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Vice President of Brand, Marketing, & Ecommerce

Company: Boston Proper
Location: Boca Raton
Posted on: September 13, 2020

Job Description:

Medical, Dental, Vision, 401k Match, Short-term disaiblity, long-term disability, life insurance and more!

Boston Proper, is a top women's apparel brand is seeking a Vice President of Brand, Marketing, & Ecommerce. HQ, Boca Raton, FL, BP has taken a significant investment from top-tier PE firm, Brentwood Associates, and is laser focused on a 4-5 year growth strategy as they eye a successful exit.

BP celebrates amazing women of any age, with a focus on those 40+ embracing life's journeys and inspiring confidence through fashion and style via a range of contemporary clothing, athleisure, swimwear, footwear & accessories.

8-figure revenue / Strong balance sheet

24 months of runway and rounding the corner towards profitability

Industry leading investment in Marketing spend and MarTech

Strong equity partner, Brentwood Associates, with deep pockets and 8-fig investment

This is a great opportunity for digitally native and strategically savvy Marketer to come into a well-funded and driven organization as they move from turnaround to growth stage. This VP will step into an organization with budgets above industry norms and a strong support team in place. The customer base and tools are all in place, the teams are established, and the tech is solid for this VP to expand market share, convert audiences into an engaged community, and be a catalyst of growth as a key member and partner to the leadership team.

This is a ripe time to step into BP, which is led by thoughtful, collaborative, and driven leaders as they are hitting milestones and setting themselves up for a big win!

If this opportunity sounds exciting to you, check out the job description below!

Position Overview This is truly a dream opportunity for the right Vice President of Brand, Marketing and E-Commerce (VP). It is a rare marketing leadership role with an established apparel brand, decades of loyal following, and the financial backing of a world-class private equity investor. BP is in the midst of executing a two to three-year plan to capture market-share and share of wallet through the continued acceleration from print to digital, increased customer engagement via community building coupled with product innovation and foundation of marketing tech and team marching forward to hit their growth objectives.

The VP will report to the President and have a seat at the table alongside the Strategy, Operations, Finance, Merchandising, and Creative, leadership. A big take-away from the last year is that marketing had been leading from behind. The new VP will be a catalyst within management and partner with product and merchandising and lead from the front.

The VP will inherit a talented team across all key areas/channels including eCommerce, customer experience, CRM, paid digital, social media, content, and business/customer analytics, merchandising, design, and others. As such, the VP will be in the enviable position of stepping into a purpose-built environment with financial support, talent, technical capabilities, and budget--all tailored to enable immediate success.

The selected VPM will bring a superpower in performance marketing from a career in e-commerce environments. Her/his reputation will go beyond just driving traffic, to owning the number (both revenue growth and margin) and engaging a community of customer-raving fans. The VP will be steeped in data-driven marketing strategy and know the levers to pull as they manage CAC, increase AOV through content and merchandising programs, and look at product innovation opportunities for increased upsell and cross-sell opportunities yielding enhanced LTV.

Today, BP has a list of 250,000 active customers. They've leveraged channels like Email, Display, Affiliate, Paid Search, and been successful with Influencer and Social campaigns. There exists a ton of "low hanging fruit" opportunities to continue to move the needle across all things digital and performance marketing to hit growth targets and set the company up for a lucrative exit.

Position Success Profile The selected VP will be joining a leadership team that is coming into the home stretch of a rapid turnaround from flat to negative growth and losses to a return to revenue growth AND bottom-line profit. This was accomplished through operational controls which have BP working like a well-oiled machine along with refocused merchandising which delivered the desired product to BP's core customer demo. Additionally, Bridgit, Sheryl, and Michael partnered to revitalize company culture which has dramatically improved communication while breaking down silos. The COVID pandemic further accelerated BP's return to a lean, nimble, and fully-aligned organization. The turnaround will be completed over the coming 12-18 months based on the following initiatives and areas of emphasis:

Convert Audience into Engaged Community: The BP audience has been developed; the next step is to focus on really building out the brand, social and content marketing in order to become more relevant in customer's life and transforming the "list" into a robust BP community

From Sales Enablement to a Lifestyle Brand : Digital performance marketing along with dropping the books has been working reasonably well. What is lacking is leveraging content to move beyond social posting to steering the creative, leveraging influencers, and content to nail BP's POV about its apparel and styles.

Data & Analytics to Insights & Action: BP has the data, the tools, the MarTech stack and the internal expertise to instrument and visualize the KPIs as well as attribution. The VP will bring the strategic marketing savvy required to extract the insights, optimize the channels and spend, and design and execute the campaigns that will enable accelerated and sustainable growth.

Expand the Market : BP's customer demographic is aged 40-65, with a strong loyal following, the goal for the VPM would be to further attract and retain customers in this demographic through both share of wallet and share of closet.

Maximize Stakeholder Value : The PE playbook is to buy, inject operational excellence, grow profitably, and nail the timing to maximize value in a liquidity event. Brentwood plans to sell the company, ideally in the next 36-48 months, making the upside of this role the opportunity to take on an exciting set of challenges and benefit from a successful exit.

Background

Mastery of multi-channel, digital performance marketing; informed and optimized by insights from data analytics; experience extracting the insights to inform decision-making, oversight of execution and ownership of results

Experience building Consumer Brands by leveraging digital content and social influence; ideally out of established as well as challenger brands

Consistently grown sales across multiple SKUs; not just a marketer, but also a Revenue Owner

Ideally out of fashion/apparel but definitely steeped in dynamic, fast-moving Consumer sectors with similar cadence where emotional is a part of the purchase decision (e.g. Beauty )

Experience operating at similar stage and scale as BP is today and will be over the next 3-4 years

Proven ability to be a true Strategic Business Partner who can work closely and collaboratively with executive team and all functional leaders

Been part of a team that is motivated to create value through e-commerce and brand initiatives preferably familiar with private equity backed company.

Mover and a Shaker rolling up his/her sleeves to get the job done with boundless energy willingness to do what it takes and leads and mentors by

Polished Executive Presence : Smart, confident, take-charge marketing leader who can present and convince

Team Builder & Team Player

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Keywords: Boston Proper, Boca Raton , Vice President of Brand, Marketing, & Ecommerce, Other , Boca Raton, Florida

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