SUMMARY The Vice President of E-Commerce and Performance Marketing is a critical leadership role responsible for driving measurable, data-informed growth across all digital channels while owning the end-to-end e-commerce business. This leader builds a high-performing growth engine - integrating paid media, digital merchandising, conversion optimization, lifecycle marketing, and analytics - to accelerate revenue, customer acquisition, and lifetime value across Buff City Soap's owned e-commerce platform and franchise network.
Reporting directly to the Chief Marketing Officer, this leader oversees all performance marketing investment and the e-commerce experience, ensuring a seamless connection between demand generation and revenue conversion. The VP will lead the strategy, execution, and optimization of paid media, digital storefronts, and customer journeys to deliver scalable and profitable growth.
Partnering closely with peers across creative, brand experience, merchandising, operations and finance, this role ensures that all digital touchpoints are optimized for performance, aligned with business goals, and delivering best-in-class customer experiences. This leader combines analytical rigor with commercial acumen to continuously test, learn, and scale growth opportunities.
KEY RESPONSIBILITIES- Own and lead all paid media strategy and execution across channels including paid social, search, display, affiliate, and emerging platforms.
- Develop and scale customer acquisition strategies while optimizing CAC, ROAS, and lifetime value.
- Build and continuously refine testing frameworks (creative, audience, channel mix, landing pages) to drive performance improvements.
- Partner with Creative teams to develop high-performing assets informed by data and insights.
- Oversee media planning, budget allocation, and forecasting to maximize efficiency and growth.
- Own the end-to-end e-commerce business, including site performance, digital merchandising, and conversion optimization.
- Drive revenue growth through improved site experience, UX/UI enhancements, personalization, and funnel optimization.
- Identify and implement tools and technologies that enhance site performance, analytics, and customer experience.
- Establish and own performance measurement frameworks across paid media and e-commerce.
- Develop dashboards and reporting structures to provide visibility into KPIs, trends, and opportunities.
- Partner with franchise and operations teams to ensure digital efforts support systemwide growth.
- Align with technology teams to prioritize and deliver digital roadmap initiatives.
QUALIFICATIONS- 10+ years of progressive leadership experience in performance marketing, digital growth, and e-commerce within retail, beauty, wellness, or consumer sectors.
- Proven track record of scaling digital revenue and customer acquisition through data-driven performance marketing and e-commerce strategies.
- Deep expertise in paid media and performance channels, including paid social, search, programmatic, affiliate, and emerging platforms, with a strong command of testing frameworks and optimization methodologies.
- Extensive experience leading e-commerce businesses, including site merchandising, conversion rate optimization (CRO), personalization, and digital customer journey management.
- Strong analytical and financial acumen, with the ability to manage P&L ownership, forecast revenue, optimize CAC/LTV, and allocate budgets for maximum ROI.
- Hands-on experience with marketing and e-commerce technology stacks, including analytics platforms, attribution models and experimentation platforms.
- Highly analytical, adept at translating data into insights that guide strategy and execution.
- Exceptional leadership skills with a track record of developing and inspiring high-performing teams.
- Strong cross-functional collaborator across creative, merchandising, operations, digital, and franchise networks.
- Excellent communication and negotiation skills with the ability to influence at all organizational levels.
- Thrives in fast-moving, entrepreneurial environments with agility, creativity, and sound judgment.
