VP of Marketing & Ecommerce (Southeast USA)

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ALLAN'S COMMENTS: In their search for a new world-class VP of Marketing and Ecommerce, we are working with a $50 million manufacturer of American flags based in the southeast USA. Please note that this hands-on leadership role REQUIRES RELOCATION, and relo assistance will be provided.

Our client is a mission-driven, American-made consumer brand rooted in craftsmanship, patriotism, and long-term thinking. Founded in 2018 by three entrepreneurs with a shared vision and $5,000 of their own capital, the business has grown organically—without outside investment—into a thriving mid-eight-figure DTC brand with strong year-over-year growth.

Their products are manufactured with care by a 100-person team in a state-of-the-art facility, where the brand’s commitment to American jobs and American quality is lived every day.

While their hero product is the American flag, this company is not in the “flag business” in the traditional sense. They are building a new category: American-Made Symbolism™. Think YETI meets the Stars and Stripes—a brand designed to transform a once-commoditized product into an heirloom-quality symbol of identity, values, and legacy.

At a time when most consumer products are becoming cheaper, faster, and less meaningful, this company is taking the opposite approach: crafting lasting goods that help customers feel something deeper—pride, reverence, and connection.

With a brand rooted in authenticity, a supply chain they own end-to-end, and a strong internal team already in place, they are poised to double their revenue and influence in the next 3–5 years. They are now looking for a VP of Marketing and Ecommerce to lead them into that future.

The American flag manufacturing industry is dominated by legacy incumbents and low-cost imports, with over 80% of flags sold in the U.S. made overseas. This creates a rare opportunity to differentiate on origin, quality, and meaning.

Our client has already proven there is strong, consistent demand for American-made flags—and they’ve barely scratched the surface. Our market research estimates the U.S. flag manufacturing market at ~$400-450M, with American flags accounting for the largest product segment.

However, this market is functionally underdeveloped. Most flags are sold as unbranded commodities, often manufactured with low-grade materials and little emotional resonance.

What our client understands—and what makes this opportunity so exciting—is that the flag is not just a product. It’s a symbol. It stands for something in the minds of its buyers: service, memory, honor, patriotism, family tradition. These are not attributes that can be imported or commoditized. They must be earned and lived.

With the right leadership, our client has the potential not only to dominate this niche but to expand it—creating new reasons to own, gift, and display the flag, as well as adjacent products in the “American-made lifestyle” category. Think leather goods, apparel, military flags, ceremonial displays, and even brand collaborations with legacy institutions.

The company’s addressable market is vastly larger than it appears on paper. Their most loyal customers are not price-sensitive. They are driven by values, emotion, and heritage. That creates a unique opportunity for a world-class marketer to build a brand that matters—and lasts.

This is a high-impact executive role with a direct line to the co-founders and a seat at the strategic table. The incoming VP will lead a well-established marketing team already executing across paid media, retention, creative, and ecommerce. The focus of this role is on strategy, structure, and performance—not channel execution.

• Develop and oversee an integrated marketing strategy that blends performance marketing with brand-building.
• Own the company’s paid media strategy across channels like Linear TV, Meta, Google, Audio, and Amazon.
• Guide and mentor leaders in creative, ecommerce, retention, and influencer partnerships.
• Optimize marketing spend and improve efficiency, attribution, and profitability.
• Scale new acquisition tactics in underutilized channels such as conservative audio, influencer partnerships, and branded content.
• Refine brand messaging to ensure it resonates emotionally with their ideal customer.

The role demands someone who is both analytical and creative—someone who can challenge the team to ask better questions and see the full picture across CAC, LTV, order frequency, attribution, and creative strategy.

Culturally, this is a humble and execution-focused environment. The founders are family-oriented, financially conservative, and mission-driven. There are no outside investors to appease—just a deeply held belief in building something meaningful and durable. They’re looking for a marketing leader who shares those values.

• Direct Impact: Your decisions will shape the future of a fast-growing, profitable brand already loved by hundreds of thousands of customers.
• Category Creation: You’ll help build not just a business, but a new category.
• Entrepreneurial Energy: Work closely with founders in an environment that rewards clarity, autonomy, and bold thinking.
• Talent-First Team: Step into a marketing organization with strong leaders already in place across performance, creative, and retention.
• Purpose-Led Brand: This company is unapologetically pro-American manufacturing, and its customers are deeply loyal because of it.

If you’re a mission-aligned, data-fluent, and emotionally intelligent marketing leader ready to take a profitable business from great to category-defining, we’d love to hear from you.

I spent a ton of time on the phone with the client teasing out exactly what you’ll need to KNOW and DO to hit the ground running in this role. Some of the things I can share with highly qualified candidates include ...

1. The "real" background requirements for this position, along with the top five things all resumes MUST have to be considered for the role.
2. The top five problems that exist due to this position being open. These are the little brush fires you will be expected to put out during your first month on the job. Every ecommerce job has these — and this one's no different.
3. What your average day/week will look like in this role. There's what you read in the standard ecommerce job posting ... then there's reality. We've got the reality.
4. The leading and lagging KPIs that will determine your success in this role. In a nutshell: How you'll keep score.
5. The major projects you’ll need to complete by Day 100 to be considered a home-run in this position. We’ve got the lowdown on how you can plug-and-play and drive REAL value in this ecommerce job.

I have a massive amount of proprietary intel to share with qualified candidates. My industry research for this assignment exceeds 100 pages! Be sure to TEXT me, Allan Seibert, at (404) 281-2025 for this info. Or simply use the email link when you apply for the role below.

• Develop and oversee an integrated marketing strategy that blends performance marketing with brand-building efforts.
• Lead and mentor a team of marketing leaders across performance, creative, and e-commerce to drive scalable growth.
• Optimize marketing spend across channels, balancing short-term performance goals with long-term brand equity.
• Spearhead strategic decision-making across paid media, organic channels, email/SMS, influencer partnerships, and brand collaborations.
• Work cross-functionally with product, operations, and finance teams to maximize efficiency and profitability.
• Stay ahead of industry trends, marketing innovations, and competitive insights to keep our client's brand on the cutting edge.
• Own the marketing budget
• Develop and scale a corporate program gifting program
• Build and implement a structured approach to partnerships and brand collaborations, identifying key opportunities and proactively driving outreach and execution.

• A strategic thinker with a deep understanding of performance marketing (CAC, LTV, attribution, etc.) and brand-driven creative strategy.
• A seasoned leader with experience managing and scaling high-performing teams across marketing disciplines.
• Someone who thrives in a fast-paced, growth-driven environment and knows how to balance data-driven decision-making with brand storytelling.
• Experienced in DTC, ecommerce, or a high-growth consumer brand (patriotic brands, lifestyle, or premium goods a plus).

• 10+ years in senior marketing leadership roles, with experience in both performance and brand marketing.
• Proven success in scaling a DTC or e-commerce brand.
• Strong data fluency—understanding of key performance marketing metrics and ability to use data to inform creative and media decisions.
• Experience managing and growing large, multi-disciplinary teams.
• Deep knowledge of marketing channels, including Linear TV, Meta, Google, Audio (Podcast and Radio), Amazon, email/SMS, influencer, and content marketing.
• Exceptional leadership, communication, and strategic thinking skills.

PLEASE NOTE: Applicants will only be considered if they complete the client's Culture Index Survey. This is a required part of their hiring process and helps them better understand how you might thrive within their team and company culture.