Director, Digital Marketing

Plaid Enterprises, home to market-leading brands, such as Mod Podge, FolkArt, Apple Barrel, Bucilla, and Arteza, is looking for a Director of DTC & Digital Marketing to lead the growth and performance of our websites. The ideal candidates is a digitally minded marketer who thrives at the intersection of creativity and commerce. You'll own the digital funnel from acquisition to retention, lead a cross-functional team, and turn data into strategies that drive both revenue and loyalty.

You'll work closely with our Integrated Marketing team, spanning content, communications, and campaign planning, and with Creative Services to create seamless customer experiences that move people from inspiration to purchase and turn shoppers into lifelong makers.

What You'll Do

Performance & Growth

• Lead growth for our owned websites (DTC and wholesale) across paid, owned, and earned digital channels.

• Manage core KPIs such as CAC, ROAS, conversion rate, AOV, and LTV, balancing efficiency with brand strength.

• Oversee the digital marketing budget and optimize spend across performance, retention, and creative testing.

Retention & Lifecycle Marketing

• Lead retention strategies that drive repurchase and maximize lifetime value.

• Own email, SMS, and managing all lifecycle programs - onboarding, post-purchase, win-back, and loyalty.

• Use Klaviyo, Magento, Shopify and other tools to segment audiences, personalize content, and improve engagement at every stage of the journey.

Website Optimization & CRO

• Own KPIs including conversion, AOV, and user experience.

• Lead design, UX, and backend development teams to run continuous A/B tests and site experiments.

• Use analytics and heatmaps to identify friction points, refine checkout, and continuously improve performance.

Customer Analytics & Insights

• Lead analysis of customer behavior, preferences, and engagement to inform acquisition, retention, and merchandising decisions.

• Oversee cohort, attribution, and LTV reporting to guide priorities and campaign strategy.

• Foster a culture of experimentation and insight-driven decision making across the team.

Leadership & Collaboration

• Directly manage 4–6 team members, including a merchandiser, backend developer, and digital marketing specialists; oversee agencies and contractors as needed.

• Translate business goals into actionable marketing plans with measurable outcomes.

• Partner cross-functionally with Integrated Marketing and Creative Services to deliver cohesive, high-impact campaigns.

• Serve as the digital voice of the customer, ensuring every touchpoint reflects creativity, ease, and delight.

Scope & Focus

The role is focused exclusively on owned-commerce, including the brand site, email/SMS, and digital channels and does not include managing third-party retail sites or marketplace strategy.

What You Bring

• 8+ years in ecommerce or digital marketing, ideally within lifestyle, consumer goods, or creative industries.

• Proven success driving DTC revenue growth through paid media, CRM, retention, and site optimization.

• Experience managing multi-channel performance campaigns (Meta, Google, etc.) and lifecycle marketing (Klaviyo, loyalty, SMS).

• Strong analytical mindset, comfortable with data, dashboards, and financial metrics like CAC, ROAS, and LTV.

• Skilled in leveraging AI tools to scale content production, personalization, and optimization.

• Experience with Magento or similar ecommerce platforms, and tools like Google Analytics, A/B testing platforms, or personalization software.

• Track record of leading teams while remaining hands-on with execution.

• Passion for creative communities, understanding of hobbyist consumer behavior, and a community-first mindset.

Why Plaid

For 50 years, Plaid has helped people express themselves through color, creativity, and craft. As we enter our next chapter, this role will help us translate that heritage into digital experiences that inspire, engage, and grow - connecting makers everywhere to the joy of creating.

Plaid offers a competitive salary, bonus incentives tied to performance, work flexibility, and professional development support.