Director, Digital Marketing, Paid Media & Search Engine Optimization

Role Overview:

The Director, Digital Marketing, Paid Media & Search Engine Optimization , leads and scales Brother's digital commerce business by overseeing all paid advertising and organic search strategies to grow Brother brand awareness, increase market share, and drive customer acquisition across our direct-to-consumer website (brother-usa.com) and key marketplace channels including Amazon, Walmart, and other retail channels. This role requires a combination of strategic vision and hands-on execution expertise, balancing enterprise-level budget management with performance optimization across both B2C and B2B audiences.

 

This position leads a team of digital marketing professionals and manages external agency partnerships through a critical period of digital transformation focused on adopting advanced ad tech capabilities and employing rigorous test-and-learn methodologies while maintaining a close pulse on profitability mix and return on ad spend. You will partner closely with Product teams to hit sales targets by optimizing marketing mix across Direct-to-Consumer (DTC) and marketplace channels, while building a repository of best practices to inform future campaign strategies.

Duties & Responsibilities:

Strategic Leadership & Cross-Functional Collaboration

• • Own and execute acquisition-focused paid media and SEO/GEO strategies that grow Brother’s brand awareness, market share, and customer acquisition across DTC, B2B, and marketplace channels
  • Ground strategies in deep customer understanding to drive long-term customer lifetime value, personalization, and full-funnel engagement from awareness through conversion and retargeting
  • Lead digital transformation initiatives, including adoption of advanced ad tech and AI-driven discovery platforms, while ensuring SEO integrity and paid media continuity during technical transitions
  • Partner closely with Product, Marketing Communications, and global Brother teams to align go-to-market plans, optimize marketing mix and budgets, and drive worldwide digital excellence
  • Serve as the enterprise subject matter expert and strategic advisor on paid media, ad tech, and SEO/GEO, establishing governance, performance frameworks, and best practices repositories
  • Collaborate closely with Product, Marketing Communications, eCommerce, Creative, IT, Finance, and global teams to align acquisition strategies with sales targets, product launches, promotions, inventory planning, and ROI goals
  • Ensure a cohesive, personalized customer experience across the entire acquisition funnel through strong cross-functional partnership

Team Leadership & Development

• • Lead, mentor, and develop a high-performing team spanning paid media, SEO, and marketplace channel experts, while managing external agency partners
  • Foster a culture of data-driven decision making, experimentation, innovation, and continuous learning
  • Set clear performance expectations, support professional development, and build team capabilities to support growing channel, audience, and ad tech complexity

Paid Media & Demand Generation Management

• • Manage significant acquisition and demand generation budgets across Amazon Advertising, Google Ads (Search, Shopping, Display, YouTube), paid social, programmatic, and retargeting channels
  • Build and optimize full-funnel strategies for both B2C and B2B audiences, including Account-Based Marketing initiatives for targeted B2B accounts
  • Define and own KPIs (ROAS, CPA, conversion rates, profitability mix, and channel performance), maintaining strong accountability and profitability focus
  • Drive continuous optimization through rigorous test-and-learn frameworks, balancing hands-on execution with strategic oversight
  • Oversee marketplace performance holistically, monitoring competitive spend, share of voice, and growth opportunities to strengthen Brother’s competitive position
  • Lead relationships with external agencies and technology partners to ensure performance, alignment, and value delivery

SEO & Organic Growth

• • Own enterprise SEO and Generative Engine Optimization (GEO) strategy across Brother’s DTC site, B2B experiences, and marketplace listings, ensuring technical excellence and content optimization
  • Drive AI visibility and discoverability initiatives across emerging platforms (e.g., ChatGPT, Gemini, Perplexity)
  • Partner with IT and development teams on technical SEO, platform migrations, and structured data implementation
  • Conduct competitive and market analysis to identify organic growth opportunities, staying ahead of algorithm changes and industry trends
  • Scale SEO/GEO governance and best practices globally through shared learning and centralized knowledge management

Analytics, Testing & Reporting

• • Partner with analytics teams to establish robust measurement and attribution frameworks that tie marketing investment to business outcomes and profitability
  • Lead comprehensive testing programs with clear hypotheses, success metrics, and scalability plans
  • Establish frameworks for budget allocation, performance measurement, profitability monitoring. Provide monthly and quarterly report outs on performance
  • Maintain close pulse on profitability by channel, campaign, and product category, making proactive adjustments to optimize performance
  • Create and deliver executive-ready reporting and business reviews that communicate performance, insights, learnings, and strategic recommendations to senior leadership

Experience & Qualifications:

Education:

• • Bachelor's degree in Marketing, Business, or related field (or equivalent experience)

Experience

• • 10+ years in progressive digital marketing experience with demonstrated success in eCommerce acquisition and demand generation for Direct to Consumer and Channel Marketplaces, preferably in consumer products or technology sectors serving both B2C and B2B audiences; Proven track record in complex, matrixed organizations managing multiple stakeholders and partnering with product teams to achieve sales targets through optimized marketing strategies; Experience adopting and implementing ad tech platforms, including emerging technology to enhance marketing capabilities
  • 7+ years proven experience with full-funnel paid media strategies across search (paid and organic/SEO), social (Meta, TikTok, Pinterest, LinkedIn), programmatic advertising, video, marketplace advertising (Amazon, Walmart, etc.), and retail media networks for B2C and B2B acquisition, including Account Based Marketing (RollWorks); Experience managing substantial paid media budgets across multiple channels including Direct to Consumer and Retail Marketplaces with proven Return on Investment (ROI) and strong Return on Ad Spend (ROAS) performance; Experience with profitability management across channel portfolio with experience in budget allocation and performance optimization; Leadership experience building and developing high-performing marketing teams and managing agency partnerships
  • 5+ years experience with attribution modeling, incrementality testing, marketing mix modeling, and multi-touch attribution frameworks

Software/Technical Skills

• • Knowledge of Google Ads ecosystem (Search, Shopping, Display, YouTube, App campaigns) with strong performance track record in acquisition campaigns
  • Knowledge of digital advertising platforms, ad tech stack, bidding strategies, and optimization techniques focused on acquisition and demand generation
  • Knowledge of ad tech ecosystem including Data Management Platforms (DMPs), Customer Data Platform (CDPs), Demand-Side Platforms (DSPs), attribution platforms, and marketing automation tools
  • Deep knowledge of marketplace advertising ecosystems (Amazon Advertising including Sponsored Products, Sponsored Brands, Sponsored Display, and DSP; Walmart Connect) with proven track record optimizing for marketplace-specific KPIs including conversion rate, total/advertising cost of sale
  • Understanding of eCommerce platforms, conversion rate optimization, personalization engines, and user experience principles
  • Familiarity with Search Engine Optimization (SEO) tools (Lumar, Semrush, Ahrefs, Screaming Frog, Search Console) and technical SEO requirements
  • Proficiency in building knowledge management systems or best practices repositories

Other Skills

• • Strong SEO expertise including technical comprehension, content optimization, and enterprise-scale execution
  • Ability to strategically utilize Google Analytics (GA4), Excel and data visualization tools to derive insights
  • Ability to think strategically and execute tactically - comfortable with both high-level strategy and hands-on campaign management
  • Ability to make data-driven decisions balancing quantitative analysis with qualitative insights and business judgment, with keen focus on profitability and return on ad spend (ROAS)
  • Exceptional communication skills with ability to translate complex data into clear, actionable insights for executive audiences and cross-functional partners
  • Strong project management capabilities with attention to detail and ability to manage multiple priorities simultaneously
  • Ability to collaborate, lead, and build strong cross-functional relationships with Product teams, Marketing Communications, and other stakeholders
  • Ability to design experiments, analyze results, and scale successful tactics
  • Ability to stay current on ad tech innovations, industry trends, competitive landscape, and emerging acquisition channels

 

 

Additional Details for This Role:

This role will be a hybrid role. Subject to business needs, employees may work remotely up to two days per week. Assigned office days will be determined by managers. #LI-Hybrid
Base Salary

• • The targeted base salary range for this position is $ 160,000.00- $180,000.00per year.
  • Base salary is determined by the education, experience, knowledge, skills, and abilities of the successful candidate, as well as factors such as internal equity, cost of labor in the hiring location, and alignment with market data.

 

Additional Compensation

• • This position is eligible for a 30% bonus at 100% of target, with the opportunity to achieve above 100% dependent on company performance and in alignment with company bonus plans.
  • Bonus awards are discretionary and contingent upon individual performance as well as Brother achieving its corporate objectives, in accordance with the applicable bonus plan in effect.