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This VP of Ecommerce and Digital position is for a company ready to scale from a strong foundation to the next level of growth. The business has proven fundamentals and profitable operations, strong repeat purchase behavior, loyal customer basebut scaling requires a marketing leader who can build systems, teams, and processes that drive predictable, sustainable growth.
Currently, marketing is split between external agency support and a small internal team, with unclear ownership. Creative output has been inconsistent, data and attribution are confusing, product launches have lacked coordination, and retention marketing is underdeveloped compared to paid acquisition.
This is an operator role! Youll review dashboards daily, evaluate ad creative, hire and train team members, negotiate with vendors, and work cross-functionally across the organization. Youll own a significant paid media budget across Meta, Google, Amazon, and emerging channels. Youll be measured on customer acquisition cost, lifetime value, contribution margin, repeat purchase rate, and marketing efficiency.
The ideal candidate has built and scaled a DTC ecommerce brand, understands paid media economics, knows how to balance growth with profitability, has transitioned from agency to in-house, has built high-performing teams, and has established data systems that drive better decisions.
You will report to the founder/CEO with significant decision-making authority and accountability. The culture is founder-led, fast-moving, and execution-focused with no corporate politics or layers of approval. If you thrive where your work has immediate impact and performance matters more than tenure, youll fit right in.
Within six months, success looks like this: Marketing fully transitioned in-house with a high-performing team, a creative engine running at scale, trusted data and attribution systems driving decisions, a strategic roadmap being executed with discipline, and cultural fit proven through direct communication and consistent results.
Responsibilities
- Own the paid media budget across Meta, Google Shopping, Amazon, and emerging channels; establish and defend clear return-on-ad-spend targets based on contribution margin; make data-driven decisions to allocate spend toward highest-performing channels and kill underperforming campaigns quickly.
- Build and lead the marketing organization in-house by recruiting and onboarding specialists in growth, creative, ecommerce operations, and content; transition fully from external agency support within the first 90 days; establish clear team structure, accountability, and operating cadence.
- Develop a high-velocity creative production engine that generates fresh ad concepts weekly to feed platform algorithms and prevent creative fatigue; build partnerships with freelancers, creators, and content producers; implement systems for testing, learning, and scaling winning concepts.
- Establish reliable data and attribution systems that provide a single source of truth for marketing performance; reconcile data from multiple platforms; implement testing methodologies to validate incrementality; build dashboards and reporting that enable confident investment decisions.
- Drive customer acquisition with disciplined unit economics by managing acquisition costs across channels, testing new offers and messaging strategies, forecasting customer volume, and coordinating with supply chain to ensure inventory supports marketing plans.
- Maximize customer lifetime value through retention marketing programs including email and SMS campaigns, loyalty programs, second-order incentives, and win-back automation; establish repeat purchase rate and cohort lifetime value as key performance indicators.
- Lead disciplined product launch execution using structured go-to-market playbooks that coordinate content, email, paid media, and marketplace strategies; track performance by product and channel; work cross-functionally to ensure launches are set up for success.
- Optimize conversion rate and average order value through continuous testing of site experience, checkout flows, bundling strategies, upsell mechanics, and promotional offers; conduct regular friction audits to identify and eliminate barriers to purchase.
- Protect and amplify the brand story as a core differentiator; ensure all creative and content aligns with brand values and voice; leverage founder story and customer testimonials to build trust and authority in the diesel truck community.
- Report on marketing performance with weekly dashboards covering key metrics, monthly financial analysis including contribution margin by channel and cohort, and quarterly strategic updates; work closely with finance to forecast and manage marketing PL.