VP of B2C & Digital Marketing (Hybrid)

Job description

We are seeking a VP of B2C & Digital Marketing to lead the vision, strategy and growth agenda for Lakeshore’s consumer and digital marketing. In this role, you’ll shape integrated B2C marketing strategies that drive customer acquisition, engagement, retention and eCommerce growth, while building long-term equity in a brand teachers and parents have trusted since 1954. This position is designed for a senior marketing leader with deep expertise across the B2C and digital ecosystem, including loyalty, customer lifecycle marketing, CRM, email, social, paid media, SEO, digital commerce, retail and omnichannel marketing. You bring strategic vision and operational discipline in equal measure, you know how to integrate these channels into one growth strategy that increases customer lifetime value, and you’d rather test a promising idea than debate it. You’ll lead a multi-team marketing organization and collaborate closely with executive leadership and partners across eCommerce, Merchandising, Product Development and Creative. You’ll join a curious, collaborative team that holds a high bar for results and keeps teachers, parents and children at the center of every decision. It’s meaningful work, because the campaigns you lead help more kids discover a love of learning. A day on the job looks like this: Shaping the B2C and digital marketing vision, strategy and growth agenda, integrating loyalty, acquisition, retention, eCommerce, CRM, social and performance marketing to drive revenue, customer lifetime value and market share Overseeing the B2C marketing portfolio, budget and resource allocation, and ensuring accountability for revenue, profitability, conversion, retention and return on marketing investment (ROMI) Architecting loyalty, retention and customer lifecycle programs that turn first-time buyers into longtime Lakeshore families across digital and retail channels Synthesizing consumer insights, market intelligence, competitive trends and digital analytics to identify growth opportunities and improve the end-to-end customer experience Leading omnichannel and performance marketing across paid media, SEO, email and social, using audience segmentation, personalization and testing to optimize the customer journey Building, coaching and mentoring a high-performing marketing organization where people are encouraged to experiment, learn and grow, developing future leaders and resolving critical talent gaps as the business grows Transforming marketing capabilities by integrating new technologies, processes and operating models that support future growth Influencing executive decisions and collaborating with eCommerce, Merchandising, Product Development and Creative to align marketing priorities with company growth goals and represent the teachers and families we serve Got the skills and experience? Here’s what we’re looking for: Required: 12+ years of experience in digital marketing within an eCommerce environment 8+ years in a management role leading digital performance marketing teams in B2C commerce, including other managers Demonstrated success developing and executing growth strategies that drive customer acquisition, retention, engagement, customer lifetime value and revenue Deep expertise across the B2C marketing ecosystem, including loyalty, CRM, lifecycle, email, social, paid media, SEO, digital commerce and omnichannel marketing Experience overseeing significant marketing investments, including budget planning, forecasting, performance measurement and ROI management Strong command of customer journey mapping, audience segmentation, personalization, testing and marketing analytics Experience leading marketing transformation initiatives, such as new technologies, processes or operating models Preferred: B2C retail experience, ideally with an omnichannel brand that sells through both stores and eCommerce Experience balancing long-term brand stewardship with short-term business performance A strong eye for creative excellence and the ability to evaluate campaigns through both a strategic and customer lens What Sets You Apart: You pair creativity with analytical rigor and can explain the “why” behind every investment You make sound decisions without complete information, then assess and adjust You develop future leaders and guide teams through change with resilience and optimism You’re down-to-earth and approachable, and you lead with curiosity rather than ego And here’s our end of the bargain! At Lakeshore, we pay local market wages for employees that reside within Los Angeles and Orange Counties. For this position, new employees joining Lakeshore who live within Los Angeles and Orange Counties are typically brought into the organization at a salary rate between $169,500-$300,000 depending on relevant experience & skillset. This range is indicative of projected hiring range. The annual base compensation will take into account each candidate's relevant experience, location, and skillset. Bonus eligible Paid leave for new parents to support work/life balance and family bonding Excellent medical/dental and vision coverage—EPO, PPO and HSA 401(k) retirement plan with company contribution (because you will retire someday) Flexible benefits—choose what you like, ignore the rest On-site preschool for our employees’ children On-site employee gym for all levels/fitness needs Generous employee discount Casual dress…and we really mean it At Lakeshore, we know our diversity makes us stronger, and when everyone feels included and valued, we all win. We strive to embrace our differences and create an intentionally diverse and inclusive community that is representative of the teachers, families and children we serve. We know we couldn’t do the extraordinary things we’re doing without the people on our team. Thanks to the passion and enthusiasm of this spectacular group, Lakeshore is more than a great place to work—it’s a great experience to be part of. Day in and day out, we give everything we’ve got to create products that instill a sense of wonder and foster a true love of learning. To help maintain this high bar for success, we’re constantly on the lookout for people to join us. So if you’re a down-to-earth professional who shares our desire for making a difference, we’d love to hear from you. To learn more about Lakeshore, visit Equal Employment Opportunity Policy People are selected to become members of the Lakeshore family based on skill, merit and mind-boggling talent—not based on race, color, creed, sexual orientation, gender or gender identity, marital status, domestic partnership status, military status, religion, age, national origin, ancestry, alienage, AIDS or AIDS-related complex status, genetic information, predisposition or carrier status, status as a victim of domestic violence, physical or mental disability, or any other characteristic protected by applicable law. If things aren’t equal, we all lose. To learn about how we collect and use Applicant information, please visit our Employee/Applicant Privacy Policy. Lakeshore is an E-Verify employer. We use E-Verify to confirm the employment eligibility of all newly hired employees. Please see the E-Verify Participation Poster and Know Your Rights Poster in English and Spanish for more information. INDRLL1 At Lakeshore, we create innovative learning materials and world-class guest experiences for teachers, parents and children. Since 1954, we’ve grown into a global community—with a thriving e-commerce business, multiple catalogs, over 50 stores, a peerless national sales force, plus international offices that support our preeminent supply chain division. But today we’re working better, smarter and faster than ever—and setting our sights even higher. We’re building an infrastructure designed for scalability, embracing data-driven decision-making and using technology to improve efficiency and ensure the best tools for the best work. Most importantly, we continue to invest in a diverse team of inquisitive top talent who fuel each other’s passions and curiosity, take risks, try new things and believe that every new day brings opportunities for growth.