SR AD, Pet Owner Acquisition

The Senior Associate Director, Pet Owner Acquisition is responsible for accelerating the growth of Boehringer’s pet‑focused digital ecosystem by driving the acquisition of new pet owners and converting them into active, high‑value purchasers. This role leads the strategy, development, and execution of integrated, multi‑channel acquisition programs—across both digital and offline touchpoints—to expand first‑party data assets, strengthen early‑stage engagement, and enable personalized customer experiences at scale.

This leader will oversee the planning, execution, and optimization of paid DTC media investments, including influencer programs and social media initiatives (paid and organic). They will design and deliver high‑impact lead‑generation campaigns that capture new pet owners at key moments in their journey, leveraging affiliate networks and category partnerships to unlock new acquisition pathways. In addition, they will build and refine customer nurturing workflows that use analytics, continuous learning, and customer experience insights to improve conversion, enhance retention, and inform ongoing optimization.

The role is accountable for assigning, monitoring, and reporting on core performance KPIs—including cost of acquisition, engagement quality, conversion rates, and content effectiveness—and translating data‑driven insights into actionable recommendations that maximize ROI and guide strategic decision‑making. As a senior leader within Pet Marketing, this position partners closely with Brand Marketing, Customer Experience, Analytics, Retail, and Field Sales to identify growth opportunities, elevate channel performance, and drive measurable revenue impact.

Success in this role requires strong cross‑functional influence, the ability to navigate ambiguity, and a leadership mindset that fosters collaboration, accountability, and high‑performance team culture. The Senior Associate Director serves as a strategic connector across the organization, ensuring Boehringer continues to strengthen its relationship with new pet owners and builds lasting, value‑generating customer relationships over time.

• Develops and executes integrated pet owner acquisition strategies that drive long‑term growth and market share.


• Formulates and implements acquisition plans across digital and offline channels to attract and convert new pet owners.


• Plans and manages paid media investments, affiliate referral programs, and social media activation (organic and paid) to generate high‑quality leads.


• Designs and deploys lead‑nurture campaigns that capture first‑party data and guide prospects through the customer journey.


• Continuously optimizes nurturing workflows using performance feedback and customer experience insights.


• Collaborates with brand teams, sales, customer experience, analytics, and agencies to deliver differentiated, high‑impact campaigns.


• Identifies emerging industry trends and evaluates new opportunities that strengthen competitive position and business growth.


• Communicates with internal stakeholders and external partners to deliver programs aligned to market needs and strategic priorities.


• Works cross‑functionally to develop integrated account strategies that grow or defend the company’s market position.


• Participates in key corporate partner meetings and customer‑related engagements to strengthen relationships and uncover growth opportunities.


• Monitors competitor activity and introduces innovative engagement tactics to maintain advantage in the marketplace.

Lead Nurturing & First‑Party Data Capture

• Designs and manages programs that nurture leads, accelerate conversion, and expand first‑party data assets.


• Continuously enhances workflows to improve customer experience, data quality, and downstream engagement.


• Uses Customer Engagement (CE) analytics to evaluate campaign effectiveness and understand customer behaviors.

Data‑Driven Insights & Performance Management

• Creates and assigns KPIs related to acquisition cost, engagement quality, conversion performance, and content effectiveness.


• Reports on core acquisition metrics—including Customer Acquisition Cost (CAC) and conversion‑driven ROI—to inform decision‑making.


• Develops insights using CE analytics to optimize media, messaging, and channel performance.


• Provides data‑backed recommendations to stakeholders and adapts strategies based on measurable insights.

Partnership Marketing & Compliance

• Identifies and secures high‑value partnership marketing opportunities that expand first‑party data and support new pet owner acquisition.


• Manages partner negotiations and conducts ROI analyses to ensure profitable collaboration.


• Adheres to all regulatory requirements, ensuring programs and communications comply with internal and external standards.