Director, Performance Marketing

Merit is seeking an experienced and results-driven Director of Performance Marketing to lead performance marketing efforts, owning media strategy and execution and affiliate marketing. This role will be responsible for driving revenue growth through performance marketing channels, managing regional budgets, and scaling customer acquisition strategies. The ideal candidate will have a deep understanding of both digital and offline marketing channels and will excel at data-driven decision-making, optimization, and testing.

As the Director of Performance Marketing, you will be tasked with maximizing the effectiveness of marketing spend across multiple markets, balancing performance across channels, and providing actionable insights on budget allocation and channel mix to ensure alignment with revenue goals. Your ability to experiment, test, and learn across different media types will be crucial to this role.

Responsibilities:

Global Performance Marketing Leadership:

• Lead and manage the performance marketing strategy across multiple geographies, ensuring the marketing budget is allocated effectively and aligned with revenue goals for each region.
• Develop, execute, and optimize channel strategies for customer acquisition across both digital and offline marketing channels.
• Own the regional and global performance revenue goals, ensuring measurable growth and efficiency in spend across all regions.
• Work closely with regional marketing teams to adapt strategies and approaches to local market dynamics.

Budget Management & Optimization:

• Own the budgeting and forecasting process for performance marketing across multiple geographies, ensuring efficient use of resources.
• Develop recommendations on by-channel budget splits, identifying high-performing channels and opportunities to scale customer acquisition.
• Continuously monitor campaign performance, ensuring optimization against KPIs such as CPA (Cost per Acquisition), ROAS (Return on Ad Spend), and LTV (Customer Lifetime Value).

Channel Execution:

Oversee campaign set-up across channels and ensure daily monitoring, analysis and optimization (Channels inclusive of Meta, Pinterest, TikTok, SEM, Affiliate)

• Collaborate with cross-functional teams to brief in and develop ad content that resonates with our target audience and performs in line with key performance objectives 

Cross-Channel Strategy & Testing:

• Design and implement robust testing frameworks to evaluate the effectiveness of digital and offline marketing channels.
• Lead efforts to identify new offline channels (e.g., radio, TV, out-of-home advertising) to scale brand awareness and customer acquisition, testing into these channels for viability and ROI.
• Collaborate with data teams to ensure proper tracking, attribution, and reporting of performance across all channels and geographies.

Data-Driven Decision Making:

• Leverage data to continuously optimize campaigns, identify trends, and provide actionable insights to the broader marketing and executive teams.
• Use analytics tools and platforms to monitor, analyze, and report on key performance metrics, adjusting strategies as necessary to maximize impact.
• Drive the testing and adoption of new marketing technologies and tools to improve efficiency, reporting, and data-driven decision-making.

Customer Acquisition Focus:

• Develop and refine strategies specifically designed for new customer acquisition, ensuring a sustainable pipeline of high-quality leads and customers.
• Focus on both scaling existing customer acquisition channels and experimenting with new channels to unlock growth.
• Collaborate with the broader marketing team to integrate acquisition strategies with retention and loyalty programs, ensuring a cohesive approach across the customer lifecycle.

Collaboration & Stakeholder Management:

• Provide weekly updates to senior leadership on performance, insights, and recommendations for optimization.
• Work closely with cross-functional teams including analytics, product, creative, and regional marketing teams to ensure alignment on strategy and execution.
• Build and manage relationships with performance related vendors and external advertising partners

Qualifications:

• Bachelor’s degree in Marketing, Business, or a related field
• 10+ years of experience in performance marketing, with a strong track record of driving e-commerce growth (preferably within beauty or wellness) and at least 3 years in a leadership role overseeing global or multi-regional performance marketing efforts.
• Strong expertise in managing both digital (Meta, TikTok, Pinterest, Google) and offline (TV, Direct Mail, Audio, OOH) and affiliate marketing channels.
• Proven track record in customer acquisition, scaling marketing channels, and achieving revenue targets through performance marketing strategies.
• Proficiency in analytics and measurement tools including Shopify, GA4 and Northbeam as well as brand lift studies, match market tests
• A deep understanding of key performance metrics 
• Strong analytical skills with a data-driven approach to decision-making 
• An ability to multitask, effectively carrying multiple projects through to completion 
• An ability to thrive in a fast-paced, dynamic environment
• Excellent communication and collaboration skills

We are proud to offer a comprehensive and competitive benefits package in addition to salary compensation. The annual salary range for this role is $170,000-$180,000 in addition to bonus potential, stock options, a 401(k) match, health benefits, paid time off and more. The final salary will be determined based on a variety of factors, including the individual's experience and qualifications. 

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