VP of B2C & Digital Marketing (Hybrid)

Lakeshore Learning Materials•Carson, CA

7d•Hybrid

About The Position

Lakeshore is seeking a senior marketing leader to define and lead the vision, strategy and growth agenda for its consumer and digital marketing. The role is responsible for integrated B2C marketing that drives customer acquisition, engagement, retention and eCommerce growth while building long-term brand equity. The leader will bring expertise across loyalty, lifecycle marketing, CRM, email, social, paid media, SEO, digital commerce, retail and omnichannel marketing, combining strategic vision with operational discipline to increase customer lifetime value. The VP will oversee a multi-team marketing organization, its portfolio, budget and resource allocation, and accountability for revenue, profitability, conversion, retention and return on marketing investment. They will collaborate with executive leadership and partners across eCommerce, Merchandising, Product Development and Creative. The role also involves transforming marketing capabilities through new technologies, processes and operating models, and developing a high-performing organization and future leaders.

Requirements

12+ years of experience in digital marketing within an eCommerce environment.
8+ years in a management role leading digital performance marketing teams in B2C commerce, including other managers.
Demonstrated success developing and executing growth strategies that drive customer acquisition, retention, engagement, customer lifetime value and revenue.
Deep expertise across the B2C marketing ecosystem, including loyalty, CRM, lifecycle, email, social, paid media, SEO, digital commerce and omnichannel marketing.
Experience overseeing significant marketing investments, including budget planning, forecasting, performance measurement and ROI management.
Strong command of customer journey mapping, audience segmentation, personalization, testing and marketing analytics.
Experience leading marketing transformation initiatives, such as new technologies, processes or operating models.

Nice To Haves

B2C retail experience, ideally with an omnichannel brand that sells through both stores and eCommerce.
Experience balancing long-term brand stewardship with short-term business performance.
A strong eye for creative excellence and the ability to evaluate campaigns through both a strategic and customer lens.
Pairs creativity with analytical rigor and can explain the rationale behind investments.
Makes sound decisions with incomplete information and assesses and adjusts.
Develops future leaders and guides teams through change with resilience and optimism.
Is approachable and down-to-earth, and leads with curiosity rather than ego.

Responsibilities

Shape the B2C and digital marketing vision, strategy and growth agenda across loyalty, acquisition, retention, eCommerce, CRM, social and performance marketing.
Oversee the B2C marketing portfolio, budget and resource allocation, and ensure accountability for revenue, profitability, conversion, retention and return on marketing investment.
Architect loyalty, retention and customer lifecycle programs that develop long-term customer relationships across digital and retail channels.
Synthesize consumer insights, market intelligence, competitive trends and digital analytics to identify growth opportunities and improve the end-to-end customer experience.
Lead omnichannel and performance marketing across paid media, SEO, email and social, using segmentation, personalization and testing to optimize the customer journey.
Build, coach and mentor a high-performing marketing organization, develop future leaders and address critical talent gaps.
Transform marketing capabilities by integrating technologies, processes and operating models that support future growth.
Influence executive decisions and collaborate with eCommerce, Merchandising, Product Development and Creative to align marketing priorities with company growth goals and represent the needs of teachers and families.