Job Title: VP of Marketing & E-commerce

Department: Marketing

Reports to: Chief Executive Officer (CEO)

Last Revised: 12/18/2025

Location: On-site Lafayette, IN

Job Summary:

We are seeking an experienced VP of Marketing and E-commerce to drive our company's growth and success. In this critical role, you will be responsible for driving revenue growth, customer growth, and subscription growth, while deploying the marketing strategy outlined in the company vision. To measure success, you will focus on key performance indicators such as Customer Acquisition Cost (CAC), Customer Lifetime Value (CLTV), Conversion Rate (CVR), Average Order Value (AOV), Average Selling Price (ASP), Net Promoter Score (NPS), and customer retention rate. The ideal candidate will possess a data-driven mindset, strong leadership skills, and the ability to create and execute innovative marketing strategies. You will be accountable for maximizing ROI, optimizing marketing campaigns and channels, and effectively communicating the company's value proposition to our target audience. Additionally, you will develop and launch new subscription-based offerings, as well as design customer retention programs to enhance customer loyalty and lifetime value.

Furthermore, we are looking for a passionate and dedicated individual who shares our mission of enriching homes through the art of candle making, acts of kindness, and heartfelt connections. You will combine your expertise in data-driven marketing, e-commerce execution, and creative management to make a meaningful impact on our great customers and employees. We believe in nurturing a close-knit community within our town and company, so we seek someone who is genuinely committed to our craft, our people, and our purpose of spreading tranquility and warmth to our candle friends everywhere. If you are someone who wakes up every morning excited to contribute to our vision, eager to collaborate with your fellow coworkers, and driven to maintain our culture, then you may be the perfect fit for our team.

Primary Responsibilities:

Independently manage the marketing and e-commerce function:

• Developing and implementing strategies and initiatives that align with the company's overall vision and goals.
• Demonstrate the ability to make informed decisions without requiring tactical direction.

Leverage a deep understanding of e-commerce metrics, attribution models, and forecasting methodologies:

• Execute comprehensive, data driven marketing strategies to drive data-informed decision making, optimize marketing efforts, and maximize ROI across all marketing and e-commerce initiatives.
• Continuously monitor and analyze key performance indicators, such as CAC, CLTV, CVR, AOV, ASP, NPS, and customer retention rate to drive data-driven decision-making, enhance marketing strategies, and ultimately contribute to the company's growth and financial success.

Sets strategic direction of our marketing efforts while also ensuring the successful execution:

• Possess both strategic thinking and operational management skills, allowing us to effectively balance big-picture vision with hands-on execution that will drive growth, optimize marketing efforts, and contribute to the overall success of our organization.
• Develop and implement comprehensive marketing strategies aligned with company goals and vision, ensuring their successful execution to drive business growth and achieve desired outcomes.
• Balance strategic planning with hands-on operational management, proactively addressing day-to-day challenges and optimizing processes to maximize efficiency and effectiveness.

Marketing and Ecommerce leader responsible for rebuilding and optimizing team dynamics, systems, and standards:

• Strong leadership abilities, a strategic mindset, and a hands-on approach to managing and developing teams and processes.
• Identify and address gaps in the current team structure, systems, and standards, implementing necessary changes to improve performance and optimize outcomes.
• Foster a culture of continuous improvement, collaboration, and growth by providing leadership, mentorship, and support to team members as they adapt to new systems and processes.

Foster a high-performance culture by setting clear expectations, consistently monitoring and measuring team performance, and making difficult decisions:

• Strong leadership abilities, a strategic mindset, and a hands-on approach to managing and developing teams and processes.
• Establish and maintain a culture of accountability by setting clear performance expectations, regularly reviewing progress, and providing constructive feedback to team members.

Required Qualifications/Experience:

• Bachelor’s degree in marketing, business administration, or a related field OR equivalent experience required.
• 8–12+ years in ecommerce or DTC marketing
• Experience at a $10M–$50M ecommerce brand (or scaling within that range)
• Proven success owning CAC, LTV, forecasting, and growth targets
• Experience rebuilding or restructuring a marketing team
• Strong partnership history with Finance and Operations
• Experience working with a company that implemented and successfully utilized the Entrepreneurial Operating System (EOS) preferred.

Required Skills/Abilities:

• Drive customer acquisition and lifecycle marketing strategies to maximize customer value and retention
• Utilize forecasting, budgeting, and ROI discipline to optimize marketing investments and ensure cost-effective growth
• Demonstrate Martech fluency in attribution and analytics to inform data-driven decision making and performance optimization
• Provide strong leadership by fostering a culture of accountability, driving change management initiatives, and empowering team members to succeed
• Communicate clearly and concisely to ensure alignment and clarity across the organization
• Take ownership of projects and decisions, demonstrating high levels of follow-through and accountability
• Be comfortable making tough decisions, when necessary, prioritizing the best interest of the company and its customers, while also being able to self-regulate public emotions to push forward with company goals & initiatives.
• Ability to exhibit the small business mindset, even as the business grows. Ability to work well with and lead a team in this at times ambiguous context.

Physical Requirements:

Prolonged periods sitting at desk and working on a computer.

Environment Requirements:

On-site role working in an environment with various fragrances and scents.

Travel Requirements:

Minimal travel (2 – 3 trips annually at times).

This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee. Duties, responsibilities and activities may change or new ones may be assigned at any time with or without notice.