Job Description:
Brand and Private Label Product Development and Life Cycle Management, Insights and Innovation Pipeline, Pricing/Revenue Management, Ecommerce Growth, Marketing/Demand Generation, and Creative Services. SVP, Marketing and Ecommerce – Role Description
The SVP of Marketing and E-commerce drives the end-to-end commercial engine — from consumer insight to product creation to retail/eCommerce acceleration — ensuring the company wins in a value driven, highly competitive marketplace. This person delivers by aligning integrated marketing, pricing and product strategies across B&M and Ecommerce channels, working with both branded and private label customers. Key responsibilities include managing revenue, margin, and profitability levers championing cross-functional innovation and demand generation and building a high-performing team aligned with company culture. SVP, Marketing and Ecommerce – Key Duties & Responsibilities
Cross-Functional Leadership & Executive Alignment
As member of the executive team Participate in the development of strategic and annual operating plans that create organizational value.
Establish annual and quarterly objectives, strategies, and tactics that support the company’s financial goals with a strong focus on revenue generation and contribution margin improvement.
Establish and track key metrics and provide business and competitive analyses and insights.
Lead use of data to drive decisions, including marketing KPIs and performance dashboards, forecasting and scenario modeling, competitive and market analysis.
Translate complex data into actionable insights for leadership.
Present regularly to the Board on performance and growth strategy Eliminate inefficiencies across key business functions—specifically targeting product development cycles, marketing workflows, and e-commerce operations—to drive faster execution.
Partner with Sales on line reviews, bids, retailer new product launches, and category growth strategies.
Partner with Operations on demand planning, supply alignment, and cost optimization.
Partner with cross-functional teams to identify operational friction points, lead the modernization of legacy systems, and implement robust forecasting frameworks that improve resource allocation and predictability.
Actively foster a culture that promotes open communication, innovation, celebrating when people make a difference, rewarding people working together, and achieving excellence. Financial Ownership & Marketing Investment Management
Partner with finance and executive leadership to ensure efficiency of spend and alignment with profitability targets.
Own and manage a multi-million-dollar marketing budget, starting with the definition of objectives and strategies, and continually improving forecasts, budget allocation, and return on investment.
Lead marketing expense governance, including GL accuracy and coding standards across brands and channels. Enterprise Marketing & E‑Commerce Strategy
Define and lead integrated marketing and e‑commerce strategy across all channels (Amazon, Other Ecom platforms, DTC, and B&M) to drive revenue growth and profitability.
Establish annual and long-term growth initiatives and strategies, including brand strategy, pricing strategy, advertising and promotion strategy, and optimal product portfolio composition.
Oversee the execution of advertising, promotions, and other marketing programs through a combination of internal resources and external agencies.
Ensure effective execution of marketing strategies and plans across channels and customers. Support sales with key account visits as needed.
Provide marketing strategy and fact-based selling information used to create selling stories.
Partner with sales to assist in the development of trade advertising and promotion programs to support distribution and sales objectives.
Oversee the development of strategic and tactical packaging/labeling, providing clear execution direction to internal and external resources.
When needed, lead consumer research planning, resourcing, execution, and analysis through use of external resources. Synthesize information from market and product research findings to develop insights that guide strategic and tactical plans and consumer communication.
Oversee the creation, protection, and commercialization of brand intellectual property across product, packaging, and marketing assets. E‑Commerce Performance & Demand Generation Leadership
Oversee full-funnel demand generation strategy, including paid media (Amazon AMS, Meta, TikTok, etc.), other traffic generation, conversion optimization, and organic search optimization.
Drive performance optimization of e‑commerce listings, pricing, promotions, and conversion rates through data analysis and testing.
Lead cross-functional efforts to drive revenue and margin dollars by driving traffic, increasing conversion, and optimizing return on spend on Amazon and all other Ecom platforms.
Own Amazon catalog health and profitability governance, reducing item suppressions by ensuring complete, compliant product data and optimizing profitability drivers.
Build Amazon new product launch playbooks and adjust based on performance.
Partner with Supply Chain on eCommerce forecasting, inventory health, and OTIF.Product Portfolio & Innovation Leadership
Own the insights’ function, translating insights into product strategy, messaging, and channel plans.
Build competitive intelligence frameworks across retail, DTC, and Amazon.
Ensure innovation aligns with consumer insights, category whitespace, and retailer priorities.
Own the 3–5 year innovation roadmap across all categories. Develop new product strategies and an evergreen product roadmap to drive profitable growth.
Lead the development and execution of design, development, commercialization, launch, and gate review processes to deliver on new product launch goals.
Provide leadership and direction to product development team members, ensuring alignment of product concepting/design, business strategy, manufacturing capabilities, and organizational growth objectives.
Forecast the business case for innovation projects to ensure sound decision making. Pricing Strategy & Revenue Optimization
Establish pricing process and develop pricing strategies by product category, customer, and/or SKU. Ensure thorough analysis of product pricing and quantify expected impact on volume and margins using price elasticity models.
Lead pricing decisions for new product launches, price increases and decreases, customer negotiations, and e-commerce optimization incorporating competitive pricing into the equation.
Optimize margin mix, SKU rationalization, and portfolio architecture. Team Leadership & Organizational Development
Lead, train, and develop Marketing and E‑Commerce team members to become future leaders of the company.
Establish clear priorities, accountability, and performance standards.
Ensure clear departmental processes, procedures, expectations, focus, accountability, and role definition.
Foster a high-performance, collaborative culture aligned to company values. Key Skills & Experience
15+ years in CPG marketing, with deep experience in innovation, pricing, and omnichannel growth.
Proven leadership of Amazon/eCommerce P&L and digital performance marketing.
Demonstrated success launching products from concept through commercialization.
Strong financial acumen: pricing, margin management, forecasting, and P&L ownership.
Experience leading large teams and influencing cross functional executives.
Ability to operate in a fast paced, data driven, value-oriented consumer environment. Success Looks Like
A portfolio with strong innovation velocity and high launch success rates.
A demand generation engine that consistently grows penetration and ROAS.
A top tier Amazon and omnichannel presence with category leading PDPs and conversion.
A marketing organization that is strategic, accountable, and commercially excellent.
