Director, Customer Acquisition

Job Description

Job Description

Overview

The Director, Customer Acquisition is a senior leader responsible for defining and executing Fleet Feet’s paid media strategy across the full customer funnel, with accountability for customer acquisition and demand generation. This role leads the digital advertising function with end-to-end ownership of strategy, execution, optimization, and measurement across e-commerce, vendor co-op, local, test-and-learn, and advanced analytics programs.

Reporting to the Senior Director of Performance Marketing & Partnerships, this leader works cross-functionally across internal teams, external agencies, and vendor partners to translate business objectives into scalable, high-performing media strategies. The role balances near-term performance with long-term brand and awareness building, ensuring that upper-funnel investment drives measurable downstream impact on consideration, conversion, and customer quality.

This is a strategic and hands-on role for a paid media professional who thrives in complex environments and is passionate about building modern, full-funnel advertising programs that drive awareness, acquire high-quality new customers, and connect media investment directly to business growth.

This position is hybrid , with the expectation of being in the office 3 days per week.

Responsibilities

• Serve as the senior subject matter expert for digital advertising, advising internal teams and vendor partners on best-in-class strategies, platforms, and measurement approaches

• Own and evolve Fleet Feet’s full-funnel paid media strategy across search, social, programmatic, display, connected TV (CTV) and online video (OLV) with accountability for acquiring new, high-propensity customers and driving incremental demand

• Plan, pitch, execute, and optimize multi-channel paid media campaigns supporting e-commerce growth, vendor co-op programs, local marketing initiatives, and test-and-learn pilots

• Lead geo-targeted media strategies that support national brand building while driving local relevance, store traffic and e-commerce conversion

• Develop and scale awareness-driving media programs that increase brand visibility, familiarity, and consideration with a clear path to conversion

• Partner with analytics and CRM teams to connect upper-funnel media exposure to downstream outcomes such as site engagement, conversion and customer lifetime value

• Ensure paid media strategies balance reach, frequency, efficiency and quality of acquisition, ensuring acquisition efforts drive long-term value

• Execute campaigns supporting e-commerce growth, vendor co-op initiatives, local marketing priorities, and test-and-learn pilots.

• Partner closely with creative, content, merchandising, and vendor teams to ensure cohesive messaging and seamless execution across the customer journey

• Act as the primary day-to-day point of contact for agencies and key media partners, ensuring clear communication, accountability and strong performance

• Leverage analytics platforms (Google Analytics, BI tools, platform reporting) to monitor performance, uncover insights and drive ongoing optimization

• Advance Fleet Feet’s media effectiveness and incrementality measurement capabilities, including testing frameworks, attribution approaches and advanced analytics

• Manage all digital advertising budgets with a disciplined focus on ROI, efficiency and scalable growth

• Build and maintain a forward-looking roadmap for advertising operations, tools, and processes to enable speed, agility and innovation

• Develop and own tools, workflows, and documentation that improve campaign execution, reporting accuracy and cross-team collaboration

• Lead, coach, and develop members of the digital advertising team, with a strong emphasis on skill growth, strategic thinking, and executional excellence

• Stay current on digital advertising trends, platform updates, privacy changes, and evolving retail media dynamics, with opportunities for continuous learning and professional development

• Proactively identify new opportunities, partners, and solutions that can strengthen Fleet Feet’s paid media capabilities and competitive advantage

Qualifications

• Bachelor’s degree or equivalent practical experience

• 10+ years of progressive experience in digital advertising, performance marketing, or paid media, demonstrating significant leadership growth, strategic impact, and the ability to drive transformative marketing solutions

• Proven experience leading full-funnel paid media strategies for an ecommerce and/or omnichannel retail brand

• Deep expertise across Search, Paid Social, Programmatic, Display and Video advertising ecosystems, including measurement and optimization methodologies

• Familiarity with CTV and OLV executed on a geotargeted basis

• Strong analytical skills with the ability to interpret complex data and translate insights into clear recommendations and actions

• Advanced proficiency with cutting-edge digital marketing tools including Google Ads, Meta Ads, Google Analytics, Excel, and enterprise BI platforms like Looker Studio, Tableau, or Power BI

• Demonstrated success managing agency relationships and complex cross-functional stakeholder groups

• Excellent communication, presentation, and organizational skills with a high attention to detail

• Advertising agency experience or equivalent professional experience strongly valued

• Franchisor, multi-location, and/or retail experience preferred