Director of Digital Marketing - Consumer Goods

The Director of Digital Marketing is responsible for shaping and optimizing the company’s end-to-end digital consumer journey across global markets and product categories. This role provides enterprise leadership over performance marketing, digital platforms, and conversion pathways—leveraging data, technology, and AI to drive demand, engagement, conversion, and long-term customer value. The Director sets scalable digital strategy and standards, partners cross-functionally, and ensures measurable impact on growth, brand strength, and customer experience. What you should expect:- Digital Consumer Journey Ownership: Build and continuously optimize the digital path-to-purchase across awareness, consideration, conversion, and retention. Map consumer journey touchpoints across web, search, social paid, dealer platforms, and eCommerce to ensure frictionless user experiences. Partner with Brand, Product, Sales, Customer Service and external agencies to ensure campaigns and content support consumer journey goals. Establish standards for digital experience consistency across Company-owned brands, regions, and platforms. Paid Media Leadership: Manage paid media channels (search, social paid, programmatic, video, retail media, retargeting). Develop and co-manage global and regional media strategies, budgets, audience targeting, and ROI optimization. Implement test-and-learn frameworks to improve efficiency, lower acquisition cost, and strengthen conversion. Website, SEO/SEM & Conversion Optimization: Lead strategy for global websites, landing pages, and digital tools to maximize engagement and performance. Oversee SEO and SEM programs to grow share of voice and capture category-level demand. Maximize website user experience through UX enhancements, analytics insights, and structured experimentation. Partner with IT, eCommerce, and Product teams to guide website platform enhancements, performance optimization, accessibility, and scalability. Dealer & Channel Digital Enablement: Strengthen dealer and distributor performance by providing digital assets, product data syndication, and co-op media frameworks. Ensure digital consumer journey consistency between brand-owned and partner-owned channels. CRM, Data & Marketing Automation: Expand CRM, email, and automation programs to nurture consumer relationships post-purchase and increase lifetime value. Build audience segments and personalization strategies for stronger engagement and repeat purchase behavior. Define lifecycle marketing and CRM strategy aligned to customer value, retention, and cross-sell opportunities across product categories. Adapt to Emerging Digital Trends & Technologies: Monitor and evaluate emerging digital platforms, technologies, and consumer behaviors to identify opportunities that improve the digital consumer journey and performance outcomes. Pilot, scale, and champion AI-driven capabilities, ensuring teams are trained and empowered to leverage AI to improve digital consumer journeys and business outcomes. Translate trends into practical, ROI-driven use cases, ensuring innovation is tested, measured, and aligned to business priorities. Partner with Brand, IT, eCommerce, and external partners to integrate new tools and platforms into existing digital ecosystems. Act as a digital thought leader within the organization, advising senior leaders on evolving digital capabilities and implications for the company’s growth strategy. Analytics, Reporting & Performance Management: Create a digital measurement framework that tracks journey performance, paid media ROI, web conversion, and downstream sales impact. Drive insights into actionable recommendations for global business units. Ensure compliance with digital privacy regulations (GDPR, CCPA, CASL). Cross-Functional & Global Collaboration: Work closely with Brand (creative), Product Marketing, eCommerce, and Sales to align campaigns and measurement. Coordinate digital performance and journey optimization across North America, Europe, and international markets. People Leadership & Team Development: Foster a highly engaged, high performing, inclusive, and values-driven team culture aligned to company values. Lead with integrity and transparency, modeling ethical decision-making and open communication. Drive engagement through regular coaching, meaningful feedback, recognition and development opportunities. Create an environment of trust and respect where diverse perspectives are encouraged, and teams are empowered to take ownership and deliver results. Key Competencies: - Digital & Performance Strategy: Ability to design and optimize full-funnel digital consumer journeys that drive measurable business outcomes. Data-Driven Decision Making: Strong analytical capability to translate data, insights, and testing into performance improvements and ROI. Paid Media & Conversion Expertise: Deep expertise in paid media, SEO/SEM, CRO, and digital platforms across global and multi-channel environments. Innovation & AI Enablement: Forward-thinking mindset with the ability to evaluate, pilot, and scale emerging technologies, including AI, in practical, value-driven ways. Enterprise & Cross-Functional Leadership: Ability to influence and align senior stakeholders across Brand, Product, Sales, IT, and eCommerce globally. People Leadership & Culture: Proven ability to build high-performing, engaged teams while modeling the company’s values. Operational Excellence & Governance: Strong focus on standards, compliance, measurement frameworks, and scalable digital operations. Education and Experience:- Minimum Education: Bachelor's degree in Marketing, Business, Digital, or related field; MBA is an asset. Minimum Years of Experience: 10+ years of digital marketing management experience, with leadership roles in paid media, performance marketing, and digital platforms. Certifications Required: Google certified Specialized Skills: Demonstrated success building digital consumer journeys and optimizing full-funnel performance. Strong expertise in paid media management, SEO/SEM, conversion optimization, and analytics. Experience working with eCommerce, dealer/distributor channels, and multi-region execution. Highly analytical, data-driven, and fluent in modern MarTech tools and digital measurement platforms. Proven people leadership experience, including managing teams, agencies, and senior stakeholders. Application Instructions: To apply, please send a resume to Shannon Terpstra at terpstra@summitsearchgroup.com. Summit Search Group is a fair and equitable search firm. We welcome and encourage applications from people with disabilities. Accommodations are available on request for candidates taking part in all aspects of the recruitment and selection process. Show more Show less - Seniority level Director Employment type Full-time Job function Marketing Industries Consumer Services Referrals increase your chances of interviewing at Summit Search Group by 2x See who you know