The Breakdown:
The Senior Digital Marketing Manager is responsible for the growth of regional digital marketing channels, driving traffic, and increasing revenue for the DTC business. Under the guidance of the Digital Marketing Director, this role owns key performance goals, including but not limited to traffic and demand generation, as well as budget management, and regional strategies aligned with the department roadmap, marketing goals, and annual GTM plan.
In addition to growth and performance, this role focuses on agency management, team alignment, talent development, and resource planning to meet department and company objectives while ensuring financial targets are met.
Reporting to the Digital Marketing Director, this position collaborates with digital agencies, brand marketing, DTC, Sales, Finance, and local e-commerce teams.
What You Get to Do:
- Develop and execute regional digital marketing strategies to drive traffic, demand, and revenue growth for the DTC business.
- Own and manage key performance goals, budget allocation, and regional marketing initiatives in alignment with the global roadmap and GTM plan.
- Lead and develop a high-performing team, ensuring strategic alignment, talent growth, and resource planning to support business objectives.
- Oversee project management, goal setting, performance tracking, and continuous optimization of digital marketing efforts.
- Collaborate cross-functionally with digital agencies, brand marketing, DTC, Sales, Finance, and local e-commerce teams to enhance marketing effectiveness.
- Drive innovation in digital marketing by leveraging data insights, emerging trends, and best practices to optimize consumer engagement and conversion.
- Contribute to transforming the company into a digital-first, full-funnel, consumer-centric retailer of the future.
- Measure success through KPIs, goal achievement, performance reviews, and ongoing strategic assessments.
What You'll Bring to The Team:
- Minimum of 7-10 years of experience at a respected digital consultancy/agency or within the digital marketing team of a recognized brand.
- Bachelor’s degree (or equivalent) in marketing or communications required, master's degree preferred
- Leadership skills and a strong sense for developing people and coaching a hybrid team of internal employees and agency resource.
- Strong organizational skills, working at an advanced level to plan, organize, prioritize and oversee activities and budgets for a region (often consisting of multiple countries / language considerations) to efficiently meet objectives.
- Strong team leader / team player, who adapts easily to change and solves problems creatively across a variety of silos and stands up for their regional nuances and needs.
- Adept budget manager with the ability to maximize performance through a full-funnel marketing approach.
- Full competence to determine the right data points and analyze data and trends, constantly utilizing data for decision-making on a daily basis.
- An obsession with innovation and technology for digital business, especially as it pertains to modern MarTech.
- Excellent English speaking and writing skills, fluency in additional languages a plus.
- Awareness of the snowboarding / board sports / winter sports markets.
Core Capabilities That Would Help You Succeed in This Role:
- Ability to allocate, optimize, and track regional marketing budgets for maximum ROI.
- Data-driven decision-making with strong analytical skills to assess campaign performance, optimize spending, and drive revenue growth.
- Expertise in defining KPIs, accurately measuring, and achieving performance marketing objectives.
- SEM & Performance Marketing. A deep understanding of paid search, display, and programmatic advertising.
- Paid Media Management – Experience planning and executing campaigns across search, social, and digital advertising platforms.
- Ability to develop and scale affiliate programs to drive cost-effective customer acquisition.
- Proficiency in lifecycle marketing, automation, segmentation, and personalization to enhance retention and drive sales through email marketing and CRM.
- Experience or willingness to learn about building and managing loyalty programs that drive engagement and repeat purchases.
- Experience identifying, collaborating with, and managing influencers to amplify brand reach and engagement and drive purchase at the bottom of the funnel.
- Ability to work closely with internal teams (e.g., Sales, Finance, Brand Marketing) and external partners (e.g., agencies, influencers, and affiliates).
- Strong people management skills to mentor, coach, and align teams toward strategic goals.
- Clear and persuasive communication to align marketing initiatives with priorities and manage stakeholders.
- A growth hacking and experimental mindset including a strong drive to test, learn, and scale new strategies for customer acquisition and retention.
- Familiarity with digital marketing tools (e.g., Google Ads, Meta Ads, CRM platforms, affiliate networks, attribution models, MarTech innovation in general).
- Ability to stay ahead of industry trends, consumer behavior shifts, and competitor strategies.
Leadership Capabilities:
As this is a critical leadership role at Burton, we are looking for an individual who demonstrates proficiency and/or potential in the following Burton Leadership Capabilities:
- Collaborates: Building partnerships and working collaboratively with others to meet shared objectives.
- Manages Conflict: Handling conflict situations effectively, with a minimum of noise.
- Drives Vision & Purpose: Painting a compelling picture of the vision and strategy that motivates others to action.
- Plans & Aligns: Planning and prioritizing work to meet commitments aligned with organizational goals.
- Cultivates Innovation: Creating new and different ways for the organization to be successful.
- Customer Focus: Building strong customer relationships and delivering customer-centric solutions.
- Being Resilient: Rebounding from setbacks and adversity when facing difficult situations.
- Drives Results: Consistently achieving results, even under tough circumstances.
How Your Success Will Be Measured:
Success will be measured through traffic growth, demand generation, revenue contribution, and return on ad spend (ROAS) across SEM, paid media, affiliate marketing, CRM, and loyalty programs as well as growth of organic traffic and SEO. Effective budget allocation and optimization will be key, alongside strong engagement and retention metrics in email and loyalty initiatives.
Beyond performance metrics, success depends on leadership and collaboration. This includes developing teams, managing agencies, and aligning with brand marketing, e-commerce, and finance while advocating for regional needs. Regular performance reviews, stakeholder feedback, and team development will gauge effectiveness.
Lastly, success will be reflected in the role’s impact on digital transformation. Driving MarTech innovation, data-driven growth strategies, and a full-funnel marketing approach will position the company as a digital-first, consumer-centric retailer.
Travel:
- The position may require minimal travel.
- The position requires some overnight travel.
The hiring range for this role is $110,000-$130,000, depending on relevant experience and/or education, specific skills, function, and available budget. Please note that the range details above reflect the base pay only and do not include any potential bonus and other benefits that we offer. Our corporate headquarters are located in Burlington, Vermont. We are committed to providing relocation assistance to VT for all successful candidates.
Work/Physical Environment:
- Working ConditionsThis position is in a typical, stationary office setting. Over 80% of the day will be spent sitting in 1 location.
- LocationThis role is in one of our regional offices.
- CommitmentsThis is a full-time salaried role.
More Info to Seal the Deal:
Burton’s benefits package includes health insurance (medical, dental and vision), life insurance (company paid), flex spending, short- and long-term disability insurance (company paid), great parental benefits, 401k plan with company match, and paid time-off. Other perks include a discounted season pass, free lessons, product discounts, free demo equipment, ride days, casual work environment, and many more…
