ILIA is seeking a highly strategic, data-driven Director of Paid to lead and scale our customer acquisition and performance marketing efforts across digital and retail channels. This role will take full ownership of our multi-channel full-funnel paid media strategy, including DTC, retail marketing, emerging platforms (e.g., TikTok, YouTube), international markets, and affiliate partnerships.
You will own large-scale budget management and campaign execution, partnering with cross-functional teams to ensure performance marketing aligns with brand, business, and revenue goals. This is a leadership position with a seat at the table for setting strategic direction and driving innovation at scale.
This role reports into the VP of Digital & eCommerce.
Responsibilities
Growth Strategy & Execution
Define and lead the global growth marketing strategy to drive net new customer acquisition, revenue growth, and long-term brand equity.
Own media planning and execution across paid social, paid search, CTV, affiliate, influencer paid campaigns, and retail marketing efforts (Sephora, Ulta, Amazon).
Oversee international paid media expansion, with tailored strategies for EMEA and other high-priority regions.
Develop campaign strategies and frameworks across evergreen and promotional periods, in alignment with DTC and retail calendars.
Own the planning, prioritization, and execution of landing page tests across key paid traffic sources.
Lead the full funnel global creative advertising strategy and roadmap, including concept ideation, iteration cycles, and performance analysis.
Affiliate & Partnership Marketing
Scale ILIA’s affiliate program to be a top-performing acquisition channel.
Identify, onboard, and manage top-performing affiliate partners and networks.
Integrate affiliate insights into broader omnichannel strategies, including retail partnership activations.
Channel Innovation & Emerging Platforms
Test and scale new customer acquisition platforms (e.g., TikTok Shop, Reddit, Pinterest, YouTube Shorts).
Explore opportunities in influencer amplification, podcast advertising, and brand partnerships to diversify the paid mix.
Lead incrementality and attribution testing to inform long-term investment strategies.
Budgeting & Performance Optimization
Manage a multi-million-dollar growth marketing budget, ensuring optimal return on investment (ROAS, CAC, AOV, LTV).
Lead media mix modeling and scenario planning for growth targets.
Partner closely with analytics and finance teams to deliver accurate forecasts and performance reporting.
Team Leadership & Collaboration
Grow, mentor, and inspire a high-performing team and agency partners.
Drive collaboration across brand, creative, digital product, social, and retail marketing to ensure consistent messaging and seamless execution across channels.
Partner with the Director of eCommerce to align marketing efforts with customer journey optimization and on-site performance.
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Questions:
- Full name
- Email address
- Resume/CV
- Cover letter
- Phone
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This role is hybrid and will report into one of three offices (Century City, Laguna Beach, or NYC) 1x week. Remote candidates may be considered.
- Where are you located? If you are not located in Southern California or New York, are you open to relocation?
- Do you have hands-on experience managing performance marketing for a DTC and/or retail brand?
- Have you directly managed a team (employees or agencies) for 3+ years?
- Have you owned and managed a paid media budget of $1M+ annually?
- Which of the following platforms have you directly managed?
- Meta (Facebook/Instagram)
- Google Ads (Search/YouTube)
- TikTok Ads
- Affiliate / Partner Marketing
- Retail Media (Amazon, Sephora, etc.)
- None of the above
- Have you launched or managed campaigns in international markets?