Director, Digital Marketing & eCommerce

Philz is growing!  Not only are we growing our footprint with new store retail stores, we're growing our presence in all things Digital & eCommerce!  We're adding a new role to our Home Office Team - Director, Digital Marketing & eCommerce.  This is a unique opportunity to be a trailblazer in digital marketing and e-commerce at Philz -- both in partnering on the vision as we grow but also overseeing the execution and follow up.  The ideal candidates must have significant experience in the multi-unit and food & beverage industries in both strategic leadership roles and tactical execution.   Our team members at Philz truly live our mission of Bettering Days and we can't wait to have a passionate and driven individual join the team.

The Director of Digital Marketing & eCommerce Betters Days by leading all digital marketing, performance media, and ecommerce initiatives, with a primary focus on driving traffic and sales to Philz retail stores. This role is also responsible for growing our ecommerce business; including DTC coffee, subscriptions, and merchandise, through strategic audience segmentation, paid media, and digital experience optimization. The Director will work cross-functionally with Marketing, Supply Chain, and Tech teams to deliver a consistent, high-impact customer experience across all channels.

Retail Traffic & Local Digital Marketing

• Develop and execute geo-targeted digital campaigns to drive in-store visits—particularly in key markets like California and Chicago—aimed at increasing traffic and sales.
• Partner with Retail Marketing and Retail Operations on seasonal product launches, local promotions, and new store openings to create and launch integrated digital campaigns.
• Strategize and oversee use of tools such as paid local search, location-based ads, Google Business Profiles (GMB), and app integrations to enhance local discoverability and conversion.
• Optimize local listings and support review generation and response strategies to strengthen visibility across map-based search platforms.
• Analyze, report, and take action on in-store visit attribution and the performance of geo-targeted campaigns, driving continuous improvement across campaigns. 

Ecommerce Strategy & Growth

• Oversee the DTC ecommerce experience on PhilzCoffee.com, including performance, user experience (UX), merchandising, and overall sales strategy.
• Drive growth across all ecommerce revenue streams including but not limited to: the coffee subscription, beans, merchandise, businesses through targeted marketing, retention programs, and continuous optimization.
• Collaborate with Product and Technology teams to identify and drive changes to enhance the ecommerce overall experience from discovery through checkout –  driving continuous improvement in conversion rates. 
• Develop and ensure successful execution of promotional and seasonal ecommerce calendars that are aligned with the broader brand strategy  

Digital Media, Targeting & Performance Marketing

• Lead paid media efforts (Search, Social, Programmatic, Affiliate, Display, and Video) with the goal of driving store traffic, ecommerce growth, and brand engagement, while maintaining a positive ROAS.
• Develop and execute email campaigns that support ecommerce growth and customer retention.  
• Design and manage comprehensive audience segmentation strategies using first- and third-party data, ensuring integration across all digital platforms.
• Collaborate with Brand and Creative teams to produce digital-first content tailored to specific objectives, audiences, and platforms.
• Drive SEO/SEM strategies to improve organic discoverability and support conversion for both retail and ecommerce channels.

Analytics, Optimization & Leadership

• Build dashboards and reporting frameworks to measure media efficiency, ecommerce performance, foot traffic, and audience engagement. Regularly present results and recommend optimizations to maximize efficiency and effectiveness.
• Conduct A/B testing, performance analysis, and cross-channel optimization using real-time insights.
  Lead and mentor a high-performing team; manage external agencies and vendor relationships; and oversee media and digital budgets to ensure strategic impact.
• Partner with the Loyalty team to align lifecycle marketing strategies with acquisition, retention, and reactivation efforts.

WHAT YOU’LL NEED

• Required 8+ years in digital marketing, performance media, and ecommerce.
• Minimum 4+ years in a senior leadership role in digital marketing, performance media, and ecommerce.
• Must have experience in a fast-growing, multi-unit retail, F&B, and/or lifestyle brand, ideally in California and Chicago markets.
• Demonstrated success driving in-store traffic through digital campaigns and local search strategies
• Proven ability to grow ecommerce businesses, especially in DTC and subscription models
• Deep knowledge of paid media platforms (Google Ads, Meta, TikTok, DSPs), analytics tools (GA4, Looker), email platforms (Braze or similar) and ecommerce platforms (Shopify or equivalent)
• Demonstrated strong understanding of audience segmentation, targeting, and personalization strategies
• Strong budget and financial experience
• Excellent leadership, collaboration, and communication skills

ESSENTIAL PHYSICAL REQUIREMENTS

• Visual acuity.
• Role involves sitting most of the time, walking and standing are required only occasionally
• Expressing or exchanging ideas by means of the spoken word; those activities where detailed or important spoken instructions must be conveyed to others.
• Repetitive motions: Making substantial movements (motions) of the wrists, hands, and/or fingers.
• May exert up to 10-15 pounds of force occasionally to lift, carry, push, pull or otherwise move objects.

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