Director, Digital Marketing

Overview

The Director, Omnichannel Digital Marketing - WSS is responsible for defining and leading the strategy, performance framework, and execution for all digital marketing initiatives that drive store traffic, ecommerce revenue, customer acquisition, and loyalty growth across the WSS retail network and digital platforms.

Reporting to the VP, Omnichannel Customer, this role serves as a senior cross‑functional leader, partnering closely with Ecommerce, CRM, Brand/Retail Marketing, Merchandising, Store Operations, and Analytics to translate business priorities into scalable omnichannel growth programs. The Director owns digital media investment strategy, performance measurement, and optimization across paid and owned channels, ensuring marketing spend delivers impact across all customer touchpoints; driving awareness, discovery, conversion, retention, and loyalty for the WSS retail network and online store.

The ideal candidate is a data‑driven, customer‑centric leader with deep experience in retail and DTC environments, strong business acumen, and the ability to balance strategic vision with operational excellence.

ABOUT WSS

WSS is the premier footwear retailer in the U.S. doing business in neighborhood‑based stores. Consumers trust WSS for the best brands, greatest values and largest selection of athletic, dress, fashion, and casual footwear for the entire family. Our large store format enables us to showcase thousands of styles from top brands like Nike, Jordan, Vans, Converse, Adidas, Puma, Skechers, etc. In addition, WSS carries high quality private brands augmenting the breadth of selection to deliver amazing value to our customers.

Founded in Southern California in 1984 by entrepreneur Eric Alon, all WSS stores feature a unique retail format that displays every style and size. This allows customers to browse on their terms, in a hassle‑free environment, engaging the friendly and knowledgeable sales staff when they choose. The success of this business model has allowed WSS to continue its rapid expansion into new markets. WSS currently operates stores throughout California, Nevada, Arizona, and Texas.

WSS is an Equal Opportunity Employer, committed to a diverse and inclusive work environment.

Responsibilities

Omnichannel Growth Strategy

• Own full‑funnel digital marketing strategy driving brand awareness, customer acquisition, store traffic, ecommerce conversion, repeat purchase, and loyalty.
• Align digital marketing priorities with merchandising, pricing, promotions, and seasonal business initiatives.
• Lead digital go‑to‑market calendar and ensure consistent messaging and timing across all consumer touchpoints, including stores, digital platforms, and direct channels.
• Actively partner and collaborate with Marketing and Store team leaders to ensure a consistent message and focus across all consumer touch points.

Performance Marketing & Media Investment

• Own digital media investment strategy, budget allocation, pacing, and ROI optimization across paid channels.
• Set channel mix strategy across, partnering with retail marketing media channels, focusing on prospecting and retention, and online‑to‑offline initiatives.
• Continuously evaluate and scale channels and platforms based on performance, incrementality, and business impact.

Digital‑First CRM, Loyalty Evolution

• Drive enhancements with first‑party data across email, SMS, app, and loyalty programs using customer segmentation and behavioral insights to inform media strategy, targeting, and messaging.
• Develop standards and best‑practices and functionality across existing channels, adding 1:1 targeting capabilities, AI learning and execution, and optimize by‑channel processes based on data and digital KPIs.
• Support customer lifecycle growth, retention, and lifetime value initiatives.

Cross‑Functional Leadership

• Act as the digital marketing liaison to Store Operations, Brand Marketing, Merchandising, and Ecommerce teams.
• Translate business needs into actionable digital marketing plans and execution roadmaps.
• Ensure omnichannel programs support local market needs and store‑level objectives.

Team, Agency & Resource Management

• Lead, coach, and develop internal digital marketing team members.
• Oversee agency and third‑party partner performance, accountability, and deliverables.
• Identify opportunities to streamline workflows, reduce redundancy, and build scalable internal capabilities.

Measurement, Analytics & Attribution

• Evolve performance frameworks and KPIs tied to business outcomes, including store and ecommerce sales.
• Partner with Analytics and IT teams to improve attribution, reporting accuracy, and visibility into omnichannel performance.
• Lead test‑and‑learn initiatives, including incrementality testing and optimization experiments.

Qualifications

EDUCATION

• Bachelor's degree in Marketing, Business, or a related field preferred.
• 8+ years of progressive experience in digital marketing within retail, DTC, or consumer‑focused environments.
• Demonstrated experience managing large digital media budgets and driving measurable ROI.

CORE COMPETENCIES

• Deep understanding of digital marketing performance, ecommerce KPIs, and retail analytics.
• Strong working knowledge of paid media, owned channels, and full‑funnel customer strategies.
• Experience connecting digital marketing efforts to store traffic and omnichannel outcomes.
• Strong business judgment and comfort working in fast‑paced, high‑growth environments.

OTHER SKILLS AND ABILITIES

• Experience working with established DTC companies in digital, apparel/footwear brands a plus.
• A high energy and self‑motivated individual with the drive and motivation to constantly improve the shopwss experience.
• Strong attention to both big and little details with an ability to respond to last‑minute requests and adapt to fast‑paced business environment.
• Ability to prioritize and handle multi‑tasks and be highly organized.

Benefits

The annual base salary range is $150,000 -$170,000. This range represents the anticipated low and high end of the salary for this position. This role is also eligible to receive short‑term incentives that align with individual and company performance. Salary will be determined by the education, experience, knowledge, skills, and abilities of the applicant, internal equity, and alignment with market data. Salary is one component of the Foot Locker, Inc. total compensation package, which includes the below.

Benefits :

• Employee Discount
• Paid Time Off
• Medical | Dental | Vision Coverage
• 401(k) | Roth 401(k)
• Life Insurance
• Opportunities for Advancement
• Strong Company Culture
• Employee Resource Groups

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