Vice President of eCommerce & Marketing in Hudson, Wisconsin at All States Ag Parts Inc

Summary

The Vice President of eCommerce and Marketing owns the company’s online revenue and the marketing engine that feeds it. The role is accountable for monthly eCommerce revenue, conversion, contribution margin and return on ad spend across all B2B and B2C storefronts and marketplaces (15+ sites including tractorpartsasap.com, partsasap.com, unitedskidtracks.com, Amazon, eBay and Walmart), and for the brand, creative, trade show and demand programs that support the Agriculture, Construction and Material Handling business units.

This is an operating role in a PE-backed, acquisition-driven distributor. The leader diagnoses and fixes revenue shortfalls personally, sets a weekly operating cadence for the eCommerce and marketing teams, manages agencies to scope and results, upgrades talent when needed, and reports plainly to the CEO and the board. The largest site is currently behind budget and the board expects it fixed; the first task is a recovery, not a planning exercise.

Essential Duties and Responsibilities

Employee must be able to perform these essential functions of the position satisfactorily and, if requested, reasonable accommodations may be made to enable employees with disabilities to perform the essential functions of the job, absent undue hardship.

• eCommerce Ownership: Own the eCommerce P&L, including commerce platforms, development agency spend, product feeds, marketplaces, paid search and shopping, email and site conversion. Set the weekly operating cadence and KPIs for the eCommerce and digital team.
• Revenue Accountability: Deliver annual online revenue and EBITDA targets. Diagnose and fix shortfalls at the site and channel level personally, with a root-cause finding and recovery plan inside 30 days of a miss. Look for controllable causes before external ones.
• Performance Marketing: Run paid search, shopping, marketplace advertising and email as performance channels with weekly ROAS, CAC and contribution review. Reallocate spend and agency scope based on results, not relationships.
• Monitoring and Change Control: Ensure every storefront, feed, integration and tracking setup is monitored with alerts, every change is logged and ticketed, and no unannounced change reaches production.
• Vendor and Agency Management: Scope, measure, renegotiate and replace agencies and platform vendors based on output. Maintain utilization and spend visibility for every retainer.
• Business Unit Partnership: Work as a peer to the EVPs: bring a plan, take their input, decide, and report results. Marketing is an accelerator for the business units, not an order-taker and not a silo. Build direct working relationships with sales and customer service teams.
• Digital Channel Expansion: Grow marketplaces (Amazon, eBay, Walmart), dealer and B2B portals, Canada and international storefronts, and strategic channel partnerships.
• Brand Architecture and Positioning: Resolve brand overlap across acquired brands with a decision and a timeline. Keep brand and messaging consistent across websites, campaigns, trade shows, stores and partnerships.
• Integrated Campaigns and Creative: Direct creative, content, SEO, trade shows, promotional calendars and organic social, including programs that feature employees, products and culture.
• M&A Marketing Integration: Lead marketing and eCommerce integration for acquisitions, including rapid storefront onboarding, brand alignment and customer communication.
• Technology Partnership: Partner with the VP of Technology on platform, feeds, search and analytics. Read GA4, Search Console, Merchant Center and ad platform data directly, without waiting for an analyst.
• Market and Competitive Intelligence: Monitor competitors, pricing and customer behavior across the Agriculture, Construction and Material Handling sectors and adjust strategy.
• Board and Executive Reporting: Present results, gaps and plans to the CEO and the board in plain terms with financials, including the size of any problem alongside the plan to fix it.
• Performs all other duties as assigned.
• Complies with the requirements of the company’s ISO 9001 Quality Management System (when required).

Supervisory Responsibilities

• This position supervises employees within the department/division, including the eCommerce, digital advertising, channel management, creative services and trade show teams.

Physical Requirements

• Ability to stand, climb, bend and kneel on an occasional basis.
• Prolonged periods of sitting at a desk and working on a computer.
• Regular manual dexterity/coordination: hand/eye movements, motor control.
• Regular visual effort: concentrated reading of documentation or close viewing of computer displays.
• Able to push, pull and lift up to 15lbs. on an occasional basis.

Potential Hazards

• This position is not exposed to any hazardous substances.

Competencies necessary to perform this job

• Decisive Under Pressure: Makes calls with partial data, owns them, and changes course when the data says so. Cuts the list of initiatives rather than adding to it.
• Direct: Tells the team, the EVPs, the CEO and the board what is wrong, what it will take and what it costs. Comfortable being the only no in the room.
• Operator: Has personally run a performance channel or online P&L and goes into the data rather than waiting for a report. Finds the broken feed, sync or tracking issue before someone else does.
• Commercial: Understands margin, contribution, cash and capital efficiency in a PE-backed distributor and ties every marketing dollar to one of them.
• Integrity: Maintain high ethical standards; communicate expectations to employees.
• Safety and Security: Follow safety policies/plans and promote safe working habits to employees.

Required Education/Experience/Skills

• Bachelor’s degree in Marketing, Business Administration or a related field.

• 10+ years in eCommerce and marketing, including at least 5 years leading teams.
• Has owned online revenue of $25M+ (or a channel P&L of similar scale) in a large-SKU B2B or B2C business, with direct accountability for monthly results.
• Has led a function through a revenue decline or turnaround and can show the before and after.
• Experience operating in a private equity-backed or similar high-performance environment.
• Track record of assessing, upgrading and leading eCommerce and marketing teams and the agencies that support them.
• Fluent in GA4, Google Ads, Merchant Center, marketplace seller tools and at least one enterprise eCommerce platform. Builds their own reports.
• Minneapolis-based, or willing to be on site with the team and in the stores at least two weeks a month during the first year.

Preferred Education/Experience/Skills

• Background in parts, equipment, industrial supply, automotive aftermarket, hardlines or agricultural retail distribution.
• Brand architecture experience across acquired brands.
• Marketplace depth (Amazon, eBay, Walmart) and dealer or B2B portal experience.
• Experience presenting to, and being challenged by, a private equity board.
• Strong written and verbal communication in plain language.

Certifications, Licensees or Registrations Required/Preferred

• This position does not require any special certifications, licenses, or registrations.

UNITED STATES Employee Acknowledgement:

I understand this is not meant to be an all-inclusive job description, but does highlight the majority of expectations for this position. Management reserves the right to change this description as necessary.

I also understand that my employment with Parts ASAP (and affiliates) is an “at-will” status and may be terminated at any time with or without cause by the company or me. This job description does not constitute an employment contract nor does it guarantee employment for any length of time.

I have received this Job Description and I understand that it is my responsibility to perform these duties as requested and within compliance of company policy.