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VP, DTC & Digital

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KEEN

4d ago

  • Job
    Full-time
    Expert Level
  • Sales & Business Development
    Marketing
  • Portland
  • Quick Apply

AI generated summary

  • You need a bachelor's degree (MBA preferred), 12-15 years in DTC/e-commerce, strong digital marketing expertise, leadership experience, and proven analytical and communication skills.
  • You will lead global DTC strategy, oversee e-commerce, enhance digital marketing, optimize customer experiences, manage P&L, and drive data-driven team performance.

Requirements

  • Bachelor’s degree in Business, Marketing, or related field (MBA or equivalent preferred).
  • Minimum of 12-15 years of experience in DTC, e-commerce, digital marketing, or related fields, with at least 5 years in a senior leadership role.
  • Proven track record of driving significant growth in DTC and digital channels on a global scale.
  • Deep expertise in digital marketing channels, including paid media, SEO, email marketing, content marketing, and social media.
  • Experience in managing and scaling e-commerce platforms, optimizing customer experience, and implementing best-in-class digital solutions.
  • Strong analytical skills with the ability to make data-driven decisions and measure the impact of digital initiatives.
  • Demonstrated success in leading cross-functional teams and collaborating with global stakeholders.
  • Exceptional communication and interpersonal skills, with the ability to influence and build relationships with senior executives, partners, and external stakeholders.

Responsibilities

  • Strategic Leadership: Develop and execute the global DTC and digital strategy to drive growth, profitability, and customer engagement across multiple markets. Lead initiatives that align with the company’s overall business goals and deliver measurable outcomes.
  • E-Commerce and Digital Sales: Oversee the company’s e-commerce platform, ensuring optimal user experience, conversion rates, and digital sales growth. Innovate in digital sales channels and ensure seamless integration across online and offline touchpoints.
  • Digital Marketing and Brand Positioning: Lead the creation and execution of digital marketing strategies, including paid media, SEO, content marketing, social media, and influencer partnerships, to increase brand visibility, drive traffic, and convert leads into loyal customers.
  • Customer-Centric Experience: Drive the development of personalized customer experiences through data-driven insights, AI, and machine learning tools. Create strategies for enhancing the customer journey, ensuring high levels of satisfaction and long-term brand loyalty.
  • Global DTC Expansion: Identify and prioritize global markets for DTC expansion, tailoring the digital experience to meet the unique needs of regional and local consumers. Ensure that the brand’s digital presence resonates with diverse customer segments.
  • Cross-Functional Collaboration: Work closely with product, sales, technology, marketing, and operations teams to ensure alignment of DTC initiatives across the organization. Collaborate to build digital tools, enhance digital product offerings, and optimize customer touchpoints.
  • Data Analytics and Optimization: Utilize analytics and performance data to monitor and evaluate DTC and digital sales performance. Continuously optimize campaigns, customer acquisition strategies, and website performance based on data insights and A/B testing.
  • Innovation and Trends: Stay at the forefront of industry trends, emerging technologies, and digital innovations. Identify opportunities to leverage new tools, platforms, and technologies to improve the DTC experience and stay ahead of the competition.
  • Team Leadership and Development: Lead and mentor a high-performing team of digital marketing, e-commerce, and customer experience professionals. Cultivate a high-growth culture focused on continuous learning, collaboration, and performance excellence.
  • P&L Ownership and Budget Management: Manage the global DTC and digital budget, ensuring resources are allocated effectively to meet objectives. Oversee performance-based financial planning and drive profitability while maintaining brand integrity.

FAQs

What is the primary responsibility of the VP, DTC & Digital?

The primary responsibility of the VP, DTC & Digital is to lead the company’s global DTC and digital strategy, driving vision, strategy, and execution of DTC channels and digital initiatives to enhance customer experiences, accelerate revenue, market share, and brand loyalty.

What kind of experience is required for this position?

A minimum of 12-15 years of experience in DTC, e-commerce, digital marketing, or related fields is required, with at least 5 years in a senior leadership role.

Is there a preference for advanced education for this role?

Yes, a Bachelor’s degree in Business, Marketing, or a related field is required, and an MBA or equivalent is preferred.

What are the key qualifications we are looking for in a candidate?

Key qualifications include a proven track record of driving significant growth in DTC and digital channels on a global scale, deep expertise in various digital marketing channels, experience in scaling e-commerce platforms, strong analytical skills, and demonstrated success in leading cross-functional teams.

What attributes are important for a candidate in this role?

Important attributes include being a visionary leader, customer-centric, innovative, collaborative, and results-driven.

What does team leadership in this role entail?

Team leadership entails leading and mentoring a high-performing team of digital marketing, e-commerce, and customer experience professionals, and cultivating a high-growth culture focused on continuous learning and excellence.

How does this role contribute to the company’s financial performance?

The VP, DTC & Digital will manage the global DTC and digital budget, ensuring effective resource allocation to meet objectives, while overseeing performance-based financial planning to drive profitability.

Are there any specific marketing strategies the VP will focus on?

Yes, the VP will lead the creation and execution of digital marketing strategies, including paid media, SEO, content marketing, social media, and influencer partnerships to enhance brand visibility and customer conversion.

What is the company’s stance on diversity and inclusion?

KEEN values an inclusive and diverse community and is an equal opportunity employer. Qualified candidates of all backgrounds are encouraged to apply without regard to race, color, religion, sex, national origin, age, sexual orientation, gender identity, veteran status, or disability.

Does the role involve working with global stakeholders?

Yes, the role requires collaboration with global stakeholders and cross-functional teams to ensure alignment of DTC initiatives across the organization.

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KEEN

Driven by a passion for life outside, KEEN is a values driven footwear brand from Portland, Oregon.

Fashion & Arts
Industry
201-500
Employees
2003
Founded Year

Mission & Purpose

KEEN is a values led, outdoor footwear brand with a mission to responsibly create original and versatile products, improve lives, and inspire outside adventure. Founded in 2003, KEEN ignited a revolution in the footwear industry with the introduction of the Newport sandal, launching the concept of Hybrid footwear into the market and setting KEEN on a path of driving consistent product innovation that exists today. As a company, we strive to live by our values, from the products we make to the actions we take, and by activating communities and individuals to protect and preserve the places where we work and play. We passionately endeavor to live fulfilling lives, challenge the status quo, do good, give back, and inspire others. Looking ahead, our vision is to be the most trusted outdoor footwear and lifestyle brand in the world.