Director of Digital Marketing and 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.

This role is remote, giving you the flexibility to work from home while staying closely connected to where the action happens - our stores. To make the most of that connection, you’ll need to be based in either the San Francisco Bay Area or Los Angeles. Being in our market means you’ll have the chance to see the impact of your work firsthand and stay close to our operations and culture that Betters People's Day.

WHAT YOU'LL DO 

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 10-20 pounds of force occasionally to lift, carry, push, pull or otherwise move objects.