Sr. Director, Digital Marketing

Job Summary

The Sr. Director, Digital Marketing owns the strategy, operating model, and performance of KEEN's digital marketing function across owned, marketplace, and emerging commerce channels in North America. This leader understands that brand elevation and commercial outcomes are not competing priorities, but growth imperatives, and has the vision, subject matter expertise, and organizational leadership to drive impact. Reporting to the VP of eCommerce, and in partnership with other channel leaders, this role oversees performance marketing, search and discovery, loyalty and CRM, mobilizing internal and external partners to compete and win in an increasingly complex digital landscape. Blending long-range vision with commercial urgency, this leader establishes the digital marketing center of excellence that sets the standard for how KEEN acquires, engages, and retains consumers at scale.

Essential Functions 

Description

• Establish the vision, multi-year roadmap, and operating model for the Digital Marketing center of excellence, expanding KEEN’s reach in both DTC and in pureplay wholesale channels, elevating brand presence, and driving profitable growth.
• Create the measurement framework for digital marketing, defining success metrics, industry benchmarks, and detailed performance targets across all channels and programs.
• Own the performance marketing program across paid media, marketplace, and affiliate channels, setting the strategy, budget, and investment direction while holding internal teams and external agency partners accountable to revenue and profitability targets.
• Lead KEEN's channel diversification efforts, defining the go-to-market approach for emerging commerce platforms and driving discovery through SEO, AEO, and GEO to ensure the brand is well-positioned across traditional and AI-driven search.
• Architect and execute a holistic consumer group strategy, leading the loyalty program transformation and developing tailored programs for distinct high-value audiences.
• Oversee and accelerate CRM modernization, building the infrastructure and capabilities needed to engage consumers with greater relevance and scale, deepening connection and increasing lifetime value. 
• Serve as a key contributor to financial modeling and demand planning, providing marketing performance insights and KPI growth targets that support the broader commercial plan. 
• Monitor performance across all channels, identifying opportunities, diagnosing gaps, and rapidly rallying teams around strategic actions, informing senior leaders of progress and priorities.
• Evaluate competitive activity, industry trends, and emerging technologies to identify new growth levers and champion innovation across the digital marketing function.
• Partner with global marketing, digital experience, and product teams to develop and execute campaigns and channel activations that are integrated, on-brand, and coordinated across the full consumer journey.
• Develop a high-performing and outcome-oriented team, elevating functional strategies and internal ways of working to consistently achieve near-term performance while advancing long-term objectives.

Please note this job description is not designed to contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties responsibilities and activities may change at any time with or without cause.

Qualifications

• Bachelor's Degree in Business, Marketing, or related field required.
• Master's Degree in Business Administration preferred.
• Minimum ten (10) years of progressive experience in digital marketing required, preferably working with a footwear, apparel manufacturer, or in the outdoor industry.
• Minimum of five (5) years in a leadership role in a DTC environment.

Any equivalent combination of experience and education which clearly indicates the ability to perform the essential functions of the position may substitute on a year for year basis.

Knowledge, Skills, and Abilities

• Proven track record scaling digital marketing programs that drive profitable consumer growth through premium, non-promotional strategies
• Deep expertise across paid media, affiliate, SEO/AEO/GEO, loyalty, CRM, email, and SMS, including hands-on experience building and managing marketing budgets
• Proficient in paid media platforms (Meta Ads, Google Ads, Amazon Ads), marketing technology (Klaviyo, Yotpo, or equivalent), and analytics tools (GA4 or Adobe Analytics, Power BI); Shopify familiarity a plus
• Track record of buildi