Vice President of Marketing & Brand (DTC + E-Commerce)

Position : Vice President of Marketing & Brand

FSLA Status : Full-time / Exempt

Location : Newport Beach, CA

Travel : Up to 10% domestic travel

Salary Range : $190,000 - $300,000 USD annually

About Us

At Best Choice Products, our mission is to develop the world's best-selling products inspired by real people. For over 20 years, our e-commerce retail brand has been committed to developing products for families everywhere. Our diverse catalog includes outdoor living, lawn & garden essentials, toys & games, home furniture, and even seasonal decor. As we like to say, there's something for everyone in the family! Our success is best defined by a collaborative culture full of inspired minds and a willingness to contribute new ideas. Some of our most rewarding moments include being part of the Inc. 5000 list of fastest-growing private companies in America and a Top Workplace (2022) by the Orange County Register! Please visit our website for more information.

Scope of the Role

The Vice President of Marketing & Brand will lead and scale the company's marketing, brand, and digital commerce functions to drive revenue growth, customer engagement, and brand equity across all channels. This executive will own DTC operations as well as all marketing across DTC and marketplace channels, taking responsibility for the full customer journey, from acquisition to retention, while shaping the company's brand identity, storytelling, and creative vision. They will leverage performance marketing, social commerce, e-commerce innovation, and brand strategy to deliver measurable growth and long-term value.

Reporting Structure

The Vice President of Marketing & Brand is a member of the leadership team and reports to the CEO. This position also partners with cross-functional stakeholders and leaders within the organization.

Essential Functions & Key Responsibilities

• Serve as the company's head of marketing, responsible for shaping and executing a holistic strategy across DTC, marketplaces, performance, content, and lifecycle marketing.
• Own and manage all DTC operations, including site performance, merchandising, fulfillment coordination, and the customer experience.
• Lead strategy and execution across paid media and marketplace channels, including search, social, display, retargeting, and retail media platforms (e.g., Amazon Ads, Walmart Connect, Target Roundel), optimizing for CAC, ROAS, and LTV.
• Lead lifecycle marketing across email, SMS, loyalty, CRM, and SEO to increase engagement, retention, and repeat purchases.
• Own TikTok Shop operations, including strategy, merchandising, content, and performance.
• Build and scale influencer and affiliate programs across platforms such as TikTok, YouTube, Pinterest, podcasts, blogs, and affiliate networks.
• Develop and execute social commerce initiatives that drive engagement and sales across emerging platforms and creator-led channels.
• Leverage AI-powered and data-driven tools to enhance content creation, campaign performance, and personalization.
• Optimize the digital customer journey through A / B testing, personalization, UX enhancements, and CRO initiatives.
• Utilize deep Shopify expertise to improve platform capabilities, manage site operations, and ensure a seamless e-commerce experience.
• Create and manage a performance marketing framework using analytics platforms (e.g., Google Analytics, BigQuery) to inform strategy and measure impact.
• Partner closely with the VP of Channel to align go-to-market product launches, minimize channel conflict, and protect brand integrity.
• Own and manage the full marketing budget to ensure efficient allocation and measurable ROI.
• Build and direct comprehensive brand strategies that align with company goals and ensure consistent storytelling across all touchpoints.
• Define and communicate the company's unique value proposition to strengthen brand identity and differentiation.
• Oversee strategy, planning, and execution of brand campaigns across channels-including social media and PR-to build awareness and deepen emotional connection with audiences.
• Provide strategic direction to the Creative organization to deliver market-leading content that reflects brand values and drives engagement.
• Partner with the CEO to develop and execute PR initiatives that communicate the company mission and strategic priorities.
• Ensure brand integrity is maintained across the entire customer journey, from product packaging to digital experiences.
• Monitor brand health through metrics on awareness, perception, and equity, while identifying emerging cultural and market trends to inform strategy.
• Partner with People / CEO to develop internal branding campaigns that promote the company's mission and values throughout the organization.
• Develop and manage budgets for brand and creative initiatives, using data and insights to guide investment and measure impact.
• Build, mentor, and scale a high-performing team across marketing, e-commerce, brand, and creative disciplines, setting clear KPIs and fostering a collaborative culture.
• Collaborate cross-functionally with internal stakeholders to ensure alignment between performance marketing, brand strategy, and creative execution.
• Act as a strategic advisor to the leadership team on market trends, emerging technologies, and cultural opportunities to keep the brand ahead of the curve.

Qualifications & Required Experience

Benefits & Perks

Join us and experience a workplace where benefits and perks are designed with you in mind.

The base salary range for this full-time position is $X190,000-$300,000 USD annually. You will also be eligible to participate in BCP's benefits and bonus programs. Our salary ranges are determined by role, level, and location. Within the range, individual pay is determined by additional factors, including job-related skills and experience.

Whe re to Find Us

www.bestchoiceproducts.com

Facebook, Instagram, X, TikTok, Pinterest, and YouTube

At BCP, we are committed to building a diverse and inclusive workplace where everyone can thrive. Best Choice Products proudly provides equal employment opportunities to all employees and applicants, embracing differences in race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, and gender identity. Discrimination and harassment of any kind have no place here.