VP, eCommerce & Performance Marketing

KEY RESPONSIBILITIES

• Own and lead all paid media strategy and execution across channels including paid social, search, display, affiliate, and emerging platforms.
• Develop and scale customer acquisition strategies while optimizing CAC, ROAS, and lifetime value.
• Build and continuously refine testing frameworks (creative, audience, channel mix, landing pages) to drive performance improvements.
• Partner with Creative teams to develop high-performing assets informed by data and insights.
• Oversee media planning, budget allocation, and forecasting to maximize efficiency and growth.
• Own the end-to-end e-commerce business, including site performance, digital merchandising, and conversion optimization.
• Drive revenue growth through improved site experience, UX/UI enhancements, personalization, and funnel optimization.
• Identify and implement tools and technologies that enhance site performance, analytics, and customer experience.
• Establish and own performance measurement frameworks across paid media and e-commerce.
• Develop dashboards and reporting structures to provide visibility into KPIs, trends, and opportunities.
• Partner with franchise and operations teams to ensure digital efforts support systemwide growth.
• Align with technology teams to prioritize and deliver digital roadmap initiatives.

QUALIFICATIONS

• 10+ years of progressive leadership experience in performance marketing, digital growth, and e-commerce within retail, beauty, wellness, or consumer sectors.
• Proven track record of scaling digital revenue and customer acquisition through data-driven performance marketing and e-commerce strategies.
• Deep expertise in paid media and performance channels, including paid social, search, programmatic, affiliate, and emerging platforms, with a strong command of testing frameworks and optimization methodologies.
• Extensive experience leading e-commerce businesses, including site merchandising, conversion rate optimization (CRO), personalization, and digital customer journey management.
• Strong analytical and financial acumen, with the ability to manage P&L ownership, forecast revenue, optimize CAC/LTV, and allocate budgets for maximum ROI.
• Hands-on experience with marketing and e-commerce technology stacks, including analytics platforms, attribution models and experimentation platforms.
• Highly analytical, adept at translating data into insights that guide strategy and execution.
• Exceptional leadership skills with a track record of developing and inspiring high-performing teams.
• Strong cross-functional collaborator across creative, merchandising, operations, digital, and franchise networks.
• Excellent communication and negotiation skills with the ability to influence at all organizational levels.
• Thrives in fast-moving, entrepreneurial environments with agility, creativity, and sound judgment.