Head/VP of Digital Marketing and Media

Overview

We’re thrilled to be looking for a Head/VP of Digital Marketing and Media to join our team in Brooklyn, NY. Reporting to our Chief Marketing Officer, you will oversee the Growth, Retention, and Affiliate/Influencer teams and will be responsible for elevating Brooklinen’s full-funnel marketing strategy.

This role is based in Brooklyn, NY, and we have a 2 days in/3 days remote schedule.

What you’ll do

• Based on experience, lead Brooklinen’s full-funnel marketing strategy to drive significant growth in top and bottom-line performance through expansion into new marketing channels and improvement of existing marketing efforts
• Align overall budgets and KPIS with the Finance team and business goals. Use those KPIS to inform marketing strategies
• Lead and grow the Acquisition and Retention teams, and provide structure, process, and standards for these teams to ensure success
• Own the spend strategy across all channels; strategically allocate spend and lead a team of channel managers
• Develop Acquisition strategy to reach and acquire new customers across the funnel, specifically focusing on new mid to upper funnel media channels
• Evaluate and optimize existing marketing and performance channels
• Provide strategic direction for Retention program,  including CRM channel performance,  loyalty programs, testing, and expansion
• Partner  with Brooklinen’s leadership and Finance teams to forecast and set KPIs around traffic, conversion, new and repeat customers and propose marketing budgets accordingly 
• Work closely with brand teams to ensure all organic channels are being used to optimize ROI
• Partner cross-functionally with Digital Product, Creative, Merchandising, Operations, and Finance to inform marketing strategy
• Lead measurement strategy to guide marketing investment. Must have experience with MMM, Incrementality testing, and attribution models
• Develop reporting and insights to be shared at the Board and Executive team level
• Own the headcount planning for the Marketing team to identify any gaps and opportunities to fill them
• Analyze and report on the performance of all marketing efforts to senior leadership

We're looking for someone who brings

• 14+ years of marketing experience with deep expertise in performance marketing and experience in customer retention, as well as building out full funnel media strategies
• Expertise leading in-house performance marketing at a DTC brand, with a focus on both profitability and growth
• Proven track record of owning large marketing budgets with experience optimizing the marketing mix for efficiency 
• Track record developing a comprehensive strategy and plan that drives customer acquisition, activation, retention, and reactivation across the top, middle and bottom of the funnel
• Expert knowledge in digital media planning, buying and optimization, SEO/SEM strategies, retargeting, paid social, etc
• Must have strong and rigorous experience with reporting - both in Excel as well as with a BI tool (Looker, Tableau etc)
• Highly analytical and data driven with deep understanding of DTC KPIS  (LTV, CPA, ROAS, LTV/CAC, % organic, churn, attribution model) as well as the latest in measurement tools
• A highly effective collaborator who can drive initiatives effectively across cross-functional teams
• Can attract, develop, support, reward and retain highly skilled and high-performing teams
• Demonstrates professional maturity, as well as in-depth industry knowledge
• Possesses a blend of analytical rigor and creative proficiency; strong mix of right and left-brain
• Experience articulating insights, strategies and presenting to senior management and Boards
• An action-oriented self-starter who can set strategy and drive execution with a “roll up the sleeves” approach that rallies others to take initiative
• Understands the value and importance  of brand
• Ideally, has a passion for the home industry

Compensation & Benefits

At Brooklinen, our goal is to offer a competitive total compensation package which we determine based on specific market data taking into account our company size, stage, industry, and location. The salary range for this role is between $220K-$275K and a 30% bonus. 

Beyond base salary, we contribute significantly to offset the cost of health benefits, provide a financial stipend through Carrot Fertility to help with the costs associated with the fertility journey, offer a 401K with a 4% Safe Harbour match, have commuter benefits, and also provide a yearly product allowance. 

We have 14 weeks of 100% paid parental leave for all new parents, year-long Summer Fridays