Manager of Digital Marketing, Allivet

As Manager of Digital Marketing , you will own the strategy and execution of customer acquisition for a pet and animal pharmacy. You will lead our established Google, Bing, and Meta programs while building a broader channel mix that reaches pet owners earlier in their journey, including events, connected TV, programmatic media, and podcasts. You will connect brand-building and performance marketing into a measurable growth plan that drives qualified new customers and long-term value.

This role calls for a leader who can set direction, develop a team, and stay close enough to the work to make strong decisions about budgets, creative, targeting, and measurement. You will partner with CRM, ecommerce, analytics, creative, finance, and business leaders to turn customer insights into campaigns and scale what works.

Location: Nashville, TN (Hybrid)

Essential Duties and Responsibilities (Minimum of 5% of time spent)

- Own the acquisition strategy, annual plan, forecasting, and budget across paid search, paid social, display, and emerging upper funnel channels.

- Lead and develop the growth marketing team and agency or media partners; set priorities, clear performance expectations, and a strong test-and-learn cadence.

- Sustain and improve performance across Google, Bing, and Meta, including campaign structure, audience strategy, creative testing, landing pages, and spending allocation.

- Build and evaluate new programs across events, connected TV, programmatic media, podcasts, and other channels that can introduce a pet pharmacy to relevant audiences.

- Design pilots with clear audience, investment, creative, measurement, and scale criteria; expand successful tests and stop or refine those that underperform.

- Connect upper funnel activity to business outcomes using appropriate measures such as reach, branded search, site engagement, incrementality, new customer acquisition, and customer lifetime value.

- Partner with creative and brand teams to develop channel-appropriate messages that build trust in Allivet and explain the value of our pet pharmacy services.

- Work with CRM, e-commerce, and analytics partners to improve the customer journey from first exposure through first order and repeat purchase.

- Manage media and event partners, negotiate scopes, oversee spending pacing and invoice reconciliation, and communicate results and tradeoffs to leadership.

- Maintain a current view of customer behavior, competitors, and channel trends to identify new growth opportunities.

How you’ll measure success:

- Growth in qualified new customers, first-order revenue, and customer lifetime value.

- Efficient acquisition through a balanced view of CAC, payback, ROAS, and incremental revenue.

- Successful launch and scaling of new channels with clear evidence of their contribution to demand and conversion.

- Strong performance and disciplined budget management across established channels.

- A capable team, clear reporting, and cross-functional alignment on growth priorities.

Qualifications

- 8+ years of experience in growth or acquisition marketing, including meaningful ownership of budgets, strategy, and business results.

- Bachelor’s degree in Marketing, Business, Communications, Analytics, or a related field preferred; equivalent relevant experience will be considered.

- Experience leading people and external partners across multiple marketing channels.

- Deep knowledge of paid search and paid social, with hands-on experience in Google Ads, Microsoft Ads, and Meta.

- Experience planning, launching, or measuring upper funnel channels such as connected TV, programmatic, podcasts, sponsorships, or events.

- Strong grasp of attribution and incrementality, and the judgment to evaluate channels when last-click ROAS does not tell the full story.

- Ability to build forecasts, prioritize investment, analyze performance, and explain decisions clearly to senior stakeholders.

- Experience using GA4, Power BI, or similar analytics and reporting tools.

- Strong creative judgment, project management, and cross-functional collaboration in a fast-paced environment.

- Background in pet and/or pharmaceutical industry a nice to have.

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