Vice President of Marketing & E-Commerce

Position: Vice President of Marketing & E-Commerce

FSLA Status: Full-time/Exempt

Location: Newport Beach, CA (Onsite)

Travel: Up to 10% domestic travel

Salary Range: $190,000 - $300,000 USD annually

About Us

At Best Choice Products, our mission is to develop the world's best-selling products inspired by real people. For over 20 years, our e-commerce retail brand has been committed to developing products for families everywhere. Our diverse catalog includes outdoor living, lawn & garden essentials, toys & games, home furniture, and even seasonal decor. As we like to say, there's something for everyone in the family! Our success is best defined by a collaborative culture full of inspired minds and a willingness to contribute new ideas. Some of our most rewarding moments include being part of the Inc. 5000 list of fastest-growing private companies in America and a Top Workplace (2022) by the Orange County Register! Please visit our website for more information.

Scope of the Role

The Vice President of Marketing & E-Commerce will lead and scale all marketing efforts across owned Direct-to-Consumer (DTC) channels, third-party marketplaces (Amazon, Walmart, Target, etc.), paid media, and lifecycle marketing. Owning strategy and execution across the full customer journey from acquisition to retention, this leader will drive revenue, brand growth, and profitability. They will oversee performance marketing, digital experience, content, affiliate/influencer programs, and marketplace advertising, while leveraging AI and emerging tools to optimize personalization and campaign effectiveness. Collaborating cross-functionally, they will shape content, campaign strategy, and brand storytelling with a modern, socially driven, and data-informed approach.

Reporting Structure

The Vice President of Marketing & E-Commerce is a member of the leadership team and reports to the CEO. This position also partners with cross-functional stakeholders and leaders within the organization.

Essential Functions & Key Responsibilities

• Serve as the company’s head of marketing, responsible for shaping and executing a holistic strategy across all channels, including DTC, marketplace, performance, content, and lifecycle marketing.
• Own and lead the overall marketing strategy, with full accountability for revenue growth, site performance, customer experience, and digital channel profitability.
• Lead strategy and execution across all paid media and marketplace marketing channels, including search, social, display, retargeting, affiliate/influencer programs, and retail media platforms (Amazon Ads, Walmart Connect, Target Roundel, etc.), with a focus on efficient CAC, strong ROAS, and LTV growth.
• Lead lifecycle marketing across email, SMS, loyalty, and CRM to boost customer engagement, repeat purchases, and retention.
• Build and scale affiliate and influencer programs across platforms (TikTok Shop, YouTube, Pinterest, podcasts, blogs, affiliate networks, etc.).
• Leverage AI-powered tools and generative technologies to enhance content creation, advertising campaigns, customer personalization, and data-driven strategy development, ensuring the business stays at the forefront of digital innovation.
• Own the marketing and merchandising calendar and product storytelling to maximize engagement, conversion, and average order value.
• Champion ongoing SEO growth to drive organic traffic.
• Optimize the customer journey through A/B testing, personalization, UX improvements, and data-driven CRO initiatives.
• Utilize deep Shopify expertise to enhance platform capabilities, manage site operations, and ensure a seamless customer experience.
• Create and manage a performance marketing framework, leveraging analytics tools (e.g., Google Analytics, Big Query) to inform decisions and measure impact.
• Collaborate cross-functionally with the Brand and Creative teams to develop marketing content, campaign assets, and messaging that reflect a consistent voice and drive performance across all channels.
• Partner closely with the VP of Channel to align go-to-market product launches, minimize channel conflict, and protect brand integrity.
• Build and mentor a high-performing team across digital marketing, e-commerce operations, analytics, and creative partnerships, establishing clear KPIs and accountability.
• Own and manage the full marketing budget, ensuring efficient channel allocation and measurable ROI.
• Ensure alignment between marketing strategy and brand expression, influencing how brand values are communicated through content, user experience, and digital merchandising.
• Stay ahead of digital and e-commerce trends, performance tools, platform innovations, and AI-driven technologies to keep the brand at the forefront of modern marketing.
  
  

Qualifications & Required Experience

• Bachelor’s degree in Marketing, Business, E-Commerce, Communications, or a related field; MBA preferred.
• 10+ years of experience in e-commerce and digital marketing, with 5+ years in senior leadership roles across DTC and omnichannel consumer brands.
• Proven ability to scale both DTC and marketplace businesses, optimize for conversion, and drive profitable growth.
• Deep expertise in Shopify, performance marketing, digital merchandising, UI/UX, CRO, CRM, SEO, and retention marketing.
• Demonstrated success with affiliate and influencer marketing, including experience with platforms such as TikTok Shop, YouTube, podcasts, and creator networks.
• Experience with tools such as Klaviyo, Meta Ads, Google Ads, and retail media platforms (e.g., Amazon Ads, Walmart Connect, Target Roundel).
• Strong data orientation with fluency in analytics platforms like Google Analytics, BigQuery, and marketplace reporting tools.
• Ability to lead and scale teams, manage multiple stakeholders, and operate in fast-paced, evolving environments.
• Experience in consumer goods, lifestyle brands, or retail categories, ideally with strong seasonal and family-focused product portfolios.
• A strategic thinker with a builder mentality, equally comfortable developing high-level vision and executing with precision.
  
  

Benefits & Perks

Join us and experience a workplace where benefits and perks are designed with you in mind.

• Flex Fridays: Embrace the freedom of optional remote work every Friday.
• Comprehensive Health Coverage: Inclusive medical, dental, vision, life, and supplemental insurance plans to keep you and your family healthy.
• Support When You Need It: Our Employee Assistance Program is here to provide confidential support for personal and work-related issues.
• Future-Forward Financials: Secure your future with our 401k plan, complete with up to a 3% company match.
• Time to Recharge: Enjoy vacation time, paid holidays, and sick days to rest and recharge.
• Fuel Your Day: Delight in a variety of snacks and drinks to keep you energized, including the occasional catered lunch.
• Exclusive Discounts: Take advantage of our generous employee discount on our products, plus occasional product giveaways and raffles.
• Play Hard: Unwind with our on-site arcade games and ping pong to connect with colleagues.
• Stay Fit: Access our onsite gym or bicycles-for-borrow to keep your fitness goals on track.
• Celebrate Together: Join us for milestone and birthday celebrations, as well as happy hours, quarterly team bonding events, and our annual holiday party.
  
  

The base salary range for this full-time position is $190,000-$300,000 USD annually. You will also be eligible to participate in BCP’s benefits and bonus programs. Our salary ranges are determined by role, level, and location. Within the range, individual pay is determined by additional factors, including job-related skills and experience.

Where to Find Us

www.bestchoiceproducts.com

Facebook, Instagram, X, TikTok, Pinterest, and YouTube

At BCP, we are committed to building a diverse and inclusive workplace where everyone can thrive. Best Choice Products proudly provides equal employment opportunities to all employees and applicants, embracing differences in race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, and gender identity. Discrimination and harassment of any kind have no place here.