Director of Digital Marketing & eCommerce

Beck's Shoes in Campbell, CA onsite seeks a Director of Digital Marketing & eCommerce to lead the marketing function, own ecommerce revenue, and build strategy, systems, and performance infrastructure across major digital channels, reporting to the CEO.

Responsibilities

• Develop and own the annual marketing plan, promotional calendar, and channel investment strategy aligned to revenue targets.
• Hold budget accountability for the marketing department and the beckshoes.com revenue line, with regular performance updates to the Chief Marketing Officer.
• Collaborate with Merchandising on promotions to ensure product assortment and marketing are aligned.
• Directly manage Google Ads campaigns: keyword strategy, bid management, budget pacing, and conversion optimization.
• Oversee paid social advertising on Meta platforms (Facebook and Instagram): audience targeting, creative direction, testing, and ROAS optimization.
• Lead email and SMS efforts in Klaviyo: campaign strategy, segmentation, automation flows, and performance reporting.
• Partner with the Specialist on organic social strategy and content cadence across Meta.
• Own the Beck's Shoes digital storefront experience: product content, UX improvements, and conversion rate optimization.
• Track and report ecommerce performance metrics including conversion rate, average order value, cart abandonment, and revenue by channel.
• Lead the SEO and Answer Engine Optimization program in Moz: technical SEO, on-page optimization, and a blog content program to drive organic traffic.
• Oversee blog and editorial content aligned to keyword targets and customer acquisition goals.
• Own review and reputation management across Google, Facebook, Yelp, and other platforms; set the response framework, approve responses, and monitor brand sentiment.
• Brief the Marketing & Creative Specialist on campaigns, set visual standards, and provide clear feedback on creative output.
• Direct the Specialist with clear priorities, development, and performance expectations.
• Represent marketing in cross-functional planning with Merchandising, Communications, Technology, and Industrial Sales.

Requirements

• 5 to 10 years of digital marketing experience with hands-on ownership of multiple channels concurrently.
• Hands-on Google Ads experience; built and ran campaigns yourself; certification is a plus.
• Comfort working inside an ecommerce platform backend (Shopify, BigCommerce, Magento, or similar) with practical tool knowledge.
• Working proficiency with Klaviyo or a comparable email and SMS platform.
• Solid SEO fundamentals; Moz experience a plus; ability to translate keyword strategy into a content plan and execute it.
• Experience running paid META campaigns: audience strategy, creative testing, and budget management.
• Ability to direct and evaluate creative work; provide clear, actionable feedback to the Specialist.
• Comfort with GA4 and the ability to assemble a cross-platform performance story without waiting for others to pull data.
• Some budget management experience; focus on results per dollar spent rather than scale.
• Strong writing skills for briefs, copy, executive reports, and communications to the CEO; clarity and directness.
• Background in specialty retail, multi-location retail, or a DTC consumer brand is a plus.
• Bachelor's degree in Marketing, Business, Communications, or a related field preferred.

Technologies

• Google Ads
• Klaviyo
• Moz
• GA4
• Shopify
• BigCommerce
• Magento
• Facebook
• Instagram

Benefits

• 401(k)
• Dental insurance
• Employee discount
• Flexible schedule
• Health insurance
• Life insurance
• Paid time off
• Referral program
• Vision insurance

How to apply

• Send us your resume and a short cover letter. Tell us about a digital marketing campaign you're proud of: what you built, what you learned, and what it produced. We read everything that comes in.
• Applications without a cover letter will not be considered. We are not looking for a template; the ability to communicate clearly in writing is part of this job, and the cover letter is where that starts.
• Apply via Indeed or email your materials to [email protected] with the subject line: Director of Digital Marketing — [Your Name]
• Beck's Shoes is an equal opportunity employer. We are committed to building an inclusive team.
• Pay: $70,000 - $90,000 per year