Senior Manager, Digital Marketing

Company Overview

Sleep Number is a sleep wellness technology leader. For nearly four decades, we have placed sleep at the center of wellbeing, improving over 15 million lives with our Sleep Number smart beds. We are guided by our purpose – to improve the health and wellbeing of society through higher quality sleep. This is exemplified through our 4,000+ mission-driven team members who passionately innovate to drive value creation through our vertically integrated business model, owning the process from start to finish, including selling in our over 650 stores nationwide.

Our team members are encouraged to bring their whole selves to work, sharing their unique perspectives, backgrounds and skills with Sleep Number every day. Whether you are entering, returning or experienced in the workforce, we have a place for you. We hope you join us in creating the future through higher quality sleep.

Position Profile

The Senior Manager, Digital Marketing is responsible for leading the strategy, execution, and optimization of Sleep Number’s core digital acquisition channels, including Paid Search, Paid Social, Display/Programmatic, and Affiliates.  This role is responsible and accountable for driving customer acquisition and maximizing ROI while managing an eight-figure digital media budget, and ensuring alignment across media, creative, analytics, and external agency partners.

Primary Responsibilities

Digital Channel Leadership

• Command Sleep Number’s SEM, Paid Social, Display, Affiliate, and SEO channel marketing strategy, execution, and optimization
• Lead the strategy in partnership with the digital marketing agency
• Develop an integrated channel roadmap aligned to acquisition goals, sales seasonality, and performance brand media campaigns
• Partner with creative strategy and product marketing to ensure messaging consistency across platforms
• Optimize campaigns based on performance data, A/B testing, and customer behavior insights

Channel Management & Coordination

• Manage SEM and SEO strategies to improve visibility and drive qualified traffic
• Oversee paid social media strategy and content calendar to deliver on KPIs
• Deliver on KPIs including CPL, ROAS, and incremental revenue contribution across paid search, paid social, and affiliates
• Regularly report out on performance of channels to marketing team
• Ensure digital channels are aligned with offline media efforts and support full-funnel marketing objectives

Performance Reporting & Insights

• Translate complex data into clear, actionable insights for both tactical optimization and high-level strategic pivots
• Partner with Analytics and Performance Brand teams to assess campaign impact and identify optimization opportunities
• Contribute to a test & learn roadmap helping to ideate and prioritize backlog on testing into new channels & platforms and the incrementality of channels & tactics
• Monitor competitive landscape and apply best practices from performance leaders
• Maintain dashboards and reporting tools to provide actionable insights to stakeholders

Team & Agency Management

• Leads the strategy and constantly asks questions to identify opportunities for improvement
• Manage day-to-day relationships with digital media agencies, affiliate networks, and key platforms such as Google, Meta, TikTok, etc.
• Hold vendors accountable to clear SLAs, KPIs, and innovation agendas
• Support quarterly business reviews and performance evaluations with external partners
• Lead and develop a small, high-performing team responsible for digital marketing

Budget Oversight & Efficiency

• Assist in managing digital marketing budgets and pacing across channels
• Ensure efficient spend and contribute to forecasting efforts in partnership with Finance
• Support budget allocation decisions based on performance, ROI, and strategic priorities

Position Requirements

• Bachelor’s degree in Marketing, Communications, Business, or related field or equivalent experience
• 10+ years of experience in digital marketing, preferably in retail or direct-to-consumer
• Must have experience presenting to leadership and exec team members
• Must have experience using media mix models (MMM) and incrementality testing to guide budget allocation
• Strong cross-functional team leadership experience
• Proven success in managing multi-channel digital campaigns and e-commerce initiatives
• Must have experience with managing a budget of $50M+
• Hands on experience leveraging business intelligence and visualization tools (PowerBI, Tableau) to generate insights and apply to performance optimization
• Strong knowledge of digital platforms, analytics tools (Adobe, Google Analytics), MMM, and CRM systems
• Hands on experience with platforms like Google Ads, Meta, TikTok, Pinterest, Microsoft Ads, DV360, affiliate networks (CJ, Impact), Tradedesk, Google Search Console, and SEO tools
• Excellent communication, project management, and cross-functional collaboration skills.
• Ability to manage large budgets and optimize spend across channels
• Strong analytical mindset and ability to translate data into actionable insights

Working Conditions

• Hybrid schedule: three days in the office, two days remote
• Standard business hours, Monday-Friday, with occasional evening or weekend support as needed
• This role does not have a travel expectation (if remote, travel is occasionally required)

Americans with Disability Act Disclaimer

Sleep Number will make reasonable accommodations in compliance with the Americans with Disabilities Act of 1990 and other applicable federal, local, or state laws.

Wellbeing

Wellbeing is more than a catchphrase - it's a movement that permeates our company and through our team members. We are dedicated to enhancing and supporting the wellbeing of our team members and their families through benefits, programs, and resources across our five wellbeing pillars of emotional, financial, career, community, and physical health, with sleep at the center.

By joining our team, in addition to offering competitive pay programs, we are proud to offer eligible team members an extensive benefits package including, but not limited to medical and pharmacy benefits, dental, life and disability insurance, a 401(k) Plan, paid time off, and much more.

Safety

Safety is a top priority for Sleep Number supporting customers and team members wellbeing. We are committed to maintaining a safe and healthy work environment for all team members that are consistent with CDC guidelines, U.S. Department of Labor’s Occupational Safety and Health Administration (OSHA), and state/local laws.

EEO Statement

Sleep Number is an equal opportunity employer. We are committed to recruiting, hiring and promoting qualified people and prohibit discrimination based on race, color, marital status, religion, sex (including gender, gender identity, gender expression, transgender status, pregnancy, childbirth, and medical conditions related to pregnancy or childbirth), sexual orientation, age, national origin or ancestry, citizenship status, physical or mental disability, genetic information (including testing and characteristics), veteran status, uniformed servicemember status or any other status protected by federal, state, or local law.

Americans with Disabilities Act (ADA)

It is Sleep Number’s policy to provide reasonable accommodations to qualified individuals with disabilities during the application process, consistent with applicable law. We may require supporting medical or religious documentation where applicable and permissible by law. If you are a qualified individual, you may request a reasonable accommodation at any time during the selection process, including if you are unable or otherwise limited in your ability to access open roles here.