Vice President, Marketing and Ecommerce

Pura Vida is seeking a proven business leader who will have responsibility for the Company’s website and digital experience as well as the planning, development, implementation, and management of the marketing strategy for the Pura Vida brand. Reporting to the General Manger, the Vice-President of Marketing and Ecommerce will be responsible for the Company’s digital website and experience and the Marketing effectiveness for the brand. Define and align marketing strategies across channels of distribution with a focus on ecommerce and performance marketing to balance short term revenue goals with long term brand value and other corporate goals. Interpret and leverage market signals from customer data, consumer research, consumer culture and category trends (fashion/product/service) to define the branded direction and inspire creativity while continuing the transformation to more individualized customer strategies and optimized marketing ROI.

Best candidates will have a track record of successful leadership in managing ecommerce performance marketing and generating customers and revenue across an omnichannel environment. Hands-on management of customer acquisition/growth/retention, digital advertising, social media, public relations, loyalty programs, and customer data analytics.

This role serves as a key member of the Pura Vida Leadership Team and is responsible for developing and executing the Pura Vida strategy while enhancing the Pura Vida brand and culture. Key reports include Marketing Director, Director of Acquisition, and Sr. Ecommerce Manager.

• Responsible for the profit and loss of the puravidabracelets.com website and ecommerce business, including the entire online digital experience.
• Build, scale, and run a progressive, multi-channel direct-to-consumer marketing organization driven by P&L results.
• Envision and lead the execution of an integrated, multi-channel marketing strategy that accounts for both consumer and cultural insight to set direction and inspiration for creative and customer centric brand activations.
• Develop strategies to leverage and expand the Pura Vida brand, building upon the classic heritage and core customer segments with a focus on evolving the brand for strong appeal across a broader set of customer segments domestically and internationally.
• Own the “customer file”, including customer acquisition, growth, and retention; lead customer analytics, develop insights that deepen the organization’s understanding of the customer.
• Enable unique customer journeys that strengthen brand engagement based on a cohesive journey that accounts for the motivation, influences, and actions of customers. Track effectiveness of programs for focus on continuous learning and improvement.
• Lead the development of the overall annual and seasonal marketing programs and plans. Oversee performance of Pura VIda Marketing and Content strategy against brand marketing budget/ROI models.
• Partner with retail teams to drive necessary digital, store creative assets and storytelling in support of the business goals. Partner with wholesale merchants to ensure required assets are delivered to serve the seasonal needs of their business.
• Provide strong leadership and mentorship to members of the Marketing team.
• Work with and through peers to integrate key brand principals across touch points, segments and channels of distributions.

• Bachelor’s degree in business administration, marketing, or related field or equivalent experience. Master’s degree preferred.
• 10+ years marketing experience in Retail, Brand, and Direct-to-Consumer Marketing.
• Experience leading ecommerce and/or marketing in an multi-channel retailer or wholesaler in fashion preferred.
• Track record of converting data-driven analytics to gain consumer insights, drive customer activation, optimize user experience, and improve Marketing efficiency.
• Hands on experience in designing and driving digital campaigns using channels such as social media, email, SMS, display, affiliate, paid and natural search.
• 5+ years’ experience managing a functional staff.
• Ability to think strategically, drive results, and continuously drive innovation.
• Track record of building high-performance organizations and inspiring them to exceed their objectives.
• Strong leaderships skills with the ability to manage, engage, mentor and retain teams.
• Excellent interpersonal skills and ability to effectively communicate complicated concepts and recommended courses of action to diverse audiences.
• Detail oriented with the ability to manage multiple projects and tasks simultaneously.
• Hands on experience with modern multi-channel marketing tactics.
• Ability to build and maintain good rapport with internal and external partners.
• Strong communication and presentation skills
• Build a pipeline of talent internally and externally to fuel the growth of the business including developing appropriate plans for key talent.

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