Vp, Ecommerce and Digital Marketing

2 weeks ago

Vancouver, Canada Vessi Full time

Vessi is one of North America’s fastest growing sneaker start-ups. Founded in 2018, we’re on a mission to inspire happiness in all-weather by creating everyday wear that gets people out there, rain or shine. We believe change happens from the ground up, starting with our all-weather, everyday sneakers. We’ve sold over 1,000,000 pairs and we’re just getting started

Want to help shape the next global footwear brand? If you’re a perpetually curious, growth-minded problem solver with big ideas and the skills to back them up, let’s chat

**Overview**

We’re excited to be growing our leadership bench strength with the addition of a VP, eCommerce and Digital Marketing. As VP, eCommerce and Digital Marketing, you’ll be accountable for creating an aspirational online shopping experience for our customers.

You’ll be the architect of Vessi’s digital strategy and roadmap and lead the eCommerce organization to deliver a profitable, omnichannel experience that reflects a modern, innovative view of how we will differentiate ourselves in a crowded marketplace. You’ll be responsible for driving our online business with a clear online product digital merchandising strategy, a plan around growth through marketing acquisition, traffic, SEO etc., delivering top and bottom-line results, while effectively managing all levers of the eCommerce DTC P&L, and delivering sales through all online channels; owned website(s), virtual stores, metaverses and marketplaces.

**What You’ll Do**:
**Strategy, Execution and P&L Management**
- Build the 2-year and annual digital marketing and eCommerce strategy/workplans and annual operational budgets to support maximum potential operational and revenue growth
- Provide leadership and direction to the team on all aspects of the yearly workplans and effectively manage workload, partners, and all projects
- Oversee all owned site(s) P&L; achieve top and bottom-line results
- Optimize the advertising budget/spend for digital marketing & promotional programs to maximize ROAS
- Oversee the development of the seasonal eCommerce and digital marketing strategy for key retail moments and necessary sales mitigations, ensure all projects support the owned site(s), and wholesale channel growth respectively
- Develop, measure, and track the KPIs for success across the department and its members; further a culture obsessed with these success factors while determining the necessary levers and “root cause commentary” to improve them within the business
- Cultivate a culture of data-driven decision making and continuous improvement
- Continually analyze and recommend tactics to drive top-line growth and profitability for the D2C channels
- Research industry trends, seeking opportunities to fuel business growth
- Initiate strategic enhancements/upgrades with business systems and workflow that will improve process and efficiency
- Report pertinent learnings to key stakeholders in GTM post-mortems and ad hoc as required; typically, this will be in the form of Quarterly Business Update presentations to leadership for feedback and review
- Partner with Operations and shepherd the privacy and compliance regulations and standards through the entire eCommerce division adhering to the highest worldwide practices protecting our customers’ data

**eCommerce, UX/UI and Online Content**
- Oversee a simple and scalable tech stack and the key vendor relationships particularly those relating to Front End Platform and integrations to other departments
- Translate the site vision into a technical and commercial roadmap that is aligned to our financial & brand goals
- Obsess about the user experience and oversee continuous site optimizations across all digital commerce platforms protecting path to purchase and brand integrity
- Oversee eCommerce function, including UX research and design, website merchandising, web development and analytics
- Strategize and lead where product education lives in the customer journey related to product technology and features to improve CR and decrease the need for customer care support
- Own website content and local SEO strategy (including GMB listings management) to support the customer shopping journey, customer service journey, and SERP
- Oversee the personalization and localization of our owned websites to support our business worldwide ensuring solutions are scalable with best-in-class UX/UI
- Oversee the development of digital strategy for all countries and channels for campaigns, launches as well as EOL moments
- Partner with Demand Planning to maintain and track appropriate seasonal sell through and pivot merchandising strategies to ensure proper SKU productivity by channel

**Digital Marketing**
- Leverage insights from post-campaign/program ROI analysis to make recommendations on future actions based on results to increase sales, subscriber growth, AOV, NCA. LTV, CAC and repeat rate
- Establish the vision and oversee the strategy development for Customer A

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