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Jobs at Greenlane

Vice President of Ecommerce

Location: Torrance, CA

Type: Full Time

Min. Experience: Senior Manager/Supervisor

Greenlane, founded in 2005 is the leading distributor of premium brands in the burgeoning head shop, smoke shop, and dispensary channels. We devise bespoke go-to-market solutions as well as sales and marketing strategies for the best products in the industry and aid their manufacturers at every turn of the product life cycle. We have operations in seven North American cities including six highly automated distribution centers. We also own and operate several leading e-commerce websites, and brick and mortar retail outlets. We work in a fast-paced and competitive industry that demands hard work and dedication, but we have built a unique company culture that allows our growing team of more than two hundred to support our success, each other, and surpass our goals all while having fun.

We offer competitive salaries and benefits, including healthcare and 401k with match, plus perks like a gym membership, super healthy snacks made fresh daily, and more. Greenlane promotes from within, allowing driven candidates the ability to earn progressive roles and responsibilities.

Job purpose

The Vice President of E-Commerce will lead the strategy, development, and marketing of Greenlane’s entire consumer facing web properties, namely the industry leading site vapor.com, as well as a growing portfolio of consumer brands. This individual will be a world class expert in all aspects of customer acquisition, conversion, retention, loyalty, reactivation, SEM, SEO, affiliate programs, digital advertising, platform selection and overseeing technical development. The VP of E-Commerce will be an exceptional team builder and leader, capable of identifying, recruiting, managing, motivating and developing key talent. This individual will have an advanced and comprehensive understanding of leading-edge digital trends and be familiar with the brands at the forefront of e-commerce and disruptive direct-to-consumer marketing. 

Duties and responsibilities

  • Lead Vapor.com Direct-to-Consumer strategy with P&L responsibility.
  • Devise, implement, and execute digital roadmap and planning. 
  • Support our growing portfolio of leading consumer brands with winning digital marketing strategies and web presence. 
  • Work closely with the executive team, to understand, define and support future growth objectives.  
  • Build, manage, incent, and grow eCommerce and customer service teams to achieve strategic objectives and deliver or surpass budgeted growth. 
  • Promote and execute quality assurance testing in order to minimize customer service issues and time to market.
  • Develop and articulate the Vapor.com brand & creative vision across all DTC channels and platforms, ensuring a consistent brand message across all marketing touchpoints and campaigns, oversee the creative development for all consumer-facing communication for Vapor.com
  • Define a growth roadmap that optimizes the company’s conversion funnels and engagement, working cross-functionally to implement it.
  • Develop and execute strategies including CRM/Email Marketing, Content, Marketing Partnerships, PR, and Site Experience (UX/UI).
  • Build and execute a direct response customer acquisition strategy across all channels.
  • Partner with Online Inventory Planning to maintain appropriate sell through and merchandising of limited life items and forecasting of new product launches. 
  • Create and maintain marketing & merchandising, and content calendars, including all supporting strategies, campaigns, and content ideas. 
  • Develop monthly/quarterly review cadence with executive team including data driven analysis of site performance benchmarked against mutually agreed upon targets.
  • Work with company owned and third-party brands featured on vapor.com to develop exciting co-branded marketing campaigns. 
  • Oversee budget for key programs (Program development, Promotions, Email and Marketing, Search and Affiliate) to maximize opportunities and ROI.
  • Calculate ROI for each program and make recommendations based on results to increase sales, opt-ins, Average Order Size (AOS), Average Unit Sale (AUS), and repeat purchases.
  • Enhance and grow a flourishing affiliate marketing program.

Qualifications & Skills Required

  • 8+ years of relevant work experience in high-growth consumer-facing environments, mandatory e-commerce experience.
  • Prior ownership of full P&L within an E-Commerce platform (revenue, full marketing and creative budget, end-to-end team).
  • Strong skills in strategy and planning, budget and P&L management, merchandising and marketing, and vendor selection and management.
  • Firm understanding of leading and emerging digital technologies, coding languages and platforms adequate to effectively manage technical personnel.
  • Ability to identify, communicate and inspire an organization around the next generation of E-Commerce experience to dramatically grow the business, and be able to work through tough issues and overcome challenges while maintaining good relationships.
  • Experience running aggressive SEO, SEM, and affiliate programs.
  • Experience leading Brand Marketing for a Direct-to-Consumer brand and customer experience.
  • Experience leading both E-Commerce and marketing teams during a growth phase, including mentorship and professional development.
  • Demonstrated ability in customer acquisition, conversion, retention, loyalty, and reactivation
  • Proven experience setting high-level strategies and building teams to meet them
  • Proven track record of balancing the analytical side of Digital, while also leading the Creative side of Brand Marketing/Development.
  • Creative thinker and problem solver, thrive in a fast paced environment, prioritize and oversee multiple projects at once, have attention to detail and work well with cross functional teams.
  • Strong analytical and project management skills with the ability to handle multiple priorities.
  • BA/BS required; MBA preferred.
  • Some knowledge of the vape industry is preferred.

Physical requirements

Work is performed while standing, sitting and/or walking.

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