VP, Ecommerce

Position Summary

The Ecommerce business has been identified as a key growth driver for Beauty by Imagination and poised to continue its fast double-digit growth across our DTC, Amazon and social commerce businesses. She/he will be responsible for developing a holistic ecommerce portfolio and channel strategy across not only our DTC business and Amazon, but also expansion into Social Commerce and a more focused strategy and execution with our key customer online stores.

Areas of responsibility

Strategy

Develop the e-commerce strategy in alignment with the overall business objectives

Take full ownership of the eCommerce business P&L, setting revenue and profitability targets, and implementing strategies to achieve them

Integrate cross functionally with brand and supply chain teams with the objective of optimizing ecommerce portfolio while ensuring P&L efficiencies

Lead the portfolio and assortment prioritization across all ecommerce channels in alignment with Retail sales teams

Stay at the fore front of new ecommerce ideas, trends, technology, programs and offerings focused on converting shoppers across our ecommerce ecosystem

Align with retail sales team and provide ecommerce support and expertise to ensure a solid Omni channel experience for our consumers

Develop a best-in-class CRM strategy across all brands

Implement an affiliate program linked and aligned with Brand influencer strategies.

Performance Marketing

Lead marketing performance efforts for the Ecommerce business as well as supporting brand teams with paid media strategy for brand related efforts

Test and Learn mentality, where Ecommerce can identify new opportunities not only for its business but also roll out into brand and retail

Drive shopper conversion, including SEO, SEM, email, marketplace and social media

Provide financial rational on digital spend and conversion to support a ROI/ROAS based model. Including KPIs such as CPA, CAC, ASP, etc.

Content Management

Oversee the creative brief and delivery process for site promotions, new product launches, and new site features. All in alignment with brand teams

Collaborate with in-house design team and agencies on content creation

Ensure content (copy/image/video assets) is on brand and optimal for digital performance

Finance, Budget and Forecasting

Provide financial and product projections, seasonal and monthly forecast

Lead Budget and alignment with Brand Units on spend levels

Collaborates with supply chain team to ensure inventory is available to maximize growth

Actively work on increasing GM and profitability to reinvest in top line growth

Team Development

Develop an e-commerce team with an agile and collaborative approach across DTC, Amazon, Omni and Social Commerce

Foster a culture of cross-functional collaboration with high bias for action

Requirements/Qualifications

• A bachelor’s degree in e-commerce, digital marketing, business administration, or a related field
• 10 years of combined experience driving growth in DTC, Amazon, digital marketing, email marketing, performance marketing in CPG or Beauty
• Comprehensive understanding of the digital ecosystem and how e-commerce, mobile, social, search, CRM and influencers impact consumer purchasing behavior
• Omni-channel mentality, customer-centric background and consumer oriented
• Strong analytical skills with ability to draw meaningful and actionable insights from data
• Experience with CRM and marketing automation platforms such as Klaviyo for customer segmentation, targeting, and personalized marketing campaigns
• Deep knowledge of analytical tools and attribution models to maximize growth and paid media efficiencies
• Extensive experience with digital strategy and platforms, including social media advertising, email marketing, SEO, SEM, affiliate programs, etc.
• Knowledge of paid search platforms, e-commerce marketplaces including Walmart.com, ad platforms, Amazon Advertising, A+ pages, etc.

About BBI Company

Beauty by Imagination is a haircare industry leader, dedicated to boosting inner confidence and joy with imaginative solutions for every hair moment. We are a platform company of innovative, market-leading brands including Wet Brush, Goody, Ouidad, Curls, and Bio Ionic — all of which are committed to being the most trusted choice for happy, healthy, hair—morning to night, home to salon. Our talented and diverse global team is passionate about delivering high-performing products for every consumer and salon professional. We believe in the beauty of confidence for all.