Vice President of Marketing & Brand (DTC + E-Commerce)

Best Choice Products • Newport Beach, CA

80d • $190,000 - $300,000

About The Position

The Vice President of Marketing & Brand will lead and scale the company’s marketing, brand, and digital commerce functions to drive revenue growth, customer engagement, and brand equity across all channels. This executive will own DTC operations as well as all marketing across DTC and marketplace channels, taking responsibility for the full customer journey, from acquisition to retention, while shaping the company’s brand identity, storytelling, and creative vision. They will leverage performance marketing, social commerce, e-commerce innovation, and brand strategy to deliver measurable growth and long-term value.

Requirements

• Bachelor’s degree in Marketing, Business, E-Commerce, Communications, or related field; MBA preferred.
• 10+ years of marketing leadership experience in e-commerce and omnichannel consumer brands, including 5+ years in senior roles.
• Proven ability to scale DTC and marketplace businesses, optimize for conversion, and drive profitable growth.
• Deep expertise in performance marketing, digital merchandising, UI/UX, CRO, CRM, SEO, and retention marketing.
• Demonstrated success in brand strategy, storytelling, creative leadership, and PR, including oversight of in-house creative teams.
• Experience with influencer marketing, affiliate programs, and social media platforms.
• Strong data orientation with fluency in analytics tools and reporting platforms.
• Track record of building and leading high-performing teams and managing complex cross-functional initiatives.
• Strategic thinker with a builder mentality—comfortable developing high-level vision and executing with precision.
• Experience in consumer goods, lifestyle brands, or retail categories, ideally with strong seasonal or family-focused portfolios.

Responsibilities

• Serve as the company’s head of marketing, responsible for shaping and executing a holistic strategy across DTC, marketplaces, performance, content, and lifecycle marketing.
• Own and manage all DTC operations, including site performance, merchandising, fulfillment coordination, and the customer experience.
• Lead strategy and execution across paid media and marketplace channels, including search, social, display, retargeting, and retail media platforms (e.g., Amazon Ads, Walmart Connect, Target Roundel), optimizing for CAC, ROAS, and LTV.
• Lead lifecycle marketing across email, SMS, loyalty, CRM, and SEO to increase engagement, retention, and repeat purchases.
• Own TikTok Shop operations, including strategy, merchandising, content, and performance.
• Build and scale influencer and affiliate programs across platforms such as TikTok, YouTube, Pinterest, podcasts, blogs, and affiliate networks.
• Develop and execute social commerce initiatives that drive engagement and sales across emerging platforms and creator-led channels.
• Leverage AI-powered and data-driven tools to enhance content creation, campaign performance, and personalization.
• Optimize the digital customer journey through A/B testing, personalization, UX enhancements, and CRO initiatives.
• Utilize deep Shopify expertise to improve platform capabilities, manage site operations, and ensure a seamless e-commerce experience.
• Create and manage a performance marketing framework using analytics platforms (e.g., Google Analytics, BigQuery) to inform strategy and measure impact.
• Partner closely with the VP of Channel to align go-to-market product launches, minimize channel conflict, and protect brand integrity.
• Own and manage the full marketing budget to ensure efficient allocation and measurable ROI.
• Build and direct comprehensive brand strategies that align with company goals and ensure consistent storytelling across all touchpoints.
• Define and communicate the company’s unique value proposition to strengthen brand identity and differentiation.
• Oversee strategy, planning, and execution of brand campaigns across channels—including social media and PR—to build awareness and deepen emotional connection with audiences.
• Provide strategic direction to the Creative organization to deliver market-leading content that reflects brand values and drives engagement.
• Partner with the CEO to develop and execute PR initiatives that communicate the company mission and strategic priorities.
• Ensure brand integrity is maintained across the entire customer journey, from product packaging to digital experiences.
• Monitor brand health through metrics on awareness, perception, and equity, while identifying emerging cultural and market trends to inform strategy.
• Partner with People/CEO to develop internal branding campaigns that promote the company’s mission and values throughout the organization.
• Develop and manage budgets for brand and creative initiatives, using data and insights to guide investment and measure impact.
• Build, mentor, and scale a high-performing team across marketing, e-commerce, brand, and creative disciplines, setting clear KPIs and fostering a collaborative culture.
• Collaborate cross-functionally with internal stakeholders to ensure alignment between performance marketing, brand strategy, and creative execution.
• Act as a strategic advisor to the leadership team on market trends, emerging technologies, and cultural opportunities to keep the brand ahead of the curve.

Benefits

• Flex Fridays: Enjoy the flexibility of working from home and kick off your weekends early with half-day Fridays, all year long.
• Comprehensive Health Coverage: Inclusive medical, dental, vision, life, and supplemental insurance plans to keep you and your family healthy.
• Support When You Need It: Our Employee Assistance Program is here to provide confidential support for personal and work-related issues.
• Future-Forward Financials: Secure your future with our 401k plan, complete with up to a 3% company match.
• Time to Recharge: Enjoy vacation time, paid holidays, and sick days to rest and recharge.
• Fuel Your Day: Delight in a variety of snacks and drinks to keep you energized, including the occasional catered lunch.
• Exclusive Discounts: Take advantage of our generous employee discount on our products, plus occasional product giveaways and raffles.
• Play Hard: Unwind with our on-site arcade games and ping pong to connect with colleagues.
• Stay Fit: Access our onsite gym or bicycles-for-borrow to keep your fitness goals on track.
• Celebrate Together: Join us for milestone and birthday celebrations, as well as happy hours, quarterly team bonding events, and our annual holiday party.

What This Job Offers

• Job Type: Full-time
• Career Level: Executive
• Education Level: Bachelor's degree