VP, Marketing

Key Responsibilities: 

• Own end-to-end marketing strategy: Own the full marketing P&L across brand and performance, setting the annual strategy, channel mix, and budget allocation across paid, owned, and earned media to hit customer acquisition, retention, and revenue targets at optimized cost.
• Stand up performance marketing: Build and scale a performance marketing function covering paid search, paid social, affiliate/partnerships, and retail media, with clear CAC, ROAS, and LTV targets and a rigorous test-and-learn discipline across channels.
• Lead organic and SEO strategy: Direct SEO and organic growth strategy in partnership with Web/Product teams, improving organic traffic quality and reducing paid dependency over time.
• Build the measurement backbone: Oversee marketing analytics and MarTech, including attribution modeling, media mix modeling, and dashboarding, to establish a single measurement framework that both brand and performance teams are accountable to.
• Continue to own brand and communications: Lead brand marketing and communications, including PR, Events, Social Media, Community, Content Marketing, Broadcast, OOH, and Print, to build brand equity and drive customer acquisition alongside performance channels.
• Drive retention marketing: Own lifecycle and CRM marketing (email, SMS, push, loyalty) to improve repeat purchase rate and customer lifetime value across the existing customer base.
• Manage the agency ecosystem: Manage relationships with external media, performance, and creative agencies, holding them to shared KPIs and consolidating vendor spend where it improves efficiency or leverage.
• Integrate across the business: Partner cross-functionally with Merchandising, Web Operations, Product, Graphic Design, and Customer Service to align promotional calendars, pricing/offer strategy, and site experience with marketing campaigns.
• Protect brand consistency: Maintain and evolve corporate brand guidelines and voice across every channel, in partnership with Creative Services, so brand campaigns and performance creative stay consistent.
• Build the team: Build, mentor, and retain a marketing leadership team across brand and performance disciplines, developing the next generation of channel leads and setting a high bar for performance.
• Represent marketing at the leadership level: Represent marketing strategy, spend, and results to the executive team and board, translating channel-level performance into a business-level narrative with forward-looking recommendations.

Qualifications & Requirements: 

• Bachelor's degree in Marketing, Business Administration, or a related field; MBA preferred. 

• Minimum of 12 years of marketing experience, with a strong background in brand strategy, PR, and content marketing. 

• At least 9 years of supervisory experience leading marketing teams. 

• Proven expertise in developing brand strategies, including brand promise creation, product architecture, and visual identity management. 

• Strong experience with PR, Events, Social Media, Community Engagement, and Broadcast Marketing. 

• Demonstrated success in media relations, brand refresh execution, and strategies to increase brand recognition. 

• Deep understanding of media industry trends and ability to navigate brand challenges effectively. 

• Proficiency in social media marketing tools (e.g., Hootsuite Enterprise, Radian6, Adobe Analytics, Shoutlet). 

• Knowledge of PR wire distribution platforms (BusinessWire, Meltwater) and media monitoring tools (Cision, etc.). 

• Strong project management skills with the ability to manage multiple priorities in a deadline-driven environment. 

• Excellent written, analytical, and presentation skills. 

• Strong interpersonal skills to collaborate effectively across all levels of the organization and with external stakeholders. 

Preferred Qualifications: 

• Experience in agency environments is a plus. 

• Proven ability to handle high-stress situations and resolve personnel issues effectively. 

• Strong analytical mindset with a data-driven approach to marketing decision-making.