• VP, DTC & E-Commerce

    Work Location US-NY-New York
  • Specific Responsibilities


    • Responsible for all DTC & ecommerce strategies and for the overall positioning of FRYE in the marketplace.
      • Areas of responsibility include: overall management of DTC & ecommerce platform and business, digital marketing execution, CRM, social, creative, site merchandising, web content, online user experience
    • Work with marketing to ensure a consistent client experience across all marketing channels
    • Achieves corporate business objectives through online and off-line marketing initiatives including: paid search, email marketing, affiliate marketing, display advertising/retargeting, partner programs, collaborations, influencer activations, social media, etc.
    • Partners closely with cross-functional teams to strategize initiatives, understand key investments, propel brand awareness and attain all financial metrics and profitability goals
    • Drives revenue through all channels of the business
    • Supports multi-channel expansion
    • Responsible for driving corporate CRM strategies
      • Creates programs that lead to the acquisition and retention of customers
      • Identifies and executes opportunities within circulation and trigger programs to drive incremental sales
      • Develops programs that engage customers
    • Balances branding and ROI-generating activations. Implements opportunities that will profitably grow the business /generate incremental revenue while enhancing brand awareness
    • Develops and implements innovative, branded programs and editorial stories that will highlight seasonal trends and key items
    • Responsible for all online content
      • Insures site merchandising appropriately reflects the brand and that product is accurately posted to the site in a timely manner to support all selling and marketing initiatives
      • Drives the strategy and directs the flow of all non-product content to the site
    • Manages the online client experience (UX) and on any site updates/upgrades
      • Identifies new business opportunities  
      • Strategizes execution plans for new initiatives  
      • Insures the online experience meets or beats customer expectations


    • Works with marketing on creative activity of internal team and any external agencies or individuals
    • Has full responsibility for the DTC & E-commerce budget
    • Focuses on performance
    • Proven leader who collaborates across functional teams, builds bench strength, promotes growth and retains talent
    • Manages 3 indirect reports


    Skills and Requirements


    • 15+ years in Marketing with proven brick-and-mortar and digital experience
    • Solid leadership skills, team building, and resource management.
    • Excellent communicator and partner
    • Deep understanding of the consumer
    • Strong analytical, planning, forecasting and budgeting/financial skills
    • Track record exceeding targets and objectives
    • Ability to manage multiple priorities simultaneously
    • Proven ability to lead a proactive team and ensure accountability for results that maximize contribution to business objectives


    GBG USA Inc. is an Equal Opportunity Employer






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