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Best Choice Products · 1 day ago

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

Newport Beach, CA

Full-time

Hybrid

Director/Executive

$190K/yr - $300K/yr

10+ years exp

Best Choice Products is an e-commerce retail brand dedicated to developing high-quality products for families. They are seeking a Vice President of Marketing & Brand to lead and scale their marketing and digital commerce functions, driving revenue growth and enhancing brand equity across various channels.

E-CommerceRetail

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

Qualification

DTC operationsPerformance marketingBrand strategyE-commerce expertiseData analyticsInfluencer marketingTeam buildingLeadershipCreative visionStrategic thinking

Required

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

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.