Vice President, Digital Activation & Ecommerce Excellence

Samsonite•Mansfield, MA

1d•Hybrid

About The Position

The Vice President, Digital Activation & Ecommerce Excellence leads Samsonite Group’s digital transformation and ecommerce acceleration toward a $1.1 billion ecommerce revenue goal by 2030. The role sets global digital strategy and experience standards, enables regional execution with clearly defined global requirements and local flexibility, and drives platform excellence, conversion, revenue, and digital return on ad spend (ROAS). It is a hybrid role requiring four days onsite and one day remote each week. The role owns ecommerce platform performance and optimization across geographies and brands, including DTC operations, marketplace strategy, retail media partnerships, digital platform strategy, customer journeys, search visibility, and digital experience standards. It partners with regional marketing and ecommerce leaders (RMEOs) to provide playbooks, best practices, training, and capability building, and works with the SVP on brand consistency and with the Head of Data, Analytics, & Voice of Customer on performance measurement and optimization. The VP builds MarTech governance and capability, defines requirements for the MarTech stack, and co-owns platform selection with IT. IT owns architecture, platform, and optimization decisions. The role also leads assessment and adoption of emerging technologies, and drives AI and agentic innovation across marketing and ecommerce, including GEO, agentic commerce, AI-powered content, and consumer intelligence, within enterprise AI governance. The position establishes digital KPIs and ROAS targets in partnership with the Head of Data, Analytics, & Voice of Customer; consumes shared single source of truth reporting rather than building the data organization’s reporting; and advances attribution, multi-touch tracking, A/B testing, and data-driven optimization. The posting also includes year-one priorities and performance measures focused primarily on data, analytics, measurement, and voice-of-customer programs.

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 through digital platform operations, customer experience, and performance marketing.
Own ecommerce platform performance and optimization across geographies and brands; manage DTC platform operations, marketplace strategy, and retail media partnerships.
Drive ecommerce profitability through operational efficiency and cost optimization; establish channel SLAs and KPIs.
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 and operationalize global digital experience standards across DTC, marketplaces, retail media, and social while enabling local cultural relevance and market-specific optimization.
Own digital platform strategy for web, mobile apps, and checkout; conversion optimization; and customer journey design.
Lead PDP standards, content excellence frameworks, and digital accessibility governance.
Own digital discovery and search visibility, including SEO and AI-driven/GEO discovery, and establish visibility benchmarks and KPIs.
Own global MarTech stack governance and define standards for customer data platforms, email marketing, marketing automation, and analytics tools in partnership with IT.
Define MarTech platform requirements and co-own platform selection with IT; establish global-versus-regional tool flexibility.
Assess and adopt emerging technology in partnership with IT; drive continuous innovation.
Lead AI and agentic technology adoption across marketing and ecommerce, including use-case prioritization, governance frameworks, and business outcomes within enterprise AI governance and the partner ecosystem.
Launch and operationalize GEO strategy, including its measurement framework, KPIs, and governance for GEO and SEO performance.
Lead agentic commerce implementation, beginning with EU and APAC, and develop a phased rollout for remaining markets.
Build and govern AI content models, generative content frameworks, and AI-assisted creative production.
Enable RMEOs with agentic commerce readiness support, digital and AI playbooks, preferred toolkits, best practices, training, and capability-building programs.
Partner with RMEOs to enable local execution of global digital strategy and conduct quarterly business reviews on digital performance and strategy.
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, ROAS targets, and performance tracking; consume SSOT reporting rather than building the data organization’s reporting.
Define ecommerce and digital commercial KPIs, including traffic, conversion, and CAC, for the Brand Health Scorecard and SSOT.
Establish attribution modeling and multi-touch tracking across channels, and drive continuous optimization through A/B testing and data-driven insights.
Work with the SVP on brand integration and consistency in digital execution.
The posting lists year-one priorities including establishing a Head role and senior data/analytics team, building marketing data infrastructure and SSOT, implementing a VoC platform, establishing a global MMM/GMMM program and A&P guidance, creating a brand health SSOT dashboard, and launching a digital analytics dashboard with real-time ROAS reporting.