Digital Marketing Manager

At UNRL, we're redefining what performance wear means — premium apparel that blurs the line between work, sport, and everyday life, built for those who demand more. We're driven by innovation, craftsmanship, and authenticity, and we're looking for people who believe that people matter, effort counts, and culture drives excellence.

How did we get here?

1. We hire great people that fit our culture and have an old-school work ethic.
2. We make great products and provide our customers with an unreal experience.
3. We create great processes that enable us to set goals and track our success.

We're a small, tight-knit team with an entrepreneurial mindset, building a brand that will stand the test of time and make a lasting impact in our communities. What are you leaving behind?

Job Overview

UNRL is looking for an exceptional Digital Marketing Manager to drive our DTC growth. As we scale, this role sits at the center of everything — connecting the brand to new customers and keeping them engaged long after the first purchase. You will own full-funnel digital execution: from the paid media campaigns that fuel acquisition to the email and SMS programs that deepens retention. This position is for someone who moves fluidly between strategy and execution, reads performance data with conviction, and understands what it takes to scale a premium apparel brand in a competitive landscape.

Responsibilities

Digital Media & Customer Acquisition

• Develop, execute, and scale multi-channel paid media across Meta, Google, TikTok, Snap, X, AppLovin, Reddit, and emerging channels, balancing evergreen campaigns with product drops and launches.
• Lead SEO and affiliate strategies through agency partners, setting priorities, budgets, partner strategy, and performance expectations while driving publisher/creator growth.
• Manage agency and in-house execution, including strategy, briefs, budgets, campaign optimization, and performance accountability.
• Manage media budgets and forecasts, optimizing spend and channel mix against revenue, profitability, MER, CAC, and ROAS goals.
• Lead creative strategy and testing across paid media and email/SMS, partnering with internal creative teams and agencies to develop, refresh, and optimize assets, audiences, offers, landing pages, and checkout experiences.

Email, SMS & Retention Marketing

• Own lifecycle marketing across Klaviyo and SMS platforms, including automated flows, broadcast campaigns, product launches, promotions, and seasonal initiatives.
• Own the loyalty program end to end, including enrollment, tiers, rewards, member offers, growth, engagement, economics, and integration across email, SMS, site, and product drops.
• Drive email/SMS list growth through on-site capture, waitlists, promotions, partnerships, giveaways, and paid acquisition while maintaining list quality, deliverability, segmentation, and compliance with CAN-SPAM, TCPA, and applicable privacy regulations.
• Analyze and optimize retention performance to increase LTV, repeat purchase rate, AOV, engagement, redemption, and revenue.

Analytics & Cross-Functional Collaboration

• Build and maintain performance reporting and attribution across Shopify, GA4, Triple Whale, Northbeam, and other relevant platforms, translating data into actionable growth insights.
• Partner with E-Commerce, Product, Merchandising, Customer Service, and Creative teams to align marketing with inventory, launches, customer experience, and business priorities.
• Monitor competitors, market trends, platform developments, and emerging technologies to identify and test new growth opportunities and present performance insights and recommendations to leadership.

Requirements

• 5–7+ years of hands-on digital performance and lifecycle marketing experience.
• Demonstrated expertise with paid media; Meta Ads Manager and Google Ads, with a proven track record of managing significant performance budgets and scaling spend profitably.
• Advanced proficiency with Klaviyo (flows, segmentation, deliverability, flow branching) and SMS marketing platforms (Attentive/Postscript).
• Hands-on experience building, running, and scaling a customer loyalty or rewards program on a dedicated platform such as Yotpo, LoyaltyLion, or Smile.io—including reward structure, tiering, and integration with email and SMS.
• Strong hands-on experience with Shopify, Google Analytics 4 (GA4), and direct-to-consumer attribution dashboards (Triple Whale, Northbeam).
• Proficient and solid understanding of direct-response creative frameworks, aesthetic design principles, and copy that converts across social feeds and inboxes.
• Experience briefing, directing, and holding agency partners accountable to performance expectations, while staying hands-on where it matters.
• Highly analytical, nimble, and comfortable moving between acquisition and retention work as priorities shift. Thrives in a fast-moving environment and is excited about scaling an active lifestyle brand.

Preferred Qualifications

• Background in apparel, premium consumer goods, or DTC e-commerce.
• Hands-on buying experience with TikTok, Snap, Reddit, or AppLovin.
• Familiarity with affiliate networks and tooling (Impact, ShareASale, Levanta, or similar).
• Practical experience using AI tools such as Claude to automate recurring marketing work, accelerate reporting and analysis, and increase output without adding headcount.
• Enough command of technical and content SEO to set direction for an outside agency.
• Experience marketing limited-edition drops, collaborations, or other high-demand, time-compressed launches.

Benefits

• Health Insurance (immediate eligibility)
• Health Savings Account – company contribution
• Dental Insurance (immediate eligibility)
• Vision Insurance (immediate eligibility)
• PTO (immediate eligibility)
• 401(k) Retirement plan with 4% employer match (Eligibility begins after 1 year of employment)
• Annual 401(k) Profit Share Bonus (Eligibility begins after 1 year of employment)
• Employee discount on UNRL Product (immediate eligibility)