Director of Digital Marketing

About the Company

Pehr is an internationally recognized Children's Lifestyle Brand. Our Team is based in Toronto and leads all design, development, and marketing of the brand. Meticulous attention to detail, brand consistency and clarity are intricately woven throughout our daily actions. Pehr products are carefully and ethically manufactured in India. The brand is currently sold at retailers worldwide and at Pehr.com.

About the Role

We’re hiring a strategic, hands-on Director of Digital Marketing to lead our digital growth strategy and manage a small team overseeing Acquisition, Retention, and Site Content & CRO. You’ll drive profitable new customer acquisition, maximize lifetime value (LTV), optimize the site experience for conversion, and deliver aggressive revenue targets—all while fostering a cohesive, on-brand full-funnel approach for Pehr.com.

What You’ll Do

Overall Digital Strategy & Leadership

Define and own the integrated digital marketing roadmap, aligning Acquisition, Retention, and Site/CRO efforts to hit revenue, CAC, LTV, and ROAS goals.
Manage channel mix, budget allocation across paid, owned, and earned channels, and set KPI targets for efficient, profitable growth.
Lead a small team, fostering ownership, development, and high performance.

Acquisition Oversight

Guide strategy and execution across Paid Search, Paid Social, Affiliates, Display, and CTV to scale profitable traffic.
Develop audience strategies leveraging 1st-party data, lookalikes, and behavioral targeting.
Ensure end-to-end campaign optimization, testing, and partnership with Creative for high-converting assets.

Retention Oversight

Oversee strategy and execution across Email, SMS, Direct Mail, and customer lifecycle programs to drive engagement, loyalty, and repeat purchases.
Direct hyper-personalized segmentation, onboarding, win-back, and loyalty journeys.
Optimize campaigns for maximum open rates, clicks, conversions, and LTV impact.

Site Content & CRO Oversight

Own editorial and promotional calendar, site merchandising, homepage/landing page development, and SEO strategy.
Lead conversion rate optimization (CRO) initiatives, including A/B testing, user experience improvements, and analytics-driven enhancements.
Ensure seamless, on-brand site experience that supports full-funnel performance.

Analytics & Optimization

Establish cross-channel KPIs, build comprehensive dashboards, and drive daily/weekly performance analysis.
Translate insights into strategic adjustments, forecasting, attribution modeling, and incrementality testing.
Partner with Analytics to develop predictive models and advanced customer insights.

Cross-Functional Collaboration

Align with Product, Creative, Merchandising, and broader Marketing teams for cohesive launches, messaging, and experiences.
Champion a consistent full-funnel customer journey from acquisition through retention.

Technology & Tools

Oversee management of ad platforms, ESP/SMS tools, Martech stack, attribution systems, and site analytics.
Stay ahead of platform updates, privacy regulations, emerging channels, and industry trends.

Team Management

Lead, mentor, and develop a small team of direct reports and agency partners, building morale, accountability, and talent.

You Bring

10+ years in digital marketing/eCommerce; proven leadership experience required.
Deep expertise across Paid channels (Google Ads, Meta, TikTok, Pinterest, CTV), Retention (Klaviyo strongly preferred), and CRO/SEO tools.
Track record of scaling profitable growth in a direct-to-consumer brand while hitting aggressive CAC, ROAS, and LTV targets.
Strong GA4 proficiency and advanced analytics skills.
Advanced Excel (VLOOKUP, Pivot Tables, Index/Match)
A balance of Analytical + Creative + Strategic thinking.
Hands-on leader, setting expectations and driving results.
Detail-obsessed, results-driven, and adept at prioritizing in a fast-paced environment.
Self-starter who excels in cross-functional, ambiguous settings.
Exceptional communicator, verbally and in writing.

Successful Director-Level Candidates will Exhibit

Ability to Deal with Ambiguity: Thrives in flux, problem-solves creatively and independently to achieve business goals.
Drive for Results: Consistently meets or exceeds aggressive revenue and growth targets.
Strategic Agility: Anticipates the future, builds bold, data-backed plans.
Customer Focus: Obsessed with understanding customer needs and delivering delightful experiences.
Creativity: Generates innovative ideas and connects insights across channels.
Building Effective Teams: Inspires ownership, develops talent, and fosters collaboration.