Vice President Of ECommerce

Stance - San Clemente

Posted: August 31st, 2020


Stance is currently searching for a Vice President of E-commerce to drive one of the fastest growing and most dynamic segments of our business. The successful candidate will be highly entrepreneurial, thrive on collaboration, and possess a holistic and deep understanding of what it takes to deliver an amazing customer experience and build a profitable E-commerce business. Key areas of focus will be site functionality, product merchandising, customer experience, customer engagement and insights, conversion and retention, data analytics, performance marketing, technology, project management, customer service, order fulfillment and P&L management. This senior level leader will serve as a key business partner to the Chief Executive Officer, collaborating with cross-functional business leaders, and providing leadership for the e-commerce strategy and it’s execution.

About the Reporting Structure

This position reports to the CEO and is an integral part of Stance’s Executive Team while overseeing the entire E-Commerce Team.

About Primary Responsibilities


  • A successful track record of leadership and the ability to attract, develop and retain world class talent.
  • Outstanding servant leader, with excellent interpersonal and communications skills.
  • Lead a team consisting of product merchandising, user experience, production, project management, technology, customer experience, performance marketing, data insights and operations.
  • Ensuring that the team is focused and on a strategy that aligns with the company’s goals and objectives.
  • Identify new areas of eCommerce opportunity beyond current organizational thinking.
  • Consistently demonstrate a passion for Stance’s culture and core values.
  • Partners with and lends support to others working on digital initiatives, including international ecommerce expansion and Amazon/marketplace strategy and execution.
  • Partner cross-functionally to collaborate on strategies that affect all channels.
  • Lead all aspects of web analytics related to eCommerce and communicate relevant information to team members, executive leadership and cross-functional partners.
  • Work with Stance’s Leadership and Finance teams to forecast and execute the E-commerce 3yr Strategic Plan and the Annual Operating Budget.

Driving Profitable Growth:

  • Ownership of Stance’s ecommerce growth strategy and execution; both maximizing current tactics and unlocking new opportunities to drive profitable growth.
  • Utilize optimization tactics to refine the online guest experience and drive revenue and profitability.
  • Maximize customer lifetime value and contribution using optimization, customer data, predictive analytics, and other tactics.
  • Strategic management of pricing and promotions to maximize gross margin and lifetime value.
  • Direct integrated campaigns that will deliver an increase in acquisition, conversion rates, overall order size and manage margin performance across a variety of product lines.
  • Own and manage Internet marketing solutions, social media integration, SEO and other monitoring methodologies and analytics to drive profitable growth.
  • Deliver P&L KPIs in order to maximize E-commerce channel contribution

Merchandising & Inventory Management:

  • Lead demand planning strategies and execution to drive proper stock to sales ratios.
  • Set financial forecasting targets, budgets and incentives that support key strategic initiatives
  • Execute Global buy plans in accordance with Stance’s GTM cycle with the Supply Chain Team to ensure on-time delivery
  • Managing sell through, in season inventory, and excess inventory to agreed upon targets and thresholds to support revenue and margin targets.
  • Influence product creation and line plan strategies to maximize Stance’s ecommerce revenue and profitability.

Digital Production & Product Management:

  • Responsible for creating a digital environment that both represents the Stance brand, and also provides a frictionless shopping experience.
  • Provide a superior user experience for the customer, including elements like a compelling visual presentation, easy navigation and an efficient shopping experience.
  • Product management of all features and functionality on Stance.com, including the subscription service.
  • Evaluating and prioritizing features and enhancements through the lens of driving future growth, profitability and support to Brand equity.
  • Implementation of new features from requirements gathering and accurate scoping all the way through testing and seamless launch.
  • Lead project management activities in order to provide structure, process and adaptations for change

Customer Experience

  • Create relevant and meaningful experiences for customers which in turn, translate into increased brand loyalty that drives conversion and loyalty
  • Optimize customer experience through site speed, uptime, main navigation, search, ordering, recommendations page layout, checkout and post purchase
  • Lead post-purchase strategy development, executions and experiences
  • Measure customer sentiment through NPS, reviews, surveys and referral activity
  • Lead testing program from hypothesis development, experiment design, data gathering and data analysis
  • Ability to mine, extract and interpret consumer insights via data collected from our CDP
  • Oversee Customer Service function pre-purchase, in-purchase and post-purchase
  • Coordinate with external 3PL partner in order to achieve on-time delivery metrics in the most efficient and cost effective manner


  • Responsible for the Ecommerce platform - including the storefront, the OMS, CDP, middleware layer and an ecosystem of 10-15 solution providers (i.e., payment processing, fraud management, ratings & reviews, content delivery, hosting, and more).
  • Responsible for maintenance, programming and application development, including back-end integrations into the ERP, 3PL and CDP.
  • Future technology architecture decisions, either with new feature launches, or around major replatforming/changing of components decisions.
  • Make technology purchasing and implementation decisions in partnership with the CFO and other technology resources.
  • Support international business units by providing expertise around scalable technology solutions.

About You

You are a thoughtful leader who understands the importance of team and collaboration. A leader who is results driven and thrives on identifying consumer needs and customer first experiences.  A leader who understands that inspiration comes through strong leadership, trust, empowerment and sound decision making.  You put a premium on trusting relationships, respect, honesty, and openness. You demonstrate strong business judgment and decision-making skills; and have an ability to identify, prioritize, and articulate highest impact initiatives. You are a lifelong learner - always seeking to improve yourself, your team, and the world around you. You are a leader who is business minded, but technically savvy. You are a champion for Stance’s E-commerce strategic vision and roadmap, and you seek to gather input and support from cross-functional stakeholders and the broader DTC team.  You are a highly organized “doer” with an exceptional ability to multitask, take initiative and execute. Lastly, as a key leader in the organization, you are a steward of Stance’s company values which represent our way of working that reinforces Stance’s unique identity relative to other companies.

Experience Needed

  • 12+ years of successful leadership experience in a complex, multi-brand, multi-channel environment.
  • Experience as a leader who can properly influence people, process and technology in a manner that enriches the company’s culture and overall performance.
  • Highly adept and capable of building and maintaining trusting partnerships and relationships across the board with business unit leadership as well as with the company’s external consumer, wholesale, retail and cross-functional partners.
  • A successful track record of leadership and the ability to attract, develop and retain world class talent.
  • Consummate team player, putting others before self, and actively engage stakeholders at all levels.
  • Customer focused, both internal and external to the Company.
  • Outstanding servant leader, with excellent interpersonal and communications skills.
  • Proven marketer who understands and has worked across the full DTC marketing funnel.
  • An in depth understanding of search engines, search engine optimization and factors that influence high rankings
  • Capable of managing and directing website technical structure, design & aesthetics, content, navigation, information architecture and functionality efforts
  • Internet Marketing best practices that result in customer/client acquisition, retention, loyalty and growth
  • Expert knowledge of data and insights-driven Marketing within an E-commerce and direct-to-consumer context
  • Proven innovative approach to driving E-commerce growth
  • Proven experience in P&L management and driving profitable, sustainable growth for an e-commerce business
  • Comprehensive knowledge of the digital landscape, including web applications, site merchandising, SEO, social media, digital and email marketing and relevant reporting
  • Experience forecasting and reporting E-commerce KPIs such as revenue, margin, inventories, traffic, conversion, AOV, LTV, CAC etc...
  • Retail planning, forecasting, buying and merchandising is a plus.

About Stance

STANCE is dedicated to the spirit of individuality with a design philosophy that believes in expression and function. Expression that creates an emotional visual connection and function that also provides comfort and performance. Building outstanding socks with the best fit and performance characteristics from the highest quality materials is the unspoken priority. The outward facing personality of the brand and our products are the creative and artistic stories that go into every single sock we make.

Unravel the spool of convention and celebrate bold expression with this free-thinking fabric. Send a crystal clear mixed message that’s silently loud and quietly bold. Designed in San Clemente, worn everywhere.