Senior Director​/Head of Performance Marketing

Senior Director / Head of Performance Marketing

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Base pay range

$/yr - $/yr

Thuma is seeking an analytically driven Senior Director or Head of Performance Marketing to accelerate growth as we expand product categories and continue to scale rapidly. This leader will elevate paid media, lifecycle, marketing analytics, and experimentation capabilities to unlock sustainable new customer and retention growth.

Thuma’s Headquarters is based in the historic Presidio neighborhood of San Francisco. The role involves three days in the office each week and occasional additional days as needed.

In recognition of the personal and professional benefits that team members gain from time spent together in person, we organize a range of events throughout each year designed to bring our entire team together!

Key Responsibilities

Customer AcquisitionОтand Retention

• Build a scalable growth framework aligned with product expansion and long‑term business goals.

• Own performance and lifecycle marketing across acquisition and retention channels including paid social, paid search, organic search and email.

• Establish a rigorous, test‑driven culture to constantly evaluate and improve creative, channel structure, landing experiences, and lifecycle programs.

Paid Media Optimization

• Lead strategy and optimization across Meta, Google, emerging platforms, SEO/Aғи, etc. with deep knowledge of auction mechanics, bidding, creative formats, and audience design.

• Integrate creative testing into channel optimization, including messaging, format performance, and creative analysis.

• Drive continuous experimentation across ads, audience approaches, landing pages, etc. to improve ROAS, CAC, conversion rate, and overall marketing efficiency.

• Partner with analytics to lead channel measurement including MMM, incrementality testing, site analytics, attribution insights, cohort analysis, and full‑funnel reporting with the ultimate output being more efficient media buying.

• Deliver clear reporting linking media and lifecycle investment to business outcomes. Compass.

Lifecycle and Retention

• Build segmentation, journey design, and testing frameworks that increase engagement, repeat purchase rate, and LTV, while elevating customer communication and carrying hospitality values through all touchpoints.

• Ensure acquisition and lifecycle strategies work cohesively to drive profitable customer growth.

• Collaborate with brand and creative teams to optimize feedback loop including through effective reporting to drive continuous improvement in performance.

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Leadership, Collaboration & Cross‑Functional Alignment

• Partner with Ecommerce, Brand, Merchandising, and CX to align marketing plans with product launches, site enhancements, and customer insights.

• Work closely with Data and Engineering on tracking, experimentation tools, and analytics capabilities.

• Build, lead, and mentor high‑performing growth and lifecycle marketing teams, fostering a culture of accountability, innovation, and continuous optimization to drive scalable, measurable business impact.

• Act as a collaborative member of the executive team, providing clear marketing insights and partnership to support company‑wide priorities and decision‑making.

What You Might Be

• 7–10+ years of performance marketing experience in DTC eCommerce with deep expertise in Meta, Google, email.

• Strong experience driving both acquisition and lifecycle/retention growth.

• Expert in incrementality, creative analytics, attribution, and conversion  analytical with fluency in GA4, Looker, and other data tools.

• Proven track record driving growth without reliance on discounting.

• At least 5 years of experience leading high‑performing teams and elevating marketing maturity.

What Success Looks Like

• Improved CAC efficiency, stronger new customer growth, and higher retention.

• Clear breakthroughs in creative performance, channel optimization,…