Senior Manager, Digital Marketing

Company Overview

Sleep Number is a sleep wellness technology leader. For nearly four decades, we have placed sleep at the center of wellbeing, improving over 15 million lives with our Sleep Number smart beds. We are guided by our purpose – to improve the health and wellbeing of society through higher quality sleep. This is exemplified through our 4,000+ mission-driven team members who passionately innovate to drive value creation through our vertically integrated business model, owning the process from start to finish, including selling in our over 650 stores nationwide.

Our team members are encouraged to bring their whole selves to work, sharing their unique perspectives, backgrounds and skills with Sleep Number every day. Whether you are entering, returning or experienced in the workforce, we have a place for you. We hope you join us in creating the future through higher quality sleep.

Job Summary              

The Senior Manager, Digital Marketing is responsible for leading the strategy, execution, and optimization of Sleep Number’s core digital acquisition channels, including Paid Search, Paid Social, Display/Programmatic, and Affiliates.  This role is responsible and accountable for driving customer acquisition and maximizing ROI while managing an eight-figure digital media budget, and ensuring alignment across media, creative, analytics, and external agency partners.

Primary Responsibilities

Digital channel leadership

• Command Sleep Number’s SEM, Paid Social, Display, Affiliate, and SEO channel marketing strategy, execution, and optimization.
• Lead the strategy in partnership with the digital marketing agency
• Develop an integrated channel roadmap aligned to acquisition goals, sales seasonality, and performance brand media campaigns.
• Partner with creative strategy and product marketing to ensure messaging consistency across platforms.
• Optimize campaigns based on performance data, A/B testing, and customer behavior insights.

Channel management and coordination

• Manage SEM and SEO strategies to improve visibility and drive qualified traffic.
• Oversee paid social media strategy and content calendar to deliver on KPIs.
• Deliver on KPIs including CPL, ROAS, and incremental revenue contribution across paid search, paid social, and affiliates.
• Regularly report out on performance of channels to marketing team.
• Ensure digital channels are aligned with offline media efforts and support full-funnel marketing objectives.

Performance reporting and insights

• Translate complex data into clear, actionable insights for both tactical optimization and high-level strategic pivots.
• Partner with Analytics and Performance Brand teams to assess campaign impact and identify optimization opportunities.
• Ensure rigorous A/B testing across creative, targeting, bidding, and landing pages.
• Monitor competitive landscape and apply best practices from performance leaders.
• Maintain dashboards and reporting tools to provide actionable insights to stakeholders.

Team and agency management

• Leads the strategy and constantly asks questions to identify opportunities for improvement
• Manage day-to-day relationships with digital media agencies, affiliate networks, and key platforms such as Google, Meta, TikTok, etc.
• Hold vendors accountable to clear SLAs, KPIs, and innovation agendas.
• Support quarterly business reviews and performance evaluations with external partners.
• Lead and develop a small, high-performing team responsible for digital marketing.

Budget oversight and efficiency

• Assist in managing digital marketing budgets and pacing across channels.
• Ensure efficient spend and contribute to forecasting efforts in partnership with Finance.
• Support budget allocation decisions based on performance, ROI, and strategic priorities.

Position Requirements

• Bachelor’s degree in Marketing, Communications, Business, or related field or equivalent experience
• 10+ years of experience in digital marketing, preferably in retail or consumer goods.
• Must have experience presenting to leadership and exec team members
• Strong cross-functional team leadership experience
• Proven success in managing multi-channel digital campaigns and e-commerce initiatives.
• Must have experience with managing a budget of $50M+
• Strong knowledge of digital platforms, analytics tools (Adobe), MMM, and CRM systems.
• Hands on experience with platforms like Google Ads, Meta, TikTok, Pinterest, Microsoft Ads, DV360, af