channels
• Present performance insights and strategic recommendations to executive leadership
• Collaborate closely with Brand, Content, and Creative teams to balance brand storytelling with performance needs
• Analyze creative performance and identify optimization opportunities

Team Leadership & Agency Management

• Manage agency partners and/or internal teams to deliver outcomes on timeline and to standard
• Create clear expectations, workflows, and accountability across digital workstreams

Digital Innovation & Platform Trends

• Stay current on platform changes, consumer behavior shifts, and emerging technologies; translate learnings into actionable strategy

What We Need

• 10+ years of digital marketing experience with demonstrated leadership across paid media and CRM/lifecycle marketing
• Proven experience managing multi‑channel budgets and performance forecasting
• Strong understanding of media buying platforms and attribution models
• Experience with CRM platforms (Klaviyo, Salesforce, HubSpot, or similar)
• Strong analytical skills with ability to translate data into strategy and action
• eCommerce / DTC experience preferred
• Excellent communication skills and strong cross‑functional leadership

Physical Requirements

• Ability to sit or stand for extended periods of time while working at a computer or workstation
• Ability to use hands and fingers to operate standard office equipment, including computers, phones, and keyboards
• Ability to communicate effectively in person, by phone, and via electronic communication
• Occasional ability to lift and/or move up to 25 pounds
• Ability to move throughout the facility, including walking, bending, and reaching as needed
• Visual acuity sufficient to read screens, documents, and reports

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of this role.

Benefits

• Free Hats
• 401K with company match
• Health care (medical, dental, vision)
• Employee Assistance Program
• PTO (vacation, personal days, 9 company holidays)
• Opportunities for continuing education
• Employee product discounts

To apply, click apply or reach out for additional information We look forward to meeting with you.

Company Overview

Since 1916, Imperial has epitomized luxury, authenticity, and individuality by crafting premium headwear, apparel, and accessories with an unwavering dedication to quality and detail. Our team is committed to excellence–serving customers in golf, retail, corporate, and destination/leisure markets. We are available in the top resorts, golf courses, national sporting events, and retail locations nationwide. As the #1 headwear brand* in the golf market and an entrusted licensing partner for companies including Nike, Adidas, and Peter Millar–Imperial is leading the industry in decorative apparel.

Our Mission

We create consumer products that enrich and embellish people's lives. Our responsiveness, continuous improvement, and empowerment of all team members are the pillars of our success.

Imperial is an equal‑opportunity employer and is committed to providing a workplace free from harassment and discrimination. We are committed to recruiting, hiring, training, and promoting qualified people of all backgrounds.