VP, Ecommerce | Dermstore

THG•New York City, NY

3d•Hybrid

About The Position

The VP, Ecommerce owns Dermstore’s online commercial performance and is accountable for delivering annual sales and profit budgets aligned with the company’s growth strategy and brand identity. Reporting directly to the Managing Director, this leader sets and executes ecommerce strategy across trading, site experience, and customer growth, and leads the customer lifetime value agenda through subscriptions, loyalty, and the app. The role balances daily trading with long-term customer value and requires a commercially minded, data-led, influential leader who provides teams with direction, collaborates across functions, and turns customer insight into sustained, profitable growth. The position leads ecommerce strategy and P&L performance, including forecasting, target setting, sales and profit improvement, brand planning, and competitive analysis. It owns customer lifetime value programs across subscriptions, loyalty, app growth, and personalized lifecycle journeys, using structured testing and analysis to evaluate results. The role also oversees trading plans and site experience, partnering with Buying, Marketing, Merchandising, Product, Tech, CRM, Finance, and Data to improve customer experience and commercial results. It delivers regular performance reporting and develops the ecommerce team through clear objectives, feedback, recognition, and training.

Requirements

10+ years of experience in ecommerce, digital trading, or online retail.
4+ years of experience in a senior leadership role.
Proven track record of growing subscription, loyalty, and/or app programs with measurable impact on retention, order frequency, and customer lifetime value.
Strong P&L ownership experience, including budgeting, reviewing risks and opportunities, and making commercial trade-offs.
Data-led decision-making skills and comfort with cohort analysis, customer lifetime value modelling, A/B testing, and communicating results in business terms.
Excellent communication and leadership skills, including setting direction, bringing stakeholders along, and developing high-performing teams.
Ability to collaborate across functions and levels, including Buying, Marketing, CRM, Tech, Finance, and senior executives.
Ability to prioritize and structure work in an organized way.

Nice To Haves

Experience in beauty, retail, fashion, or consumer lifestyle.
Deep knowledge of prestige skincare, hair care, and beauty trends.
Hands-on experience with subscription commerce, loyalty, and app analytics platforms.
Experience launching or relaunching a loyalty program, membership, or paid tier.
A proactive, positive “can do” attitude and a passion for never being ordinary.

Responsibilities

Partner with the senior leadership team to plan and execute ecommerce growth strategy and identify acquisition and retention opportunities.
Drive P&L growth with Finance by reviewing sales, gross profit, distribution costs, fulfilment efficiencies, and opportunities to improve EBITDA.
Lead target setting, phasing, bottom-up forecasting, and monitoring of sales levers; identify budget risks, opportunities, and further sales growth opportunities.
Collaborate with Buying leads on brand joint business plans and commercialize campaigns and activities that drive brand investment and new income streams.
Monitor competitors and translate findings about their strategies into actions for Dermstore.
Own the customer lifetime value strategy and roadmap, setting targets for retention, purchase frequency, and customer value across subscriptions, loyalty, and app.
Grow and optimize the subscription program, including subscriber acquisition, assortment, pricing, incentives, subscriber experience, and churn reduction.
Lead the loyalty program’s strategy, economics, and evolution, including tiers, earn and redemption mechanics, member benefits, and brand-funded rewards.
Drive app growth and engagement with Product and Tech, including downloads, active users, app-exclusive features and content, messaging, and app share of sales.
Partner with CRM to build personalized lifecycle journeys across onboarding, replenishment, win-back, and VIP experiences.
Run a structured test-and-learn program using cohort analysis and incrementality testing to assess LTV initiatives and prioritize investment.
Plan and execute key trading moments with 360-degree activation plans and phased targets by day, channel, and brand, in collaboration with Buying, Marketing, and Merchandising.
Work cross-functionally to improve average order value, conversion, and bounce rate; partner with Tech to resolve UX issues and introduce features that reduce online purchase barriers.
Serve as stakeholder for third-party integrations that enhance the customer journey and brand identity, including clienteling services and expert text messaging; lead esthetician teams that service these site tools.
Partner with Marketing to identify innovative ways to drive site and app traffic and improve traffic from existing channels.
Work with Buying and Planning to ensure product availability, visibility, and distribution on site.
Support Dermstore’s identity as a Skin Health destination and keep the website’s aesthetic and functionality at the forefront of industry innovation.
Deliver regular reporting on trading and LTV performance and drive improvements in underperforming areas.
Use the in-house data and technology platform to share customer behavior and trend insights; partner with Data to build growth-oriented reporting.
Lead, motivate, and develop the ecommerce team by setting quarterly objectives, giving frequent feedback and recognition, and building training and induction programs.
Promote and embody company DNA, fostering a strong work ethic and collaborative team culture that supports performance and job satisfaction.