Director of Growth (Digital Performance Media)

Overview:

We are looking for a data-driven and entrepreneurial Director of Growth (Digital Performance Media) to own the strategy, execution, and optimization of all paid acquisition channels.

This individual will be responsible for deploying significant advertising budgets to drive scalable customer acquisition with an unyielding focus on maximizing quantifiable business outcomes, including Return on Ad Spend (ROAS), Customer Acquisition Cost (CAC), and Customer Lifetime Value (LTV). You will lead a high-performing team and partner cross-functionally to optimize the entire conversion funnel, from first impression to repeat purchase.

Responsibilities: Strategy & Leadership

• Develop and lead the comprehensive performance marketing strategy across all paid digital channels to dramatically scale customer acquisition spending.
• Build, mentor, and lead a high-performing performance media team and manage external agency partners.
• Own and manage the multimillion-dollar media budget, ensuring efficient allocation of resources and disciplined financial planning to meet ambitious LTV and ROAS targets.
• Stay abreast of industry trends, platform changes (e.g., changes in privacy laws, platform algorithms), and emerging technologies to drive innovation and maintain a competitive edge.

Performance Media Management

• Oversee the strategy, planning, execution, and continuous optimization of all paid media channels, including:
• • Paid Social (Meta/Facebook/Instagram/TikTok)
    • Paid Search (Google Ads, Shopping, YouTube)
    • Programmatic Display and Video
    • And more: Media Partnerships, paid Influencer strategies.
• Develop a rigorous, continuous testing framework for ad copy, creative assets, audience targeting, and offer architecture to maximize conversion rates and campaign performance.
• Collaborate closely with the Creative and Brand teams to ensure all ad creatives and messaging are aligned with brand guidelines while being optimized for performance and conversion.

DTC Analytics & Optimization

• Define, manage, and optimize the end-to-end performance marketing funnel, focusing on key DTC metrics: CAC, ROAS, LTV, Conversion Rate (CVR), and Average Order Value (AOV).
• Own the technical infrastructure for tracking, including pixel/tag management, feed management, and ensuring accurate data flow for robust campaign measurement and optimization.
• Lead the strategy for Attribution and Media Mix Modeling (MMM), providing a clear, data-backed view of true channel performance and incrementality.
• Partner with the Web/e-commerce team to drive Conversion Rate Optimization (CRO) initiatives across landing pages, product pages, and checkout flows to improve the efficiency of media spend.

Reporting & Finance

• Establish clear KPIs and reporting frameworks across all performance channels, providing real-time visibility into results.
• Provide regular, actionable performance reports and strategic insights to executive leadership on business impact, ROI, and future opportunities for scale.
• Contribute to financial forecasting (P&L) and strategic planning to ensure marketing investments are directly tied to business growth and profitability goals.

Qualifications:

• 8+ years of digital performance marketing or growth experience, with a proven track record of scaling and managing significant digital advertising spend ($10MM+ annual budget minimum).
• 5+ years in a leadership role managing both internal teams and external agencies.
• Advanced proficiency in key digital platforms (Google Ads, Meta Ads Manager, DSPs, etc.).
• Exceptional analytical skills, with a mastery of core performance media metrics (CAC, ROAS, LTV, AOV, CVR) and experience with attribution models.
• Strong verbal and written communication skills with the ability to translate complex data into clear, strategic business recommendations for executive leadership.
• Client side and agency “hands on keys” side experience is a MUST

Equal Opportunity Policy

The Vitamin Shoppe is an equal opportunity employer. We respect diversity and accordingly are an equal opportunity employer that does not discriminate on the basis of race, color, creed, religion, national origin, ancestry, citizenship status, age, sex, gender, gender identity or expression (including transgender status), sexual orientation, marital status, veteran status, physical or mental disability, genetic information, or any other characteristic protected by applicable federal, state, or local laws. Our management is dedicated to ensuring the fulfillment of this policy with respect to hiring, placement, promotion, transfer, demotion, layoff, separation, recruitment, pay and other forms of compensation, access to facilities and programs, training and general treatment during employment.

We firmly believe that every Health Enthusiast has the right to be treated with dignity and respect. Our goal is to maintain a satisfied and productive team of Health Enthusiasts. The keys to reaching that goal are effective leadership, equal application of fair human resources policies, competitive wages and benefits, and close attention to all health enthusiast matters. The Vitamin Shoppe is committed to the principle of fair and impartial treatment of our Health Enthusiasts.

Health Enthusiasts with questions or concerns about equal employment opportunities in the workplace are encouraged to bring these issues to the attention of their Human Resources representative. We will not allow any form of retaliation against Health Enthusiasts who raise issues of perceived discrimination in good faith. To ensure our workplace is free of artificial barriers, violation of this policy may result in disciplinary action, up to and including discharge.