Director of Digital Marketing & eCommerce

ABOUT BECK'S SHOES

Beck's Shoes has been outfitting customers across the western United States since 1919. We're a specialty footwear retailer with stores in six states, serving everyday consumers, healthcare professionals, and industrial workers through our dedicated Industrial Sales division.

We're a lean business that takes the work seriously. Our team is small, our standards are high, and the people who stick around are the ones who take real ownership of what they do. We're building out a dedicated marketing function for the first time, and we're looking for the right person to lead it.

THE OPPORTUNITY

This is a ground-floor role. You'll be our first dedicated senior marketing hire, responsible for building the strategy, the systems, and the performance infrastructure from scratch. You'll report directly to the CEO, own the eCommerce revenue line, and personally run every major digital channel the business uses to reach customers.

You'll work alongside a Marketing & Creative Specialist who handles creative production, visual content, in-store signage, and Klaviyo campaign deployment. The two of you carry the full marketing scope for the company.

If you need a team underneath you before you can execute, this probably isn't the right fit. But if you're someone who finds it genuinely energizing to be both the strategist and the practitioner, and you want the autonomy that comes with being the marketing lead inside a growing specialty retailer, keep reading.

WHAT YOU'LL OWN

Marketing Strategy & Planning

• Build and own the annual marketing strategy, promotional calendar, and channel investment plan tied to company revenue goals.
• Carry budget accountability for the marketing department and the beckshoes.com eCommerce revenue line, with regular performance reporting to the CMO.
• Partner with Merchandising on promotional planning so product assortment and marketing are moving together.

Paid & Organic Digital Channels

• Run our Google Ads program hands-on: keyword strategy, bid management, budget pacing, and conversion optimization.
• Manage paid social on META (Facebook and Instagram): audience targeting, creative direction, testing, and ROAS.
• Own email and SMS marketing in Klaviyo: campaign strategy, segmentation, automation flows, and performance reporting.
• Work with the Specialist on organic social strategy and content cadence across META.

eCommerce & Website

• Own the digital experience on beckshoes.com, including product content, UX improvements, and conversion rate optimization.
• Track and report on eCommerce performance: conversion rate, average order value, cart abandonment, and revenue by channel.

SEO, AEO & Content

• Lead our SEO and Answer Engine Optimization strategy in Moz, covering technical SEO, on-page optimization, and a blog content program built to drive organic traffic.
• Oversee blog and editorial content aligned to our keyword targets and customer acquisition goals.

Reputation & Reviews

• Own customer review and reputation management across Google, Facebook, Yelp, and other platforms. Set the response framework, approve responses, and keep a pulse on brand sentiment.

Creative Direction & Leadership

• Brief the Marketing & Creative Specialist on campaigns, set visual standards, and give clear feedback on creative output.
• Manage the Specialist directly: priorities, development, and performance.
• Represent marketing in cross-functional planning with Merchandising, Communications, Technology, and Industrial Sales.

WHAT WE'RE LOOKING FOR

• 5 to 10 years of digital marketing experience with real channel ownership across multiple platforms at the same time.
• Hands-on Google Ads experience. You've built and run campaigns yourself, not just reviewed the results. Certification is a plus.
• Comfort working inside an eCommerce platform backend (Shopify, BigCommerce, Magento, or similar). We need someone who knows the tools, not just the dashboards.
• Working proficiency with Klaviyo or a comparable email and SMS platform.
• Solid SEO fundamentals. Experience with Moz is a plus. You know how to connect keyword strategy to a content plan and follow through on it.
• Experience running paid META campaigns: audience strategy, creative testing, and budget management.
• Ability to direct and evaluate creative work. You don't need to produce it, but you need to give the Specialist clear, useful feedback.
• Comfortable in GA4 and able to put together a cross-platform performance story without waiting for someone else to pull the data.
• Some budget management experience, even on a lean budget. This role is about results per dollar spent, not scale.
• Strong writer. You'll produce briefs, copy, executive reports, and the occasional note to the CEO. All of it needs to be clear and direct.
• Background in specialty retail, multi-location retail, or a DTC consumer brand is a real plus.
• Bachelor's degree in Marketing, Business, Communications, or a related field preferred.

WHO THRIVES IN THIS ROLE

The people who do well here are energized by variety, not exhausted by it. They take pride in the craft: the well-written email, the ad that converts, the campaign that comes together on time and on budget. They're honest about what's working and what isn't, and they bring numbers to those conversations.

They also get what it means to work in a lean retail environment. Resources are finite. Decisions move quickly. The people who succeed here don't spend energy wishing for a bigger team. They figure out how to get excellent results with what's in front of them.

If you've built your career inside large marketing departments and you're looking for a role where you direct others to execute, this probably isn't for you. If you want to build something real, own the results, and work somewhere your contribution is visible and recognized, that's what this role offers.

WHAT WE OFFER

• Total compensation of $70,000-$90,000, structured as base salary plus a performance bonus tied to eCommerce growth and digital marketing results.
• A direct line to the CMO and real influence over marketing strategy from day one.
• A structured 90-day onboarding plan with regular CMO check-ins so you start with a clear mandate, not a blank slate.
• A hundred-year-old company with a loyal customer base and leadership that's serious about investing in marketing.
• A low-politics environment where good work gets noticed.
• On-site role based in Campbell, CA.

HOW TO APPLY

Send us your resume and a short cover letter. Tell us about a digital marketing campaign you're proud of: what you built, what you learned, and what it produced. We read everything that comes in.

We won't consider applications without a cover letter. We're not looking for a template. The ability to communicate clearly in writing is part of this job, and the cover letter is where that starts.

Apply via Indeed or email your materials to malopez@beckshoes.com with the subject line: Director of Digital Marketing — [Your Name]

Beck's Shoes is an equal opportunity employer. We're committed to building an inclusive team.

Pay: $70,000.00 - $90,000.00 per year

Benefits:

• 401(k)
• Dental insurance
• Employee discount
• Flexible schedule
• Health insurance
• Life insurance
• Paid time off
• Referral program
• Vision insurance

Work Location: In person