Manager, Media & Marketing DTC

Who we are
Gildan is a leading manufacturer of everyday basic apparel, with a strong portfolio of brands, including Gildan®, Hanes®, Comfort Colors®, American Apparel®, ALLPRO™, GOLDTOE®, Peds®, Bali®, Playtex®, Maidenform®,and Bonds®. Gildan owns and operates vertically integrated, large-scale manufacturing facilities which are primarily located in Central America, the Caribbean, North America, and Asia. Gildan operates with a strong commitment to industry-leading labour, environmental and governance practices throughout its supply chain in accordance with its comprehensive ESG program embedded in Gildan's long-term business strategy. Together with our global team of dedicated employees, Gildan is united in its vision of Making Apparel Better®. Discover the full scale of Gildan and prepare to be surprised at gildancorp.com.   

Overview

The Manager, DTC Marketing is responsible for leading the strategy, execution, and ongoing optimization of direct to consumer marketing across owned and paid channels. This role plays a key part in driving customer acquisition, engagement, and retention through coordinated lifecycle marketing and performance media efforts. This position is ideal for someone who is both strategic and highly execution focused. The Manager will build and manage integrated marketing programs that improve the customer experience, grow lifetime value, and deliver clear and measurable business results.

Major Responsibilities

Commerce Strategy and Performance Ownership

Own the strategy and performance of direct to consumer marketing with a clear focus on driving measurable commercial outcomes by site.

• Own direct to consumer marketing activation across email and paid media, including paid search and paid social, with accountability for traffic quality, conversion, revenue, and lifetime value.
• Lead full funnel commerce marketing strategies that connect acquisition, conversion, and retention to support sustainable site growth.
• Plan and execute always on performance programs alongside campaign based activations supporting go to market launches, new product introductions, and key tentpole moments.
• Align media investment to site level commercial priorities, including inventory availability, promotional calendars, and business goals.
• Monitor and manage key performance metrics including conversion rate, return on ad spend, customer acquisition cost, and customer lifetime value.

Activation, Optimization, and Reporting Excellence

 Ensure strong execution, continuous optimization, and clear performance visibility across all DTC marketing activity.

• Lead day to day activation and optimization across channels, audiences, creative, messaging, offers, and landing experiences.
• Own media performance reporting across channels and sites, delivering clear insights, learnings, and recommendations to internal stakeholders.
• Translate performance data into actionable plans that improve efficiency, effectiveness, and overall return on investment.
• Lead testing and experimentation efforts to identify opportunities to improve acquisition, conversion, and retention outcomes.
• Conduct ongoing competitive and category analysis to inform strategy and maintain a strong performance position in market.

Cross Functional Partnership and Agency Leadership

Work closely with internal teams and external partners to ensure DTC marketing plans are aligned, coordinated, and performance driven.

• Serve as the primary day to day lead for the DTC media agency, providing clear direction on strategy, activation, optimization, and budget management.
• Partner closely with Brand, DTC, Creative, Site, Analytics, and Consumer Insights teams to translate brand strategies into commerce focused activation plans.
• Collaborate with lifecycle and email partners to ensure acquisition and retention efforts are coordinated and mutually reinforcing.

Minimum Education/ Experience

Bachelor's degree with 5+ years relevant work experience OR Master's 2+ relevant work experience; 4+ years of equivalent work experience can be substituted for Bachelor's degree.

Preferred Education/Experience

Undergraduate or Graduate Business, Marketing, and/or Brand Mgmt.

Specific Skills or Experience Required

• Bachelor’s degree required; MBA preferred
• 5+ years of relevant work experience
• Experience building and executing marketing plans within a cross functional team
• Experience in leveraging consumer data to drive sales growth.
• Experience in conducting data analysis to identify recommendations and business opportunities.
• Strategic mindset who contributes to identifying opportunities and influencing decision makers using both quantitative and qualitative research.
• Problem solving, interpersonal and organizational skills
• Analytical skills and conceptual creative ability
• Excellent written/verbal communication and presentation skills
• Demonstrated ability to contribute to development of institutional policies/procedures and effect change

Job Specific Competencies

• Strong interpersonal and communication skills and the ability to work effectively with a wide range of constituencies in a diverse/global company
• Critical thinking skills and the ability to analyze, summarize, and effectively present data
• Consulting skills and the ability to influence stakeholders
• The ability to work effectively in a matrixed organization
• Problem-solving & creating thinking skills
• Results-driven mindset
• Strong multi-tasking capabilities
• Must subscribe to and exhibit highest standards of business ethics.

Core Competencies

• Data Fluency
• Written/verbal communication and listening.
• Strong interpersonal and relationship skills
• Teamwork and collaboration
• Results orientation
• Adaptability