VP of Ecommerce & Growth

About the Company

Our client is a fast-growing U.S. manufacturer and e-commerce company specializing in HVAC air filters. The client makes and ships every size, including custom, from its own facilities across the country, so most customers get their filters in a day or two. It sells through its own site, major marketplaces, and wholesale partners. The client is founder-led, data-driven, and moves quickly.

Role Overview

This is an onsite, full-time VP of E-Commerce & Growth role based in Miami, Florida. This is a new executive role with full ownership of the client's direct-to-consumer business and digital growth strategy. It is not a marketing management seat. This person will run the client's site like an operator, driving profitable growth across acquisition, conversion, and retention. They don't need to personally execute every campaign, but do need to know how every channel works well enough to spot problems, hire great specialists, and hold internal teams and agencies accountable for results. The job is to find where the next marketing dollar earns the highest profitable return, and to explain clearly what happened, why it happened, what's changing, and what financial result is expected.

Responsibilities

- Own the e-commerce P&L: Take responsibility for DTC revenue and profitability, and set annual, quarterly, monthly, and weekly targets for spend, acquisition, conversion, retention, and margin.

- Build the growth team: Evaluate the current team, agencies, vendors, and tech, decide what stays internal and what gets outsourced, then hire and lead specialists across performance marketing, SEO, CRO, email/SMS, creative, analytics, and retention.

- Performance marketing: Own strategy and budget allocation across paid search, Google Shopping, and paid social, optimizing for profitable incremental growth instead of platform-reported ROAS.

- Conversion rate optimization: Run a disciplined testing roadmap across product pages, landing pages, checkout, offers, pricing, bundles, subscription, navigation, and mobile, and measure the financial impact of every win.

- SEO and organic growth: Build an SEO strategy that drives real incremental revenue across technical SEO, content, category and product optimization, and authority building.

- Email, SMS, and retention: Own the customer lifecycle, including automated flows, segmentation, campaigns, replenishment, win-back, and cross-sell, to lift repeat purchases and LTV.

- Analytics and reporting: Build dashboards that give leadership a fast, accurate read on revenue, contribution margin, CAC, MER, ROAS, conversion, AOV, LTV, repeat rate, and channel profitability.

- Site, tools, and vendors: Own website merchandising, promotions, landing-page strategy, attribution, marketing technology, and agency relationships.

Who They're Looking For

- 10+ years in e-commerce, digital marketing, or growth, including 5+ years leading high-performing teams.

- Has owned or heavily influenced an e-commerce P&L and managed substantial digital marketing budgets at a large DTC business.

- Knows PPC, SEO, CRO, email/SMS, retention, and analytics deeply enough to diagnose problems personally.

- As fluent in CAC, LTV, MER, ROAS, and contribution margin as in traffic and conversion rate.

- Has managed both internal teams and outside agencies, and holds people accountable to results.

- Challenges assumptions, moves fast, and builds teams, rather than managing agencies and reviewing decks.

- Bonus: has helped scale a DTC brand from roughly $50M to $100M+ [FLAG: this reads as a specific reference to the client's own scale trajectory rather than a generic bonus qualification, confirm whether this should be flagged or removed], managed eight-figure marketing budgets, or worked in a repeat-purchase, subscription, or home products category.

- Bonus: has built serious CRO and lifecycle programs, ideally inside a founder-led company.