Vice President, Digital Activation & Ecommerce Excellence

Responsibilities

• Pillar 1: Digital Commerce Acceleration & Revenue Growth
• Drive ecommerce revenue growth toward $1.1B by 2030 through excellence in digital platform operations, customer experience, and performance marketing. Enable regions with digital best practices ensuring all digital channels (DTC, marketplaces, retail media) drive measurable revenue and margin contribution. Partner with RMEOs to enable regional execution with local market flexibility.
• Pillar 2: Digital Experience Excellence & Brand Consistency
• Define and operationalize global digital experience standards that elevate brand positioning while optimizing for digital KPI improvements (e.g. ROAS, conversion). Ensure consistent brand expression across all digital touchpoints while enabling local cultural relevance. Partner with SVP on brand integration into digital execution.
• Pillar 3: Marketing Technology & Data-Driven Optimization
• Build marketing technology governance, infrastructure, and capability to enable data-driven, personalized digital experiences at scale. Lead emerging technology assessment and adoption in partnership with IT. Partner with Head of Data, Analytics, & Voice of Customer on digital performance measurement and ROAS optimization.
• Pillar 4: AI Excellence & Agentic Innovation
• Lead the adoption of AI and agentic technologies across marketing and ecommerce functions, including GEO optimization, agentic commerce, and AI-powered content and consumer intelligence. Define marketing and ecommerce AI use case prioritization, governance frameworks, and next-practice solutions that drive competitive advantage and productivity. Partner with Head of Data, Analytics, & Voice of Customer and RMEOs to embed AI-powered capabilities across all digital channels and regional teams.
• Digital Commerce Acceleration & Revenue Growth:
• - Own ecommerce platform performance and optimization across all geographies and brands

Requirements

• 12+ years in analytics, marketing science, measurement leadership, or data strategy
• Deep expertise in Marketing Mix Modeling (MMM) and GMM
• Strong experience with VoC platforms, sentiment analysis, and social listening
• Experience building dashboards and automated reporting (Tableau, Looker, Power BI)
• Experience managing large-scale data infrastructure projects
• Strategic business acumen; ability to translate data into recommendations
• Experience managing syndicated data partnerships and governance