Director, Paid

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.

Qualifications

• 8+ years of progressive experience in growth or performance marketing, with 3+ years in a leadership role overseeing direct reports.
• Demonstrated success managing DTC and omnichannel paid media campaigns for a high-growth consumer brand.
• Experience launching and optimizing marketing efforts in international markets, particularly in EMEA.
• Proven track record scaling affiliate programs with strong ROI and partner relationships.

Skills & Tools:

• Mastery of performance channels including Meta, Google Ads, TikTok, and emerging platforms.
• Strong analytical and attribution modeling skills; expertise in GA4, Shopify, and third-party dashboards.
• Deep understanding of audience segmentation, ad personalization, and creative testing.
• Familiarity with incrementality tools like Haus, Triple Whale, Northbeam, or similar is a plus.

Leadership & Communication:

• Experience building and scaling high-performing teams and managing agency/vendor relationships.
• Strong project management, communication, and cross-functional collaboration skills.
• Ability to think strategically and execute with operational precision in a fast-paced environment.

What we would like to offer...

• $140,000-160,000 annually*

• Bonus Opportunity

• Health Benefits - 100% employer-paid medical, dental & vision coverage

• Flex Time Off - No cap on personal time off and paid company holidays

• Seasonal Flex Days - Flexible scheduling to enjoy extra time under the sun during the Spring & Summer season

• Parental Leave - Up to 18 weeks paid parental leave

• 401(k) - Save for your future with a 401(k) with a company match

• Flexibility & Wellness Stipends - Monthly stipends to support remote work & self-care

• ILIA Products - Quarterly stipend to replenish your favorite products and try new ones

• This is the anticipated salary range for this position. The actual salary offered will carefully consider a few factors including your skills, qualifications, experience, and location.

About ILIA

ILIA makes clean skin-centric beauty. We see skincare and makeup as one and believe that skin should look like skin. With transparency as our guide and color as our vehicle, we challenge the conventions of clean beauty to create something radically new, through safe, groundbreaking formulas that protect + revive the skin. Headquartered in Laguna Beach, California, ILIA brings together a strong group of innovative thinkers, rule-breakers and creative problem solvers. We pave the way forward as the leading clean makeup brand in what is being called the Clean Beauty Revolution. Fast paced growth provides constant learning, collaborative teamwork, and the desire to be the best at what you do. We celebrate taking risks and doing what hasn’t been done before.

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