Vice President, Integrated Marketing (Hybrid) presso Lands' End

*This is a hybrid role with 12 days per month onsite in our New York Office at 12 W. 31^st St.

The Vice President, Integrated Marketing, with oversight across all Lands’ End growth and retention channels, will drive the Go To Market strategy that brings in new customers and onboards them while maximizing return in existing files.This executive will have a customer and brand first mentality and a proven track record of driving customer acquisition and retention in a high-growth company. They should bring relevant and nuanced approaches to attracting, reaching, and engaging key customer segments. There should be a strong emphasis on bringing a customer-centric mindset to marketing while unlocking Lands’ End’s full brand potential, driving profitability, and building a robust customer platform across all touchpoints (including licensing, 3^rd party and marketplace).

Reporting into the SVP of Creative and Marketing, the VP, Integrated Marketing will be an influential and collaborative leader within the organization and connect as an enterprise leader across multiple functions. This executive thrives in a fast-paced and rapidly changing digital landscape and can straddle brand, business, and technology. This leader should be able to drive business results, have a proven ability to build and develop teams, partner with peers across the organization, and communicate effectively.  

Responsibilities

• Develop and implement Lands’ End’s go to market strategy and integration of channels to drive existing customer growth and new customer acquisition.
• Expand our digital growth strategy by bringing expertise on the digital marketing landscape and a deep understanding of Lands’ End’s customer and product offering. 
• Lead the transformation from catalog marketing to integrated marketing planning, ensuring seamless alignment across all touchpoints.
• Utilize AI search capabilities to enhance customer targeting and campaign effectiveness.
• Integrate customer journey mapping and loyalty program insights into marketing strategy to deepen engagement and retention.
• Drive product launches and campaign planning with a focus on funnel expansion and optimization.
• Collaborate with external agency partners and internal teams to execute integrated marketing initiatives.
• Bring a test and learn approach to the organization by defining and driving a learning agenda for how we connect and engage with key customer segments. 
• Transform our marketing into a story-driven platform oriented around our product solutions.  
• Lead the identification of target customer segments and markets to drive profitable customer acquisition at scale and new opportunities, utilizing data-driven and data-informed insights to continuously reallocate spend and optimize ROI. 
• Execute and scale the acquisition strategy through online marketing channels, including search engine marketing (SEM), email, social, display, video, external partnerships, and other direct marketing programs. 
• Build a CRM plan for smart growth and improve key customer KPI’s and overall profitability (acquisition, retention, loyalty). 
• Utilize data-driven insights to improve performance, growth, and efficiency. 
• Lead and inspire a team of growth marketers, providing guidance and fostering a culture of innovation and performance. Continuously identify and implement opportunities while measuring for a portfolio effect which drives proper KPI’s and a test-and-learn approach. 
• Partner with Brand, and other internal partners, to drive the end-to-end customer journey from initial brand awareness to first order conversion to an ongoing customer relationship and ultimately substantial top-and bottom-line growth.
• Utilize the existing robust analytics and drive performance of all relevant KPIs (LTV, CAC, contribution margin, channel CPAs, retention cohorts, customer churn feedback, return rates, etc.).  
• Capitalize on opportunity to lead company’s approach to establishing LTV and CAC metrics, as key performance indicators that are relevant, growing, and top of mind. 

Qualifications

• 10+ years of experience leading high-growth and performance marketing at multiple apparel retailers focused on scaling top-line and profitability.  
• A self-motivated and resourceful executive with a strong bias for action who thrives in complexity and enjoys maintaining a long-term view on business.  
• Strong understanding of trends within the digital space and proven success in a leadership role driving growth for the business and team.  
• An understanding of key MarTech platforms and how to leverage platforms to create scaled impact. 
• A track-record of implementing the appropriate processes to achieve the organization’s KPIs; an expert collaborator who can solve for this across their own team and others. 
• Skilled at leveraging, interpreting, and applying data and analytics to build integrated marketing strategies to drive healthy growth. 
•  Excellent communication and collaboration skillset; an ability to communicate, collaborate and influence cross-functionally achieving results in a hands-on environment. 
• Experience in a dimensionalized marketing program across channels: direct, wholesale and marketplace.
• Warm and inclusive leadership skills; someone who is an inspiring, strategic, and supportive leader. 
• Customer and brand first mentality is required.

The base salary range for this position is $200,000 to $300,000, and will be determined based on the candidate’s experience and qualifications.