Executive Director of Digital Marketing & E-Commerce

Job Description

Job Description

Feel Confident Skincare + Haircare (NYC • hybrid)

Feel Confident is a physician led beauty brand created by NYC facial plastic surgeon Dr. Gary Linkov. We make evidence-based skincare and haircare with a special focus on scalp and hair health. Our next hero is a new scalp serum launching soon, built to strengthen, soothe, and visibly improve density, alongside our everyday skincare essentials that support barrier health and glow. Dr. Linkov is a double board certified facial plastic surgeon known for natural results, advanced hair restoration, and an audience that trusts his science first approach. (Feel Confident)

This is a builder role for someone who wants to own the P&L levers of DTC growth, not just manage vendors. If you live inside Ads Manager, obsess over attribution, and can turn a single TikTok hook into profitable ads, you’ll love it here. TikTok Shop and creator/affiliate firepower are core to the plan, alongside performance marketing on Meta and Google, retention via email/SMS, and constant iteration on landing pages and offers. (Beauty brands that scale on TikTok Shop do it with creator velocity, affiliate structure, and rapid listing optimization—playbooks we intend to run.)

What you’ll do

• Own DTC revenue across TikTok Shop, Shopify, Amazon, Meta, and Google from strategy to hands-on execution.
• Architect and run full-funnel paid: prospecting, retargeting, and LTV loops on Meta and Google; test TikTok Ads and Spark Ads; scale what works.
• Build and scale a high-tempo TikTok Shop + affiliate program: creator pipeline, briefs, commissions, promo calendar, and offer testing.
• Turn Dr. Linkov’s authority into conversion: script ideas, content prompts, hooks, UGC briefs; push for consistent shoots and publishing cadence.
• Stand up best-practice lifecycle: Klaviyo/Email + SMS segmentation, flows, and campaign testing tied to product education and launches.
• Optimize listings and PDPs (Shopify and TikTok Shop): creative, reviews, bundles, subscriptions, and CRO experiments.
• Own analytics and budget: channel mix, MER/ROAS, CAC, contribution margin, and clean attribution. Weekly dashboards and post-mortems.
• Build lightweight internal muscle (design/editor already in place) and selectively brief agencies or freelancers when needed—no ivory-tower directing.

What great looks like (30/60/90)

• 30 days: audit accounts, rebuild tracking, launch first profitable ad sets and 5–10 creator tests; ship refreshed PDPs for scalp serum.
• 60 days: stable MER with 2–3 repeatable creatives; email/SMS flows live; TikTok Shop affiliates producing daily GMV.
• 90 days: channel playbook documented; CAC trending down; clear roadmap to scale haircare led by scalp serum and a seasonal promo engine.

You might be a fit if you

• Have 4–8+ years in DTC growth for beauty/wellness or adjacent CPG with visible wins you can quantify.
• Are fluent in Meta + Google Ads and have shipped net-new revenue from TikTok (ads and/or Shop) using creators at scale.
• Can show creative strategy chops: hooks, CTAs, briefs, and rapid iteration turning UGC into winning ads.
• Are hands-on with Shopify, Amazon Seller Central, TikTok Shop, Klaviyo/Attentive, GA4, and a testing roadmap.
• Thrive in founder-led, high-tempo environments and like being the person pushing the content engine, not just reporting on it.

Nice to have

• Beauty retail or derm channel experience; experience launching a hero SKU (haircare and skincare ideal).
• Experience building affiliate structures and commission ladders that attract and retain creators.

Compensation and transparency

We offer salary plus performance upside (growth-based bonus and the possibility of equity for the right operator). Current NYC market signals for similar roles:

• Director of E-commerce: averages around $149k on Indeed NYC data; Glassdoor total pay often ranges higher (median ~$217k; 75th percentile ~$275k).
• Digital Marketing Director: Indeed NYC average ~$138k; Glassdoor total pay around ~$205k median. ZipRecruiter ranges show a broad band given title variance.)
  We’ll tailor a package to experience and impact, in line with NYC pay-range requirements.

How we’ll evaluate

Please include:

• Two to three campaign snapshots with spend.
• Examples of creator briefs or TikTok hooks that produced sales.
• Screenshots from Meta/Google/TikTok and Klaviyo/SMS showing your workflow.
• A one-pager outlining your 90-day plan to scale a scalp-serum hero on TikTok Shop + Meta.

About Feel Confident and Dr. Linkov

Feel Confident is the consumer brand from Dr. Gary Linkov, an NYC facial plastic surgeon recognized for hair restoration and natural aesthetic outcomes. The brand is built on clinical rigor and accessible education, turning complex science into daily routines people actually use. (Feel Confident)

Logistics

• Location: NYC preferred; hybrid with in-office content days.
• Employment: full-time.
• Start: as soon as we meet the right builder.
• To apply: email your materials to contact@themedspamatchmaker.com with subject line “Executive Director, Digital + E-Com — Your Name.”