Vice President DM in

The Vice President, Direct Marketing is responsible for driving profitable customer acquisition, retention, and lifetime value for the company, through best-in-class direct marketing programs. This leader will shape the end-to-end customer experience across digital and traditional channels, leveraging data and performance insights to grow the brand and expand household penetration in a highly competitive category.

Key Responsibilities

Customer Growth & Lifecycle Marketing

  • Develop and execute comprehensive direct marketing strategies to drive customer acquisition, onboarding, loyalty, and repeat purchase.

  • Build lifecycle journeys and CRM programs that increase usage and upgrade rate (e.g., LED, smart bulbs).

  • Drive segmentation, personalization, and offer optimization to maximize ROI and conversion.

Omnichannel Direct Marketing Execution

  • Lead direct response programs across email, SMS, digital media, paid search, social, DTC ecommerce, and retail partner CRM.

  • Expand subscription and replenishment programs for recurring bulb purchases.

  • Partner with product and ecommerce teams to optimize DTC storefront performance and merchandising.

Data-Driven Growth

  • Enhance customer analytics, marketing attribution, and campaign measurement frameworks.

  • Build test-and-learn roadmaps to refine messaging, targeting, and promotions.

  • Work closely with Insights team to translate consumer behaviors into actionable direct marketing plans.

Leadership & Collaboration

  • Lead a high-performing marketing team and manage agency/technology partners.

  • Collaborate cross-functionally with Product, Sales, Retail Marketing, and Operations to ensure cohesive customer experience.

  • Champion compliance with privacy and data governance regulations.

Budget & Financial Accountability

  • Own direct marketing budget, forecasting, and performance targets.

  • Manage channel economics including CAC, LTV, margin, and promotional spend effectiveness.

Qualifications

  • 10+ years in direct marketing, CRM, and/or performance marketing roles, ideally in consumer durables or household goods.

  • Proven success in data-driven marketing programs with measurable growth outcomes.

  • Expertise with CRM platforms, customer databases, marketing automation, and performance analytics tools.

  • Experience driving ecommerce and subscription-based revenue models highly preferred.

  • Strong leadership, collaboration, and vendor management skills.