VP Marketing, Blue Nile

Our banner is part of Signet Jewelers, a purpose-driven company who believes love inspires love and whose mission is to enable all people to Celebrate Life and Express Love. Signet Jewelers is also a “Great Place to Work-Certified™” company.

About the role

Joining the company at a pivotal moment of digital growth, the Vice President of Marketing is responsible for defining and leading Blue Nile's customer-centric brand, acquisition, and retention strategy. Reporting to the Blue Nile Brand President and serving as a key member of the Brand Marketing Leadership Team, this executive partners closely with Merchandising, Product, Technology, Finance, Customer Care, and Operations to translate enterprise priorities into compelling, performance-driven marketing strategies that drive traffic, conversion, and long-term brand equity. This leader is accountable for building distinctive, data-informed, digital-first marketing strategies that accelerate customer acquisition and lifetime value while strengthening Blue Nile's position as a leader in online fine jewelry.

Responsibilities

• Brand Strategy & Positioning
  • Define and evolve long-term brand positioning, messaging architecture, and value propositions that reinforce Blue Nile's leadership in online fine jewelry.
  • Build a comprehensive annual marketing roadmap aligned to commercial priorities and customer growth strategies.
  • Elevate brand awareness and differentiation through compelling storytelling, innovative campaigns, and distinctive customer experiences.
  • Ensure cohesive brand identity and customer experience across all digital touchpoints.
• Digital & Ecommerce Marketing Strategy
  • Develop and execute a comprehensive marketing strategy aligned with business objectives, customer needs, and growth priorities.
  • Lead all e-commerce marketing initiatives, optimizing the online customer journey to improve engagement, conversion, and revenue performance.
  • Leverage customer insights, analytics, market research, and competitive intelligence to inform strategic decision-making and marketing effectiveness.
  • Identify new growth opportunities, partnerships, and customer engagement strategies to expand Blue Nile's market presence.
• Performance Marketing & Budget Stewardship
  • Oversee performance marketing channels including paid search, SEO, affiliate marketing, display, social media, and emerging digital platforms.
  • Manage and optimize the marketing budget, ensuring efficient allocation of resources and strong return on investment.
  • Balance brand-building investment with demand-driving performance marketing.
  • Establish measurement frameworks and dashboards that link marketing activity to traffic, conversion, and revenue outcomes.
• Customer Engagement, CRM & Loyalty
  • Drive customer acquisition, retention, and lifetime value through integrated marketing programs across digital, CRM, loyalty, and brand channels.
  • Ensure CRM strategy supports lifecycle marketing, retention, and reactivation.
  • Identify opportunities to deepen engagement through partnerships, PR, influencers, and experiential activations.
• Cross-Functional Leadership
  • Serve as strategic marketing advisor to the Blue Nile Brand President and executive leadership.
  • Partner closely with Merchandising, Product, Technology, Finance, Customer Care, and Operations to deliver cohesive customer experiences and achieve business objectives.
  • Influence enterprise-level decisions that impact brand and customer experience.
• People & Culture Leadership
  • Build, mentor, and develop a high-performing marketing organization focused on accountability, innovation, collaboration, and results.
  • Assess organizational capability and define development and succession plans.
  • Foster a culture of innovation, accountability, collaboration, and data-driven decision-making.
  • Strengthen agency partnerships and external relationships to elevate brand execution.
• Key Performance Indicators (KPIs)
  • Revenue & Comparable Sales Growth (% vs. LY and vs. Plan)
  • Marketing ROI / ROAS
  • Website Traffic & Conversion Rate
  • Customer Acquisition Cost (CAC) & Customer Lifetime Value (LTV)
  • Brand Health Metrics (Awareness, Consideration, Preference)
  • Customer Retention & Loyalty Engagement
  • CRM Engagement Metrics
  • Campaign Performance vs. Objectives
  • Team Engagement & Retention

Requirements

• Bachelor's degree in Marketing, Business, or a related field; MBA preferred.
• 12+ years of progressive marketing leadership experience, including senior leadership within e-commerce, specialty retail, luxury, or consumer brands.
• Demonstrated success developing and executing customer-centric brand and performance marketing strategies that drive measurable growth and profitability.
• Deep expertise in digital marketing, including SEO, SEM, paid media, affiliate marketing, CRM, and lifecycle marketing.
• Strong understanding of e-commerce business models, customer acquisition economics, and omnichannel customer journeys.
• Demonstrated ability to leverage data and analytics to inform strategic decision-making and optimize marketing performance.
• Strong financial acumen and experience managing substantial marketing budgets with ROI rigor.
• Exceptional leadership and team development skills, with a track record of building and scaling high-performing teams.
• Excellent communication, collaboration, and stakeholder management skills, with the ability to influence at the executive level.
• Experience in luxury, bridal, jewelry, or premium consumer brands preferred.