The Vice President of Marketing & Ecommerce to lead the next phase of growth for its PE-backed, medically validated footwear brand. With annual revenue between $25-100M, and a leadership position among podiatrists, the business is at a pivotal inflection point—ready to unlock value through building and scaling a modern marketing and digital commerce engine.
Reporting directly to the CEO, this executive will serve as the company’s top marketing leader, owning brand strategy, performance marketing, ecommerce, and marketplace growth (Amazon). The VP will be responsible for creating the strategy, systems, and team needed to significantly accelerate direct-to-consumer growth, elevate the brand, and improve measurable marketingROI. The VP will also support theMedical Sales team and the Product Teams with appropriate collateral and messaging.
This role is ideal for a hands-on, action-oriented leader who brings footwear industry experience, a strong track record of scaling ecommerce and digital revenue, and the ability to build a high-performing marketing organization from the ground up. With meaningful opportunities to shape strategy, drive growth across DTC channels, and participate in upside through equity, this is a high-impact leadership opportunity in a fast-moving environment.
ACCOUNTABILITIES
Build and Lead the Marketing & Ecommerce Growth Strategy
- Serve as the company’s senior-most marketing leader and a strategic partner to the CEO.
- Develop and execute a full-funnel marketing and ecommerce strategy that accelerates growth while strengthening brand positioning.
- Establish clear priorities, operating rhythms, and performance expectations across the function.
Own Ecommerce Performance & Digital Revenue Growth
- Own the end-to-end DTC business, including traffic, conversion, merchandising, promotions, and profitability.
- Lead the ecommerce platform roadmap, including a successful migration from Magento to Shopify.
- Drive continuous site optimization (CRO, UX, onsite storytelling, and customer journey improvements) to improve conversion and revenue.
Scale Customer Acquisition & Performance Marketing
- Build and optimize a modern paid media engine across channels such as Meta, Google, YouTube, and other growth opportunities.
- Establish KPI discipline and marketing ROI measurement, ensuring strong performance across CAC, LTV, ROAS/MER, and revenue growth.
- Create a test-and-learn approach to creative, channel strategy, and audience targeting.
- Manage and control multiple agencies including Creative, Performance Marketing, etc.
Elevate Marketplace (Amazon) and Lifecycle Marketing
- Take full ownership of Amazon strategy and execution, strengthening foundations and scaling growth through improved channel structure, agency management, and operational improvements.
- Build retention and lifecycle programs (Email/SMS), leveraging Klaviyo to increase repeat purchase and customer lifetime value.
Build the Team, Infrastructure & Operating Model
- Build and develop a high-performing marketing and ecommerce organization, including hiring, coaching, and making changes when needed.
- Establish the tools, systems, dashboards, and processes required to operate a scalable marketing function in a PE-backed environment.
- Partner cross-functionally with Sales, Product, Operations, and Finance to ensure alignment and execution against growth goals.
QUALIFICATIONS
- Proven leadership experience in marketing and ecommerce, ideally within a growth-oriented consumer business.
- Footwear industry experience strongly preferred; medical/health-adjacent experience is a plus.
- Must have at least doubled revenue in at least one career role
- Demonstrated success scaling ecommerce and digital revenue growth (ideally through a period of significant expansion such as doubling/tripling).
- Deep expertise in performance marketing, including paid media strategy and optimization.
- Experience building and managing an Amazon presence as a meaningful revenue channel.
- Strong ability to operate in a PE-backed or high-velocity growth environment (startup experience is highly valued if PE experience is limited).
- Experience leading teams directly, including hiring, developing, and making difficult people decisions when required.
- Experience selecting and managing a variety of marketing-focused agencies.
- Strong executive presence with the ability to lead cross-functionally and drive results through influence and clarity.
Technical/Platform Familiarity (Preferred)
- Ecommerce platforms (Shopify highly preferred; Magento experience a plus)
- CRM/marketing automation tools (eg: Klaviyo, HubSpot)
- Strong grasp of analytics, reporting, and performance measurement
LOCATION + COMPENSATION
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This role is remote within the United States, with once-a-month travel to the HQ in Wisconsin.
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Targeted base comp is $240k with bonus and equity options
