Vice President, Ecommerce

About Company:

PISTOLA is redefining modern denim through craftsmanship and innovation, blending timeless style with forward-thinking design to create iconic, sustainable, and functional pieces that inspire confidence in every fit. As a Los Angeles-based contemporary apparel brand under KNG (PISTOLA and DAZE), we're known for effortlessly elevated essentials with a clean, cool California aesthetic.

Role Overview:

As VP of Ecommerce, you’ll report to the CEO/Founder to scale Pistola’s Ecommerce business. We’re looking for a strategic leader with 10+ years of experience to own our growth roadmap and consumer experience. From high-level strategy to hands-on execution of acquisition and retention, you will collaborate across the leadership team to deliver a best-in-class ecommerce ecosystem.

Core Responsibilities:

• Create, implement and drive strategy, execution and analysis of Pistola’s online marketing efforts based upon strict investment allowable and lifetime value metrics
• Build a scalable marketing budget and plan for smart growth while expanding channel mix, and improving key customer KPI’s and overall profitability
• Execute and scale an acquisition strategy through both online and offline marketing channels including search engine marketing (SEM), Direct Mail, Paid Social, search engine optimization (SEO), external partnerships and other direct marketing programs.
• Continuously identify, test and implement new marketing channels while measuring existing channels for a portfolio effect which drives proper KPI’s.
• Build and manage a best-in-class email and mobile marketing program. Drive both customer acquisition and retention through transaction and triggered email and mobile flows. Develop and manage the company’s email and SMS marketing program to maximize results through segmentation, cadence, offer and design.
• Balance profitability and customers LTV through continuous improvement on the site experience and a laser like focus on customer satisfaction.
• Maintain and evolve a robust testing framework to expand the volume & pace of learning across the business. You should love a good a/b test and almost no decisions can’t be tested.
• Report and analyze channel and campaign performance real-time, daily, weekly and monthly basis; develop insights and make recommendations for action and opportunities.
• Build and lead reporting and analytics across all channels and own the performance of all relevant KPIs (LTV, CAC, contribution margin, channel CPAs, retention cohorts, customer churn feedback, return rates, etc.)
• Manage external partners to optimize and expand upon existing marketing campaigns. Evaluate the own vs. rent approach for each marketing channel.
• Develop an ongoing consumer insight feedback loop with consumers to help support and drive key business decisions and the overall consumer experience. Report on ongoing findings.
• Conduct experiments to constantly improve effectiveness of spend including optimizing campaign creative, copy and audiences.
• Synthesize and share campaign results, insights and best practices across the company
• Be the expert on new, relevant technologies to help drive consumer experience including but not limited to website optimization and personalization.
• Foster continuous improvement; ensure that all marketing activities are efficient, effective and scalable.
• Champion best practices regarding the measurement of ad effectiveness, especially as it relates to marketing effectiveness and multi-channel campaign optimization.
• Coordinate with marketing to help drive and measure public relations and influencer marketing
• Provide strategic leadership over the Customer Service team, ensuring a best-in-class experience that aligns with brand standards and improves overall customer satisfaction + loyalty alongside operational efficiency.
• Work in partnership with VP Ops/IT and Senior Director of Distribution Center to facilitate a seamless consumer experience.

What You’ll need:

• 10+ years of senior strategic ecommerce experience with a strong focus on retail or a related industry.
• Experience building and leading multi-faceted teams comprised of creatives, performance and brand marketers, analytics and engineers.
• Experience must include analytics-based decision-making where success is measured in terms of customer growth, acquisition costs and lifetime value. Data should be one of your best friends right along with experience and curiosity.
• Understanding of the interplay between online/social and traditional channels.
• Direct Response and branded campaign experience, and have driven meaningful results in both Direct mail, affiliate, display and offline channel experience a plus.

Who You are:

• Experienced, Data-driven with a consumer-first focus. You have a strong track record of using analytics to provide strategic recommendations and drive growth for direct-to-consumer subscription product/services.
• An exceptional communicator, leader and collaborator. You’re effective at influencing cross-functional teams and can articulate your thoughts to everyone from individual contributors to top execs.
• Self-directed and results oriented. You love to exceed goals and take on new projects
• A talented juggler. You successfully manage competing priorities, and you make it look easy.
• Strong attention to detail and strong organizational skills.
• Adaptable and ambitious. You enthusiastically take on other assignments when needed to support your team.
• Results-oriented self-starter with a track record of excellent results in a fast-growth environment.

You’ll be:

• Must be able to substantiate a clear understanding of consumer and media trends, and the development of market strategies and campaign outcomes resulting in significant growth of customer/revenue base within a competitive environment.
• Creative / innovative thinker; organized /detail-oriented; team player/ solution-oriented approach.
• Keen understanding of leading-edge ecommerce segmentation methodologies and their respective role in marketing communications.
• Forward thinking, marketing/business development-focused individual. Leads ecommerce revenue generating solutions.
• Strong analytical skills, proven ability to consume and understand data, work with decision analysts to get to clear results and analysis.
• Exceptional skill in verbal and written communications; must also be an excellent listener with a strong desire to continue learning.
• Proven ability to successfully articulate and address complex business issues and opportunities.
• Skilled manager of people and organizational leadership.
• Skilled at promoting collaboration and driving problem resolution across all levels of a business including the c-suite