ABOUT ETHIKA:
Ethika is a leading lifestyle brand based in Lake Forest, CA. Since the inception of the brand, Ethika and its team have been determined to live life, innovate, and deliver quality products, while staying true to our biggest asset - our FAMILIE. The Ethika employees, friends, athletes, artists and customers are the core of the brand and the reason we exist.
POSITION SUMMARY:
The VP of eCommerce Marketing will lead the strategic growth of Ethika's digital presence, with a focus on enhancing site performance, customer engagement, and revenue generation. This role will be responsible for developing and executing comprehensive go-to-market strategies, overseeing a dynamic team, and implementing data-driven solutions to maximize conversion rates, average order value (AOV), and overall operational efficiency. The ideal candidate is both analytical and creative, with a proven track record of managing high-performing ecommerce initiatives and driving digital innovation.
KEY RESPONSIBILITIES:
E-Commerce & Omnichannel Leadership
- Own strategy and performance of Ethika's direct-to-consumer websites, including merchandising, product setup, UX, and front-end optimization.
- Oversee Amazon, TikTok Shop, Meta Store, and other third-party commerce channels to drive sales and brand consistency.
- Collaborate with production and inventory teams to ensure stock health and readiness across platforms.
Digital Marketing & Brand Growth
- Lead paid media, SEO, email/SMS marketing, and loyalty initiatives to increase traffic, conversion, and retention.
- Build and implement go-to-market strategies for major product drops, seasonal sales, and brand collaborations.
- Drive experimentation and A/B testing to optimize conversion rates and ROAS.
Content, Social & Affiliate Programs
- Lead the content and social media teams to craft compelling brand stories across all platforms.
- Manage affiliate and influencer programs to drive traffic and customer acquisition.
- Partner with creators and brand ambassadors to scale reach, relevance, and engagement.
Customer Experience & Service
- Oversee the customer service team and implement tools and workflows to deliver fast, helpful, and friendly support.
- Create a feedback loop between CX, marketing, and product teams to enhance the full customer journey.
Strategy, Tools & Cross-Functional Execution
- Analyze digital performance data to inform growth strategies and decision-making.
- Collaborate with the Tech team on SEO, site speed, UI/UX enhancements, and MarTech implementations.
- Stay current on emerging platforms, tools, and digital trends-and integrate those that drive business results.
- Work cross-functionally with Creative, Operations, and Leadership to align on brand, vision, and goals.
QUALIFICATIONS
- 5+ years of experience leading multiple cross-functional teams (e.g., marketing, content, CX, and eCommerce ops).
- 8+ years of experience in DTC e-commerce, digital marketing, or performance-based brand leadership.
- Proven success managing and scaling eCommerce operations for a lifestyle or consumer brand.
- Direct experience working with and managing outsourced teams, both domestic (U.S.) and international.
- Hands-on experience developing and managing international eCommerce stores across multiple regions and currencies.
- Up-to-date knowledge of modern marketing trends, tools, technologies, and AI applications in digital commerce.
- Deep understanding of the lifestyle fashion industry and what it takes to build a culturally relevant brand.
- Strong expertise in Amazon Marketplace, Shopify or custom eCom stacks, and social commerce platforms.
- Deep experience with performance marketing, lifecycle marketing, and customer acquisition funnels.
- Analytical mindset with hands-on experience using GA4, Klaviyo, Meta Ads Manager, Amazon Seller Central, or similar tools.
- Ability to analyze data and make clear, data-driven decisions across all channels and initiatives.
- Passion for brand storytelling, youth culture, digital innovation, and building high-performing teams.