VP, E-COMMERCE
CUUP
New York, USA · New York, NY, USA
Posted on Apr 14, 2026
FULLBEAUTY Brands™ is the premier fashion and lifestyle destination for the plus size customer. We are an online and catalog marketplace offering a curated collection of the finest family of plus size brands and thousands of products.
POSITION SUMMARY:
We are seeking a high-impact Vice President of E-Commerce to own and drive the digital performance of our entire brand portfolio. This is a P&L-minded business leadership role — you are accountable for e-commerce results across every brand, every season, every day. You will serve as the chief architect of our web growth strategy, own each brand's digital go-to-market execution, and set the performance standard for the organization.
PRIMARY RESPONSIBILITIES:
Business Leadership & E-Commerce P&L Ownership
- Own e-commerce performance across all brands as a true business leader — accountable for revenue, conversion, traffic, AOV, and customer lifetime value in a DTC-led company where digital is the primary engine of growth.
- Set the multi-brand digital vision and translate it into a rigorous, data-driven roadmap; hold yourself and the organization to measurable outcomes across every property, every season.
- Think and act like a GM: monitor performance daily, identify risks and opportunities in real time, and make rapid, high-quality decisions that protect and accelerate the business.
- Drive continuous site optimization through A/B testing, funnel analysis, and iterative experimentation — always moving the needle on conversion and engagement, never satisfied with the status quo.
- Lead the identification of whitespace opportunities across the portfolio; anticipate competitive shifts and capitalize on them before the market does.
Salesforce Commerce Cloud Platform Leadership
- Serve as the business authority on Salesforce Commerce Cloud — driving platform strategy, governing roadmap prioritization, and partnering with IT on architecture decisions that enable scalability.
- Champion the full utilization of SFCC capabilities, ensuring the team extracts maximum value from platform features including promotions, catalog management, and storefront performance.
- Lead evaluation and integration of third-party tools and technologies that amplify SFCC's core capabilities and accelerate the customer experience roadmap.
Brand Go-To-Market Ownership
- Own the end-to-end digital go-to-market plan for each brand in the portfolio ensuring every brand shows up online with the right product, the right message, and the right offer at the right moment.
- Drive promotional strategy and calendar execution across all brands; partner with Merchandising and Planning to ensure promotional activity is commercially sound, brand-appropriate, and optimized for digital conversion.
- Contribute to marketing execution — translating key seasonal, cultural, and customer milestones into high-impact digital campaigns that are consistent with brand positioning and tuned for performance.
- Ensure each brand's online presence authentically reflects its identity and customer promise while maximizing revenue opportunity — balance brand equity and commercial performance with judgment.
Personalization & Customer Experience
- Build and execute a sophisticated personalization strategy — leveraging customer data, behavioral signals, and segmentation to deliver relevant, high-converting experiences at every touchpoint.
- Partner with digital marketing, creative, and merchandising to develop a content and experience framework that feels personal across all brand identities within the portfolio.
- Champion the evolution of the customer journey from browse to post-purchase, with an obsessive focus on reducing friction and increasing loyalty-driving moments.
Data Analytics & Executive Reporting
- Command the full analytics stack — from site behavioral data to business performance metrics — extracting actionable insights that directly shape strategy and investment decisions.
- Present confidently and frequently to the C-suite and executive leadership, translating complex data into clear narratives with concrete recommendations.
- Establish a culture of measurement within the team; every initiative starts with a hypothesis and ends with a performance verdict.
- Identify emerging trends and warning signals in data before they become business problems — acting with urgency and precision.
Team Leadership & Talent Development
- Lead, inspire, and grow a large, high-performing e-commerce team — setting a high bar for output, urgency, and accountability while investing genuinely in people's development.
- Build a team culture that is entrepreneurial, analytically sharp, and relentlessly focused on the customer.
- Attract top talent; identify gaps and elevate the team's capabilities through coaching, mentoring, and strategic hiring.
- Create clarity of ownership and role definition across a complex, multi-brand environment so execution moves at pace.
Strategic Partnerships & Cross-Functional Leadership
- Form a high-performance triad with the Head of Digital Experience (UX/UI), Head of Digital Marketing, and Head of Data Analytics — these are your closest strategic partners; their work directly amplifies your impact and vice versa. Build relationships grounded in shared goals, clear ownership, and mutual accountability.
- Operate as a trusted, influential partner to heads of Merchandising, Planning, Finance, IT, and Creative — aligning priorities, removing roadblocks, and driving shared outcomes at pace.
- Lead the e-commerce perspective in cross-functional planning processes, ensuring the digital channel is fully represented in seasonal strategies, investment decisions, and new brand initiatives.
MINIMUM QUALIFICATIONS:
- 10+ years of progressive e-commerce leadership, including P&L or revenue ownership in a DTC-led retail environment — you have been accountable for business results, not just channel metrics.
- Demonstrated experience managing digital go-to-market planning across multiple brands or concepts — promotional calendars, moment marketing, product launches, and brand positioning online.
- Deep, hands-on expertise with Salesforce Commerce Cloud — you know the platform and lead strategic decisions around it with authority.
- Proven track record of driving meaningful, sustained improvement in core web KPIs: conversion rate, revenue per visit, AOV, and customer retention.
- Expert-level analytical skills — you are fluent in web analytics platforms (Adobe Analytics, Google Analytics), can build a business case from raw data, and know how to separate signal from noise.
- Proven ability to work in tight strategic partnership with UX/UI, digital marketing, and data analytics leaders — leveraging their capabilities to drive your own commercial outcomes.
- Experience designing and scaling personalization programs that deliver measurable impact on customer engagement and revenue.
- Demonstrated ability to lead large, diverse teams — you set direction, develop talent, and drive results through others without losing pace.
- A track record of operating effectively in matrixed, cross-functional environments — you earn influence through results and relationships, not just authority.
- Polished executive presence with the ability to communicate complex analyses and strategies clearly and persuasively to the C-suite.
- Undergraduate degree required; MBA or advanced degree preferred.
- An unrelenting work ethic, a growth mindset, and genuine ambition to build something great.
WHY JOIN FULLBEAUTY?
- Competitive Health Benefits (Medical, Dental & Vision)
- Employer HSA Contribution
- 401K Match
- Employee Assistance Program
- Hybrid Work Schedule (Corporate)
- Business Casual Attire
- Wellness Initiatives
- 30% Associate Merchandise Discount Across our Family of Brands
- Employee Discount on Travel, Cell Phone Plans and More
- Generous Paid Time Off Program
- Promote From Within Culture
- Commitment to Being an Equal Opportunity Employer
- Life Insurance Benefits
- Internal charity that supports FULLBEAUTY Brands’ associates and their immediate family members during times of extreme hardship
FULLBEAUTY Brands™ is an Equal Opportunity Employer. Qualified applicants will receive consideration for employment without regard to race, age, color, religion, sex, national origin, sexual orientation, gender identity, disability or protected veteran status.