Vice President Ecommerce

Reporting into the CEO/Founder, the Vice President of eCommerce will play a strategic role on the leadership team in expanding and driving the Pistola’s Ecommerce business. With at least 10 years of experience in similar leadership roles, the Vice President of eCommerce will partner closely with brand marketing, creative, design, operations, external agencies and the entire leadership team. In this role, you will provide thought leadership, communicate strategic direction and execute a successful eCommerce / Growth plan.

You will be responsible for developing the strategy and execution to create a best-in-class digital consumer experience. This includes customer acquisition, conversion, retention and customer satisfaction across all eCommerce touchpoints.

• Create, implement and drive strategy, execution and analysis of Pistola’s online marketing efforts based upon strict investment allowables and lifetime value metrics
• Build a scalable marketing budget and plan for smart growth while expanding channel mix, and improving key customer KPI’s and overall profitability
• Execute and scale an acquisition strategy through both online and offline marketing channels including search engine marketing (SEM), Direct Mail, Paid Social, search engine optimization (SEO), external partnerships and other direct marketing programs.
• Continuously identify, test and implement new marketing channels while measuring existing channels for a portfolio effect which drives proper KPI’s.
• Build and manage a best-in-class email and mobile marketing program. Drive both customer acquisition and retention through transaction and triggered email and mobile flows. Develop and manage the company’s email and SMS marketing program to maximize results through segmentation, cadence, offer and design.
• Balance profitability and customers LTV through continuous improvement on the site experience and a laser like focus on customer satisfaction.
• Maintain and evolve a robust testing framework to expand the volume & pace of learning across the business. You should love a good a/b test and almost no decisions can’t be tested.
• Report and analyze channel and campaign performance real-time, daily, weekly and monthly basis; develop insights and make recommendations for action and opportunities.
• Build and lead reporting and analytics across all channels and own the performance of all relevant KPIs (LTV, CAC, contribution margin, channel CPAs, retention cohorts, customer churn feedback, return rates, etc.)
• Manage external partners to optimize and expand upon existing marketing campaigns. Evaluate the own vs. rent approach for each marketing channel.
• Develop an ongoing consumer insight feedback loop with consumers to help support and drive key business decisions and the overall consumer experience. Report on ongoing findings.
• Conduct experiments to constantly improve effectiveness of spend including optimizing campaign creative, copy and audiences.
• Synthesize and share campaign results, insights and best practices across the company
• Be the expert on new, relevant technologies to help drive consumer experience including but not limited to website optimization and personalization.
• Foster continuous improvement; ensure that all marketing activities are efficient, effective and scalable.
• Champion best practices regarding the measurement of ad effectiveness, especially as it relates to marketing effectiveness and multi-channel campaign optimization.
• Coordinate with marketing to help drive and measure public relations and influencer marketing
• Provide strategic leadership over the Customer Service team, ensuring a best-in-class experience that aligns with brand standards, and that improves overall customer satisfaction & loyalty alongside operational efficiency.
• Work in partnership with VP Ops/IT and Senior Director of Distribution Center to facilitate a seamless consumer experience.

• 10+ years of senior strategic ecommerce experience with a strong focus on retail or a related industry.
• Experience building and leading multi-faceted teams comprised of creatives, performance and brand marketers, analytics and engineers.
• Experience must include…