Job Description

Nature & Scope ? Your Role at Roots
We are seeking an experienced and strategic Director, Paid Media and Customer Acquisition to lead the planning, execution, and optimization of 360 media campaigns across all paid channels and affiliate marketing. This role is critical in driving customer acquisition, revenue growth, and brand visibility for our DTC business. You will work cross-functionally with brand marketing, social, creative, PR teams and external agencies to deliver integrated campaigns that are both performance-driven and brand-enhancing.
Key Responsibilities ? How You'll Make an Impact

• Lead end-to-end strategy and execution for all paid media campaigns (including search, social, display, programmatic, OOH, video, affiliate and emerging/traditional channels).
• Own customer acquisition and revenue goals as per business objectives, managing budgets and performance metrics to drive scalable growth.
• Collaborate closely with Brand Marketing, Creative, Social, and PR to ensure media campaigns align with broader brand and business objectives. Work closely with agencies to guarantee plans meet the defined objectives.
• Manage affiliate marketing strategy and partners to drive incremental growth and optimize ROI, while building new brand and publisher partnerships to deliver both immediate and long-term revenue.
• Leverage and analyze digital marketing KPIs (ROAS, CPA, CPM, CTR, etc.), and report results to the leadership and other stakeholders, expanding visibility of paid media to the business while also managing productivity of spend.
• Develop and implement full-funnel media strategies that balance upper-funnel awareness with lower-funnel conversion and retention.
• Analyze and report on campaign performance, providing insights and recommendations to inform ongoing strategy and testing roadmap. Integrate data-driven optimizations throughout the campaign flight to drive stronger results.
• Partner with analytics teams to align on KPIs, forecasting, and attribution methodologies.
• Stay ahead of industry trends, platform changes, and competitive activity to continuously innovate and optimize media investments.
• Manage external media and affiliate agencies and/or internal team members to ensure excellence in execution and performance delivery.
• Proven people management experience with responsibility for strategic direction, daily guidance, and professional development to foster high performance and collaboration.

Qualifications & Experience ? The Skills You Bring

• 8-10+ years of experience in digital/performance marketing, including leadership roles managing paid media across a variety of platforms.
• Proven track record of driving customer acquisition and revenue growth in a DTC or eCommerce environment.
• Experience managing 360 media campaigns including upper-funnel and lower-funnel tactics.
• Digital-first strategic thinker with experience executing content creation, story-telling, digital media and social media best practices
• Experience managing agency relationships is considered a significant asset
• Passion for fashion, retail and the outdoors along with a background in leveraging advertising and digital content for cutting-edge consumer product brands to break through clutter and get noticed.
• Strong understanding of targeting and media consumption habits along with target audiences/consumer profiling and devising digital campaigns that engage, inform and drive the business
• Understands and relishes the opportunity to work with a cross functional team
• Strong project management skills with the ability to lead and direct outside resources
• Exceptional time management, organizational, and networking skills
• An individual who is an energizer, a high-level communicator and an excellent team player
• Excellent communication skills. Fluency in English is a must

Skills Required