Ascend Wellness Holdings (CSE: AAWH.U / OTCQX:AAWH) · 2 weeks ago
Vice President of eCommerce and Loyalty
United States
Full-time
Remote
Director/Executive
$250K/yr - $310K/yr
10+ years expAscend Wellness Holdings (AWH) is seeking a growth-minded Vice President of eCommerce to shape the future of its digital commerce experience. The role involves defining and executing a strategy for a best-in-class omnichannel platform that enhances customer engagement and drives growth, while overseeing the evolution of the Loyalty program to improve customer retention and advocacy.
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Hiring Manager
Kim Patrasso
Responsibilities
Own the eCommerce and Loyalty strategy and execution, connecting acquisition, engagement, and retention to create a seamless, customer-focused experience across digital and retail channels
Lead and continually enhance the omnichannel customer journey, overseeing platform operations, UX/UI, digital merchandising, CRM, and rewards activation to drive customer satisfaction, loyalty, and lifetime value
Use customer insights and behavioral data to shape segmentation, personalization, and lifecycle strategies that strengthen connection, advocacy, and repeat business
Collaborate with Marketing, Retail, and Design to ensure every digital and in-store touchpoint reflects a consistent, rewarding customer experience
Define and manage KPIs: conversion, average order value (AOV), repeat purchase, loyalty engagement, and customer acquisition cost (CAC), linking every initiative to measurable customer and business outcomes
Stay actively involved in daily execution, partnering with cross-functional teams to ensure product assortment, pricing, and promotions align with customer expectations and brand standards across POS, mobile apps, and digital platforms
Partner with the Senior Managers of Loyalty and eCommerce Digital Merchandising to align product presentation, rewards, and communications into a cohesive experience that deepens customer engagement and builds long-term loyalty
Oversee paid and organic traffic strategies (SEO/SEM, listings, and menu visibility), ensuring customers can easily discover and engage with Ascend's offerings online
Manage key vendor partnerships (Dutchie, Surfside, and others), ensuring all platforms and tools integrate seamlessly to enhance the customer experience and data visibility
Drive continuous innovation of the D2C platform, scaling digital capabilities that elevate ease, access, and personalization
Own eCommerce and Loyalty P&L performance, budgets, and forecasting, ensuring investments and initiatives deliver strong ROI and align with enterprise financial goals
Report on customer and business performance metrics to executive leadership, translating insights into actionable strategies that advance loyalty and growth
Lead, mentor, and inspire a high-performing team spanning eCommerce, Loyalty, and digital merchandising, operations, and analytics
Serve as an active, visible leader, collaborating with the team in daily operations, guiding decision-making, and modeling accountability, collaboration, and excellence
Establish clear performance objectives, provide ongoing coaching and feedback, and support professional development to strengthen team capabilities
Foster a culture of accountability, collaboration, and innovation that drives measurable business impact, customer satisfaction, and loyalty engagement
Qualification
Required
Bachelor's Degree in Marketing, Business, or a related field; MBA preferred
10+ years of specialized leadership experience overseeing eCommerce, digital merchandising, and loyalty functions end-to-end within established, performance-driven retail or consumer organizations, bringing deep functional expertise rather than broader marketing leadership experience, and demonstrating both strategic acumen and hands-on executional excellence
Proven ability to build and empower high-performing eCommerce and Loyalty teams through mentorship, inclusion, and accountability
Demonstrated success scaling digital revenue channels, improving customer retention, and implementing omnichannel strategies that drive engagement and lifetime value
Deep understanding of digital merchandising, UX optimization, SEO/SEM, CRM, and loyalty integration
Strong customer-centric orientation with the ability to translate insights into strategies that enhance satisfaction, loyalty, and advocacy
Analytical mindset with proficiency in eCommerce and data visualization tools (Google Analytics, Shopify or similar platforms, Tableau, etc.)
Exceptional executive communication skills with the ability to present performance insights and strategic recommendations to senior leadership in clear, actionable terms
Proven success managing eCommerce P&L performance and optimizing ROI across digital and loyalty channels
Deep understanding of omnichannel strategy and the connection between digital engagement, in-store experience, and customer lifecycle value
Experience leading digital transformation or platform migration projects (e.g., Shopify, Adobe Commerce, Salesforce Commerce Cloud)
Highly organized, adaptable, and able to manage multiple priorities in a rapidly evolving environment
Strong collaboration and influence skills across AWH teams and vendors
Experience managing budgets, forecasting, and vendor partnerships
Operates with discretion, sound judgment, and confidentiality when handling sensitive business information and executive communications
Ability to travel occasionally to AWH sites for collaboration and strategic alignment, with reasonable accommodations provided
Company
Ascend Wellness Holdings (CSE: AAWH.U / OTCQX:AAWH)
Ascend Wellness Holdings, Inc.
1001-5000 employees
Funding
Current Stage
Public CompanyTotal Funding
$825.54MKey Investors
CFBankSeaport Global Securities
2025-09-30Post Ipo Debt· $9.35M
2025-05-28Post Ipo Debt· $50M
2025-01-10Post Ipo Debt· $15M
Leadership Team
Frank Perullo
President, Director and Co-Founder
Danielle Drummond
Vice President of Social Equity
Recent News
2025-12-10
Company data provided by crunchbase