Director, Paid Digital Marketing

Job Locations US-CA-Los Angeles
Job ID 2018-1046
# of Openings



We're Califia Farms (Califia, pronounced like California), the plant-powered food and beverage company of the future. Our mission is to innovate delicious plant-powered foods for mindful nourishment. We're led by beverage visionary Greg Steltenpohl, crafting, concocting and cold-brewing beautifully bottled goodness from the San Joaquin Valley. Our name comes from the Spanish legend of warrior Queen Califia, the goddess of bounty and abundance who ruled over the mythical island of California. We make our daily decisions using these five core values: Do, Learn Improve; Act Like an Owner; Challenge the Status Quo; The Bottle is Half Full; and Using our Sixth Sense (being conscious of our impact on others and the planet).

In a snapshot:

  • Founded in 2010
  • 200+ full time staff and contracted employee
  • Headquarters in Downtown L.A. Arts District and Manufacturing in Bakersfield, CA
  • We believe in Shared Leadership where team members are heard and leadership is broadly distributed
  • We are committed to our people and to our communities' sustainability


Making delicious products that are as good for you as they are the planet takes innovation and ingenuity.  Our passionate, mission-driven team is looking for a data-driven, brand-centric Director of Paid Digital Marketing to lead our strategic efforts by pioneering new and innovative ways to grow our consumer base across relevant channels. You will define and lead our paid strategy by testing and optimizing different acquisition and retention campaigns to move users through the funnel and drive ongoing engagement. The ideal candidate is a self-starter who is not only comfortable with data and analytics, but also has a strong consumer orientation with a pulse on innovative technologies to deliver creative campaigns to support Califa's product innovation, commercialization and base business growth.



  • Develop and execute high impact, cutting edge paid media campaign strategy to deliver against brand and product marketing objectives 
  • Define and implement a growth roadmap to optimize conversion funnels and engagement
  • Work cross-functionally with sales, eCommerce, brand marketing, email marketing, and earned media stakeholders to ensure integrated approach against key business driving priorities
  • Manage the creative development of paid assets across social, programmatic, site-direct partnerships and search through external network of creative agencies, freelancers as well as in-house creative teams
  • Work directly with account managers across key paid media networks (social, video, programmatic, search, etc.) to optimize media buys in real time
  • Lead our landing page strategy, development, and optimization
  • Set growth and performance benchmarks, and establish analytics and dashboarding for key performance criteria, maintaining key performance metric reports that track the efficacy of different variables and efforts to shape "always on" campaign approach
  • Responsible for delivering weekly consolidated report to key stakeholders, including paid social, SEO, SEM, Organic Social, email, programmatic,
  • Utilize data to inform optimizations across platforms
  • Identify and actively investigate high-potential channels to test and incorporate into the broad acquisition plan, and make recommendations for acquisition involving segmented, tailored outcomes based on research findings and customer data
  • Increase lifetime value by engaging customers with the most targeted, relevant, and personalized content at each stage of the customer lifecycle
  • Lead contract negotiations
  • Manage digital paid advertising budget and ROI


The ideal candidate has worked in digital marketing for a lifestyle brand focused on premium packaged goods products or health/wellness. 


  • 10 years in a management role at an agency or in-house
  • Experience working in a hyper-growth, start- up environment a plus
  • BA in Marketing or related field
  • Experience in leveraging digital media and technology to bring the right message to the right consumer at the right time to drive customer acquisition and retention
  • Understand impact of campaigns by analyzing results, developing a plan of action to optimize performance and establishing best practices for reporting along with forecasting.
  • Experience in building a user acquisition and retention marketing program from scratch.
  • Familiarity with core performance marketing platforms, automated bidding tools and other marketing analytics tools
  • Must have Facebook Advertising experience
  • Expert level knowledge of Google Analytics.
  • eCommerce website development experience is a plus
  • Experience in working in cross-functional organizations
  • Live and breathe media, popular culture and trends; constantly thinking of ways to integrate them into your paid media strategies
  • Success in leading projects that deliver or exceed objectives/KPIs


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