Digital Marketing Director

Digital Marketing Director

About Us

Velocity and its portfolio of brands are the nation's leading builders of Re-Engineered Classics, redefining what it means to own a classic. Our vehicles aren't just restored; they're entirely reborn. By blending timeless design with today's performance, comforts, and technology, we set the standard for how classics are built, owned, and driven. Every product we create is crafted without compromise, honoring the past while delivering the experience of today.

Velocity's Culture and Core Values

Success at Velocity requires a "whatever it takes" mentality. We embody grit, demonstrating perseverance, resilience, and unwavering determination in the face of challenges. We are adaptable, embracing change, adjusting to new circumstances, and continuously seeking ways to improve processes and outcomes—because growth does not come from comfort.

We take ownership, assuming full responsibility for tasks, decisions, and outcomes, whether successes or setbacks, without shifting blame. "That's not my job" is not in our vocabulary; when one part of our team falls short, we all do.

Finally, our ambition fuels our drive to excel, improve, and uphold the highest standards for both personal and professional growth. This mindset defines who we are and ensures our continued success.

Overview

The Digital Marketing Director at Velocity and its portfolio of brands leads the development, execution, and optimization of all digital marketing initiatives. This leader brings a player-coach mindset: able to execute campaigns directly while also inspiring, mentoring, and managing high-performing digital team members in a dynamic, cross-functional environment.

The role manages the digital marketing budget and is accountable for delivering measurable growth across paid media, SEO, social media, web, email, and CRM. The ideal candidate is data-driven, performance-focused, and comfortable translating analytics into actionable strategies that support Velocity's business objectives and elevate its portfolio of brands.

Job Level

Director

Reports To

VP of Marketing

Duties and Responsibilities

Digital Strategy & Leadership

• Develop and execute digital marketing strategies across paid, owned, and earned channels that drive awareness, engagement, and revenue.
• Translate business objectives into measurable KPIs and digital campaigns.
• Manage the digital marketing budget, ensuring efficient allocation of spend across channels for maximum ROI.
• Lead with a player-coach approach: execute key initiatives while mentoring, managing, and growing digital team members.
• Ensure all digital campaigns and content adhere to brand guidelines and maintain consistency across Velocity and its portfolio of brands.

Performance Marketing & Analytics

• Oversee paid media campaigns (search, social, display, retargeting), ensuring they deliver qualified leads and strong ROI.
• Define and monitor KPIs including CAC, ROAS, conversion rates, lead quality, and funnel performance.
• Build dashboards and reports that tie digital activity directly to revenue and business growth.
• Implement A/B testing, attribution modeling, and conversion rate optimization to continuously improve performance.
• Foster a culture of experimentation, ensuring all digital channels are regularly tested and optimized for performance.

SEO, Web, and Digital Experience

• Lead SEO strategy, including keyword planning, on-page optimization, and technical SEO.
• Collaborate with IT and web teams to ensure websites are optimized for UX, performance, accessibility, and conversion.
• Conduct regular audits of content, navigation, and site flow to identify optimization opportunities.
• Ensure analytics tagging and tracking infrastructure is accurate and reliable.
  

Email, Social, and Database Marketing

• Direct the strategy, content, and execution of email campaigns, SMS/text initiatives, and CRM-based nurturing programs.
• Oversee social media strategy (paid and organic), ensuring alignment with brand goals and measurable audience growth.
• Ensure database segmentation, targeting, and automation are leveraged to increase engagement and conversions.
• Partner with creative and video teams to maximize the impact of digital storytelling across channels.

Video & Content Strategy

• Collaborate with creative leadership to develop video and digital content strategies that support campaigns and build brand equity.
• Ensure digital content is audience-centric, compelling, and consistent with brand standards.

Sales & Pipeline Alignment

• Partner closely with sales leadership to align digital campaigns with pipeline goals.
• Ensure leads generated from digital channels are qualified, nurtured, and tracked effectively through CRM.
• Share digital performance insights with sales to improve close rates and revenue contribution.

Agency & Vendor Management

• Manage digital marketing agencies and vendors, reviewing media plans, creative, and reports to ensure accountability and results.
• Oversee contracts, budgets, and invoices to ensure spend aligns with strategic goals.
• Cultivate relationships with digital platform reps, influencers, and industry experts.

Competitive Insights & Innovation

• Conduct regular industry, competitor, and platform analyses to keep Velocity ahead of trends.
• Evaluate and adopt emerging technologies, platforms, and digital practices that enhance performance.
• Monitor potential digital reputation risks, addressing issues quickly in collaboration with leadership and PR.

MarTech & Infrastructure

• Own the evaluation, implementation, and optimization of marketing technology platforms (CRM, automation, analytics, reporting tools).
• Ensure the digital infrastructure is scalable and supports future growth across multiple brands.

Key Performance Indicators (KPIs)

Performance & ROI

• Meet or exceed ROAS and CAC targets across paid media campaigns.
• Drive consistent improvements in conversion rates across digital channels.
• Deliver quarterly increases in qualified leads and opportunities sourced from digital campaigns.

Channel Growth & Optimization

• Achieve measurable SEO improvements in keyword rankings, organic traffic, and domain authority.
• Increase website conversion rates through ongoing UX and CRO initiatives.
• Deliver year-over-year increases in email/SMS engagement rates and database growth.
• Ensure social media channels show consistent growth in reach, engagement, and lead contribution.

Analytics & Reporting

• Provide accurate monthly and quarterly reporting on digital performance, pipeline contribution, and ROI.
• Ensure 100% accuracy of analytics tagging and tracking infrastructure.
• Implement a regular cadence of testing (A/B, multivariate) with documented learnings and optimizations.

Team & Leadership

• Establish and maintain clear performance goals for digital team members.
• Provide regular coaching, training, and feedback to improve execution and performance.
• Foster cross-team collaboration with creative, PR, and sales to align campaigns and messaging.

Agencies & Vendors

• Hold agencies accountable for delivering against contracted KPIs and timelines.
• Ensure all vendor spend is aligned with strategic priorities and delivers measurable results.
  

Business Contribution

• Demonstrated quarterly contribution of digital marketing to recognized revenue contracts.
• Clear attribution of digital campaigns to pipeline growth and closed deals.

Required Skills and Abilities

• Strong expertise in digital performance marketing, analytics, and ROI optimization.
• Proven ability to run and optimize digital marketing budgets across multiple channels.
• Hands-on experience with SEO/SEM, Google Analytics, Google Tag Manager, and paid media platforms (Google Ads, Facebook/Instagram Ads Manager, LinkedIn Ads).
• Proficiency in CRM and marketing automation tools (HubSpot preferred).
• Familiarity with HTML, CSS, JavaScript, technical SEO, and UI/UX design principles is a plus.
• Excellent leadership skills with a player-coach mindset—able to both execute and mentor.
• Strong communication and presentation skills, with the ability to collaborate across departments and with leadership.
• Ability to thrive in a high-growth, fast-paced, multi-brand environment.

Education Background and Experience

• Bachelor's degree in Marketing, Business, Communications, or related field required; MBA preferred.
• 7–10 years of progressive digital marketing experience, including at least 3 years in a director-level leadership role.
• Proven success driving measurable growth through digital campaigns and analytics.
• Experience in automotive, luxury, lifestyle, or multi-brand environments strongly preferred.

Physical Demands (To include but not limited to)

• Prolonged periods of sitting at a desk or workstation.
• Frequent use of hands for typing and computer work.
• Regular communication with vendors, agencies, and internal teams via in-person, phone, or video.
• Occasional travel for events, meetings, or vendor/agency visits.

Benefits Include

• Compensation: Pay is based on experience and qualifications
• Health & Wellness: Health/Dental/Vision/Life/Disability/Aflac available after 60 days
• Retirement: 401(k) with company match after 6 months at next enrollment period
• Paid Time Off: Paid time off and paid holidays
• Additional Perks: Company sponsored events, tool program, merchandise discounts, friendly team environment

Job duties, salary, and benefits are subject to change throughout duration of employment with Velocity.

Velocity is an Equal Opportunity Employer. Velocity does not discriminate on the basis of race, religion, color, sex, gender identity, sexual orientation, age, non-disqualifying physical or mental disability, national origin, veteran status or any other basis covered by appropriate law. All employment is decided on the basis of qualifications, merit, and business need.