Vice President, Digital Activation & Ecommerce Excellence
About The Position
The Vice President, Digital Activation & Ecommerce Excellence leads Samsonite Group’s digital transformation and ecommerce acceleration strategy, supporting the goal of reaching $1.1 billion in ecommerce revenue by 2030. The role owns ecommerce platform performance and optimization across geographies and brands, sets global digital experience standards, and enables regional marketing and ecommerce teams to execute global strategy with clearly defined local flexibility. It is a hybrid role with four onsite workdays and one remote workday each week. The VP leads digital commerce growth across DTC, marketplaces, and retail media; advances conversion, customer experience, profitability, and performance marketing; and establishes ecommerce channel KPIs and operating practices. The position also governs the global MarTech stack and partners with IT on platform selection, emerging technologies, and optimization. IT owns architecture, platform, and optimization decisions. The role develops digital experience standards that preserve brand consistency while allowing culturally relevant local execution. It leads web, mobile app, checkout, customer journey, PDP, content, accessibility, SEO, and AI-driven/GEO discovery standards, and works with the SVP on brand integration and the Head of Data, Analytics, & Voice of Customer on measurement and optimization. The VP leads marketing and ecommerce AI adoption, use-case prioritization, governance, GEO, agentic commerce, and AI-assisted content development. The role partners with GMEO, RMEOs, regional marketing and ecommerce leaders, IT, and data and analytics leadership to build governance, regional capability, playbooks, training, and performance improvements. The position is a peer to the SVP and Head of Data, Analytics, & Voice of Customer; all three report to the GMEO.
Requirements
- 12+ years of experience in analytics, marketing science, measurement leadership, or data strategy.
- Deep expertise in Marketing Mix Modeling (MMM) and GMM.
- Strong experience with VoC platforms, sentiment analysis, and social listening.
- Experience building dashboards and automated reporting using Tableau, Looker, or Power BI.
- Experience managing large-scale data infrastructure projects.
- Strategic business acumen and ability to translate data into recommendations.
- Experience managing syndicated data partnerships and governance.
Responsibilities
- Drive ecommerce revenue growth toward $1.1 billion by 2030.
- Own ecommerce platform performance and optimization across geographies and brands.
- Manage DTC platform operations, marketplace strategy, and retail media partnerships.
- Drive profitability through operational efficiency and cost optimization.
- Establish SLAs and KPIs for ecommerce channels, and lead annual ecommerce business planning and financial forecasting with RMEOs.
- Lead retail media commercial partnerships and commitments to convert brand awareness into ecommerce traffic, conversion, and sales.
- Support DTC and ecommerce launch and conversion execution for global runner products.
- Define global digital experience standards across DTC, marketplaces, retail media, and social channels.
- Own digital platform strategy across web, mobile apps, and checkout, as well as conversion optimization and customer journey design.
- Maintain brand consistency while enabling market-specific optimization; partner with the SVP on brand integration in digital execution.
- Lead PDP standards, content excellence frameworks, and digital accessibility governance.
- Own SEO and AI-driven/GEO discovery, and set search and AI visibility benchmarks as digital KPIs.
- Govern the global MarTech stack and partner with IT on platform selection, optimization, and emerging technology assessment.
- Define standards for customer data platforms, email marketing, marketing automation, and analytics tools.
- Set a framework for global versus regional MarTech flexibility and assist RMEOs with agentic commerce readiness and preferred partner tools.
- Own marketing and ecommerce AI use-case demand and business outcomes within IT's enterprise AI governance and partner ecosystem.
- Launch GEO strategy and define measurement frameworks, KPIs, and governance for GEO and SEO performance.
- Lead phased agentic commerce implementation, beginning in the EU and APAC and extending to remaining markets.
- Build and govern AI content frameworks and AI-assisted creative production.
- Provide RMEOs with AI and digital playbooks, preferred-tool resources, best practices, training, and capability-building programs.
- Conduct quarterly business reviews on digital performance and strategies, and partner with GMEO to assess DTC.com performance and strategies annually.
- Collaborate with RMEOs and DTC regional leaders to enhance DTC strategies, including UX/UI.
- Partner with the Head of Data, Analytics, & Voice of Customer to define digital analytics standards, digital KPIs, and ROAS targets, and use SSOT reporting for ecommerce and digital channels.
- Define ecommerce and digital commercial KPIs, including traffic, conversion, and CAC, for the Brand Health Scorecard and SSOT; consume rather than build the data organization's reporting.
- Establish attribution modeling and multi-touch tracking across channels.
- Drive continuous optimization through A/B testing and data-driven insights.
- Assess AI and agentic use cases for digital commerce and content development.
Benefits
- Meaningful rewards and employee development opportunities.
- A supportive working environment.
- A diverse, inclusive, and respectful workplace.
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What This Job Offers
Job Type
Full-time
Career Level
Executive
Education Level
No Education Listed
