Head of DTC & Performance Marketing
SharkNinja
January 2025 — Present
Leading SharkNinja's direct-to-consumer business across Australia and New Zealand with full P&L accountability. Driving customer acquisition, retention, and revenue growth through integrated performance marketing strategies while managing a team of 2 professionals and coordinating 2 agency partners. Reporting directly to the AU/NZ Managing Director as part of the leadership team.
Responsibilities
- Own and manage full P&L for SharkNinja's DTC business across AU and NZ markets
- Set and deliver against aggressive revenue, profitability, and customer acquisition targets
- Monitor and optimize key performance metrics including CAC, LTV, ROAS, and conversion rates
- Present regular business reviews and strategic recommendations to senior leadership
- Lead end-to-end performance marketing strategy across paid search, paid social, display, affiliate, and emerging channels
- Drive continuous optimization of marketing spend to maximize ROI and efficiency
- Oversee customer acquisition funnels and implement conversion rate optimization initiatives
- Develop and execute retention and lifecycle marketing programs to maximize customer lifetime value
- Leverage advanced analytics and attribution modeling to inform strategy and tactical decisions
- Directly manage and develop a team of 2 marketing professionals
- Oversee and coordinate 2 external agency partners, ensuring aligned objectives and exceptional performance
- Collaborate closely with AU/NZ leadership team on integrated business planning and strategy
- Partner with brand marketing, product, operations, and customer service teams to ensure seamless execution
- Bridge communication between marketing, technology, and data teams to align objectives with execution
- Partner with e-commerce and product teams to optimize end-to-end customer journey
- Drive site merchandising strategy, promotional calendar, and conversion optimization initiatives
- Implement testing frameworks to continuously improve site performance and user experience
- Ensure brand consistency and premium positioning across all digital touchpoints
Key Achievements
- Achieved 100% YoY revenue growth while reducing marketing expenses by 50%
Skills
P&L ManagementPerformance MarketingDTC StrategyE-CommerceTeam LeadershipAgency ManagementDigital AnalyticsCustomer AcquisitionConversion Rate OptimizationMarketing Budget ManagementCross-functional CollaborationStrategic Planning