Position OverviewThe Vice President, Performance Marketing will lead the enterprise strategy, planning, and optimization of performance-driven digital marketing across the 1-800-FLOWERS.COM, Inc. family of brands. This senior leader will be accountable for driving profitable revenue growth, acquiring and retaining customers, improving marketing efficiency, and maximizing customer lifetime value across paid, owned, and organic digital channels.
The role will oversee strategy and performance across paid search marketing, affiliate marketing, comparison shopping engines, display and programmatic advertising, paid social media, marketplace paid media, influencer strategy and landing page optimization.
The Vice President will establish an integrated, full-funnel approach that connects audience strategy, media investment, creative, customer data, merchandising, and the digital experience. This leader will use rigorous measurement, forecasting, attribution, and experimentation to determine where the company should invest, how programs should be optimized, and which opportunities will deliver the greatest incremental revenue and profit.
Working closely with E-Commerce, CRM, Integrated/Brand Marketing, Digital Product, Creative, Merchandising, Technology, Finance, and Analytics, this leader will ensure that customer acquisition strategies and onsite experiences operate as one connected growth engine.
Key ResponsibilitiesPerformance Marketing Strategy and Growth- Develop and lead a multi-year performance marketing strategy aligned with company growth objectives, brand priorities, ecommerce growth, customer-acquisition and retention goals, and financial targets.
- Translate enterprise and brand business goals into integrated, full-funnel plans spanning awareness, consideration, acquisition, conversion, retention, and reactivation.
- Establish the appropriate role, investment level, audience strategy, and performance expectations for each channel, site.
- Drive profitable revenue growth by balancing customer acquisition, repeat purchase, customer lifetime value, marketing contribution margin, and marketing efficiency.
- Develop annual, quarterly, seasonal, and occasion-based marketing plans reflecting the company's key gifting periods and categories and changing consumer demand.
- Create investment scenarios and contingency plans that allow budgets to be shifted quickly based on demand, performance, inventory, competitive activity, and business priorities.
- Identify and evaluate emerging platforms, partnerships, technologies, and customer-acquisition opportunities.
- Leverage measurement system of truth across MMM, MTA and incrementality to better understand the impact that paid media and marketing has on the business.
- Partner with channel leaders (paid search, display, paid social, influencer, marketplace, affiliate, top of funnel/TV/audio) and measurement/analytics lead for paid media strategy across major platforms. Develop integrated paid social strategies across relevant platforms, aligning audience, creative, offer, and landing-page experiences.
- Partner with Brand and Content leaders to establish an effective paid media strategy, content approach, priority narratives and GTM campaigns.
- Create a disciplined process for documenting test hypotheses, results, implications, and future actions.
- In partnership with measurement lead, advance the company's use of attribution, marketing-mix modeling, incrementality testing, holdout groups, cohort analysis, and customer-level performance measurement.
- Define channel and enterprise key performance indicators, including return on ad spend, customer acquisition cost, cost per acquisition, marketing efficiency, conversion rate, average order value, new-customer growth, repeat purchase, and lifetime value.
- Partner with Finance and Analytics to develop forecasts, performance scenarios, budgets, and business cases.
- Build executive-level dashboards and reporting that translate complex marketing data into clear insights, risks, opportunities, and recommended actions.
- Partner with channel leads to evaluate new platforms to test into and aligned to measurement learning agenda.
- Evaluate marketing technology, analytics tools, automation, and artificial intelligence capabilities that can improve decision-making, efficiency, personalization, and performance.
- Develop methods for separating incremental growth from demand that would have occurred without additional marketing investment.
Financial, Agency, and Operational Leadership- Manage the performance marketing budget with accountability for revenue, profitability, pacing, forecast accuracy, and return on investment.
- Make disciplined investment decisions across brands, audiences, channels, campaigns, and customer segments.
- Develop clear processes for annual planning, campaign briefing, budget approval, forecasting, optimization, reporting, and post-campaign evaluation.
- Help lead relationships with media agencies, technology providers, platform partners, and other external vendors.
- Establish agency and vendor performance expectations, service-level requirements, financial controls, and accountability measures.
- Standardize performance marketing practices across the family of brands while preserving appropriate flexibility for differing audiences, products, and business models.
- Ensure campaigns and digital experiences are thoroughly reviewed for accuracy, tracking, functionality, offer compliance, and brand consistency before launch.
Team and Cross-Functional Leadership- Serve as a strategic partner to Brand, E-Commerce, CRM, Merchandising, Creative, Product, Technology, Finance, and Analytics leadership.
- Build alignment across brands and functions regarding investment priorities, channel roles, measurement standards, and customer-growth opportunities.
- Present performance, forecasts, risks, and strategic recommendations to executive leadership in a clear, concise, and commercially focused manner.
- Champion enterprise thinking and ensure decisions reflect the overall interests of the company and its customers rather than individual channels or platforms.
Qualifications- Bachelor's degree in Marketing, Business, Analytics, Economics, or a related discipline; equivalent professional experience will also be considered.
- 7-12 or more years of progressive experience in performance marketing, digital marketing, growth marketing, e-commerce, or a related field.
- At least two to five years of senior leadership experience overseeing multiple digital marketing disciplines and leading leaders.
- Demonstrated success driving profitable customer acquisition and revenue growth within a large-scale B2C e-commerce, retail, marketplace, or digitally led consumer business.
- Deep expertise in paid search, influencer/creator strategies, shopping and product feeds, affiliate marketing, display/programmatic advertising, paid social, SEO, TV/audio, and conversion optimization.
- Experience managing significant marketing budgets and making investment decisions across multiple brands, channels, customer segments, or business units.
- Strong understanding of digital customer journeys, landing-page strategy, website usability, content performance, personalization, and experimentation.
- Advanced analytical and financial acumen, with the ability to connect marketing activity to revenue, profitability, customer value, and enterprise performance.
- Experience with attribution methodologies, marketing-mix modeling, incrementality testing, customer segmentation, forecasting, and executive reporting.
- Working knowledge of major advertising platforms, shopping platforms, affiliate networks, analytics solutions, testing platforms, content-management systems, and customer-data technologies.
- Demonstrated ability to build and develop high-performing teams while effectively managing agencies, vendors, and platform partners.
- Strong executive presence and communication skills, with the ability to influence senior leaders and create alignment across complex, matrixed organizations.
- Proven ability to operate effectively in a fast-paced environment with significant seasonal peaks, shifting priorities, and high expectations for execution.
- Customer-centered, commercially minded leadership style with a strong bias toward action, measurement, and continuous improvement.
Preferred Experience- Experience within a multi-brand e-commerce, gifting, retail, consumer products, or highly seasonal business.
- Experience leading performance marketing across both customer acquisition and retention.
- Familiarity with privacy requirements, consent management, brand safety, and evolving digital advertising regulations.
- Experience using automation, machine learning, or artificial intelligence to improve bidding, audience selection, content, personalization, forecasting, and marketing productivity.
