Director of Digital Marketing

Location: New York, NY

Department: NSTO

Type: Full Time

Min. Experience: Mid Level

The Director of Digital Marketing creates and executes on NSTO’s customer acquisition, engagement, and retention strategies to grow our active user base and customer lifetime value.  This position is responsible for paid and organic acquisition channels, outbound promotional and engagement tactics, and hiring and developing a world-class marketing organization.  The Director of Digital Marketing ensures we nail digital marketing fundamentals while also helping to introduce new channels, partners, and technologies to propel the company forward.  

This position is based in New York.  The ideal candidate enjoys working in a fast-paced, fail fast environment where figuring out how to learn quickly is almost as important as the idea being tested.  The Director of Digital Marketing will also be adept at balancing near-term optimization and execution with longer-term strategy and innovation work.  This role is not an administrative role – the ideal candidate is a marketer at heart, leads from where they stand, and thrives working in the trenches with the team.   

Key Responsibilities: 

  • Enable NSTO to deliver on company demand revenue and margin growth goals through new and proven acquisition, engagement, and retention tactics. 
    • Proactively manage the marketing budget and demand revenue targets and projections. 
    • Gain a firm understanding of ROAS and CPA by channel, across all paid channels, and across all paid and unpaid channels.  Help us determine / understand customer lifetime revenue and retention. 
    • Track channel performance and spend on a daily basis and forecast / project performance.  Proactively communicate performance and projections to leadership on a weekly basis with your insights and commentary.  Be nimble and creative in your problem-solving approach to close gaps to plan.   
    • Work closely with merch, planning, creative, and site operations to influence our positioning, pricing, timing and communication strategies related to promotional and major holiday campaigns.    
  • Grow new customers 
    • Optimize and scale existing acquisition paid search, retargeting, affiliate, social. 
    • Identify opportunities and related to tactics to grow organic, direct, and referral traffic.  Help development team optimize site architecture for SEO.  Explore user generated content / engagement to drive better rankings and traffic. 
    • Expand acquisition portfolio by testing and scaling new channels and partnerships. 
  • Grow active base of users  
    • In collaboration with creative and UX and other key stakeholders, define engagement strategy and related tactics (e.g., email, social, store, etc.) over customer lifecycle.  Constantly test and iterate to drive incremental customer and company value.  Leverage data and technology to automate as much relevant / personalized communication as possible. 
    • Stay in constant contact with creative, site merch, and buyers to enable flawless day to day execution, rapid response to market events, and a cohesive customer and brand experience.  Coordinate and execute on the weekly / monthly communication calendar.  
    • Develop data driven segment specific engagement strategies that drive higher LTV.  Work closely with UX and CX to develop and execute on innovative loyalty program ideas. 
  • Develop a top-notch team of marketers who can help you scale acquisition and engagement channels and performance, and increase customer lifetime value. 
  • Become an internal expert on our customer journey, segments, and personas.  Participate in primary research with service design and UX to get a deep understanding of our customers, their lives and needs, and desired experiences.  Supplement the company’s understanding of these segments with your acquisition and engagement data and learnings.  
  • Leverage data to drive insight, optimization, automation, and scale.  Work closely with engineering, creative, and site merch to develop the data structures and systems that enable personalized bidding, landing, site, and outbound experiences.  Help develop taxonomies that enable you and your team to expand acquisition and engagement strategies.     
  • Act as a key leader within the organization.  Build strong relationships with your peers on the ecommerce team, with senior leadership, and across the organization.  Be a unifier - drive results and your point of view without permanently damaging relationships.  Engage with key thought leaders within and outside of our vertical to enhance your insights and ideas and to build a strong employer and industry brand for our company.   


  • Bachelor’s degree in Marketing, Business Administration, Communications, or related degree 
  • Experience managing and/or executing consumer digital marketing strategies (both acquisition and engagement) in a fast-paced ecommerce retail environment.  Experience with paid search, affiliate marketing, email, and social a plus 
  • Experience collaborating closely with Planning, Site Merchandising, Development, and Creative to execute promotional, seasonal, and day to day campaigns and tactics 
  • Deep knowledge of legal guidance and best practices related to customer engagement and experience, and consumer rights 
  • Ability to quickly respond and mobilize in response to product, company and/or industry trends; ability to thrive while executing high pressure campaigns and promotions 
  • Ability to engage with and build confidence with senior leadership 
  • Ability to work independently as part the majority of the broader NSTO ecommerce team is based in Richmond, VA 
  • Strong written and verbal communication skills 
  • Strong analytical skills and ability to build and maintain 12 month rolling revenue and budget model 


NSTO is the parent company of Totokaelo and Need Supply Co. We are a commerce and content platform with over 30 years of combined experience. We build fashion and lifestyle destinations known for their directional approach to clothing, accessories, art, and objects.

Totokaelo aims to deliver the most essential and creative elements of the ideal contemporary life. Need Supply Co. is a brand that embodies an effortless sense of style combined with a deep awareness of contemporary culture — without taking itself too seriously.

Our Values:

Responsibility, Integrity, Creativity, Simplicity, Entrepreneurial Spirit, Impact, Passion, Grit, Excellence, Communication

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