Director of DTC Marketing

Pendleton has been part of the fabric of the American West since 1863. Built on a legacy of craft, quality, and authenticity, our products are known for their timeless design and enduring stories. As we continue to evolve, we're seeking a Director of DTC Marketing to lead and scale our direct-to-consumer marketing across digital and retail channels, shaping how we connect with customers and drive growth across the business while honoring the integrity of the Pendleton brand.

The Director of DTC Marketing will own the strategy, execution, and optimization of all paid digital channels nationally and at the local level, with the dual mandate of driving measurable growth and doing so in a way that reflects and reinforces our brand's values and long-term reputation.

This role requires both a data-driven growth mindset and the judgment to understand that not every impression is worth buying and not every conversion tactic fits the legacy of the brand.

What You'll Do

Strategy & Channel Leadership

• Drive the full-funnel paid digital strategy across search, paid social, display, programmatic, affiliate, and emerging channels.
• Develop annual and quarterly channel plans tied to revenue, new customer acquisition, and retention goals.

Performance & Analytics

• Own budget allocation, pacing, marketing spend effectiveness, and attribution across all paid channels.
• Build and maintain reporting infrastructure that gives leadership clear visibility into CAC, LTV, ROAS, blended MER, and channel contribution.
• Lead incrementality testing and media mix modeling to ensure spend decisions are grounded in real performance signals, not platform-reported attribution.

Brand-Consistent Execution

• Partner closely with Creative, Brand, and Merchandising teams to define seasonal and weekly campaign strategies, briefing internal and agency teams in the development of creative that reflects our brand voice, visual identity, and merchandising priorities while driving product sell-through.
• Champion the vision of building lasting, long-term consumer connections that create new demand while consistently meeting consumers across channels to capture demand.

Team & Agency Management

• Lead and coach a lean internal retail marketing team.
• Manage the relationship and day-to-day execution strategy with Pendleton's retail marketing agency of record.
• Ensure processes, handoffs, and expectations are clearly defined and healthy.

Technology & Martech

• Develop deep expertise in the retail marketing technology stack-ad platforms, attribution tools, audience platforms, and feed management-to ensure capabilities are leveraged to their fullest potential.
• Partner with ecommerce and technology teams to ensure the right data infrastructure is in place for accurate tracking and measurement, audience segmentation, and first-party data activation.

Testing & Innovation

• Build a structured testing roadmap across creative, audience, bidding strategy, and landing experience.
• Stay current on platform changes, privacy shifts (cookieless tracking, iOS impacts), and emerging channels relevant to our customers.

Core Expectations

• Full-funnel DTC and paid media strategy is clearly defined, consistently executed, and aligned to revenue, acquisition, and retention goals across all digital channels.
• Marketing investment decisions are optimized to deliver efficient growth through disciplined budget management.
• Integrated go-to-market campaigns are consistently delivered in strong partnership with Creative, Brand, Merchandising, ECommerce, and agency teams, ensuring on-brand and high-performing execution.
• Internal team and external agency partners are effectively led, with clear accountability, strong operational discipline, and scalable marketing capabilities.

What You Bring

• 8+ years in digital performance marketing, with at least 3 years in a leadership role.
• Direct experience managing sizable media budgets ($2M+) across paid search and paid social.
• Deep expertise in Meta Ads Manager, Google Ads, and major DSPs.
• Exceptional communicator with the ability to translate complex performance data into clear, actionable narratives for stakeholders and senior leadership.
• Analytically rigorous and decisive operator, with strong judgment in ambiguous environments and the ability to interpret data, evaluate trade-offs, and make confident investment decisions.
• Growth mindset with enthusiasm for continuous learning and process improvement.
• Proven team builder and people leader, with experience building, scaling, and developing high-performing in-house teams, grounded in clear expectations, accountability, and talent growth.
• Bachelor's degree in Marketing, Business Administration, Communications, or a related field.