Director, Paid

ILIA is seeking a highly strategic, data-driven Director of Paid to lead and scale our customer acquisition and performance marketing efforts across digital and retail channels. This role will take full ownership of our multi-channel full-funnel paid media strategy, including DTC, retail marketing, emerging platforms (e.g., TikTok, YouTube), international markets, and affiliate partnerships.

You will own large-scale budget management and campaign execution, partnering with cross-functional teams to ensure performance marketing aligns with brand, business, and revenue goals. This is a leadership position with a seat at the table for setting strategic direction and driving innovation at scale.

This role reports into the VP of Digital & eCommerce.

Responsibilities

Growth Strategy & Execution

• Define and lead the global growth marketing strategy to drive net new customer acquisition, revenue growth, and long-term brand equity.
  

• Own media planning and execution across paid social, paid search, CTV, affiliate, influencer paid campaigns, and retail marketing efforts (Sephora, Ulta, Amazon).
  

• Oversee international paid media expansion, with tailored strategies for EMEA and other high-priority regions.
  

• Develop campaign strategies and frameworks across evergreen and promotional periods, in alignment with DTC and retail calendars.
  

• Own the planning, prioritization, and execution of landing page tests across key paid traffic sources.
  

• Lead the full funnel global creative advertising strategy and roadmap, including concept ideation, iteration cycles, and performance analysis.

Affiliate & Partnership Marketing

• Scale ILIA’s affiliate program to be a top-performing acquisition channel.
  

• Identify, onboard, and manage top-performing affiliate partners and networks.
  

• Integrate affiliate insights into broader omnichannel strategies, including retail partnership activations.
  

Channel Innovation & Emerging Platforms

• Test and scale new customer acquisition platforms (e.g., TikTok Shop, Reddit, Pinterest, YouTube Shorts).
  

• Explore opportunities in influencer amplification, podcast advertising, and brand partnerships to diversify the paid mix.
  

• Lead incrementality and attribution testing to inform long-term investment strategies.
  

Budgeting & Performance Optimization

• Manage a multi-million-dollar growth marketing budget, ensuring optimal return on investment (ROAS, CAC, AOV, LTV).
  

• Lead media mix modeling and scenario planning for growth targets.
  

• Partner closely with analytics and finance teams to deliver accurate forecasts and performance reporting.
  

Team Leadership & Collaboration

• Grow, mentor, and inspire a high-performing team and agency partners.
  

• Drive collaboration across brand, creative, digital product, social, and retail marketing to ensure consistent messaging and seamless execution across channels.
  

• Partner with the Director of eCommerce to align marketing efforts with customer journey optimization and on-site performance.