VP - Marketing

Vice President, Growth Marketing & eCommerce

About Grocery Outlet:

Our Mission: Touching lives for the better

Our Vision: Touching lived by being the first choice for bargain-minded consumers in the U.S.

Our Values & Behaviors: Achievement, Diversity, Entrepreneurship, Family, Fun, Integrity & Service

About the Role: As the Vice President, Growth Marketing & eCommerce, you will lead the enterprise customer growth strategy across digital commerce, customer acquisition, loyalty, CRM, media, personalization, and marketing analytics. You will create a connected customer ecosystem that increases Grocery Outlet's acquisition, engagement, retention, trip frequency, and lifetime value across digital and omnichannel touchpoints.

You will balance brand building and performance marketing while driving profitable revenue growth and an exceptional customer experience. You bring strategic vision, analytical rigor, and operational excellence, with a proven ability to use data, technology, media, and customer insights to deliver measurable growth at scale. The VP, Marketing will report to the SVP, Chief Marketing Officer.

About the Team:

Our Marketing team's mission is to use creativity and passion for the Grocery Outlet brand to increase customer trips, grow market share, and contribute to company growth and profitability. Our team is built on innovation and collaboration- allowing us to engage customers and drive sales in a fast-paced environment. Successful members of our team are eager and curious as they use their exceptional work ethic, creativity, and attention to detail to look for the next marketing trend.

Responsibilities Include:

Customer Growth & eCommerce Strategy

• Develop and execute the long-term strategy for digital commerce, customer acquisition, loyalty, and the omnichannel customer experience.
• Own performance against key business objectives, including digital revenue growth, customer acquisition and retention, conversion, digital penetration, customer engagement, marketing effectiveness, profitability, and customer lifetime value.
• Identify and capitalize on emerging opportunities across eCommerce, loyalty, CRM, retail media, partnerships, digital products, and evolving customer channels.
• Lead annual planning, forecasting, budgeting, and performance management for the digital growth organization.

Growth Marketing & Customer Acquisition

• Own the end-to-end customer growth funnel, including acquisition, activation, engagement, retention, reactivation, and advocacy.
• Develop integrated acquisition strategies across paid, owned, and earned channels to drive awareness, consideration, conversion, and long-term customer value.
• Partner closely with Digital Marketing, CRM, and eCommerce leaders to align growth initiatives across email, SMS, mobile app, website, social media, retail media, partnerships, and emerging platforms.
• Build customer journey strategies that move shoppers seamlessly from discovery to loyalty while increasing shopping frequency, basket size, and engagement.
• Develop referral, loyalty, member acquisition, and advocacy programs that create sustainable customer growth.

Media Strategy, Optimization & Measurement

• Lead enterprise-wide media investment strategy and optimization across performance marketing channels, including paid search, paid social, display, programmatic, affiliate marketing, retail media, connected television, and emerging platforms.
• Develop data-driven investment frameworks that maximize return on marketing investment while balancing near-term sales performance and long-term brand growth.
• Continuously optimize audience targeting, channel mix, bidding strategies, creative performance, and campaign effectiveness.
• Establish advanced measurement capabilities, including attribution modeling, incrementality testing, media mix modeling, customer-level measurement, and performance reporting.
• Partner with Finance, Data & Analytics, and agency partners to ensure marketing investments deliver measurable and profitable growth.

Loyalty, CRM & Personalization

• Lead CRM, loyalty, lifecycle marketing, personalization, and customer engagement strategies.
• Develop customer segmentation frameworks and data-driven personalization programs that increase retention, engagement, and lifetime value.
• Use customer behavior, loyalty, transactional, and digital interaction data to identify growth opportunities and improve the customer experience.
• Build automated customer journeys and marketing programs that strengthen relationships across every stage of the customer lifecycle.

Omnichannel Customer Experience

• Partner with Digital, eCommerce, Technology, Product, and Operations leaders to create a seamless and consistent customer experience across all touchpoints.
• Provide marketing leadership and strategic input on digital customer experiences, ensuring alignment with broader brand and growth objectives.
• Collaborate on customer journey optimization initiatives that improve engagement, loyalty, conversion, and business performance.
• Ensure marketing strategies support integrated omnichannel experiences and align with enterprise growth priorities.

Leadership & Cross-Functional Partnership

• Build, lead, mentor, and develop a high-performing team responsible for growth marketing, CRM, loyalty, media, analytics, and eCommerce.
• Create a culture of accountability, innovation, collaboration, speed, and continuous improvement.
• Collaborate closely with Merchandising, Operations, Technology, Finance, Data & Analytics, Brand Marketing, and other cross-functional partners to align customer, promotional, and business strategies.
• Serve as a key member of the Marketing leadership team and contribute to the broader strategic direction of Grocery Outlet.

About The Pay:

• Base Salary Range: $220,000 - $260,000 Annually
• Annual Bonus Program
• Equity
• 401(k) Profit Sharing
• Medical, Dental, Vision & More!
• Final compensation will be determined based upon experience and skills and may vary based on location.

About You:

• 10+ years of progressive leadership experience across growth marketing, digital marketing, CRM, loyalty, eCommerce, or related disciplines for a retailer.
• 5+ years leading large-scale customer growth and digital commerce organizations.
• Ability to thrive in a fast paced, start up like environment.
• Proven success managing significant marketing investments and delivering measurable revenue and customer growth.
• Experience building customer acquisition, retention, loyalty, lifecycle marketing, and personalization programs at scale.
• Experience in retail, grocery, consumer products, marketplace, or omnichannel environments.
• Demonstrated ability to build and lead high-performing teams in a fast-paced, growth-oriented environment.
• Strong executive presence, communication skills, and ability to influence senior leaders and cross-functional stakeholders.
• Strategic, analytical, and solutions-oriented, with a bias toward action and operational excellence.
• Deep expertise in growth marketing, media strategy and investment optimization, CRM and loyalty, attribution and measurement, customer lifecycle management, and marketing analytics.
• Experience with performance marketing, marketing automation, eCommerce platforms, digital merchandising, conversion rate optimization, web and app analytics, media mix modeling, and incrementality testing preferred.