Vice President, Digital Activation & Ecommerce Excellence

As the VP, Digital Activation & Ecommerce Excellence, you will lead the digital transformation and ecommerce acceleration strategy for Samsonite Group toward the $1.1B ecommerce revenue goal by 2030. Define requirements for, and co-own platform selection with IT of, the MarTech stack; IT owns architecture, platform, and optimization decisions. Partner with RMEOs and regional Marketing & Ecommerce leaders to enable local execution of global digital strategy, clearly defining what is globally fixed vs. locally flexible. Partner with GMEO to build marketing technology governance and drive AI/agentic commerce innovation. Work in close partnership with SVP on brand consistency in digital execution and with Head of Data, Analytics, & Voice of Customer on digital performance measurement and optimization. Partners with regional marketing and ecommerce leads on digital activation best practices across omni-channel digital, audience strategies, and agile digital optimizations to drive improved topline and digital ROAS improvements. This is a hybrid role, we work on site 4 days and remotely 1 day weekly.

Serving as peer to SVP and Head of Data, Analytics, & Voice of Customer (all reporting to GMEO), this VP is accountable for:

• Driving ecommerce revenue growth toward $1.1B by 2030
• Executing digital transformation and platform excellence across all channels
• Building digital experience standards that maintain brand consistency while optimizing conversion
• Building marketing technology governance and innovation capability
• Enabling RMEOs with digital playbooks, best practices, and capability building
• Assessing AI and agentic use cases for digital commerce and content development

CORE MANDATE & STRATEGIC PILLARS

This role executes on four core strategic pillars aligned to GMEO direction:

Pillar 1: Digital Commerce Acceleration & Revenue Growth

Drive ecommerce revenue growth toward $1.1B by 2030 through excellence in digital platform operations, customer experience, and performance marketing. Enable regions with digital best practices ensuring all digital channels (DTC, marketplaces, retail media) drive measurable revenue and margin contribution. Partner with RMEOs to enable regional execution with local market flexibility.

Pillar 2: Digital Experience Excellence & Brand Consistency

Define and operationalize global digital experience standards that elevate brand positioning while optimizing for digital KPI improvements (e.g. ROAS, conversion). Ensure consistent brand expression across all digital touchpoints while enabling local cultural relevance. Partner with SVP on brand integration into digital execution.

Pillar 3: Marketing Technology & Data-Driven Optimization

Build marketing technology governance, infrastructure, and capability to enable data-driven, personalized digital experiences at scale. Lead emerging technology assessment and adoption in partnership with IT. Partner with Head of Data, Analytics, & Voice of Customer on digital performance measurement and ROAS optimization.

Pillar 4: AI Excellence & Agentic Innovation

Lead the adoption of AI and agentic technologies across marketing and ecommerce functions, including GEO optimization, agentic commerce, and AI-powered content and consumer intelligence. Define marketing and ecommerce AI use case prioritization, governance frameworks, and next-practice solutions that drive competitive advantage and productivity. Partner with Head of Data, Analytics, & Voice of Customer and RMEOs to embed AI-powered capabilities across all digital channels and regional teams.

KEY ACCOUNTABILITIES IN SUPPORT OF STRATEGIC PILLARS

Digital Commerce Acceleration & Revenue Growth:

• Own ecommerce platform performance and optimization across all geographies and brands
• Manage DTC platform operations, marketplace strategy, and retail media partnerships
• Drive profitability through operational efficiency and cost optimization
• Establish SLAs and KPIs for ecommerce channels
• Lead annual ecommerce business planning and financial forecasting with RMEOs
• Lead retail media commercial partnerships and commitments (e.g., Amazon Ads Video Upfront) to convert brand awareness into ecommerce traffic, conversion, and sales
• Support DTC/ecommerce launch and conversion execution for global runner products (e.g., Paralux Coffee, ProDLX 7, Nexis)

Digital Experience Excellence & Brand Consistency:

• Define global digital experience standards across all channels (DTC, marketplace, retail media, social)
• Own digital platform strategy (web, mobile app, checkout), conversion optimization, and customer journey design
• Ensure brand consistency while enabling market-specific optimization
• Lead PDP standards, content excellence frameworks, and digital accessibility governance
• Own digital discovery and search visibility — SEO and AI-driven/GEO discovery — and establish search- and AI-visibility benchmarks (e.g., eMarketer, Profound AI visibility) as tracked digital KPIs
• Partner with SVP on brand integration and with Head of Data, Analytics, & Voice of Customer on performance tracking

Marketing Technology & Innovation:

• Own global marketing technology (MarTech) stack governance, platform selection, and optimization in partnership with IT
• Define standards for customer data platforms, email marketing, marketing automation, and analytics tools
• Assist RMEOs with agentic commerce readiness and preferred partner toolkit
• Establish clear framework for global vs. regional MarTech tool flexibility
• Drive continuous innovation and emerging technology assessment

AI & Agentic Solutions:

• Own marketing/ecommerce AI use-case demand and business outcomes; adopt within IT's enterprise AI governance and partner ecosystem (incl. Agentforce).
• Launch and operationalize GEO strategy; define measurement framework, KPIs, and governance for GEO and SEO performance
• Lead agentic commerce implementation (e.g., Salesforce Agentforce) beginning with EU & APAC; develop phased rollout across remaining markets
• Build and govern AI content model including generative content frameworks and AI-assisted creative production
• Enable RMEOs with AI playbooks, preferred tool toolkit, and capability building programs

Regional Enablement & Digital Capability Building:

• Partner with RMEOs to enable local execution of global digital strategy
• Develop digital playbooks, best practices, and training programs
• Conduct quarterly business reviews on digital performance and strategies
• Partner with GMEO to annually assess DTC.com performance and strategies
• Collaborate with RMEOs and DTC regional leaders to enhance DTC strategies (incl. UX/UI)

Digital Analytics & Performance Measurement:

• Partner with Head of Data, Analytics, & Voice of Customer to define digital analytics standards and consume SSOT reporting for ecommerce and digital channels; define digital KPIs and ROAS targets along with Head of Data, Analytics, & Voice of Customer
• Define the ecommerce and digital commercial KPIs (traffic, conversion, CAC) that feed the Brand Health Scorecard and SSOT - consuming, not building, the data organization's reporting
• Establish attribution modeling and multi-touch tracking across channels
• Drive continuous optimization through A/B testing and data-driven insights

PERFORMANCE METRICS & SUCCESS MEASURES

Year 1 Key Priorities

• Establish Head role and build senior data/analytics team
• Build data infrastructure and establish SSOT across marketing functions
• Implement VoC platform and operationalize real-time feedback collection
• Establish global MMM/GMMM program and define A&P guidance
• Create brand health SSOT dashboard
• Launch digital analytics dashboard with real-time ROAS reporting

Key Performance Indicators

• Data quality scores - Target: 99%+
• MMM/GMMM model accuracy and ROAS prediction improvement
• Adoption of SSOT dashboards across regions - Target: 95%+
• Time to VoC insights - Target: < 2 weeks
• VoC platform availability and uptime - Target 99.5%+