The Challenge
SBH Fashion is a founder-led, fast-growing fashion brand hunting for a VP of Digital to build and scale their ecommerce engine. You'll own end-to-end digital growth—from acquisition to retention to site conversion—with real P&L accountability and the autonomy to drive profitable revenue acceleration.
Your Mission
Audit current ecommerce performance across all channels (paid social, search, email, site UX) and identify top 3-5 quick-win optimization opportunities
Establish a unified KPI dashboard and monthly P&L framework that tracks site traffic, conversion rate, AOV, CAC, LTV, and ROAS
Design and launch a 90-day testing roadmap for creative, audience targeting, and channel mix optimization in paid performance
Map the full customer lifecycle and identify retention gaps; develop a 90-day email/SMS/loyalty strategy to improve repeat purchase rate
Deliver 15-25% improvement in site conversion rate through CRO testing, UX enhancements, and merchandising optimization
Reduce CAC by 10-15% while maintaining or improving ROAS across all paid channels through creative testing and audience refinement
Increase customer LTV by 20%+ through lifecycle marketing automation, retention campaigns, and loyalty/referral mechanics
Build and mentor a high-performing digital team (ecommerce, performance marketing, CRO) with clear processes and accountability structures
KPIs You'll Own
Site Conversion Rate
Percentage of visitors who complete a purchase; your primary lever for revenue growth without scaling traffic spend.
Customer Acquisition Cost (CAC)
Total paid marketing spend divided by new customers acquired; a direct measure of acquisition efficiency.
Return on Ad Spend (ROAS)
Revenue generated from paid marketing divided by total ad spend; tracks profitability of performance channels.
Customer Lifetime Value (LTV)
Predicted net profit from a customer relationship; informs retention investment and repeat purchase strategy.
Average Order Value (AOV)
Mean revenue per transaction; a key lever for margin expansion alongside conversion optimization.
Email/SMS Revenue & Engagement
Revenue generated from lifecycle marketing channels as a % of total; measures retention and repeat purchase efficiency.
Monthly Ecommerce P&L
Revenue, paid marketing spend, COGS, and contribution margin; your financial accountability metric.
Tools & Stack
Your Team
Your Manager
Likely Founder or Chief Commercial Officer (not specified)
Current Team
Digital, ecommerce, and performance marketing teams (size not disclosed); Creative and Brand teams as cross-functional partners
New or expansion role with mandate to build and mentor high-performing teams
The Package
Salary
$180K-$240K base
Variable
Likely 10-20% annual bonus tied to ecommerce P&L targets
Equity
Possible; typical for VP-level at founder-led growth brands
Remote
On-site, Houston, TX
Benefits & Perks
Company Intelligence
SBH Fashion is a founder-led fashion brand in growth mode. The company operates ecommerce and direct-to-consumer channels with emphasis on digital performance and profitable customer acquisition.
Culture
Founder-led, intellectually curious, results-oriented, fast-moving, and balanced between strategic thinking and hands-on execution.
Is This Role For You?
- You've scaled ecommerce revenue (DTC or retail) from $5M+ to $50M+ and own P&L accountability
- You speak fluent paid social, search, and email/SMS—and you have data proving you can lower CAC while maintaining ROAS
- You're equally comfortable designing long-term strategy and diving into creative testing, site UX, and conversion optimization
- You thrive in founder-led, fast-growth environments where ambiguity is high but the mission is clear
- You measure everything, communicate insights clearly to non-technical stakeholders, and prioritize based on impact and ROI
- You've only managed marketing in large, siloed enterprise environments; this role demands cross-functional fluency and entrepreneurial ownership
- You prefer being a specialist (e.g., paid media only or email only); this is a generalist VP role spanning strategy, execution, team, and P&L
- You're uncomfortable with on-site, Houston-based work; this is a fully on-site role with no remote flexibility mentioned
Interview Process
Initial Conversation
Deep-dive on ecommerce scaling experience, P&L ownership, and specific wins in CAC reduction, ROAS improvement, or conversion optimization.
Case Study / Scenario Discussion
You'll walk through a hypothetical ecommerce performance problem (e.g., declining ROAS, stalling AOV) and outline your diagnostic and action plan.
Team & Culture Fit
Conversation with founder and/or CMO/COO on leadership philosophy, cross-functional collaboration, and appetite for fast-paced founder-led environments.
Reference Checks
References from previous ecommerce/digital roles, likely from peers, team members, and executives on track record and leadership style.
Interested in this role?
Apply now and hear back within days, not weeks.
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Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.