B2C Marketing Lead

Job Description
DEMDACO is a gift and home dcor company based in Leawood, KS. We strive to 'lift the spirit' with our customers, consumers and colleagues. ' Products are curated through this filter then carefully reproduced by skilled craftspeople around the world. Under the DEMDACO brand, our product categories include Gifts, Home Dcor, Entertaining, Fashion, Baby and Willow Tree. For more than 25 years, DEMDACO has strived to 'Lift the Spirit' in times of celebration, when comfort is needed, or just to put a smile on someone's face.

We believe that business in not merely a financial endeavor, but first-and-foremost, a human endeavor. This philosophy guides our business decisions and informs how the company interacts with colleagues and customers and it leads our efforts in creating a dynamic workplace. To learn more, please visit https://www.demdaco.com

Role Overview

The B2C Marketing Lead is responsible for driving digital marketing strategy and execution for our direct-to-consumer business. Reporting to the Director of eCommerce - Digital Strategy, this role will focus on customer acquisition, engagement, and revenue growth across digital and traditional marketing channels. This candidate will blend strategic planning with hands-on execution, working closely with internal teams and external partners to optimize campaigns, leverage data-driven insights, and scale our digital marketing efforts. This role will lead two direct reports (Email Marketing Specialist and Social Media Specialist) and collaborate with teams across brand, product development, customer service, and operations.

Key Responsibilities

Strategic Leadership & Execution

• Develop and execute marketing strategies to acquire, retain, and engage customers, aligning with business objectives and revenue targets.
• Establish KPI goals (e.g., traffic, conversion rates, AOV, ROAS, CAC, CLTV) and create benchmarking frameworks to measure performance against industry standards and past results.
• Conduct variance reporting to assess performance gaps and identify areas of improvement, implementing action plans to optimize results.
• Collaborate with the Director of eCommerce and Merchandising Lead to drive revenue growth through digital channels, ensuring alignment on forecasts and marketing impact.

Digital Marketing & Paid Media

• Oversee paid social, paid search, programmatic advertising, and retargeting campaigns in collaboration with external vendors.
• Optimize Google Ads, Meta Ads, and other performance marketing channels, setting ROAS and cost-per-acquisition benchmarks to track campaign effectiveness.
• Conduct weekly and monthly performance reviews, identifying variance drivers and developing data-driven action plans to improve efficiency and maximize ROI.

Email, Social Media, & Content Marketing

• Direct email marketing strategy, overseeing campaign planning, A/B testing, and segmentation, while setting goals for open rates, CTR, and conversion rates.
• Lead social media growth strategies, including paid social, influencer marketing, and community engagement, tracking KPIs such as follower growth, engagement rates, and referral traffic.
• Work closely with Brand Creative teams to develop content that aligns with campaign objectives, continuously benchmarking content performance against prior efforts and industry trends.
• Implement a structured content testing and reporting process to improve messaging, creative, and audience targeting.

Affiliate & Influencer Marketing

• Manage and optimize affiliate marketing programs and influencer collaborations to increase brand awareness and drive sales.
• Establish performance benchmarks for affiliate and influencer campaigns, tracking metrics like revenue contribution, engagement rates, and conversion rates.
• Regularly analyze performance variances, identifying high- and low-performing partnerships and implementing strategies to maximize impact.

Testing, Experimentation, & Data-Driven Decision Making

• Conduct A/B testing and audience segmentation to refine messaging, creative, and targeting strategies, setting clear benchmarks for improvement.
• Analyze key metrics such as ROAS, CAC, CLTV, revenue, email engagement, and social media performance, using insights to drive continuous improvement.
• Develop and present monthly variance reports, highlighting deviations from targets and proposing corrective actions to improve marketing efficiency.

Collaboration & Cross-Functional Leadership

• Partner with Brand Creative, Product Development, Merchandising, B2B Marketing, Customer Service, and Operations to align marketing efforts with business goals.
• Establish a marketing performance dashboard to share key insights with stakeholders, enabling real-time tracking of KPI progress.
• Foster a culture of collaboration and data-driven decision-making, ensuring that all marketing initiatives are guided by actionable insights and continuous learning.

Experience and Skills
Required Skills & Qualifications

• 5+ years of experience in B2C digital marketing, eCommerce, or DTC brand growth.
• Expertise in Google Analytics 4, Google Ads, paid social (Meta, TikTok, Pinterest, etc.), and social shopping/advertising.
• Strong experience with tools such as ESP/CDP (Bloomreach), Hootsuite, BigCommerce or Shopify.
• Proven success in scaling paid digital marketing efforts and improving customer acquisition metrics.
• Ability to balance strategic leadership with hands-on execution, optimizing both owned and paid channels.
• Strong analytical mindset with a passion for A/B testing, experimentation, and performance marketing.
• Leadership experience, with the ability to develop and mentor a small but growing team

Job Benefits
-Medical, Dental and Vision plans

-Annual contribution to your Health Savings Account

-401(k) with company match,

-Time off includes PTO, plus 5 "Lift the Spirit" Days designed to assist with volunteer efforts and helping others

-6 Sick Days

-Annual Giving Day

-Generous product discounts

-Costco Membership

-Company provided $100,000 Basic Life Insurance Policy

-Casual work atmosphere

-On-site fitness center

-Potential for annual bonus based on company performance

-Company paid- short and long-term disability