· Deliver annual digital revenue targets, contribution margin, and growth targets.
· Improve conversion rate, average order value, repeat purchase rate, and customer lifetime value.
· Increase media and channel efficiency, including customer acquisition cost, return on ad spend, and payback period.
· Strengthen site performance, merchandising effectiveness, and customer experience across the digital funnel.
· Build organizational capability in digital marketing, analytics, personalization, and eCommerce operations.
Strategy, Planning & Commercial Ownership
· Define and lead the digital marketing and eCommerce strategy aligned to enterprise growth priorities, brand strategy, and financial targets.
· Own the digital business plan, including revenue, margin, conversion, retention, and customer acquisition performance.
· Establish plans to meet annual digital revenue targets, forecasts, and operating plans; identify risks, opportunities, and scenarios to achieve business commitments.
· Represent the digital business in executive reviews, presenting performance, insights, tradeoffs, and investment recommendations.
Digital Marketing Leadership
· Lead integrated digital marketing across paid search, paid social, SEO, affiliate, display, content, email, and lifecycle marketing.
· Set channel strategy, budget allocation, audience targeting, testing plans, and attribution frameworks to maximize growth and ROI.
· Drive demand generation strategies that increase qualified traffic, improve funnel quality, and support revenue and brand objectives.
· Oversee agency and platform partners, ensuring strong performance management, innovation, and contract value realization.
eCommerce & Onsite Performance
· Own the performance of the eCommerce experience, including conversion, average order value, cart completion, site merchandising, personalization, and content effectiveness.
· Partner with Product, UX, Technology, and Operations to prioritize the site roadmap and deliver improvements in speed, navigation, search, checkout, mobile experience, and accessibility.
· Lead promotional, merchandising, and digital calendar planning to align product priorities, inventory considerations, and campaign execution.
· Identify and execute opportunities across marketplace, social commerce, and emerging digital selling channels as relevant to the business.
Analytics, Insights & Optimization
· Define a clear KPI framework and performance dashboard for traffic, conversion, AOV, revenue, marketing KPIs, retention, and contribution margin.
· Translate data into decisions by identifying growth opportunities, diagnosing performance gaps, and prioritizing actions based on business impact.
· Champion experimentation through A/B testing, incrementality, segmentation, and personalization to improve customer experience and commercial outcomes.
· Ensure reliable measurement, tagging, attribution, and reporting in collaboration with analytics, data, and technology teams.
Technology, Operations & Process Excellence
· Partner on the eCommerce and marketing technology stack roadmap, including platform enhancements, automation, analytics, CDP, feed management, and personalization tools.
· Evaluate and prioritize digital capabilities, vendors, and integration needs based on strategic fit, scalability, security, and ROI.
· Build disciplined processes for campaign planning, site changes, launch readiness, QA, and post-launch performance review.
· Support continuous improvement across fulfillment, customer service handoffs, returns experience, and operational issue resolution that affects customer satisfaction and conversion.
Leadership & Cross-Functional Partnership
· Lead, coach, and develop a high-performing team across digital marketing, eCommerce, lifecycle, analytics, and/or agency resources.
· Create clear goals, accountabilities, and development plans for team members, fostering a culture of ownership, collaboration, and continuous improvement.
· Influence cross-functional stakeholders across Brand, Finance, Sales, IT, Product, and Operations to align priorities and deliver results.
· Model strategic thinking, customer-centricity, operational rigor, and strong executive communication.