VP of Digital & Growth
The Role
We are seeking a strategic, hands-on VP of Digital & Growth to lead our digital business end to end. This executive will own the strategy, performance, and growth of key digital channels—including direct-to-consumer ecommerce, Amazon, social commerce, paid media, CRM, content, and partnerships.
This is a builder role for a proven digital leader who can transform strong brand awareness into scalable, measurable revenue. You will establish the roadmap, set commercial priorities, manage agency relationships and budgets, build reporting discipline, and develop the team and operating model needed to support long-term growth.
Reporting directly to the CEO and serving as a member of the leadership team, you will bring together brand, creative, commerce, and performance marketing to create a connected digital growth engine.
Key Responsibilities
Digital Strategy & Commercial Leadership
- Develop and own the integrated digital growth strategy across DTC, Amazon, paid media, social commerce, affiliate, partnerships, email, and SMS.
- Translate company objectives into channel priorities, forecasts, investment plans, and measurable growth initiatives.
- Own digital revenue performance, channel mix, customer acquisition efficiency, conversion, retention, and lifetime value.
- Establish a clear measurement framework to determine where the business should invest, optimize, test, or scale back.
- Present performance, opportunities, risks, and investment recommendations to the CEO, leadership team, and board.
DTC Ecommerce & Site Experience
- Own the DTC site strategy and ecommerce experience, including merchandising, promotion strategy, offer architecture, product launches, and conversion-rate optimization.
- Lead Shopify priorities, site roadmap planning, app and platform decisions, and agency or specialist partner execution.
- Build a customer-centered digital experience that improves conversion, average order value, and repeat purchase behavior.
- Partner closely with Creative and Brand teams to define digital creative briefs, testing priorities, and asset needs.
- Own the digital content calendar across the site, email, SMS, and campaign moments.
Social, Content & Brand Voice
- Lead social and content strategy across channels, connecting content investment to defined commercial objectives.
- Set standards for digital brand voice, creative quality, content velocity, and channel-specific execution.
- Build the path from content and community engagement to traffic, conversion, and customer value.
- Develop creator, influencer, and partnership strategies that activate audiences and drive measurable business results.
- Partner with internal and external creative teams to ensure content is culturally relevant, commercially effective, and aligned with the brand.
Amazon & Marketplace Growth
- Own Amazon strategy, including assortment, listing quality, promotions, media investment, and agency management.
- Establish performance scorecards and a regular operating cadence to identify opportunities and optimize results.
- Build Amazon into a dependable, forecastable revenue channel while maintaining brand standards and profitability.
Paid Media, Social Commerce & Partnerships
- Own paid media strategy, channel allocation, budget planning, performance expectations, and agency relationships.
- Lead social-commerce strategy, including TikTok Shop or comparable platforms, creator activation, sampling, assortment, promotions, and operational model decisions.
- Evaluate agency performance and make recommendations on partner scope, replacement, in-house capabilities, or new specialist support.
- Advance affiliate and partnership programs as scalable customer acquisition and revenue channels.
- Use disciplined measurement to optimize CAC, ROAS, incrementality, channel contribution, and profitable growth.
Email, SMS & CRM
- Own lifecycle and retention strategy across email, SMS, and CRM.
- Set the calendar, segmentation framework, customer journey strategy, and retention architecture across platforms such as Klaviyo and SMS providers.
- Use customer and performance data to improve messaging, personalization, timing, cross-channel coordination, retention, and lifetime value.
- Partner with internal specialists or agencies to ensure high-quality campaign and automation execution as the function scales.
Reporting, Operations & Team Building
- Deliver a consistent weekly digital performance summary with a clear perspective on drivers, results, and next actions.
- Build reporting infrastructure, scorecards, forecasting processes, and operating rhythms for internal teams and agency partners.
- Design the future digital organization, including headcount plans, agency model, capability gaps, and hiring priorities.
- Recruit, lead, coach, and develop a high-performing digital team as the organization grows.
- Operate effectively in a fast-paced environment with evolving priorities, limited infrastructure, and high accountability.
What You Bring
- 8+ years of progressive experience leading digital marketing, ecommerce, or growth for a digitally native, consumer, or DTC brand.
- Experience operating at the Director, VP, or equivalent leadership level with direct ownership of digital strategy, channel performance, and agency management.
- A demonstrated record of growing a DTC business—not simply managing individual channels within a larger organization.
- Deep expertise across Shopify or comparable ecommerce platforms, Amazon, paid media, social commerce, CRM, and lifecycle marketing.
- Hands-on experience building or scaling TikTok Shop, creator commerce, or other social-commerce channels.
- Strong brand and content instincts, including the ability to brief creative teams, evaluate work, and articulate a compelling point of view.
- Experience managing external partners across paid media, marketplaces, social commerce, creative, and lifecycle marketing.
- Comfort making high-stakes decisions on agency scope, investment, operating model, and channel prioritization.
- Strong analytical fluency across key growth metrics, including conversion rate, AOV, CAC, ROAS, retention, LTV, and channel mix.
- The ability to turn complex performance data into clear recommendations for executive and board-level audiences.
- A builder mindset with the ability to move between strategic leadership and detailed execution.
- Experience building systems, teams, processes, and accountability in a high-growth environment.
What Success Looks Like
- A trusted digital roadmap that informs investment, resourcing, and business planning.
- Consistent, forecastable growth in DTC and marketplace revenue.
- A measurable customer journey from social engagement and content consumption to transactions and repeat purchase.
- A scalable social-commerce and creator engine that contributes meaningful revenue.
- Paid media, affiliate, marketplace, and social-commerce channels operating against one integrated growth strategy.
- A CRM and customer experience program that demonstrably improves retention and lifetime value.
- Clear reporting, performance discipline, and agency accountability across the digital organization.
- A high-performing digital team with the right capabilities, structure, and leadership in place.
