Reporting to the CEO, the VP of Ecommerce will drive the organizations global brand growth and presence as the leading provider of gear within our industry through strategic leadership and execution. This role involves leading the DTC team to accelerate growth, enhance new customer acquisition and retention, and create a best-in-class site experience. The ideal candidate will have a passion for consumer products, be highly analytical, and possess a proven track record of driving revenue growth, performance marketing, and P&L management. The right candidate will maintain a strong bias for communication and action. We're looking for an extraordinary leader who can lead an organization through influence and collaboration, with a proven track record of talent development.

ACCOUNTABILITIES

Strategic Leadership

• Proven ability to drive profitable growth and decisions informed by ROIC modeling
• Analytical-based decision-making where success is measured in terms of profitable revenue growth, new customer acquisition growth, and improving customer lifetime value
• Revenue driven leader who has a passion for the retail landscape, being able to balance brand presentation, customer expectations alongside larger market dynamics
• Ability to engage leadership within Product and Creative teams to execute best in class product merchandising and DTC brand storytelling GTM
• Passion for product knowledge and customer communication, being able to clearly drive brand product value and USP to the customer
• Ensure all consumer touch points are composed to drive best in class, consistent brand mobile first experience, for further leverage offline at desired consumer touch points.

Drive New Customer Acquisition Strategy

• Tasked with both setting & delivering the digital new customer acquisition strategy
• Demonstrates best in class practices and KPIs against digital consumer acquisition; this includes proven ability to use daily / weekly / monthly tracking to monitor and pivot marketing execution for maximized profitability and growth acceleration
• Understands creative briefing processes as well as rollout of creative for best-in-class consumer brand driving new consumer acquisition / conversion
• Proven history of understanding and delivering of new consumer acquisition growth both on and offline, including but not limited to retail stores, catalogs

Drive LTV

• Tasked with both setting & directing the customer retention strategy
• Understands existing customer and has a passion for customer segmentation; this includes proven ability to use daily / weekly / monthly tracking to monitor and pivot execution for maximized retention and improved LTV
• Ability to map and execute relevant consumer experience across all segments of consumers (cheerleaders to casuals)
• Optimize delivery of right message, at the right time, to the right audience, in the alignment with the short / long term business objectives

Lead Channel Merchandising

• Strong merchandising ability and taste level to ensure the organizations product offering is delivered in a premium manner across digital channels
• Drive continuous innovation of using analytics to provide strategic recommendations and drive growth for direct-to-consumer product/services; ensure a methodical and data driven approach to customer experience design and execution (A/B testing)
• Lead collaboration with product and design team to curate product/market expression that exemplify the brand's product performance
• Support DTC buy planning process to ensure right product, at the right time
• Passion for identifying and establishing strong partnerships with agencies to bring best in class development, marketing to life while achieving brand required margin requirements
• Foster collaboration and understanding between product, sales, marketing and creative teams

QUALIFICATIONS

• Proven track record for planning, growing, operating, optimizing the end to end experience for a premium, DTC channel.
• At least 15 years of experience in ecommerce, retail or wholesale with proven P&L responsibility in growth environment. Experience with merchandising required.
• Experience in delivering and measuring KPIs from multi-channel strategies and investments
• Strong collaboration, co-creation, and influencing skills demonstrated across different levels and functions; experience working in cross functional teams and in a matrix organization
• Data driven, with strong process orientation
• Proven balance of art and science in decision-making
• Self-directed, independent, and dedicated
• Cultivates innovation while also ensuring accountability
• Ability to manage P&L across multi-channel organization
• Bachelor's degree; (preferably in business, marketing or related field)

LOCATION

This role is based in Los Angeles, CA

COMPENSATION

The base salary range for this role is $225k-$250k commensurate with experience.