Senior Director, Digital Marketing

POSITION OVERVIEW:

We are on a mission to provide the world with simple, wholesome food and beverage items that fit today's lifestyle, offering an intimate - yet fast and consistent - experience to customers.

The Senior Director of Digital Marketing / Growth is responsible for leading Pura Vida's digital business ecosystem, driving guest acquisition, digital sales, loyalty, retention and long-term customer value across every digital touchpoint.

This leader will own the strategy, roadmap and performance of all digital guest experiences, including first-party ordering, mobile app, loyalty, CRM, third-party marketplaces, website, local listings, performance media and digital marketing. Working cross-functionally, this role ensures every digital initiative improves the guest experience while delivering measurable business growth.

The ideal candidate combines strong business acumen, overall customer lifecycle expertise and operational leadership. They understand that digital is not simply a marketing channel, it is a critical business function responsible for driving revenue, frequency, profitability and guest satisfaction.

RESPONSIBILITIES:

Digital Business Strategy

• Develop and lead Pura Vida's end-to-end digital growth strategy aligned with company objectives.
• Own the digital business roadmap across guest acquisition, digital ordering, loyalty, CRM, marketplace growth and customer experience.
• Identify opportunities to increase digital revenue, frequency, customer lifetime value and operational efficiency.
• Serve as the business owner for the company's digital ecosystem, continuously evaluating new capabilities, technologies and partnerships.
• Own performance across all digital ordering channels, including first-party website, mobile app and third-party delivery platforms.
• Develop strategies to increase digital sales mix, average order value, conversion and guest retention.
• Optimize digital merchandising, promotional strategy and menu presentation across all ordering platforms.
• Partner with IT, Operations and Culinary to ensure digital offerings are operationally executable and commercially effective.
• Continuously improve the digital ordering experience from discovery through fulfillment.

Loyalty, CRM & Customer Lifecycle

• Lead the overall guest retention strategy through loyalty, CRM and lifecycle marketing.
• Develop personalized customer journeys that increase visit frequency, engagement and lifetime value.
• Oversee guest segmentation, behavioral targeting and marketing automation.
• Leverage customer data to create increasingly personalized digital experiences.
• Partner with Brand Marketing to ensure lifecycle communications support broader marketing initiatives.

Digital Product & Guest Experience

• Ensure a best-in-class, on-brand user experience across all digital touchpoints, leading continuous improvement of the mobile app, website and digital guest experience.
• Prioritize enhancements that improve usability, speed, conversion and guest satisfaction.
• Work closely with technology partners and vendors to deliver new capabilities and platform improvements.
• Ensure every digital touchpoint reflects the Pura Vida brand while minimizing friction throughout the customer journey.

Performance Marketing & Guest Acquisition

• Lead paid digital acquisition across Meta, Google, TikTok and emerging platforms.
• Optimize investment across channels to maximize incremental guest acquisition and return on investment.
• Develop full-funnel measurement frameworks connecting media investment to customer acquisition, retention and lifetime value.
• Partner with agencies to continuously test, learn and improve performance.

Local Digital Presence

• Own the company's local digital ecosystem, including Google Business Profiles, Apple Maps, Yelp and other location-based platforms.
• Ensure store information, menus, imagery, promotions and guest-facing content remain accurate and optimized.
• Improve search visibility, reputation management and discovery for every location.
• Develop strategies to increase digital traffic into restaurants through local search optimization.

Analytics & Business Performance

• Establish KPIs across all digital channels, products and customer journeys.
• Build executive reporting that measures digital sales, acquisition costs, retention, customer lifetime value, loyalty performance and channel profitability.
• Translate data into actionable recommendations that improve business performance.
• Drive a culture of trial through structured testing and continuous optimization.

Marketing Technology & Innovation

• Own the digital marketing technology ecosystem, including CRM, loyalty, ordering platforms, analytics and customer data tools.
• Evaluate new technologies and partnerships that improve guest experience or operational effectiveness.
• Ensure systems integrate effectively to provide a seamless customer journey and unified view of the guest.

Cross-Functional Leadership

• Serve as the primary cross-functional leader for digital initiatives.
• Align digital priorities with broader business objectives and operational capabilities.
• Lead planning, execution and post-launch evaluation for major digital initiatives.
• Build strong partnerships with external vendors, agencies and marketplace partners.

REQUIREMENTS:

• 10+ years of experience in Digital Marketing, eCommerce, Growth, Customer Experience within the restaurant, hospitality, retail or consumer industries.
• Strong understanding of customer lifecycle marketing, performance media, marketing technology and digital analytics.
• Demonstrated ownership of a digital P&L or significant digital revenue channel.
• Deep experience managing first-party digital ordering platforms, mobile applications, CRM, loyalty programs and third-party delivery marketplaces.
• Experience leading cross-functional initiatives involving Marketing, Operations, and Technology teams.
• Excellent leadership skills and the ability to influence without direct authority.
• Highly analytical with a strategic mindset and attention to detail.
• Passion for hospitality, wellness, lifestyle and creating exceptional guest experiences.
• This is an in-office position based at our headquarters in Miami, FL.

BENEFITS:

• Health & Wellness – Medical, Dental & Vision
• PTO
• Discounted Meals
• 401(k) Plan with Company Match

The general nature and level of work being performed by persons assigned to this job classification are contained in this job description. This job description should not be construed as an exhaustive list of all responsibilities, essential job functions, duties, skills required and other job requirements of personnel in this role. All employees may be required to perform duties outside of their normal responsibilities from time to time as needed.

Management reserves the right to assign or reassign duties and responsibilities to the job at any time.

Pura Vida Miami is proud to be an equal opportunity employer. We are committed to creating a workplace where diversity is celebrated and everyone feels welcome, regardless of race, color, religion, national origin, age, sex, sexual orientation, gender identity or expression, disability, veteran status, or any other legally protected characteristic. We believe that building a team with diverse perspectives and experiences makes us stronger, more creative, and more connected to the communities we serve.

Agency Disclaimer

We’ve got this covered! At Pura Vida Miami, our Talent Acquisition team leads all hiring efforts internally. We do not accept unsolicited resumes from agencies, we mean it.

Any resumes sent our way without a signed agreement in place (including those sent directly to our team or hiring managers) will be considered property of Pura Vida Miami and we won’t be responsible for any fees. If you’re interested in partnering with us, reach out to our Talent team first. We’re happy to connect the right way!