Director, Lead Generation

About You

Nutrafol is seeking a data-driven, strategic, and execution-focused Director of Lead Generation to drive new customer acquisition across key owned and partner-led channels, including email, SMS, affiliate marketing, and direct mail. This role will lead efforts to scale performance, test new ideas, and optimize for acquisition efficiency, sitting at the intersection of growth, lead generation, and affiliate partnerships.

This role will directly report to the Sr. Director, Performance Marketing and sits in a fast-paced, performance-driven entrepreneurial team. This person will have a high degree of ownership within the customer acquisition team, managing one direct report and two agencies

Responsibilities:

• Own and lead the strategy for new customer acquisition via email, SMS, affiliate, and direct mail programs
• Develop and manage the lead capture funnel, from opt-in tactics to nurture flows and conversion
• Manage agency partners and one direct report to drive channel execution, reporting, and experimentation
• Partner closely with the lifecycle team to ensure distinction between acquisition vs retention messaging
• Lead all affiliate acquisition efforts, including strategy, partner identification, negotiation, campaign management, and performance optimization
• Oversee execution of email & SMS acquisition campaigns, including paid lead capture, content strategy, A/B testing, and offer strategy
• Build and optimize direct mail programs targeting high-intent audiences to convert to first-time buyers
• Develop and present weekly and monthly reporting, identifying insights and opportunities to improve CAC
• Own budgets, forecasts, and performance KPIs for all channels under management
• Continuously test creative, offers, and messaging across all touchpoints to maximize acquisition efficiency
• Collaborate with digital, creative, and data teams to ensure alignment and impact
• Design and implement testing roadmap across all channels under management to  optimize campaign performance
• Quickly iterate on strategies based on real-time data and insights
• Socialize relevant and notable learnings, best practices, and operating procedures across teams
• Stay up-to-date with the channel trends and best practices

Requirements:

• 10+ years of relevant experience in a lead generation role within an eCommerce brand or agency; wellness and DTC experience preferred
• Deep understanding of performance marketing and ability to work towards revenue, sales, and efficiency goals
• 4+ years of experience hiring, coaching and leading high performing teams
• Strong leader with experience managing teams and agency partners
• Hands-on experience with ESPs, SMS platforms (e.g., Klaviyo, Attentive), affiliate platforms (e.g., Impact), and direct mail 
• Skilled in managing and tracking budgets while identifying revenue drivers  
• Proven track record of delivering measurable results in terms of performance and consideration metrics
• Able to work with and analyze large data sets quickly, accurately, and efficiently
• Ability to multitask and work efficiently in a fast-paced environment
• Strong written, verbal communication, negotiation, and presentation skills
• Detail-oriented with strong analytical and problem-solving skills
• Ability to prioritize and manage multiple tasks, adhere to tight deadlines, and unafraid to ask questions