VP, Ecommerce | Dermstore

THG•New York, NY

4d•$150,000 - $200,000•Hybrid

About The Position

The VP, Ecommerce will own Dermstore’s online commercial performance, delivering annual sales and profit budgets aligned with its growth strategy and brand identity. Reporting directly to the Managing Director, this leader will set and execute the ecommerce strategy across trading, site experience and customer growth, and lead the customer lifetime value (LTV) agenda across subscriptions, loyalty and the app. The role balances day-to-day trading with building long-term customer value and calls for an influential, people-focused leader who gives teams clarity and direction, collaborates across functions, and turns customer insight into sustained, profitable growth. The position leads ecommerce strategy and P&L performance; owns retention, purchase frequency and customer value programs; oversees trading moments and ongoing site experience improvements; and delivers reporting, insights and team leadership. Success is measured by sales and profitability against targets, site and traffic metrics, customer lifetime value and retention, subscription and loyalty program results, app performance, and team engagement and development.

Requirements

10+ years of experience in ecommerce, digital trading or online retail.
4+ years 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, risk and opportunity review, and sound commercial trade-offs.
Data-led decision-making skills and comfort with cohort analysis, CLV modelling, A/B testing and communicating results in clear business terms.
Excellent communication and leadership skills, including setting direction, creating clarity and developing high-performing teams.
Ability to collaborate across functions and levels, including Buying, Marketing, CRM, Tech, Finance and senior executives, while prioritizing and structuring 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, build and execute the ecommerce growth strategy, identifying acquisition and retention opportunities.
Drive P&L growth with Finance by reviewing sales, gross profit, distribution costs and fulfilment efficiencies to improve EBITDA; lead target setting and phasing with the senior leadership team.
Lead bottoms-up forecasting and monitor sales levers, identifying budget opportunities and risks and pursuing additional top-line sales opportunities.
Collaborate with Buying leads to build and deliver brand joint business plans and commercialize campaigns and activity that drive brand investment and new income streams.
Monitor competitors, assess their strategies and translate relevant learnings into action.
Own Dermstore’s customer lifetime value strategy, setting a roadmap and targets for retention, purchase frequency and customer value across subscriptions, loyalty and app.
Grow and optimize the subscription program through subscriber acquisition, eligible assortment, pricing, incentives and churn reduction.
Lead the strategy, economics and evolution of the loyalty program, including tiers, earn and redemption mechanics, member benefits and brand-funded rewards.
Own 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 develop personalized lifecycle journeys, including onboarding, replenishment, win-back and VIP journeys, connecting subscriptions, loyalty and app into a seamless experience.
Run a structured test-and-learn program using cohort analysis and incrementality testing to assess LTV levers 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 and informed by prior-year activity.
Improve AOV, conversion and bounce rate by working cross-functionally and with Tech to resolve UX issues and introduce features that reduce barriers to online purchasing.
Serve as stakeholder for third-party integrations that enhance the customer journey.
Partner with Marketing to identify new ways to drive traffic to the site and app 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 its website aesthetic and functionality current with industry innovation.
Serve as stakeholder for integrations that support brand identity, including clienteling services and expert text messaging, and lead the esthetician teams that service these tools.
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, and partner with Data to build growth-driving reporting.
Lead, motivate and develop the ecommerce team through clear quarterly objectives, frequent feedback and recognition, and training and induction programs.
Promote and embody the company DNA, establishing a strong work ethic and collaborative team culture that supports performance and job satisfaction.