VP, E-COMMERCE

Job Description

Job Description

FULLBEAUTY Brands™ is the premier fashion and lifestyle destination for the plus size customer. We are an online and catalog marketplace offering a curated collection of the finest family of plus size brands and thousands of products.  

POSITION SUMMARY:

We are seeking a high-impact Vice President of E-Commerce to own and drive the digital performance of our entire brand portfolio. This is a P&L-minded business leadership role — you are accountable for e-commerce results across every brand, every season, every day. You will serve as the chief architect of our web growth strategy, own each brand's digital go-to-market execution, and set the performance standard for the organization.

PRIMARY RESPONSIBILITIES:

Business Leadership & E-Commerce P&L Ownership

• Own e-commerce performance across all brands as a true business leader — accountable for revenue, conversion, traffic, AOV, and customer lifetime value in a DTC-led company where digital is the primary engine of growth.
• Set the multi-brand digital vision and translate it into a rigorous, data-driven roadmap; hold yourself and the organization to measurable outcomes across every property, every season.
• Think and act like a GM: monitor performance daily, identify risks and opportunities in real time, and make rapid, high-quality decisions that protect and accelerate the business.
• Drive continuous site optimization through A/B testing, funnel analysis, and iterative experimentation — always moving the needle on conversion and engagement, never satisfied with the status quo.
• Lead the identification of whitespace opportunities across the portfolio; anticipate competitive shifts and capitalize on them before the market does.

Salesforce Commerce Cloud Platform Leadership

• Serve as the business authority on Salesforce Commerce Cloud — driving platform strategy, governing roadmap prioritization, and partnering with IT on architecture decisions that enable scalability.
• Champion the full utilization of SFCC capabilities, ensuring the team extracts maximum value from platform features including promotions, catalog management, and storefront performance.
• Lead evaluation and integration of third-party tools and technologies that amplify SFCC's core capabilities and accelerate the customer experience roadmap.

Brand Go-To-Market Ownership

• Own the end-to-end digital go-to-market plan for each brand in the portfolio ensuring every brand shows up online with the right product, the right message, and the right offer at the right moment.
• Drive promotional strategy and calendar execution across all brands; partner with Merchandising and Planning to ensure promotional activity is commercially sound, brand-appropriate, and optimized for digital conversion.
• Contribute to marketing execution — translating key seasonal, cultural, and customer milestones into high-impact digital campaigns that are consistent with brand positioning and tuned for performance.
• Ensure each brand's online presence authentically reflects its identity and customer promise while maximizing revenue opportunity — balance brand equity and commercial performance with judgment.

Personalization & Customer Experience

• Build and execute a sophisticated personalization strategy — leveraging customer data, behavioral signals, and segmentation to deliver relevant, high-converting experiences at every touchpoint.
• Partner with digital marketing, creative, and merchandising to develop a content and experience framework that feels personal across all brand identities within the portfolio.
• Champion the evolution of the customer journey from browse to post-purchase, with an obsessive focus on reducing friction and increasing loyalty-driving moments.

Data Analytics & Executive Reporting

• Command the full analytics stack — from site behavioral data to business performance metrics — extracting actionable insights that directly shape strategy and investment decisions.
• Present confidently and frequently to the C-suite and executive leadership, translating complex data into clear narratives with concrete recommendations.
• Establish a culture of measurement within the team; every initiative starts with a hypothesis and ends with a performance verdict.
• Identify emerging trends and warning signals in data before they become business problems — acting with urgency and precision.

Team Leadership & Talent Development

• Lead, inspire, and grow a large, high-performing e-commerce team — setting a high bar for output, urgency, and accountability while investing genuinely in people's development.
• Build a team culture that is entrepreneurial, analytically sharp, and relentlessly focused on the customer.
• Attract top talent; identify gaps and elevate the team's capabilities through coaching, mentoring, and strategic hiring.
• Create clarity of ownership and role definition across a complex, multi-brand environment so execution moves at pace.

Strategic Partnerships & Cross-Functional Leadership

• Form a high-performance triad with the Head of Digital Experience (UX/UI), Head of Digital Marketing, and Head of Data Analytics — these are your closest strategic partners; their work directly amplifies your impact and vice versa. Build relationships grounded in shared goals, clear ownership, and mutual accountability.
• Operate as a trusted, influential partner to heads of Merchandising, Planning, Finance, IT, and Creative — aligning priorities, removing roadblocks, and driving shared outcomes at pace.
• Lead the e-commerce perspective in cross-functional planning processes, ensuring the digital channel is fully represented in seasonal strategies, investment decisions, and new brand initiatives.

MINIMUM QUALIFICATIONS:

• 10+ years of progressive e-commerce leadership, including P&L or revenue ownership in a DTC-led retail environment — you have been accountable for business results, not just channel metrics.
• Demonstrated experience managing digital go-to-market planning across multiple brands or concepts — promotional calendars, moment marketing, product launches, and brand positioning online.
• Deep, hands-on expertise with Salesforce Commerce Cloud — you know the platform and lead strategic decisions around it with authority.
• Proven track record of driving meaningful, sustained improvement in core web KPIs: conversion rate, revenue per visit, AOV, and customer retention.
• Expert-level analytical skills — you are fluent in web analytics platforms (Adobe Analytics, Google Analytics), can build a business case from raw data, and know how to separate signal from noise.
• Proven ability to work in tight strategic partnership with UX/UI, digital marketing, and data analytics leaders — leveraging their capabilities to drive your own commercial outcomes.
• Experience designing and scaling personalization programs that deliver measurable impact on customer engagement and revenue.
• Demonstrated ability to lead large, diverse teams — you set direction, develop talent, and drive results through others without losing pace.
• A track record of operating effectively in matrixed, cross-functional environments — you earn influence through results and relationships, not just authority.
• Polished executive presence with the ability to communicate complex analyses and strategies clearly and persuasively to the C-suite.
• Undergraduate degree required; MBA or advanced degree preferred.
• An unrelenting work ethic, a growth mindset, and genuine ambition to build something great.

WHY JOIN FULLBEAUTY?

• Competitive Health Benefits (Medical, Dental & Vision)
• Employer HSA Contribution
• 401K Match
• Employee Assistance Program
• Hybrid Work Schedule (Corporate)
• Business Casual Attire
• Wellness Initiatives
• 30% Associate Merchandise Discount Across our Family of Brands
• Employee Discount on Travel, Cell Phone Plans and More
• Generous Paid Time Off Program
• Promote From Within Culture
• Commitment to Being an Equal Opportunity Employer
• Life Insurance Benefits
• Internal charity that supports FULLBEAUTY Brands’ associates and their immediate family members during times of extreme hardship

  FULLBEAUTY Brands™ is an Equal Opportunity Employer. Qualified applicants will receive consideration for employment without regard to race, age, color, religion, sex, national origin, sexual orientation, gender identity, disability or protected veteran status.